3 Things to Avoid When Writing a Vision Statement

There are several guidelines for writing a vision statement. You want your statement to be exciting, but not so ambitious that it sounds unrealistic. Timeframes should be between three and ten years, but if your vision is too far off, you should consider a more ambitious date. Cascade suggests 2026, which is ambitious but not too far off. Listed below are three things to avoid when writing your vision statement.

Avoid

A company's vision statement should be cringe-worthy. Here are three reasons why. These vision statements are not unique to your business. They should be relevant to the market and be based on an established set of values. As an example, take the ice-cream company Nestle. Their vision is based on the three cornerstones of nutrition, health, and wellness. They are also competitive, preferred employer and supplier. But you'll notice that their vision is as flat as a pancake.

Don't make your vision statement too broad. A general vision statement can apply to any business, organization, or industry, and will be difficult to convey to the general public. Furthermore, a generic vision statement can lead to confusion. For instance, "We aim to maximize shareholder return" doesn't mean anything if it doesn't include specifics. Also, avoid using metaphors or business buzzwords, which can only confuse your target audience and make them confused.

Conciseness

The conciseness of a vision statement is important for several reasons. It makes the statement easy to remember and memorable. Concise vision statements also make the mission or goal easier to grasp. They paint a picture of how the world will be after achieving the goals. They should not be generic. Rather, they should focus on one main goal. Here are some tips to ensure that your vision statement is concise:

First, you should remember that the vision statement is not a template document. The purpose of the statement is to differentiate your company from similar organizations. For example, a vision statement written by a non-profit organization could be "We create a better everyday life for many people." Such a statement is aspirational and will set the tone of the company. It also avoids using words such as maximize and create.

Uniqueness

A strategic vision statement can be an empowering document that inspires and challenges people to take action. In addition to being inspirational, it should be challenging. The strategic vision statement is a catalyst to drive an organization toward its goal. However, a strategic vision statement can be easily copied or substituted for an existing one. Here are some tips to create a unique vision statement:

First, don't try to be like everyone else. Try to avoid clichés and vague phrases. Keep the vision statement short and sweet. It will be easier for people to remember if it is less than 100 words. Second, make sure to include a time horizon. If your vision statement includes a date, you'll be more likely to achieve it sooner rather than later. Third, include your business's logo.

Avoid jargon

One of the most important things to avoid in writing a vision statement is using jargon. There is good jargon and there is bad jargon. Good jargon signals expertise and authority, while bad jargon obscures meaning and elevates the speaker. This strategy is counterproductive and can lead to your vision statement being overlooked. Instead of using jargon, consider writing a longer and clearer vision statement.

Your mission and vision statement should clearly state what your organization does and how it will benefit people. The statement should also be simple and memorable, so it will be easier for your audience to remember. While the content of your mission and vision statements may be similar to those of your values and mission statements, avoid using jargon and happy talk. Instead, use simple language that reflects your current goals and plans. A well-written vision statement should include the following four principles:

The language you choose for your vision statement should be specific to your organization. For example, "Our goal is to be the best company in the world" may apply to any organization, but it means nothing if it doesn't specifically describe our work. Also, your vision statement should be easy to understand by people outside of the company. Avoid using business buzzwords, jargon, or metaphors. Stick to a simple, clear language and your audience will understand it.

Besides being uninspiring, jargon also makes your statement hard to remember. Even though you may be well-informed and accomplished, it's difficult to communicate the information you need to share to the public. Your goal should be as simple and straightforward as possible, and the words you choose should be understandable to the people you're speaking to. By sticking to simple language, you can build a stronger reputation.

Measurement

A vision statement should have measurement to support the goal. The phrase "outstanding" implies greater performance than is expected. But what if a company produces no value to its customers? What if the company's customer service is mediocre, and it's not even that good? How can an organization measure its performance and improve it? Here are two possible measures to measure whether a company is truly providing outstanding value.

A vision statement should describe the desired results of an organization. For instance, a pizza delivery business could measure how quickly it delivers a single pizza, or whether it delivers on time. This is an example of measurement, and it can be broken down into cost, operating income, and periodical measurement. Then, it will be easier to justify the goal. Using a vision statement is crucial to defining your business strategy and reaching your target.

A vision statement should be forward-looking and reflect the long-term goal of an organization. Consider the impact of the vision five to ten years from now. If your organization has a strong image of what it aims to be, employees will be more motivated to work hard to achieve it. The same principle holds true for your vision statement. Make sure it is in line with your stakeholders' interests. If your vision statement is not aligned with these values, it won't be effective.