You have certainly heard of a vision board and no doubt have known of vision statements and mission statements. But, do you have clarity around why this should matter to you and your business? I have been inside large organizations that have functioned for years without either of them. So, what is so important about a vision statement and a vision statement? If it is possible to succeed without them, then why bother?

Both your vision statement and your mission statement are important because they are both attached to how you are branded. Your vision statement begins with a question. “What do you want to be known for?” This question encompasses all that you would literally hope to be in the market or in the world for that matter. Now, the vision will and should expand as you grow. This is why this question is so powerful. Keep this question out in front of you continually and talk about it with your leadership team. “What do we want to be known for?”

The next question you want to ask yourself as an organization is, “What are we known for?” Now you get to answer the 1 st question, but this 2 nd question is answered by others. So, you will need to do some investigation inwardly within your organization as well as outwardly with your customers. Once you get clarity on what you are known for, you will see that there is most likely a gap between what you want to be known for and what you

are known for. Within this gap is where your mission is found. Your mission is what you “ought to do”. From this mission will grow your objectives. So, you can see that understanding the gap between what you want to be known for and what you are known for empowers you to set a strategy with organized plans. When you have a strategic direction, you are more likely to arrive at your desired destination than if you don’t have strategic plans. Keep these 2 questions in front of you and you will set yourself up for success.