Why Your Vision For Your Business Is Important

vision for your business

Have you worked for, or visited a company where the  “vision” of the company is portrayed in a fancy frame on the wall of the reception area.  Or maybe in the executive offices.  When visiting so many businesses,   Iwould see these “visions” on the wall, and I would sometimes ask the receptionist, or an executive, or anyone within that business for that matter, what the company vision is.  In almost every case they would either point to the wall that held the frame, or look in the desk drawer saying something like “I have it here somewhere…”

But here is my point.  They do not have a vision. Perhaps they don’t realise how important it is to not only have a vision for their business, but to get the message across to everyone associated with the business. A few lines typed up in a fancy font and displayed in a reception room is not a company vision.  It is merely playing tribute to the fact that someone in the company has read an article on the importance of a company vision and had it typed up.  A true company vision is one that everyone who works in the company knows what it is, and can recite it word for word.  Learning the vision is part of the induction procedure when joining the company. It is known and repeated by the executives and used to encourage employees.

Imagine starting a journey to an unknown destination without checking a map or entering your destination into a GPS.  Sure if the journey is not too long and you know roughly where the destination is, you might eventually get there.  But with a clear vision of where it is you are going, you can plan to get there and encourage everyone else to come along for the ride.

So What Should A Vision Be?Why Your Vision For Your Business Is Important

1. It should be inspiring.

The main purpose of a vision is to inspire, not only employees, but customers and your target market as well. It should portray what the future will look like for the business, in a way that will get people to want to help you to achieve the vision.

2.  It should be simple and easily remembered.

A convoluted vision that will take an effort to remember will not be effective.  Remember, a vision should not be complex, but a brief description of  where the company is going and what the future for the company will look like.

3. It should be motivational

A vision should get you, and everyone else in the company working towards that vision.

4. It should be achievable.

A vision that is impossible to imagine by most people is unlikely to be inspiring. Don’t over-complicate things. Keep it simple. That way it is more likely to be remembered.

5. It should be set for eternity.

Set your vision for your business far into the future.  A vision is not what the business is currently doing or achieving, but what it is working towards. Imagine what the company will be like in a hundred years, long after you are gone. Wow!  What a concept. That will get you thinking.

6. It should envision what the future would look like.

Can you imagine what the future holds?  Look at what has happened in the last one hundred years.  Can you imagine what people would have said if you told them about laptop computers, smart phones, the internet, cars that virtually think for you.  Not easy, but try and include a vision that will cover the next hundred years.

7. It should not change.

Your vision should not change each year, or as market trends shift.  Do not confuse a company slogan with the vision.  The vision is more than a marketing slogan to appeal to a particular market.  The vision should go beyond the mundane and is not about how to achieve the company’s goals.

A vision is not a strategic plan.  It does not explain how the vision is to be achieved.  Many companies incorporate their vision and mission statement, but they are two different things.  The vision states where the company is headed and it’s aspirations, whereas the mission statement is basically how the vision is going to be attained.


Amazon – “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 on-line.”

Avon  – “To be the company that best understands and satisfies the product, service and self-fulfillment needs of women – globally.”

McDonald’s  – “McDonald’s vision is to be the world’s best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile.”

Coca Cola  – To achieve sustainable growth, we have established a vision with clear goals:

Profit: Maximizing return to shareholders while being mindful of our overall responsibilities.
People: Being a great place to work where people are inspired to be the best they can be.
Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy people’s desires and needs.
Partners: Nurturing a winning network of partners and building mutual loyalty.
Planet: Being a responsible global citizen that makes a difference.

Nike  – “To bring inspiration and innovation to every athlete in the world”*

* If you have a body, you are an athlete.

Toys “R” Us  –  “Our Vision is to put joy in kids’ hearts and a smile on parents’ faces.”