Creating a company vision requires creativity, clarity, and a willingness to take risks. The process involves brainstorming the business identity, identifying the core message, and communicating the message to employees and customers. It is important to gather a group of creative people to help with the process and to incorporate the vision statement into the company’s identity.
A company vision is a statement that sums up your company’s purpose. The statement should inspire employees, instill confidence and represent your business mission. The process of creating the company’s vision can be straightforward, but it requires creativity, clarity of mind, and a willingness to take risks. There are three steps required to create a company vision: brainstorming the business identity, identifying the core message, and communicating the message.
The first step in brainstorming is activating your creative thinking process. Do word association exercises, kamikaze poetry, or puzzles. Gather a group of creative people to help with the process. Get out of your comfort zone and don’t be afraid to try new things.
It can be difficult to think of simple statements that sum up the business when you are deeply involved in day-to-day operations. To get started, make a list of at least three main drivers. These drivers are the items that are the main sources of activities every day.
Then, think about what you would like past customers to say about your business. Define what is the biggest compliment for you and how important customer feedback is to your business. Then make a list of the harshest reviews you’ve ever received about the company.
Place these items on large sheets of paper and place them on a large wall. Highlight all the verbs in yellow and underline the adjectives in red. Evaluate the verbs and adjectives to learn more about how others see your business.
Create a preliminary vision statement. Make a list of bullet point statements that incorporate all the points in your brainstorming. Work with your creative and executive team to narrow statements down to one or two sentences.
Ask your executive team and select clients to review the statement and get their honest assessment. A vision is meaningless unless it speaks to employees and customers. Create a focus group and review feedback on the company’s vision statement, making adjustments as necessary. Incorporate your vision statement into your company’s identity.
Place it at the entrance of your offices. Feature it prominently in all business publications. Repeat your vision statement in communications to employees and customers. Use the statement to reinforce the business mission. Evaluate new ideas and projects in terms of adherence to the company’s vision.
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