Why You Need a Vision Statement

“The most pathetic person in the world is someone who has sight, but has no vision.” – Helen Keller

“Good business leaders create a vision, articulate the vision, passionately own the vision, and relentlessly drive it to completion.” – Jack Welch, former CEO of GE

While they were probably coming from somewhat different perspective, Helen Keller and Jack Welch have both managed to get to the heart of a problem that plagues individuals and businesses alike.  Lack of vision is at best a hindrance and at worse it is fatal.  This is particularly true for a business.

What Does a Vision Do for a Business?

Imagine you are an artist about to start on a new painting.  Okay, get started.  Did you know immediately what to do?  Well perhaps.  If you are a serious artist you have in mind what the final product will look like before you even start to paint or choose the appropriate tools and materials to use.  As baseball great Yogi Berra said, “If you don’t know where you are going, you might wind up someplace else.”  I think Yogi is on to something.

Just as an artist has a vision of what the picture will look like, your vision is a Mental Picture of what you expect the future of our company to look like.  Of course, if that vision involves other people, it really needs to be boiled down to a few sentences that capture the essence of it.  This can be quite difficult, but it is essential for clarity and direction.  This vision will determine your Purpose (or Mission).  Coupled with a Values Statement, it is extremely powerful for keeping you on course.

What Happens Without a Vision

Well, you may be successful in spite of yourself, but that likelihood will be greatly increased with a clearly articulated vision.  Without a vision statement you will likely find decision making frustrating and wonder why employees don’t seem to be on the same page.

Benefits of a Vision

If you are keenly aware of your vision, you will find it easier to make the right decisions by simply asking yourself, “Is this an action that supports the company’s vision?”  For example, if your vision is to be the low cost provider of a service or product, this will dramatically impact your decisions.  When you are attempting to hire employees, a vision makes it easier for the company and a potential employee to see if there is a good fit.  Your vision helps determine the company’s culture.  Coupled with Purpose and Values, it is a powerful driver of success.  That makes sense, as your vision plays a key role in defining what success looks like.

A vision helps your people work together instead of against each other.  Proverbs 29:18 (NAS) “Where there is no vision, the people are unrestrained…”

Should you like to know more, contact us at: AimCFO – Contact

As always, your comments are welcomed.


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