How to deliver your business vision statement

Delivering a good vision statement is easy. Think about what your business does and what, in an ideal world, you would like it to do and how you would like to appear to the outside world. Consider the services and attributes that your business provides, then imagine how it would be if you provided the very best version of them possible. List those visions and include them into a brief statement that gives a good overview of the kind of image you want to represent.

Using your business vision statement. A vision statement isn't something you write and then forget. As your business grows, you should constantly revisit your vision statement to measure your progress and success. It can also help you make key business decisions, because it represents the heart and soul of your business. It's a good idea to make your business vision statement visible in the workplace to inspire your staff and remind them of their purpose, for example, by:

• posting it in staff common areas

• including it in any code of conduct documents or business website

• using it as a tool in staff performance reviews

You can also promote your business's vision statement publicly by displaying it in your business or using it in marketing material. Some business owners prefer to create a unique selling proposition as part of their branding and marketing and only use their vision statement internally.

Example vision statements. Large companies often have a grand vision statement that aspires to global goals. But even a small business can benefit from having a relatively grand vision statement. Below are some examples of vision statements from global companies, as well as small businesses with local goals:

• 'Everything I create and cultivate - my service, products, corporate culture, and relationships - live up to the tenets of my 'MINDER'© vision. My reputation, the level of success I achieve, the brand image I create and the contributions I make to business development are all a direct reflection of my mission to be Mindful, show Integrity, be Nurturing, Dependable, Empathetic ... and be as Remarkable as possible in Business.' (The Business Minder)

• 'Our vision is to be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.' (Amazon.com)

• 'We are a global family with a proud heritage passionately committed to providing personal mobility for people around the world. We anticipate consumer need and deliver outstanding products and services that improve people's lives.' (Ford Motor Company)

• 'We believe our first responsibility is to the doctors, nurses and patients, to mothers and fathers and all others who use our products and services. In meeting their needs everything we do must be of high quality. We must constantly strive to reduce our costs in order to maintain reasonable prices' (Johnson & Johnson)

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