How to Create an Accurate and Compelling Vision Statement
Last week, we took some time to review and improve your organization’s mission statement. As we said then, most companies and orgs have both a mission statement and a vision statement, defining the reason your organization exists right now, as well as what you’re hoping will happen as a result of your work.
Today, it’s vision time! Your vision statement describes the world as you hope it will be if you’ve done your job effectively. It should feel a bit scary, a bit grandiose, and more than a bit audacious when you say it out loud. It should sound a little crazy to your staff and your supporters, but in a way that gets them excited by the possibilities. But it should also be accurate, and rooted in your organization’s perspective and identity.
How do you write a vision statement that is both grounded in reality and inspiring?
Do:
Ask yourself, “What would make our organization obsolete?” You should only need simple answers, like “polar bears aren’t extinct” or “every baby has enough to eat.” But don’t stop with one; write out your complete vision for what needs to be true in order for your organization’s work to not be necessary. Carefully cull that list down to the most essential parts once you’ve thought everything through.
Use enough descriptive words to be clear. The vision statement shouldn’t be so general that any organization could use it word-for-word; add just enough specificity here so that we know we’re looking at YOUR specific vision.
Be succinct. We said it last week and we’ll say it again. For statements like this to really be effective, they have to be memorable, and conciseness only helps. Strip out any unnecessary words and remember that a statement is usually just one short sentence.
Don’t:
Repeat the problem you’re trying to solve. We’re focused on the part that comes after, wherein the problem is solved and we’re imagining the results of having solved it.
Get caught up with jargon. You might be only looking to work with a certain industry or group, but language that is too exclusive to only a small part of the population won’t help you build a broad audience. Keep things simple and accessible, and make sure it’s written in a way anyone can understand (ideally at an 8th-grade reading level).
Be afraid to dream big. This is the moment to really imagine how your work is going to change the world, so don’t half-ass it. If your mission is clear, and the need for your work truly does exist, carry that thinking through all the way to the end. Assume that your organization has the staff and resources it needs to execute its mission, even if it doesn’t right now.
Examples of great vision statements:
Surfrider Foundation: We have a vision to protect 100% of the U.S. coastlines over the next five years.
Why it works: While most vision statements won’t necessarily have a deadline written into them, Surfrider’s focus on the next five years turns this vision statement into a measurable goal. And their supporting language explains that they have 56% of American coastlines protected, so achieving 100% doesn’t sound so impossible—even if it’s ambitious.
Polar Bears International: We envision the long-term survival of polar bears and the unique part of the world they call home.
Why it works: This is specific while still being a big, ambitious vision. It’s not just “bears,” it’s “polar bears.” It’s not just “the world,” it’s the part of the world where polar bears live. We (the audience) know exactly what organization has this vision, since they’re one of the only ones dedicated solely to polar bears.
Humane Society: A humane society.
Why it works: The vision is, quite literally, in the name, which makes this one of the easiest vision statements to remember! While the word “humane” doesn’t only apply to animals, this organization is so established and well-known that it’s hard not to think of them when you think of that word. Talk about brand awareness!