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Some time ago I was asked if I truly believed that vision statements matter. I remember responding with “vision statements only matter if they truly represent the destination of the company”. Where that answer was brief and may not have been what the person was looking for, it is a fairly accurate portrayal of what I believe.

All too often I have seen vision statements that are so generic as to not have any real meaning. Statements that include phrases like “be the most respected”, or “recognized as”, or “reach revenue of x” don’t really accomplish what I believe a vision statement should. Even worse would be when a vision statement has no relationship to reality.

Ideally, a company’s vision should be its driving force. It should be relatable, inspire people to join in, and paint a landscape of the future of the company.

Does your company’s vision statement accomplish all three?

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