Remember that two page Vision Statement that came out of a planning session? What a waste of time!
A Vision Statement needs to be a very short phrase describing your “future condition” as though it presently exists. None of this “we will be” statements; rather, “we are” statements! Two examples:
“Success for Every Student” for a school district. It appeared on every document..letter, billing statement, check, etc…and as a plaque in every school room. Everyone, including the janitors, knew exactly what the vision was!
“The News Medium of Choice” for a weekly newspaper. They took on everyone…CNN, NYT, WSJ, etc…but that’s exactly what they were in their town! Again, it was repeated everywhere within and without the organization.
Meaningful, short, and present voice are keys to an effective Vision Statement.