Setting up, Communicating and Executing your company vision to achieve a successful strategy.

When it comes to defining a company's vision, a textbook definition would state that it is "a statement that outlines the long-term goals and aspirations of the organization."

This statement is crucial as it provides clarity to employees, customers, and stakeholders and guides decision-making and strategic planning. However, a practical definition of vision goes beyond that.

In reality, the vision is the "north star" that guides the entire organization. It is the reason why our business exists, and the first building block to define our strategy, followed by what and how. Therefore, the vision should be easily understandable and transmissible across all departments.

The "why" behind the company's existence is the essence of its vision. It explains the reason for the company's offerings and how they benefit its customers. If the vision is unclear, it will reflect in the process and the final product or service, failing to satisfy the needs of the customer.

Unfortunately, many companies set goals and objectives without having a clear vision, or worse, they have a poorly-defined vision that's nothing more than a set of objectives. This approach leads to employees merely following targets, which end up changing from quarter to quarter. By the end of the year, the targets set at the beginning of the year are unattainable.

This, in turn, negatively impacts the employees, the company culture, the product, the customer, and the company's growth. To avoid such a scenario, it's important to have a clear and well-defined vision.

So, where do we begin?

Define the company's purpose

Start by identifying the company's reason for being. This can be done by asking questions such as "What problems are we trying to solve?" or "What value do we provide to our customers?"

Conduct a SWOT analysis

Analyse the company's strengths, weaknesses, opportunities, and threats. This will help identify areas of focus and potential obstacles that need to be addressed.

Develop a mission statement

Based on the company's purpose and SWOT analysis, create a concise statement that defines the company's mission and how it will achieve its goals.

Establish core values

Determine the values that the company stands for and the principles that guide its actions. These values should align with the company's mission and purpose.

Envision the future

Create a clear picture of what the company wants to achieve in the long-term. This should be a stretch goal that inspires and motivates employees.

Write the vision statement

Based on the previous steps, write a concise statement that captures the company's long-term aspirations and goals. The vision statement should be clear, concise, and easy to understand.

Communicate the vision

Once the vision statement is developed, communicate it to all employees of the company. Ensure that everyone understands the vision, its purpose, and how it will be achieved.

Integrate the vision into decision-making and strategy

The vision should guide all decision-making and strategic planning. Ensure that all strategies and initiatives align with the company's vision.

Review and refine the vision

Regularly review the vision statement to ensure that it remains relevant and aligned with the company's goals and values. Refine the vision as necessary to ensure it continues to inspire and motivate employees.

By following these steps, a company can develop a clear and compelling vision that provides direction and purpose for all employees.

As part of the services that I offer, I work closely with organizations and teams to help them define the real purpose for their company, team and at times even lives. So if you’re starting a new venture or looking to refine your existing strategy, I can provide guidance and support to help you articulate your vision, develop a clear roadmap, and communicate your message to stakeholders.

If you would like to learn more, please feel free to reach out to me here.

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