“We Believe.” “We Want.”

The VISION STATEMENT establishes a consistent set of beliefs, values and aspirations to create the philosophical framework upon which your mission will be accomplished.

As you begin to work on your vision statement, consider the philosophy necessary for your success. The vision statement becomes the rudder of your ship. It will steer the organization through the years and it may even change with time.

Many organizations don’t give time or attention to the vision and as a result, they create an organization that only reacts or shoots from the hip. One or two good visioning sessions during the organizational process will save you many troubles as your organization develops. 

Don’t overlook the importance of obtaining a facilitator to help with these sessions. One often overlooked resource in the start up phase is the role of a facilitator. Unbiased facilitators act as a kind of air traffic controller for the conversations and ensure that everyone has an equal chance to speak and be heard. They can also serve as sounding boards and provide a written record of the meeting. They allow all participants to contribute without other conflicting responsibilities.  A good facilitator remains neutral.

The vision session should be independent from the mission statement session. Much of the visioning process involves creative and out of the box thinking. The facilitator should be prepared with activities to get people into an open-minded mode. The words “It won’t work” should never be heard in a visioning session.  

Sample Questions to consider during a visioning session:

  • What is the current status of the issue we are addressing?
  • Who is served by our work?
  • What does success look like?
  • Why has this success not been accomplished?
  • If the group had a sales slogan such as “Quality is Job One” what would it be?
  • What is non-negotiable?

Sample Vision Statement:

From McDonalds: "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."