When your purpose is crystal clear and the entire organisation (and some investors) happily bounce off to work, it’s time to take a look at your vision. The vision is sometimes also called ambition, and there’s no need to deny it – that works as well.
A vision is a higher business goal that describes the state that your company strives for. In other words, it describes where you are going. Ideally, the vision should summarise the business aspect in a clear way and help drive the business forward. Without a vision, it is easy to lose momentum. Frankly, you get a little stuck, at best satisfied, at worst bored.
Defining the vision and creating energy to go forward requires both insight, courage, and guts. It’s not about aiming for the treetops, but for the stars. Perhaps that is why a vision statement is often presented as “almost unattainable”. Many also add that it is “a goal in 10 years” or “we strive for this, but we are not there yet.” The vision becomes an ideal situation that is neither measurable nor has a set deadline.
Here, I could have ended this piece. Few would have blamed me. But when one does put effort into formulating a vision, it’s not only a shame but downright foolish not to use it. Our suggestion is therefore to not only aim high but also challenge yourself by setting KPIs for both softer and harder values – preferably together with the organisation to make sure everyone knows what you are striving for.
So, forget about an unattainable vision. Naturally, you should be able to reach your goal! If nothing else, it is a nice reason to formulate a new vision when your old one has played out its role. And while waiting for that, maybe you should take a look at your brand promise?
Helena Helsing Mork
Concept developer & copywriter
helena.helsing.mork@grow.eu
