Guidelines for Establishing a Corporate Vision

by Jenny Schade

See Jenny Schade's other recent article "Do Your Employees "Get" Your Corporate Vision?"

In establishing a company vision, it’s helpful to have an overview of what the vision is trying to do and what format it should take.  A vision is future-oriented and focuses on where the organization is going.  You might think of the vision as what your company wants to be when it grows up.  Some guidelines for developing a vision statement include:

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      Looks into the future 5+ years
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      Applies across all locations and business units
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      Is aspirational – describes where the organization wants to go but not how it will get there
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      Clarifies purpose and direction, and guides decision-making
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      Is memorable (25 words or less)
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      Motivates employees – helps them to feel proud, excited, and part of something much bigger than themselves
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      Works company-wide, builds on the organization’s heritage and culture

Jenny Schade is president of JRS Consulting, Inc., a firm that helps organizations build leading brands and efficiently attract and motivate employees and customers. Subscribe to the free JRS newsletter on www.jrsconsulting.net/newsletter.html

© JRS Consulting, Inc. 2010