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April 11, 2023 5 Min Read

How to Craft a Vision Statement That Will Inspire Others and Drive Success

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vision statement

Crafting a vision statement is vital to establishing the long-term direction and goals for an organization, business, or team. 

A well-crafted vision statement can inspire others and drive success by providing a clear and compelling picture of what the organization hopes to achieve and why it matters. 

It’s a statement that you can read and understand exactly what a business is about, what they’re aiming for, and why they make its own decisions. Coach Phil Tittle often refers to the vision statement as a compass. In the intricate maze of business decisions and challenges, the vision serves as the North Star, guiding every decision and aligning it towards the ultimate goal. The continuous tug-of-war between short-term challenges and long-term aspirations can be easily balanced if the vision remains as the primary point of reference.

A vision statement defines your business.


What makes a good vision statement great?

A powerful vision statement should be concise, memorable, and compelling. An acronym that Coach Phil shares with his clients is ‘SMART’ – Specific, Measurable, Achievable, and Time-bound.

It should communicate a clear sense of purpose and values and inspire others to take action. Here are the key elements that should be included in a powerful vision statement:


It’s Clear and Concise

A powerful vision statement is short, sweet, and to the point. There’s no fluff or complicated language. It’s simple and easily understood by everyone. There are rarely potentially unfamiliar jargon or technical terms that could be confusing.


It’s Inspirational

The best vision statements inspire all those who read them. It’s a statement that conveys a sense of purpose and meaning that inspires employees, customers, and partners to take action. It’s a type of sentence you read and instantly see a compelling picture of the future the organization hopes to create and why it matters.

Disney does a great job of this with their statement;

“To be one of the world’s leading producers and providers of entertainment and information.”

Anyone working for Disney immediately understands the company’s values and what they’re aiming for!


It’s Forward-Looking

The past is gone, and we’re never going back. Vision statements understand this, which is why they’re forward-looking, focusing on the long-term aspirations and goals of the organization rather than the short-term challenges it may face.


It’s Aligned with Values

Values are essential for individuals and companies alike, and a VS reflects that. Good statements always align with the organization’s values, reflecting its core beliefs and principles.


It’s Measurable

Interestingly, the best vision statements are also measurable, providing a clear benchmark for success that can be tracked and monitored over time. 

For example, Tesla’s vision statement is;

“To create the most compelling car company of the 21st Century by driving the world’s transition to electric vehicles.”


Juicy and easily measurable. 

The more electric vehicles on the road, specifically Tesla’s, the more successful Tesla will see itself as a business!


How to (actually) craft a powerful vision statement

Okay, let’s take a moment to get serious.

Crafting a powerful vision statement requires careful thought and consideration. There’s no right or wrong way to go about this, but it will take some time to think through your options and define the best result. 

Here are some tips to help with this process.


Involve Key Stakeholders

Always start with the stakeholders of your business.  Even if that’s just you or you and a friend. At the end of the day, this statement defines you and your approach to running the business, so those who have a say should…well, have a say. Depending on your business’s development, you can involve your employees, customers, partners, and investors. However, you don’t need to ask every client what they think. If you’re known for being funny, high-energy, or reliable with your approach, this reputation could be the foundation of your vision statement.


Articulate a Compelling Picture of the Future

Vision statements are always forward-thinking.

Take a look at Amazon’s vision statement;

“To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.

Now, you could argue that Amazon is already the number one online store in the world, and few would argue with you. However, a vision statement looks to the future, so they keep on striving to be the most customer-centric company on Earth.

Not sure what they’re going to do when we colonize Mars, but we’ll see.

Your vision statement should follow suit, articulating a compelling picture of the future that your organization hopes to create. Describe the impact you want to have on the world and inspire stakeholders to take action to achieve this vision.


Focus on Values and Purpose

Your values and the organization’s purpose must be at the core of your statement. Communicate what you stand for and what you’ll not compromise on.


Keep it Simple

Just a friendly reminder, a vision statement is always simple and easy to understand. Just aim to make it understandable by a five to ten-year-old, and you can’t go wrong.


Make it Measurable

This one is a little tricky. 

A powerful vision statement should be measurable, providing a clear benchmark for success that can be tracked and monitored over time. You don’t have to specify the metric, but make it easy to give a sense of progress and achievement as your business goals are reached to keep stakeholders motivated and engaged.


Use Active Language

Always use active language. This conveys a sense of action and purpose and feels way better than simply describing a passive state of being.


Test and Refine

And finally, when you choose a vision statement, remember that it’s not the be-all-and-end-all.

Crafting a definitive vision statement is an iterative process requiring testing and refinement. 

Once a draft has been developed, share it with stakeholders for feedback and suggestions for improvement. Ensure it aligns with their needs and aspirations and has broad support.

As changes occur within and outside the organization, there’s a profound insight from Coach Phil that should be heeded. Periodically, there’s a need to evaluate and ensure that the everyday decisions and strategies remain aligned with the vision. This proactive check ensures that the organization doesn’t drift away from its core purpose.

Refine, tweak, and repeat the process until you reach a statement everyone’s happy with.



And there we have it.

Crafting a powerful vision statement is an important step in establishing the long-term direction and goals for any organization, business, or team, but it doesn’t have to be a stressful challenge. 

A well-crafted vision statement can inspire others and drive success by providing a clear and compelling picture of what the organization hopes to achieve and why it matters. 

By following the key elements and tips outlined in this article, you can create a vision statement that will inspire others and help drive your organization’s success.

Best of luck!


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