Offer a clear, compelling vision to guide your firm
Your vision statement should be more than a piece of paper. It should explain what you want to accomplish, how you hope to achieve your goals, and why success is important. To craft a compelling vision statement that really inspires people inside and outside your firm, include these vital elements:
• Clarity. Your vision should convey a vivid picture of what the future will look like.
• Desirability. Appeal to the long-term interests of each of your different stakeholder groups: employees, customers, shareholders, vendors, and anyone else who has an interest in your business.
• Realism. The vision has to be feasible. It has to be built on realistic, attainable goals.
• Focus. A vision is useless if it isn’t clear enough to provide guidance in the decision-making process.
• Flexibility. Don’t confine and restrict your firm’s creativity. Your vision should allow for individual initiative and alternative responses in light of changing conditions.
• Brevity. If your vision is six pages long and hard to understand, nobody will read it. You should be able to communicate your vision in five minutes or less.