A vision statement outlines what an organization would like to ultimately achieve and gives purpose to its existence. It should be what we return to whenever we get confused about our organization goal or its subordinate objectives.

The lack of a clear vision can hamper short-term performance and long-term organizational health. Effective strategies provide crystal clear reasoning why an organization does what it does and how specific actions should lead to superior outcomes in the future.

Further, research shows that employees who find their organization’s vision meaningful have engagement levels of 68%, which is 18 points above average. More engaged employees are often more productive, and they are more effective ambassadors in the larger community. 

Writing a vision statement can be a daunting task even for the most articulate leader or manager. Here are some tips that will help you construct a meaningful vision statement –

• Future Oriented – What will the organization look like, feel like, think and say in the future? Where is the organization headed? What does your full potential look like?

• Brief – A good vision statement is succinct, which makes it easy for managers and leaders to communicate and employees to remember. Vision statements are less effective when they are too short or too long.

• Inspiring and Challenging – What vivid and energizing image do you want to create for people about your desired outcomes and goals? What is your dream? What mountaintop are you striving to reach? What catalyst will impel the organization to move toward that dream?

• Motivating and Memorable – What notable and emotionally connecting future direction do you want to keep reaching and pushing toward?

• Purpose-driven – A good vision statement inspires followers by setting a desirable goal. What is the larger sense of purpose you are striving to obtain? Are you building a cathedral or are you laying stones?

• Unique – Can you substitute your strategic vision statement for others inside or outside your industry? If you can, your unique value proposition needs some more work.

To lead people into a bigger and better future, provide an inspiring, motivating, challenging, memorable, and unique picture of where the organization is headed. The best leaders engage their employees in the process of creating a shared vision of success. Is your vision believable, achievable and relevant enough to engage your organization?