I am a couple of days late on this one, so I apologize for that, but this topic is more difficult than what you might think. I have had the responsibility to draft, edit, and approve many vision statements for companies I have worked for in the marketplace and probably double that in the ministry world. As I was writing this second installment, I began to ask myself several questions such as, “What makes a great vision statement great?” “Does it make sense?” “Does it communicate my heartbeat (if personal) or Does it communicated the heartbeat of the organization?”
Don’t try to impress people with lots of language they get lost in or language that is fuzzy. It depends on who you read on this subject, but I believe that a vision statement should be one sentence long. Think elevator pitch. As you know you should be able to summarize your vision, dream, or idea in less than three minutes. The vision statement is the outline for your elevator pitch. It should include the dream, the why, and the culmination of that vision. Here are some samples:
Chevron – At the heart of The Chevron Way is our Vision to be the global energy company most admired for its people, partnership and performance.
Dollar General – Serving Others For Customers A Better Life For Shareholders A Superior Return For Employees Respect and Opportunity
Estee Lauder – The guiding vision of The Estee Lauder Companies is “Bringing the best to everyone we touch”. By “The best”, we mean the best products, the best people and the best ideas.
Harley Davidson – We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.
Walt Disney Corporation -To make people happy.
My personal vision statement: Jeff Calloway – To love and serve God, growing his kingdom with people I love.
Some these are long and one is very short.
The vision statement is the fuel for the engine and if the fuel is bad, the engine will sputter and eventually quit. Referring back to Part One of this topic let’s review the three actions you need to write a vision statement:
These three actions are the are what refines the fuel you will put into the engine.
After you have written your vision statement, it needs to go before at least two different sets of eyes who know your heart and vision. Ask them to scrutinize the vision statement, not to find errors or to change the “fuel,” but to help you refine it further and possibly help you clarify it so it will clearly communicate what will be accomplished.
Please share in the comment section your personal or organization vision statement and share a sentence or two about it.