Your Vision Statement IS Your Big Why


Motivation Stems From Your Vision

Vision Statement is How to stay motivated.How do you stay jazzed and lit up when you’re knee deep in the details and minutiae  of your business? If you struggle with staying motivated when bogged down by a bad week, I suggest you revisit your vision statement because, after all, it’s the reason you got into business in the first place — whether consciously or unconsciously. Your vision statement connects to the core of your Big Why — why you do what you do, why you do it the way you do, and why it drives you forward.

My last blog post talked about mission statements, what they are and how to develop one. This post is focused on your vision statement. Both statements are core pieces, and integral to, your messaging. Without them, things have a tendency to get fuzzy both for you and for your clients and customers and that doesn’t bode well for creating and maintaining a thriving business nor for keeping you jazzed up when you’re piled under To Dos.


Creating a Vision Statement

A Vision Statement outlines WHERE you want to be. It communicates both the purpose and values of your business. It’s an aspirational description of what your business would like to achieve or accomplish in the mid- or long-term future. Your vision for your future paints a picture that helps creates passion within you today. Essentially, it answers the questions, ‘Where do we aim to be?’ and ‘What are the values or beliefs that inform my work?’ and ‘What would I ultimately hope to accomplish as a result of my efforts?’ In a nutshell, it answers, ‘why am I doing what I do?’

Developing a Vision StatementWhen you’re developing your statement, ask:

  • Where do we want to be going forward?
  • When do we want to reach that stage?
  • And how do we want to do it?


Vision Statement Examples

  • Disney: To make people happy.
  • Ikea: To create a better every day life for the many people.
  • Nike: To be the number one athletic company in the world.
  • Starbucks: To inspire and nurture the human spirit — one person, one cup and one neighborhood at a time.


Reviewing the vision statements of large companies is easy as most have them posted on their websites. Use them as jumping off points for brainstorming. But, don’t copy someone else’s vision! It’s essential to make sure your vision is authentic to you and your business — it IS what will drive you forward. It’s your motivating factor. It should be simple, clear, and define your Big Why. It inspires you to give your best and shapes your understanding of why you are working in the first place.

A carefully crafted vision statement can help you communicate your company’s goals to employees and management in a single sentence or a concise paragraph. While a well-thought-out statement may take a few days — or weeks — to craft, the result will be a tool that helps inspire strategic decision making and product development for your business for years to come.

The Why of the Big Why

What is your big why - answer is in your vision statement.I tell my clients all the time that understanding why they do what they do is huge. Clarifying their mission and vision — essentially defining their big WHY — helps clarify who they are for their potential clients and customers. It’s crucial to developing an effective and authentic brand, and above all, it will keep you and your team motivated when things are a little overwhelming and challenging, which will happen … repeatedly.


Get Clear About Your Why and Stop Wasting Time and Money

Getting clear and then creating (or honing) your mission and vision statements — key pieces of your messaging — can be a daunting task for some. Often, business owners just need a little help and guidance when it comes to articulating the various pieces of their foundational messaging. So, get some help, get on target, and make your business everything you envision! Questions? Contact me.

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