Writing a Vision Statement
Briefly, Burt Nanus, a well-known expert on the subject, defines a vision as a realistic, credible, attractive future for [an] organization.
A good vision can accomplish a number of things for the organization:
- It attracts commitment and energizes people.
- It creates meaning in volunteer's lives
- It establishes a standard of excellence.
- It bridges the present and the future.
Oren Harari said that a "Vision should describe a set of ideals and priorities, a picture of the future, a sense of what makes the company special and unique, a core set of principles that the company stands for, and a broad set of compelling criteria that will help define organizational success."
Collins and Porras add that
- A good vision is idealistic
- A good vision is appropriate for the organization and for the times
- A good vision sets standards of excellence and reflects high ideals
- A good vision clarifies purpose and direction
- A good vision inspires enthusiasm and encourages commitment
- A good vision is well articulated and easily understood
- A good vision reflects the uniqueness of the organization, its distinctive competence, what it stands for, and what it is able to achieve
- A good vision is ambitious
We should have no shame or fear to read or use the word "company". The efficiency of the business world can teach us a things or two and their methods can be put to good use.