Your business vision and mission put your dreams into words.
A business vision is a succinctly written statement that typically declares the focus, beliefs, and underpinnings of a small business. You may think it’s easy but it’s not. A great business vision statement takes time and attention to get right. However, it is possible to have a dynamic, powerful business vision. Your successful statements will implicitly state who you are, what is most important, and how your business will make an impact. Most importantly, it’s easy to do. All you need is to follow these 7 steps below to craft a business vision that implicitly states what your business is all about.
Here are some awesome Vision Statements from some of my favorite brands. Some present more succinct Vision Statements, and some are longer, but all seek to communicate succinctly:
Brands With Great Vision and Mission Statements
“The Walt Disney Company is the Global Leader in Entertainment.”
“The mission of The Walt Disney Company is to be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services, and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.” (Quoted from Disney.com)
“Our vision is to be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.“
“It’s our goal to be Earth’s most customer-centric company, where customers can find and discover anything at Amazon.com.” (Quoted from Amazon.com)
To create a better everyday life for many people.
Ikea’s Mission Statement
(termed by them as their Business Idea) We shall offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them. (Quoted from Ikea.com)
Families and communities keeping children and youth safe, nurtured and strong.
CAS’s Mission Statement
To protect young children and youth and to promote and advocate for the welfare of children, youth and families in our communities.
So What? Why Your Business Vision, Mission and Values Matter
Many of my clients want to skip the business vision and mission definition process. However, I always suggest they give it a try. The biggest reason is that doing the work to clearly articulate your business vision is a gift that keeps on giving.
When you do the gritty work and define your brand vision, you’ll gain deep insight into your brand voice. Your brand voice is how you sound and resonate with others, and it informs all of your business branding. Once it’s done, you’ll have it behind you. And, once your business vision is declared, it will be easier to express your work, products and even manage your priorities. Your business vision typically the funnel trickles down:
- Your Brand Vision is global and a statement of passion, beliefs, and purpose
- The Mission is a statement of purpose but more directed around how you will bring your vision to life via your business on a day-in-day-out basis
- Your Brand Values are the company defined standards of behavior for each employee to buy into and uphold.
So claiming your small business Vision, Mission and Values are an important part of your brand promise and your entire business philosophy. Regardless of the size of your business, its level of sales, or its stage of growth, spending time to create and craft your vision, mission and values will pay off in the long run! These three ideas trickle down into your philosophy, your policies and procedures, your customer service approaches, and ultimately the way you do business.
Here are a couple more examples of longer vision and mission statements.
Apple’s current vision statement was introduced by CEO Tim Cook, who stated, “We believe that we are on the face of the earth to make great products and that’s not changing. We are constantly focusing on innovating. Apple believes in the simple, not the complex.
We believe that we need to own and control the primary technologies behind the products that we make and participate only in markets where we can make a significant contribution.
Apple believes in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot. And frankly, we don’t settle for anything less than excellence in every group in the company, and we have the self- honesty to admit when we’re wrong and the courage to change. And I think regardless of who is in what job those values are so embedded in this company that Apple will do extremely well.”
Patagonia’s Mission Statement
Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
Patagonia’s Reason for Being
Patagonia grew out of a small company that made tools for climbers. Alpinism remains at the heart of a worldwide business that still makes clothes for climbing – as well as for skiing, snowboarding, surfing, fly fishing, paddling and trail running. These are all silent sports. None require a motor; none deliver the cheers of a crowd. In each sport, reward comes in the form of hard-won grace and moments of connection between us and nature.
Writing Your Brand’s Vision Statement
As a small business, you need ways to stand out from a crowded marketplace. And, sometimes it’s very difficult to sustain hard economic times. Therefore your vision statement examples above, although representative of global brands are examples that encapsulate the core belief statements, values and initial inspiration that sparked each company’s success.
In Simon Sinek’s very famous ‘Start with Why’ TED Talk he demonstrates a clean argument for a passion-centric statement of belief (what Sinek terms your Big Why) as being the best place to begin when setting out to design your business vision statement.
There are some common aspects of powerful and effective business vision statements. A vision by nature is not as specific as it is a precise and global statement of belief. So try not to limit your business vision to specific ‘goals’. You’ll want to avoid using phrases such as growing your business, or expanding your customer base because they can be too specific. Often, including statements like these will not stand the test of time. Instead of including specific statements in your vision or mission, save them and include them as business goals. Think of the vision for the future of your entire business. Don’t be too narrow in focus.
Think of The Future
Try to project your thoughts of your business in its future state. Instead of looking at where you are now, close your eyes and let your mind movie play out. Let your vision capture the longer-range, broadest view of what the future will be. However, you’ll want to keep it tight.
The Power Of Wordsmithing
To really resonate, use powerful words yet keep your business vision brief and succinct. Some people may think this is easy, but it’s not. The process of crafting a great business vision and mission can take a long time. Think of it as a revision process where you write a draft, think about it, edit it and rewrite until you have brainstormed and crystallized your thoughts.
Carefully select the most effective words that convey your business vision simply. You’ll also want to proofread your business vision and mission to avoid it sounding too generic or trite. Instead of using overarching generalities, wordsmith until you land on really juicy words. To sum up, the best business vision statement clearly conveys your company today while capturing what you wish to continually become.
7 Simple Steps To Write Your Business Vision Statement
It is important to think of your business vision as a critical step in the design process of playing a bigger game, creating a scalable business model and creating your business legacy.
- Think about what your business does and what, in an ideal world, you would like it to do.
- How your business will stake its claim and appear to the outside world.
- List the services, products, experiences, and assets your company offers
- Imagine your business vision as encapsulating all of these things in a souped-up ‘Cadillac’ version
- Brainstorm a list of attributes.
- Edit and refine your list – finding the juiciest, most powerful words to convey your ideas.
- Incorporate as many of juicy words into a succinct vision statement that conveys the image you want your business to represent.
Therefore, once you’ve identified your Company Vision, your mission, goals, and priorities are much easier to define.
If you need help defining your business vision, mission, and goals – I’d like to help. Contact me to schedule your complimentary Discovery Session today!
I can help you find clarity, declare your business vision, identify your ideal client and the sweet spot where your service and products come together to bring your vision to life for your clients and customers.