"Vision without action is a daydream. Action without vision is a nightmare." —Japanese proverb
Vision is all about seeing the invisible through imagination. However, the mission is all about executing the activities. Vision indicates where one wants to go, and mission directs how one can go. Visionaries always look for what is possible by discovering the potential, and missionaries achieve it through the right planning and execution. The visionaries are directors, and the missionaries are actors.
Vision enhances organizational excellence and effectiveness. It enhances the commitment of employees towards the organization. It helps employees move in a specific direction in which the organization intends to move.
A vision statement is the highest order of goals that takes the organization to the tipping point. It is for the long term that can transform the organization and keep it different from others. In contrast, the mission statement is different from the vision as it may change from time to time as the strategies to reach organizational goals and objectives change from time to time.
A vision statement serves as a catalyst. It plays a pivotal for the success of any organization. It should be clear, crisp, simple, straight, and above all, jargon-free. It must energize employees to contribute their best. They must be able to take pride in and be proud of the organization. There are no fixed rules and regulations, and no fixed formula for crafting a better vision statement.
Jack Welch wanted GE to be either number 1 or number 2. That was the vision he set out for his employees. Employees worked accordingly, delivered their best, and led the GE to greater heights.
The idea of the vision statement is to ensure that all employees have one visual image of the organization, connecting everyone emotionally, ethically, and energetically. Besides, it must transform with changing times and technologies. However, the core content must remain the same, and it should not be diluted because the company has been founded on fundamental ideas and ideals.
The vision statement must preferably be below 100 words and in the present tense to be effective. It requires an imaginative mind to craft one. We shall look at a few tools to craft a better vision statement.
Vision must spell out a clear and compelling picture so that there is a strong reason to pursue and persevere. It must be audacious and SMART, which is the acronym for specific, measurable, attainable, realistic, and time-bound.
It should be simple and straight and challenging and inspiring.
It must convey the company's value system, culture, ethics, and etiquette. It should never be mere rhetoric but must be a realistic one.
It must be challenging enough so that people can put in their energies and efforts aggressively.
It must neither be too short nor too big. It must convey the ideals and ideas of the organization for which it stands and aspires to achieve.
Avoid jargon and buzzwords as they ensure better clarity.
When the vision statement is made to compete with another firm, the company must revise its vision once it is successful. Besides, if the company reaches the target of magical numbers, then it has to revise its vision statement.
Vision helps us to get prepared today for tomorrow. It is like goal setting. As individuals set their goals, organizations also set their goals. It is like where they want to go. And the mission serves as a roadmap to reach their vision. Succinctly mission spells out how they accomplish their vision.
Vision is closely connected with leadership. Legendary business leader Jack Welch successfully articulated his vision and took GE to the tipping point through his visionary leadership. To put it in the words of Peter F. Drucker, "Leadership is lifting a person's vision to higher sights, the raising of a person's performance to a higher standard, the building of a personality beyond its normal limitations."
To conclude, there should not be any gap between preaching and practicing to make the vision meaningful and realistic. Companies must mobilize their people around a common cause by crafting better vision statements. The success of any company depends on the right presentation of a vision statement and execution of the mission statement.
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