Why a CEO Must Create a Vision Statement & How it Drives All Company Action


As CEO, one of your most important jobs is to create the vision for your company. Not only that, but you must be especially effective in communicating what that vision is to your people so they believe in it and follow it.

Vision Explained

Don’t worry. A vision isn’t as “out there” as it might sound. It simply helps define what success looks like at some point in the near future. It helps answer questions, such as:

– What does our company look like from a global perspective?

– What are we best known for?

– How big are we?

– Why do people care about us and what we do?

– How do I feel as CEO of this company?

– How do the people working inside the business feel about it and their work?

When you get your vision “right”, it’s an inspiring beacon that gets all people involved with the company excited to be there. Keep in mind that this isn’t any sort of mystical wishing. Instead, it’s an idea based in strategy that sounds reasonable whenever someone thinks about achieving it.

Strategy & Mission Must Come After Vision

Don’t get your vision confused with strategy and plans. You use tools such as your CEO dashboard to monitor how strategy is working. You use your vision to help others see where the company is going. The planning and strategy can’t start until the vision is an agreed upon idea.

As well, don’t confuse vision with your mission statement. Your mission statement informs. Your vision statement motivates, inspires and aligns everyone inside your business.

How do you develop your vision? Let’s discus tips to help throughout your process.

Look Into the Future

While your mission statement focuses on the present point in time, your vision statement must establish what the future looks like. Questions that help you get started include:

– Where can we see the business 5 years out?

– How will we get there?

– What do we wish to achieve?

– Over the next few years, what problems do we want to solve?

It’s the who, what, when, where and why questions that must be asked in order to establish your vision statement.

Get Specific with Vision

Once you know your overall direction for the future, the next step is come up with items that are more actionable in nature. Your vision statement must be an inspirational explanation of the company’s chief goals. These goals need to be specific. The more specific they are, the easier it is for employees to remember them and use them as a compass throughout their daily tasks and responsibilities.

Your Vision Must Fit Your People

Your vision statement must fit within the company’s values and overall mission. In order to be effective, it must also fit within the individual goals of your employees. The most effective vision is one that allows employees to easily assimilate it into the actions taken during each day.

This means that while the vision needs to be specific, it also must be broad enough to allow every employee to fit within it.

Communicate Your Vision

Your vision statement will create an impact when it’s specific and relevant to all employees. However, it will be of little use if not effectively communicated within your company.

In order to get everyone on board with the company vision, it’s vital to communicate it to each and every employee. Not only do you need to communicate the current vision, but also any changes to that vision that naturally occur over time. Doing so results in achieving company success through workforce alignment.

The best way to keep the communication channel open is to create a connection between your company vision and all projects and tasks, when possible. Empower the other leaders within your organization to communicate this vision so that it’s always there inside the minds of everyone working inside the company.

As CEO, it’s critical that you align everyone inside your business through the use of a vision statement. Use the above tips to help you achieve this all-important goal.



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