Writing a compelling vision statement for your company can be an easy task. That’s because most entrepreneurs don’t start a business without some kind of vision in mind, beyond the obvious one to make money.
On the other hand, seeing and articulating a clear vision for your company can be one of the most difficult tasks you will ever do. Seriously.
Back to Square One
Seeking vision forces you to open a can of worms. In fact, the more you think you have a handle on your vision, the more questions will pop up to make you doubt yourself:
- Why does my company’s vision even matter?
- How is the value of my product or service better?
- Do I have any real chance in the market?
- What if no one cares about what my company offers?
- Is following my passion just a waste of my time?
- And on and on . . .
It’s the mind playing its game of confusion and jumbled thoughts. The resulting inner mayhem can wreak havoc on your vision for your company. And send you back to square one, again and again.
The What and Why Questions
A vision statement is the framework for where you want to go. It explains what and why you are doing the things you are doing.
Think about what your business does.
For example, a company such as esa Product Manager would have a vision that focuses on the fact that its product is not only more innovative than the competitions, but designed in a way that makes it easier and safer for customers to import listings from eBay to online stores.
The innovative quality of the product itself is the “what,” while their focus on customer success is the “why.”
A vision based on the answers to these questions will provide the focus and inspiration a company needs to achieve its long-term goals.
The How Question is another Story
Yet, and this is very important, “how” a company does business is not part of its vision statement. That’s because the specifics of how a business works may change over time, while a vision remains constant.
That’s where a mission statement comes in, because it explains how a company will do business on a day-to-day basis in accordance with its vision. But this is a topic for another post.
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