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Guest post by: Scott Van Wagner Become an Author

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A Vision Statement spells out where the firm is planning to go in the future answering the basic question "Where are we going." Given this a Vision Statement is both strategic and long term in its focus. What the Vision Statement accomplishes by putting the proverbial stake in the ground is starting the process towards the firms defining what it is.

While there are many interpretations of what a Vision Statement may contain the following points suggest a number of characteristics of a strong Vision Statement:

Vision Statement Attributes

Future Focus

Vision Statements should be long term in their outlook. By describing a long term vision for the firm the strategic planning process can begin to how to get to the place described by the Vision Statement. All the following strategic planning activities will take their lead from the direction set by the Vision Statement.

Transformational

Current thought concerning what is required for business success features the idea of delivering exceptional value for the customer. Creating and delivering exceptional value simply cannot be accomplished by adopting modest goals. As competition and customer empowerment increase the need to be not just different, but better, is increasing. By including a transformational message within the Vision Statement the firm is issuing a challenge to their employees and partners to strive to be exceptional, not average.

Inspirational

Transformational leaders are typically inspirational as well encouraging and motivating others to join them in their cause. Vision Statements are much the same in this regard as they should seek to challenge and motivate those involved to reach for the future described. More than just explaining Vision Statements should engage and motivate as well.

Memorable

Wishy washy business speak has no place here. To be memorable a Vision Statement must paint an attractive word picture with clearly articulated message.

Achievable

A Vision Statement must represent a realistic future. There is a balancing act at work here between the need to challenge while remaining realistic. This really goes to content and the fact that no matter how inspiring and engaging the Vision Statement is if people do not believe it can be achieved it will fail.

Aligned

Although the starting point for the strategic planning process the Vision Statement must be in synch with the objectives, strategies, values, and culture that fall out of its direction. It is also important to note that the firm must be organized and resourced in such a manner as to allow the pursuit of the Vision Statement.

Communicating the Vision Statement

Simply creating a Vision Statement without planning on how to communicate it really discredits the process. Having spent time to develop a meaningful picture of the future of the firm it must be communicated as well:

Who to Communicate To

The Vision Statement is high level strategic document that should be shared with the stakeholders of the firm including; customers, employees, partners, and society as a whole.

What to Communicate

What needs to be communicated concerning the Vision Statement is the Vision Statement itself, as well as, how you see it affecting the firm. Communication concerning the Vision Statement also needs to include a declaration of support from the leaders of the firm. There should be no question as to the importance placed upon the Vision Statement by those in charge.

When to Communicate

As with strategic planning in general simply creating a Vision Statement and not planning to revisit its content and understanding is guaranteeing your hard work to this point goes to waste. Plan to regularly review the Vision Statement and its impact upon those tasked with delivering on it. This helps to keep both the message and the commitment fresh.

How to Communicate

The Vision Statement needs to be widely communicated by a number of different communication tools. The Vision Statement should be easily accessible via social media and collateral materials. As the Vision Statement is intended to reach a broad stakeholder audience it is only sensible to ensure that it is readily available to those it impacts either directly or indirectly. Finally for the Vision Statement to be deemed credible the leaders of the firm must embrace it and act as role models for it.

Supporting the Vision Statement

In order to ensure acceptance of the Vision Statement plans must be put into place to determine how to support it. Such plans could include:

Encouraging

As mentioned it is important for the leaders of the firm to be seen as role models for the direction charted by the Vision Statement. Leaders must also, however, make conscious efforts to encourage their reports to follow their example. This can be done formally by building Vision Statement related goals into the employee review process and informally by direct encouragement. Either way it is a responsibility of the firm's leadership to motivate others to follow their lead.

Rewarding

Going beyond mere encouragement to rewarding those demonstrating commitment in their actions to the corporate Vision Statement must be encouraged. Again this can be done formally via the employee review process or on an ad hoc informal basis as exceptional behaviour occurs.

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Referred by: http://www.connectuscanada.com

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