Vision statement

Continuous adoption and execution is critical; it have always been and will always be the main factor of your success. So far nothing new under the sun. When everyone is working toward the same organisational purpose and future, only then the results will show up - the real synergy will become your part.

Let's start with my quote to fresh up our minds...

Although we start with a logical process it is not the process itself that make your new strategy work. The process is more or a less a roadmap and a guideline. Continuous adoption and execution of the strategy plan by the team members is the key to (your) success!

The first hurdle in your process is to communicate your vision and to make sure everyone understands the desired and intended fundamental future state of your organization; your vision - whether it's for the holding, business unit, team or even a project.

A well defined vision statement is a valuable source of inspiration and provides clear decision making criteria. For that reason it should answer some core questions (Ahaus en Diepman -1998)

1. What do we want to accomplish?
2. What future state will motivate us?
3. What is our passion?
4. Who do we want to be?
5. How do we achieve that?

With the above in mind your vision statement should pave your road to success, hence an effective vision statement would include:

1. Strong alignment with organizational culture and core values
2. High level of clarity and a lack of ambiguity
3. A understandable description of a bright future
4. Realistic and achievable aspirations
5. A striking and clear future/picture
6. Straight from the hart memorable and engaging wording

Example

Our vision is to become known and recognised in the Swedish B2B market as a premium brand with clearly defined benefits; an innovative leader in audio visual solutions. It is our passion to solve the most challenging audio visual problems for customers acting as a trustful flexible organisation and forward thinking partner.

Let's validate this vision statement against the "Ahaus & Diepman" checklist:

	1 - What do we want to accomplish? To become known and recognised in the Swedish B2B market as a premium brand with clearly defined benefits
	2 - What future state will motivate us? Premium Swedish B2B audio visual brand
	3 - What is our passion? It is our passion to solve the most challenging audio visual problems for customers.
	4 - Who do we want to be? An innovative leader in audio visual solutions
	5 - How do we achieve that? Acting as a trustful flexible organisation and forward thinking partner

Next logical step is your mission statement and fundamental mission characteristics.