The choice of words holds significant importance. Upon examining various corporate visions within the design and construction industry, distinguishing between statements for different organizations proved challenging. The challenge stemmed from uninspiring and forgettable vision statements. These statements employed strikingly similar terms such as quality, value, customers, and stakeholders. Unfortunately, these broad and generic expressions failed to elucidate the distinct nature of each company's operations or what set them apart from their counterparts. Moreover, the statements fell short in conveying the tangible benefits or outcomes of their products and services, as well as how they harmonize with the companies' core values and mission.
Use descriptive words to capture the unique identity, purpose, and impact of the organization in your vision statements. Descriptive words illustrate qualities, features or characteristics. They can help to create a vivid picture and evoke emotions and associations. Descriptive words can also help to differentiate the organization from its competitors and make it more appealing to its target audience.
Company A: To be the global leader in delivering quality products and services that create value for our customers and stakeholders. Or, To revolutionize the healthcare industry by delivering cutting-edge products and services that enhance the well-being and longevity of our customers and communities.
Company B: To grow our business by providing innovative solutions and exceptional customer experiences. Or, To empower our customers to achieve their dreams by providing creative solutions and personalized experiences that exceed their expectations.
Strategies for writing a descriptive vision statement:
Identify your organization strengths.
Define how do you want to make an impact.
Describe how you are unique.
Most importantly, make it memorable. Organizational vision is the foundation for success. Test it to ensure it works, and review it regularly to revise it as needed to adapt to the needs of the marketplace and your employees.
These strategies can elevate the voices!
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