How Your Business Can Use Vision Statements to Sustain Powerful Transformations
What makes a business successful, powerful, and ethical? What is the difference between companies that go through phases of growth and progress and companies that consistently transform themselves? I would argue that the answer is a thoughtful vision statement that all employees consistently focus their efforts on achieving and living in their business practices. A vision statement can be the glue that binds your team together. Regardless of how many people of varying abilities, ideas, and opinions you may have in your group, a strong vision statement can transform your members into a cohesive and successful team called a business. Without a unifying goal, there is chaos — and chaos does not make good business.
When a company has a vision statement, it is easier for goals to be clearly communicated. Vision statements provide a clear, concise overview of exactly what the company is working towards. For example, TED’s vision statement (a guide-type archetype of facilitating individuals’ progress by “spreading ideas”) is direct, clear, and concise. If employees have a question about which choice to make or if they wonder whether a goal is worthwhile, they need only look at the vision statement and then be able to evaluate their goal or decision based on whether it fulfills the vision statement or not. Without a vision statement, employees are more likely to waste time running after goals that are simply busywork, unproductive, or that do not advance the vision statement. Worse, they may be counterproductive by losing time engaging in activities that run against the vision of their company. In TED’s case, perhaps this would be choosing speakers that don’t fully fit their standard of quality ideas being spread around the world.
When a company has a vision statement, it is easier for ethics to be established and not deviated from. A crucial part of being ethical is being consistent. Without consistency, a company that was once ethical can deviate from the principles it held fast to, causing disorder and a lack of discipline. This inconsistency leads to disillusionment by clients who expect a certain thing of the company. Imagine if, for example, Whole Foods Market were to deviate from its master-archetype vision statement of “helping support the health, well-being, and healing of both people — customers, Team Members, and business organizations in general — and the planet?” Customers would be become disappointed, frustrated, saddened, or even angered. This can result in progressively more unethical behavior, as some employees and executives may attempt to hide practices that go contrary to the company’s vision and values. Greater distrust and loss of business ensue.
However, on the flip side, when employees stick to a vision, their actions and the trajectory of the business remain consistent and constant. Ethics are preserved; customers don’t have to worry about whether the company they expect one thing from will suddenly switch tack and change completely. A culture and habit of ethics are built and established with a vision statement. Trust is instilled in both employees, executives, investors, and customers. And the purpose of the company can be fulfilled! For example, Kickstarter can deliver on its challenger-style mantra of “[helping] bring creative projects to life.” Customers are happy, and so are Kickstarter team members. The world — and company — are changed for the better. That’s powerful.
Vision statements push progressive improvement and the constant striving of a company to be more unified, focused, and effective in delivering value. By developing a strong vision and engaging all the members of your team in acting and managing in a way that will fulfill that vision, your steps of progress are sustained and strong. When a culture of vision is instilled in your company, improvement and growth are not just “phases.” They are as enduring and powerful.
