Why I Don’t Write Vision Statements

I write on a wide range of subjects through my copywriting services, mostly blogs and web pages but never vision statements. Why? The answer may not be what you expect.

See I LOVE vision statements. I enjoy reading them and learning about the heartbeat of a company. In fact, when asked to write for someone I will often ask for or seek out the vision statement in order to capture the voice.

But I won’t write a vision statement for you

A vision statement is an intimate look into the heartbeat of a company or non-profit. Writing one can be a difficult task because of how close you may be to your baby (aka company). You have to do the hard work of crafting your own to truly capture the core ideals that shape who you are and what direction you are headed down. That is not something I can do for you, nor should I.

Your vision statement wraps up your hopes for the long term and punches it out in the business version of a well-crafted haiku. YOU, not a ghostwriter, are the one most capable of pulling these words from the depth of your soul. It is a process you must undergo.

Why you have to write yours

The meaning and purpose of your business is communicated clearly through a vision statement to employees, customers, investors and anyone else who you reach. A vision statement focuses everyone on the goal. They inspire and direct the people you lead towards a future outcome.

This tiny well-crafted sentence becomes the filter for decision making. When opportunities are presented, they can be held up to the vision statement and asked if it will lead you and your people to the outcome you’ve clearly defined. If not, back to the drawing board. If yes, embrace the new opportunity with purpose and clarity.

A vision statement is part of your strategic plan that should be re-evaluated and revisited often.  It becomes a rallying cry. One that is only effective if it has depth and purpose behind it.

How to write vision statements

Here are a few steps to get you started in writing out your vision.

• Start by knowing who you are, who your audience is, and what value you bring to the table.
• Look at competitors. What are they communicating through their vision statements and what aspects about your company are different and what is the same?
• Brainstorm your craziest long-term goals. List them out and find the overarching theme.
• Envision your business’ ideal future. How will your brand interact with clients? What impact will you have on the community and/or the world? What will the culture of the company look like as you reach those goals?

Sit down with the big picture, dream big and focus on success. When it comes time to write use the present tense and remove any industry jargon. Make it punchy and full of passion. Inspire don’t bore.  Optimally it is one to two sentences. Think haiku.

Examples of EXCELLENT vision statements

Here are a few from well known companies who are precise and hitting the mark:

• “To fulfil dreams through the experiences of motorcycling.” Harley Davidson
• “The enablers of global e-commerce.” UPS
• “To make people happy.” Disney
• “The web’s most convenient, secure and cost effective payments solution.” PayPal
• “Making the best possible ice cream, in the nicest possible way.” Ben & Jerry’s

Once you’ve developed your vision statement, I’d love to take a look at it and help you with the next step. Let’s talk about building your audience and reaching them through blog posts and web pages that establish you as an expert in your industry and increase your SEOs. Check out my online portfolio and contact me today.