To wake up your group, your company, your family (Yes, it helps if families will start crafting their mission-vision) your vision must be clear, involving, memorable, aligned with company values, linked to customers needs, and seen as a stretch.

Vision must be Clear. As we have already discussed, your vision must be vivid picture of the future. You will not simply say that you want to be in someplace someday. If your vision is not clear to you as a leader, it won’t be clear to your audience.

Vision must be involving. Your people must own your vision. It is important that they see the significance of their role in transforming the vivid picture into reality. Examine once again the Credo of Johnson & Johnson. It was not the CEO who was promising anything. It is clear that everyone is involved.

Vision must be memorable. What comes to your mind when you read the following?

The Wonderful World of Disney.

Less for self, more for others, enough for all.
No more slums. No move violence. No more Poverty. (Gawad Kalinga)

Your Potential. Our Passion. (Microsoft)

Vision must be aligned with company values. To understand the vision of Walt Disney Company we only need to read their values.

* Innovation
o We follow a strong tradition of innovation.

* Quality
o We strive to follow a high standard of excellence.
o We maintain high-quality standards across all product categories.

* Community
o We create positive and inclusive ideas about families.
o We provide entertainment experiences for all generations to share.

* Storytelling
o Every product tells a story.
o Timeless and engaging stories delight and inspire.

* Optimism
o At The Walt Disney Company, entertainment is about hope, aspiration and positive resolutions.

* Decency
o We honor and respect the trust people place in us.
o Our fun is about laughing at our experiences and ourselves.

Many companies see their values as moral compasses. For others, values are simply guidelines. I believe that it is best to determine the corporate values first before you come up with a vision. When we know our values, vision appears. This is why in my workshops, I guide participants to the discovery of values, vision, and roles. Your mission will be crystal clear when you have the first three.

Vision must be linked to customers needs. All of the vision statements above addressed their customers’ needs. I write vision statements as if they are what my customers will say about my company.

Vision must be a stretch. Many big companies start from small beginnings. Most human organizations do. Vision statements that do not stretch your imagination are no vision statements at all. That must be properly called resignation. If your organization’s vision is to big, don’t worry. That is not a problem. The problem is to have no vision at all. Besides, someone, long time ago had dreamt to set his feet on the on the moon. He did. Does your company’s vision bigger than his?

Note: Jef Menguin welcomes guest bloggers.

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