Ah…vision, mission, and values. At their worst, they can represent nothing more than an obligatory exercise that companies must go through so they have something to post on their website or on the walls of their office.
But at their best, they can powerfully articulate the difference your company is committed to making in the world (your vision,) why your company exists (your mission,) and what irreducible standards lie at the core of your company’s soul (your values.)
Today, we look at vision.
An article in Forbes from a few years ago found that employees who think their company’s vision is meaningful have engagement levels of 68 percent. Those who found no meaning in their company’s vision had an engagement score of 16 percent, with the average being 40 percent.
Employees who are engaged care about the company and its success. They’re connected to the desired outcome, and see a higher purpose in what they’re doing beyond their day-to-day work, even if on first glance their job doesn’t seem to have a direct impact in fulfilling the vision.
A Vision Statement is meant to inspire, which, taken in the most literal sense means to give breath and therefore life. Someone who is inspired is called forth by, and drawn to, something higher, loftier, and greater than themselves. But equally important, they see themselves as essential in advancing the vision, which gives them purpose.
It’s work, but it’s worth the time to invest in creating a Vision Statement that is meaningful. Because if it has meaning, not only will your team be more engaged, they’ll want to share the vision with others. Go ahead. Breath life into your company.