SHOW NOTES Episode 3. Season 5.
Episode 3. 20/21 Vision - The Vision Statement
Show Objectives - The Why
In this season, we are building your Brand Pyramid.
A brand pyramid is a framework that answers most of the fundamental questions in a diagram that can be easily shared and communicated across an organisation.
Far from a trivial exercise, developing a brand pyramid forces consensus among senior management with regards to what the company wants to be, who it serves, why, how it should make customers feel and what the company’s core values are.
It also clarifies brand fundamentals and sets the strategic foundation.
In short, a brand pyramid keeps everyone rowing in the same direction.
Each week, we discuss the layers of the pyramid, what it’s objective is and give helpful tips on how to develop it.
The brand pyramid consists of:
This week, we discuss the foundation of the pyramid, The Vision Statement.
When putting this show together, I blended my 17 years’ experience with that of others I admire to give you the best advice possible.
What is a vision statement?
Whereas mission statements are based in the present, vision statements are future based and meant to inspire and give direction to you and your team.
It describes the desired long-term results of your company's efforts. For example, an early Microsoft vision statement was "a computer on every desk and in every home."
Research shows that employees who find their company'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 corporate ambassadors in the larger community.
So, given its impact, spending the time crafting a vision statement is worth it.
The first step in writing a vision statement is determining who will play a role in crafting it.
A vision statement should stretch the imagination while providing guidance and clarity. It will inform your company's direction and set priorities while challenging your employees to grow. Above all, a vision statement must be compelling – not just to the high-level executives of your company, but to all employees.
How will your business contribute and why will the world be different with your company in it?
Top tips to creating your Vision statement.
But a Vision statement is useless unless people get to know it right?
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