Writing a Compelling Vision Statement Source: http://www.timethoughts.com/goalsetting/vision-statements.htm A vision statement is a vivid idealized description of a desired outcome that inspires, energizes and helps you create a mental picture of your target. It could be a vision of a part of your life, or the outcome of a project or goal. Vision statements are often confused with mission statements, but they serve complementary purposes. Vision Statement Guidelines The best vision statements describe outcomes that are five to ten years away, although some look even further out. For projects and goals, the vision statement should focus on the desired outcome of the project/goal at its completion date. Here are some guidelines for writing compelling and powerful vision statements. 1. Summarize Your Vision in a Powerful Phrase If possible, try to summarize your vision using a powerful phrase in the first paragraph of your vision statement. Capturing the essence of your vision using a simple memorable phrase can greatly enhance the effectiveness of your vision statement. This phrase will serve as a trigger to the rest of the vision in the mind of everyone that reads it. Take for instance Microsoft's vision of "A personal computer in every home running Microsoft software." This simple yet powerful phrase can be used throughout the organization (hallways, internal web pages, plaques, etc.) to remind everyone of the vision. 2. Take as Much Space as You Need The purpose is to create a mental picture charged with emotion that can serve to energize and inspire you and your team. 3. Your Vision Statement Should Describe the Best Possible Outcome In general, you should base your vision statements on the best possible outcome. In fact, you might want to envision something even better than what you consider to be the best possible outcome. Remember that the purpose of the vision statement is to inspire, energize, motivate, and stimulate your creativity, not to serve as a measuring stick for success; that is the job of your objectives and goals. A powerful vision statement should stretch expectations and aspirations helping you jump out of your comfort zone. Some people may object to the use of such an optimistic or unrealistic vision statement because others may consider it a failure when they fall short of the best possible outcome, even if they meet all the goals/objectives. Dream, Discover, Design, Deliver, Ann Marie Almeida Prowess International Conference March 2009, United Kingdom 1
Albert Einstein said, “Imagination is more powerful than knowledge.” I believe this is true in many respects because while knowledge allows you to see things as they are, imagination allows you to see things as they could be. When we become aware of what is possible, we begin to realize that dreams can be achieved, that challenges can be conquered, and that problems can be solved. In doing so we open up a completely new set of avenues and possibilities, which by itself is a tremendous source of passion and energy. As Les Brown puts it, "Shoot for the moon! Even if you miss, you'll still be among the stars." 4. Describe Your Vision Statement in the Present Tense Describe your vision statement in present tense as if you were reporting what you actually see, hear, think and feel after your ideal outcome was realized. 5. Make your Vision Statement Emotional Your vision statement should describe how you will feel when the outcome is realized. Including an emotional payoff in your vision statement infuses it with passion and will make it even more compelling, inspiring, and energizing. 6. Add Sensory Details to Your Vision Statement The more sensory details you can provide, the more powerful your statement becomes. Describe the scenes, colors, sounds, and shapes. Describe who is there and what everyone is doing. These sensory details will help you build a more complete and powerful mental image of your ideal outcome. 7. Inner vs. Outer Vision Statements When creating vision statements it is often useful to separate the inner and outer aspects. This is particularly true for vision statements related to your life areas, and less important for project/goal vision statements. An outer vision statement refers to your physical sensory experience (what you would see, hear, do, etc.). An inner vision statement refers to your internal thoughts, emotions and feelings. 8. Update Your Vision Statement Since vision statements are usually focused on the long-term, they don't have to be updated or reviewed as frequently as mission statements. We recommend you review vision statements at least once a month. You can also review them whenever you need a jolt of inspiration or an energy recharge. A quarterly review is also an excellent time to determine if your vision statement is still describing the ideal outcome you want for each result area. Sometimes you will find that your vision can remain consistent with what you want for a long time, and other times you have an epiphany and have to rewrite your statement from scratch Dream, Discover, Design, Deliver, Ann Marie Almeida Prowess International Conference March 2009, United Kingdom 2