Do you know why you’re building or running a business instead of working a 9-to-5 job? Do you have something that inspires you to do better? Your vision statement is exactly what you need to inspire you to give your best and help shape your understanding of why you’re working in the first place. My name is Deb Goeschel and I’m going to talk about what goes into creating a vision statement and why you need it.

What Is a Vision Statement?

First and foremost, a vision statement is an aspirational description of what you would like to achieve in the mid- to long term. It is not a short-term goal. It communicates both the purpose and the values of your business to your clients and your customers. Your vision statement should be simple and clear. It’s your big “Why?” It answers the question “What do I ultimately hope to accomplish as a result of my efforts?”

A Vision Statement Must Reflect Your Business

A carefully crafted vision statement can help you communicate your company’s goals to employees, management, and vendors in a single sentence or a few concise paragraphs. While a well-thought-out statement may take only a few days or weeks to craft, the result will be a tool that will help inspire and create strategic decisions for years to come. It’s crucial that it truly reflects your business. When you’re developing your statement, ask, “Where do I want to be going forward? When do I want to reach that stage? And how do I want to reach it?” Some examples: Nike’s vision statement is to be the number one athletic company in the world. Aspirational; large. Starbucks: to inspire and nurture the human spirit one person, one cup, one neighborhood at a time. Again, these are aspirational, long-term visions.

A Vision Statement Should Inspire

You can take a look at large companies because they’re really easy to see online and use their vision statements as jumping-off points. Make sure that your vision statement reflects your business. You never know when that vision statement might be the tipping point for your customer or client when they’re looking at you and a competitor when all other things are equal. So the vision statement will help inspire you, your employees, your management, and your customers.