{"id":73291,"date":"2022-07-16T11:47:00","date_gmt":"2022-07-16T15:47:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=73291"},"modified":"2022-07-27T15:41:58","modified_gmt":"2022-07-27T19:41:58","slug":"importance-of-a-vision-statement","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/importance-of-a-vision-statement\/","title":{"rendered":"What Is the Importance of a Vision Statement?"},"content":{"rendered":"\n

Why is the importance of a vision<\/a> statement? What happens when people don’t believe in your vision?<\/p>\n\n\n\n

A vision statement clearly states the end goal of your team\u2019s coordinated efforts. Ultimately, a good vision statement tells team members what they\u2019re working toward, not how they\u2019ll do it.<\/p>\n\n\n\n

Read why it’s important for a company to reinforce a vision statement.<\/p>\n\n\n\n\n\n\n\n

Why a Powerful Vision Matters<\/strong><\/h2>\n\n\n\n

What is the importance of a vision statement? In The Making of a Manager<\/em>, Julie Zhuo asserts that when people don\u2019t<\/em> feel connected to an inspiring vision, their performance will likely suffer. Why? Because they don\u2019t clearly see that what they do makes a difference, and they\u2019re likely to prioritize their personal ambitions over collaboration. Conversely, when team members understand and support a big vision, they\u2019ll be motivated to do their part in moving it forward<\/strong>. <\/p>\n\n\n\n

Also, a powerful vision helps define priorities to facilitate sound decision-making<\/a><\/strong>. Zhuo says every assignment and short-term objective should clearly connect with the company\u2019s higher purpose, and you should actively avoid pursuing plans that work against<\/em> the vision statement. <\/p>\n\n\n\n

(Shortform note: In Start With Why<\/em><\/a>, Simon Sinek<\/a> refers to the process of making decisions based on your vision (your \u201cwhy\u201d) as the Celery Test<\/a>. Essentially, the Celery Test helps you pinpoint \u201chealthy\u201d options that advance your company\u2019s vision<\/a>, and at the same time, eliminate \u201cunhealthy\u201d options that don\u2019t advance the vision. When you and your team consistently use the Celery Test when making decisions, others can observe your commitment to your vision. This will attract the kinds of customers<\/a> and business connections that are key to your success and your company\u2019s growth.) <\/p>\n\n\n\n

This approach will help you set goals that ensure steady progress toward your vision. Therefore, Zhuo says managers should reinforce the company\u2019s vision by sharing it consistently<\/strong>\u2014in emails, during one-on-one meetings, and at company-wide get-togethers\u2014so it continues to function as the main reference point for everyone\u2019s actions.<\/p>\n\n\n\n

(Shortform note: To more effectively reinforce the company\u2019s vision while sharing it with your team, communicate it through images and creative typography so it\u2019s visually appealing and memorable<\/a>. You can also post the vision on your company\u2019s website, display it on office signage, and print it on company swag.)<\/p>\n\n\n\n

Why Employees Might Not \u201cGet\u201d Your Company\u2019s Vision<\/strong><\/h3>\n\n\n\n

Research supports Zhuo\u2019s assertion of the importance of a vision statement for attracting and keeping employees motivated, especially for younger workers. A report found that a \u201csense of purpose\u201d in work is the second most important criterion for millennials considering a job, after salary<\/a>. Thus, if job candidates and employees don\u2019t believe in or support your company\u2019s vision, you\u2019ll likely lose out on good talent. <\/p>\n\n\n\n

However, there\u2019s often a disconnect between employees and a company\u2019s vision. In one study, 52% of employees said they don\u2019t know their organization\u2019s vision<\/a>. What accounts for this gap? Here are three possible reasons:<\/p>\n\n\n\n