Create a company vision that people want to follow.
By Scot Chisholm
Can you answer the question, where are we going as a company?
It sounds simple, but in my experience, most team members either have no idea or give wildly different responses. A traditional vision statement misses the mark in so many ways, but after 20 years of trial and error, I found a format that nails it.
What Is a Company Vision?
A vision statement is how you see the future for the company and its customers. Vision equals the company outcomes you want to see in 3, 5, 10, and 20 years. This can act as directional guidance for the team. It’s the journey to your North Star.
Does Mission Equal Vision?
A mission statement answers the question, why do we exist? It’s the guiding light for the business. Forever pursued but likely never achieved, it should be relevant in 100 years.
Your company vision answers the question, where are we going? It maps the steps or milestones you must achieve to get closer to your mission.
Your mission statement is the North Star, and the vision is your star chart — mapping out your points along the way.
How to Create Your Inspiring Vision
Use the 1-4 Method: one slide, four sentences. This method gives you a powerful slide that’ll help your team know where they’re headed, what comes next, and how to spend their time. The 1-4 Method has a sequence to it and communicates an overarching strategy. You’ll create 4 power sentences describing your vision in 3, 5, 10, and 20 years, where each sentence builds off the next. Remember, keep it simple, stupid!
- Create the Template
Create a 1-slide presentation and label it: [Company name]’s Strategic Vision Plan.
- Write Your 3-Year Vision
Write your first sentence: 3-Year: [Your vision for the company] (80%). 3-Year is the time frame, and 80% is the resource allocation dedicated to this particular line.
Examples:
- Build the best [X product] for [Y target audience].
- Become the No. [X] company in the [Y target market].
- Become the most customer-loved company in the [Y target market].
- Write 3 Other Vision Statements
Look ahead and add your 5-, 10-, and 20-year vision sentences: 5-Year: [Your vision for the company] (10%); 10-Year: [Your vision for the company] (7%); 20-Year: [Your vision for the company] 3%.
Dream bigger with bigger outcomes the further out you get. Here’s an example of what your final slide might look like (from one of my companies):
[Company name]’s Strategic Vision Plan
3-Year: Build the most beloved retail experience in Montana. (80%)
5-Year: Use knowledge from our stores to build a massive online audience. (10%)
10-Year: Use momentum to open 10 new stores in synergetic markets. (7%)
20-Year: Become a top 10 e-tailer in the health and wellness space. (3%)
The % resource allocations help your team better understand how to spend their time and give them permission to dedicate some time to the bigger-picture, long-range vision.
- Update the Slide Each Year
At the end of 3 years, roughly 75% of your slide should roll over, but you’ve outgrown your initial 3-Year statement. This is a great time for a major launch within the company.
Remember, your company vision isn’t a prediction of where you’re going. Your vision should resonate across your team, creating a shared understanding of where you’re going and how you’ll get there.
