Why You Need A Vision Statement and the 6 Elements it Should Contain

When was the last time you looked at your business vision statement? Do you have a vision statement? It’s different than a mission statement in a basic way: your mission statement states what your business does. Your vision statement is more of a why and how statement.

The good news is that your vision statement should be broad and grand. It’s aspirational and written in the present tense. Your vision statement should include elements of the following:

·      Company core values

·      Company culture

·      It should set priorities

·      It should paint a picture

·      It should inspire your employees

·      And it can be more of a passion statement than a purpose statement

Company leaders should embody the vision of the company. It’s an important branding strategy and your vision should be reflected in all aspects of your company and embraced by everyone in the company. That last point is very important. Simon Sinek states it best:

“Customers will never love a company until the employees love it first.”

Here are some great examples of Vision Statements:

· Feeding America: “A hunger-free America.”

· IKEA: “Our vision is to create a better every-day life for many people.”

· Nike“Bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)”

· World Wildlife Fund: “We seek to save a planet, a world of life. Reconciling the needs of human beings and the needs of others that share the Earth…”

· Goodwill: “Every person has the opportunity to achieve his/her fullest potential and participate in and contribute to all aspects of life.”

· UPS: “Our goal is to synchronize the world of commerce by developing business solutions that create value and competitive advantages for our customers.”

Inspired? Make this a team effort. Set aside some time with your employees to dream big. Including them will foster buy-in and as we all know, buy-in is key to success.

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G. Nancy Allen is an international speaker, coach, consultant and expert on women’s business issues. Nancy has over 30 years of experience helping small business owners at all stages of growth. As President and CEO of WBDC Florida/Her Company Incorporated, Nancy manages and leads an incredible team of staff, sponsors, partners and women business leaders who are dedicated to certifying, connecting and championing women in business. Nancy has been recognized for her work on behalf of women in business through numerous prestigious awards: -Nancy was recently honored by the International Career and Business Alliance (ICABA) as one of South Florida’s 100 most accomplished Caribbean Americans. She is especially proud of this award because it highlights her heritage as well as her professional accomplishments. -Nancy is the recipient of the World Women Leadership Achievement Award from the World Women Leadership Congress -Nancy is also the proud recipient of the Association Marketing Award from Women in ECommerce. -Most recently Nancy was named Honorary Ambassador of Cascais, Portugal by the Ambassador’s Club of the Industry Sector of Cascais and the Estoril Coast. Nancy’s personal motto is Connections, Creativity and Courage in all endeavors. She holds a Master’s Degree from the Johns Hopkins School of Advanced International Studies (SAIS, 1982). She was born in Haiti and raised in South Florida. Nancy is bi-lingual in English and French and is fluent in Spanish and Creole.

Certified WBENC




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