“Here is our vision”. I looked at it and was impressed. Partly because they had gone to the trouble of actually thinking about it and then writing it down and because it was very strong. It had many of the components that a vision should have. It had direction, values, core competency, target audience and a clear definition of the services offered. it was aspirational and practical. Great stuff.
But what I noticed when I talked to them was that the vision was not actually the guiding light it was intended to be. Whilst looking at new avenues for growth or to assess performance, they didn’t go back to the flight plan or the vision.
It seemed to me that they did the vision statement but then left it. Job done move on.
I am now working with companies to make sure they embed the vision in the business. To somehow insert the vision statement into the business metrics or the performance stats. Even when they do strategic interventions or look at new ideas I am looking at ways to ensure they consistently revisit the vision statement.
My one way is to make sure that the sales stats reflect the target audience in the vision statement. That way they have to go back and check to see if they are within the plan or to assess if the vision needs updating.
Where would you ensure that the vision was embedded in the day-to-day running of the business?