Vision statement

Continuous adaptation and execution have always been, and will always remain, paramount to success. This isn't a novel idea; when everyone aligns towards a shared organizational goal and vision, that's when tangible results emerge—true synergy comes into play.

To reiterate and refresh our perspective, consider my quote:

"While we initiate with a structured process, it's not the process in isolation that ensures the efficacy of a new strategy. Think of the process as a roadmap or guideline. It's the team's consistent adaptation and dedicated execution of the strategic plan that truly drives success."

The first significant challenge is communicating your vision, ensuring everyone grasps the fundamental future direction you envision for the organization, be it a holding, business unit, team, or even a specific project.

A well-articulated vision statement serves as both an inspirational beacon and a decisive guideline. Consequently, it should address key questions, as highlighted by Ahaus and 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

Instead of theoretical enumerations, we use a fictitious Dutch organization specialized in audio technology: NewCo Audio

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

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