Re:Focus: Write A Vision Statement That Works

Most vision and mission statements fail to inspire loyalty, hard work, and innovation; they often merely describe a company's functions. A compelling vision statement articulates a future that the company strives to achieve, distinct from a mere description of its current operations. Effective vision statements begin with a personal belief, avoid mentioning specific products, and clearly outline actionable principles that guide the company's operations. For example, the author’s vision is to inspire people to pursue what inspires them, supported by principles such as being unconventional, keeping it simple, collaborating, seeking positive perspectives, and prioritizing action. Key Concepts: - Vision and mission statements often lack impact and originality. - A strong vision statement should reflect a future aspiration and start with "I believe" or "I envision." - Avoid detailing products in the vision statement; focus on the underlying purpose. - Identify unique operational characteristics that can be measured and held accountable. - Business goals should be documented separately from the vision statement. - The author’s personal vision statement is: "I work to inspire people to do the things that inspire them," supported by five guiding principles.