What is the purpose of the vision statement in strategic planning?
A vision statement must to be clear in identifying the Ends an organization is seeking, and it should be aesthetically pleasing. I posit that a vision should be as close to art, a true piece of reality based fiction, as the organization can achieve and is comfortable with. Its purpose is to inspire and motivate…to give more than just an intellectual reason for an organization to exist. It’s purpose is to ignite passion!
It reminds me of an artist who must paint, often for reasons unknown beyond a feeling in the heart and an itching in the mind, all they know is that they desire to see their artistic vision become a complete painting, and until they do they will strive to make it happen. It may take 1000 paintings to finally achieve the one they always knew they could create but had to acquire the skills and knowledge, the experience and emotion, and the tools and equipment necessary to make it happen.
Organizations will create the most appropriate, focused and effective mission statements, values, strategies, and tactical actions possible when they have a clear target that inspires passion. Just like the artists who must paint their masterpiece.
Though the vision statement is a part of the philosophical foundations (guiding principles) that guide an organization (these include the mission statement, the vision statement, and the values) it needs to be viewed differently because all of the other elements cascade out beneath it. It is the light that guides. It is the power that inspires. Without a true vision, many call it “true north” or a “north star” because it shows the way, an organization flounders, is unfocused and goes through the motions but is not energized to make a difference. The mission states what you do and who you do it for, it may even cover your purpose, but it does not serve to clarify your inspiration.
John Carver (in Boards That Make a Difference) talks about Ends and Means as a way to clarify good board governance. The Ends are what you are trying to accomplish and the way you go about it are the Means. There are many Means to an End and they can shift and change with the environment and resources. The Ends on the other hand are less likely to change. The reason being that they are the motivation that drives the organization…and by drives the organization I really mean what inspires the individuals who make the organization run and its clients. The Ends are the Vision.
What does this all mean in practice?
It means that a vision statement should do the following things
- Reach for the sky and be just out of reach: In other words make it big enough to change the world, but not unachievable. It should be within the potential capacity of the organization, and the organization should have to stretch itself to get there. Finding this balance will put the organization in the equivalent of what Mihaly Csikzentmihalyi calls “Flow”…an optimum state of creative performance and output that is achieved when you are faced with a challenge that uses all of your abilities and capacities but is not so difficult that it is unachievable.
- Be clear: Identify your true ENDS (what to accomplish that would allow you to pass away honestly and proudly knowing it made a powerful difference?) It must bring to mind specific achievements that can serve as the “north star”/guide posts for decision making. Everything the organization does should be in support of achieving the vision. Mission, values, strategies, and tactics should all be focused on achieving the vision. If they are not, then they act like friction against momentum the organization creates towards the ENDS it hopes to achieve.
- Be aesthetically inspirational: to enhance the power of true ENDS use the power of the creative mind. Art, movies, pictures and stories create aesthetics that engage emotions. Use story telling and the beauty of words to bring the image of your ENDS to mind. Tell how the world will look if you achieve your vision.
Without a powerful vision any organization is lost in the fog, able to move forward but unable to progress because their is nothing to measure that progress against. There is no target.
