How to Create a Vision for Your Business

A vision statement is a broad, inspiring image of the future state a business aspires to reach. It describes without specifying how aspirations will be achieved, or when. It is ambitious, and forward-thinking. It's not about where the organisation is now, it's about what the organisation will be, or aspires to be.

A vision statement needs to:

• describe aspirations and intent
• be inspirational for your staff and customers
• project a compelling story
• paint a clear picture
• use engaging and descriptive language
• be realistic
• align with your company's values

The vision statement will also provide a clear criteria or measuring stick for decision-making. When making tough choices, ask "Does this support the vision statement?" If major initiatives do not support the overall business vision, chances are they aren't worth the investment of time and money.

If your business doesn't have a vision statement, it needs one. If it does, then this is a good opportunity to strengthen it or make sure it is aligned with the current dream you have for yourself and your company.

You should note that a corporate vision statement - once created, agreed to and perfected - should remain consistent and unchanged for several years. When a vision statement is changed and revised, it is difficult to create a consistent plan that supports the achievement of the vision. In this case, now is a good time to revise your vision - right before embarking on a comprehensive marketing strategy.

But first, don't forget that your Team, joint ventures (companies you align yourself with - the most powerful marketing initiative on the planet is a Joint Venture) and your customers need to believe in the company's vision too.

Your Team need a strong, clear vision statement just as much as you do. When creating a vision statement, keep this in mind. The vision will need to be something that your Team can embrace and stand behind. A powerful vision statement that your Team can get excited about will motivate, inspire and build morale on the sales floor and in the office.

Think about how you will communicate your vision to your Team once you have created it. How can you inspire them to nurture and support your vision on a daily basis, in everything they do? How can you empower and motivate them to feel ownership of the company's future and their stake in it?

Take a look at these corporate vision statements so you can get a better understanding of what we're talking about.

Amazon.com : to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.

CISCO : Cisco’s vision is to be the leading enabler of integrated, innovative, scalable, high value managed services offerings; whether you are a regional managed services provider or a global one, our vision is to enable your success.

eBay: eBay pioneers communities built on commerce, sustained by trust, and inspired by opportunity. eBay brings together millions of people every day on a local, national and international basis through an array of websites that focus on commerce, payments and communications.

Facebook : Facebook is a social utility that helps people communicate more efficiently with their friends, family and coworkers. The company develops technologies that facilitate the sharing of information through the social graph, the digital mapping of people's real-world social connections. Anyone can sign up for Facebook and interact with the people they know in a trusted environment.

Google : Google's mission is to organize the world's information and make it universally accessible and useful.

Other Vision Statement Examples:

• To develop a reliable wireless network that empowers people with the freedom to travel anywhere - across the hall or across the continent - and communicate effortlessly.
• To be the most trusted adviser that combines the business and financial advice to create a meaningful connection which will see your business and personal wealth is taken care for you to have an enjoyable self sufficient retirement.
• To be Sydney's best quick-service restaurant chain we will provide each guest great tasting, healthful, reasonably priced fish, seafood and chicken in a fast, friendly manner on every visit.
• To provide high quality and reliable technology solutions that combine performance with value pricing, while establishing a successful relationship with our customers and our suppliers.
• To be a profitable provider of high quality software solutions and services that provide strategic value to our customers and create a company that can attract, recruit and retain smart and talented Team.

See what I mean? Let's start creating your unique vision statement.

1. Start by looking at your strengths and weaknesses from the perspective of everyone who does business with you.

2. Analyze your observations, and remember that your weaknesses represent great opportunities for change and improvement, while your strengths need to be nurtured and developed.

3. What opportunities and aspirations are the highest priorities for you and your business?

4. Refine your statements so that they are broad, future-oriented and use words that reflect your values, priorities and dreams.

5. Include your Team in the vision creation process, and ask them for feedback.

6. Put your vision statement somewhere everyone can see it - your staff, management, customers and vendors.

Once you have created your vision statement, share it with the world. Your vision is something you have committed to, and can let everyone know where your company is heading. It allows them to see where you want to go, and gives them the opportunity to help you get there.

Now, do you have everything you need to start working towards your vision?

It’s your painting to create, so make this journey as awesome as you can, a journey you will enjoy and others will remember with love and affection. @shamaltennakoon.