Vision and Strategy Development

To paraphrase a quote from the French philosopher Michel de Montaigne, “No wind is favorable to those who don’t know where they are sailing.” This truth often plays out in boardrooms, where unclear goals, poor alignment or internal disagreements can hold a company back from reaching its full potential.

A strong vision statement does two key things: it shapes the company’s public image and provides a clear direction for employees to rally around. It gives everyone a clear idea of what your company stands for, and what it sees as its meaning, purpose, goals and strategy. A well-crafted, lived vision motivates and engages employees, sets your company apart from competitors and resonates with customers and partners.

While successful companies constantly adapt their strategies and practices to stay competitive, their core values remain steady. These values form the backbone of their vision, which typically includes three key components:

1. Vision (the aspirational goal)

The vision paints a picture of the future state and market position that your company aspires to. It should be clear, simple and inspiring—giving everyone a reason to get on board with what the company aims to achieve.

2. Mission (the purpose)

The mission answers the fundamental question of why the company exists. It outlines the company’s core activities and competencies (without going into its strategic goals). It also highlights the value the company creates—whether for customers or for society as a whole. A strong mission also serves to motivate employees to contribute to the company’s success.

3. Values (the guiding principles)

The company’s values are the principles that guide employees’ actions and decisions. When everyone in the organization understands and lives these values, they become a powerful force both inside and outside the company. It’s crucial to communicate these values clearly and ensure they are reflected in everyday behaviors, or the company risks damaging its reputation. These values should also be central to the company’s recruitment and employee development strategy.

Vision isn’t just for the top level—it works at every level of the organization. While the company’s vision sets the overall direction, developing visions within departments ensures that everyone is on board and working together effectively. The result? Teams that are aligned, collaborative and moving in the same direction.

Your vision is a powerful tool for guiding your company’s journey from its current state to its ideal future state. Achieving that vision requires attention to both the operational and psychological aspects of the journey. On the operational side, you need clear strategies, measurable goals and well-defined actions. You can track your progress based on key performance indicators, timelines and deliverables.

Just remember not to overlook the psychological side—engaging employees, leaders and everyone involved in the change process is crucial. Without this, even the best plans can falter.