How to have a better future vision

Here's the 4-step guide.

How to have a better future vision
Photo by Rahul Bhosale / Unsplash

Lots of organisations have a nice sounding vision statement.

Countless hours get spent crafting these things - ad agencies get roped in, copywriters are briefed...everyone is excited in the beginning.

The vision statement then gets published in things like annual reports and gets a brief mention at times when the CEO remembers to include 'that slide' whenever an important presentation gets done.

But in most cases nobody bloody cares.

As an important strategic tool the vision statement is sadly woefully undervalued and misused in most organisations.

Ideally - the vision statement is a key asset for the organisation.

When properly compiled, it's a believable beacon of hope and motivation that shines brightly on the misty horizon of the future.

It works as a strategy tool by being a practical lens through with day-to-day organisational decision-making can be made. It's useful as a benchmark, a metric, a sense-check as to whether or not everyone is still on the same page or not.

Having worked with many different types of organisations - from blue-chip corporates to innovative technology start-ups - helping them to compile better, more impactful and useful strategy stacks; there is a way that you can create a vision statement that carries the strategic weight that it really deserves.

Here are 4 steps to do just that:

STEP #1 | Offer an open invitation

A vision statement needs to live in the hearts and minds of everyone in the organisations - open up the opportunity to participate in the process of creating the vision to everyone in the company. Get a diverse set of viewpoints from lots of different people. Take their input seriously and include these perspectives in your process.

STEP #2 | Look outside the window

Don't just gaze internally, take a careful look at what's going in in the world. Focus not just on the headlines of today, but open your mind to the viewpoints and lived experiences of different people. Intend to draw inspiration from outside of your comfort zone.

STEP #3 | So what?

Relate these insights back to your organisation and ask where the crossovers are between the hopes and dreams and aspirations of your people and partners, meet the changing needs and desires of people.

STEP #4 | Make it yours

When compiling a vision statement ensure that it is believable, motivating, drives specific behaviour and you can honesty say that it's unique to you.


A vision statement is your core reason for existence, it is the ideal future state that your organisation wants to deliver. It's the big picture that guides everything that you do.

If you have yet to create a vision statement, or suddenly realise that yours probably best belongs in the bin; start by getting consensus as to how this tool will be used in your organisation.

Follow a proper process, take your time and then when you have something that resonates...test it practically to see how well it works as a guide.


Simple test to check your mission statement
A good mission and vision statement needs to be inspiring, unique, credible and most of all you need to be able to at least be able to track some kind of progress towards its realisation.