Can Everyone See What You See?
People have an innate desire to know where they are going. All too often I come across
Vision Statements that do not inspire, do not lift people up and do not really tell people where the company is truly headed.
In crafting an effective Vision Statement, you need to ask some hard questions. Does this vision seem almost impossible? Is it inspiring? Will it lift people up through the tough times and make these worth the journey? What will change in the business, industry, customer segment, society or world if we achieve the Vision? Can I walk up to anyone in your company and see the passion they have to solve this Vision?
Expanding on this concept touches on the critical role of vision in driving organizational purpose and passion. Let’s break down each question and how it relates to effective leadership and company culture:
Does everyone know your vision?
A clear vision is not just for leadership; it should resonate across all levels of the organization. Every team member should understand:
What the company stands for: The big problem we are solving and how this will make an impact.
Why it matters: The significance of where we are going —how it impacts each staff member, customers, the industry, and broader society.
How their role contributes: Employees should know how their daily work contributes and builds on the journey that the company is on. There needs to be a connection between their tasks and where the company is headed. If they understand this and are excited about this, they are more likely to be motivated and engaged.
Why it’s crucial: Without a shared understanding of the vision, different parts of the company may pull in separate directions, leading to misalignment and inefficiency. Employees need to know not only the “what” but the “why” behind the company’s vision to work towards a common purpose.
Does this vision seem almost impossible?
A truly visionary goal should stretch the imagination and challenge the company to push beyond its current limits. If the vision feels too safe or easily achievable, it will not inspire:
Aspirational thinking: The vision should encourage innovation, experimentation, and a willingness to explore bold ideas. It's something that might not happen tomorrow but will push the company to think long-term.
Growth and resilience: Challenging visions bring out the best in people, as they push themselves to reach new heights. This kind of vision acts as a magnet for high-performing individuals who want to work on something meaningful and ambitious.
Why it’s crucial: A bold, “impossible” vision fosters a culture of growth and resilience, pushing people out of their comfort zones and encouraging long-term thinking. Even if it feels unattainable now, it guides the company toward continuous improvement.
What will change in the business, industry, customer segment, society, or world if we solve all or part of the problem?
This question shifts focus from internal operations to the broader impact. It prompts reflection on:
Industry transformation: How will your solution disrupt or elevate your industry? Will you be setting new standards for quality, service, or efficiency?
Customer empowerment: How will solving this problem improve the lives of your customers? Will it save them time, reduce costs, or make their lives easier in significant ways?
Social or global impact: Will your vision contribute to broader societal changes—we all see societal issues all around us. It seems that companies can create issues or be proactive in solving issues. What lasting legacy will your company leave if the vision is realized? Too many companies just focus on revenue or profitability, but these are just tools to change the world we live in. When you realize that your company can have an incredible impact in the world you live in – life changes for you and your staff.
Why it’s crucial: Businesses that understand their larger impact tend to foster deeper connections with customers, employees, and communities. It shows that your vision is more than profit—it’s about creating meaningful, positive change.
Can I walk up to anyone in your company and see the passion they have to solve this vision?
This is about culture and buy-in. For a company vision to have real power, it must be more than a slogan on a wall. Every employee should embody:
Passion for the vision: People at every level should feel a sense of purpose and excitement about contributing to something bigger than themselves. It should be obvious that they believe in what the company is trying to achieve.
Ownership: Employees should feel ownership over the success of the vision. They should be empowered to suggest ideas, take initiative, and act in ways that push the company toward its goals.
Alignment of values: There should be a clear connection between the company’s values and what employees care about. When personal values align with corporate goals, people tend to work harder and more passionately.
Why it’s crucial: When employees are genuinely passionate about the vision, it becomes contagious. Passionate employees inspire others, improve morale, and create a vibrant, forward-moving culture. A unified, purpose-driven workforce is far more effective at overcoming challenges and staying committed to long-term goals.
Summary
A shared vision means that everyone in the company should not only understand but also believe in the vision and how their role contributes to it.
An aspirational vision may feel unattainable, but it challenges the team to grow and innovate. It should also be impact-driven, motivating the company to create meaningful changes in the business, industry, or society.
Finally, employees should demonstrate passion and ownership in achieving the vision, taking responsibility for their roles in the process. If a company can answer "yes" to these 4 questions, it’s likely to have a powerful, cohesive culture that drives success both internally and externally.
If you would like to meet with other like-minded people on business growth topics like this, send me an email: sw@newviewinnovation.com to find out more about the Advance Business Growth Mastermind Group.