The best companies and organizations take time to really think about what they do and how they do it. And, more importantly, they take the time and effort necessary to create ways to consistently and effectively communicate what they do and how they do it. This is the second in a three-part blog series on how to begin that process.
Vision Statements (Part 2 of 3)
A vision statement is different from a mission statement in that it communicates the essence and values of an organization along with the purpose. Vision statements can be shared with customers to give them an understanding of the organization, but most often they are written to inspire and energize employees of an organization or members of a project team to accomplish a short- or long-term mission. The best vision statements provide a mental picture of an ideal goal for the future of the organization. Vision statements can be short or long, but in either case their purpose is to capture the passion of the organization.
Amazon’s Vision Statement
Our vision is to be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.
Google’s Vision Statement
Ten things we know to be true
1. Focus on the user and all else will follow.
2. It’s best to do one thing really, really well.
3. Fast is better than slow.
4. Democracy on the web works.
5. You don’t need to be at your desk to need an answer.
6. You can make money without doing evil.
7. There’s always more information out there.
8. The need for information crosses all borders.
9. You can be serious without a suit.
10. Great just isn’t good enough.
Coca Cola’s Vision Statement
Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.
- People: Be a great place to work where people are inspired to be the best they can be.
- Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.
- Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.
- Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.
- Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.
- Productivity: Be a highly effective, lean and fast-moving organization.
What words would you use to inspire passion in your organization’s vision statement?
Kim Luedke is Co-owner of ProfessionalEdge Associates, offering a wide range of marketing and support services to businesses that want to increase their success, but aren't in a position to add to their staff.
