Do You Have a North Star?
On December 21, 2020, the Christmas Star was visible to those who had a clear sky. Those who did not have the opportunity to view the astronomical phenomenon, due to cloudy skies, light pollution, or smog, still experienced the feeling of hope for the future. Even if the sky was not clear, the guiding light in the direction of the future was recognized. This event only happens once every 800 years, but the North Star is used as an anchor in the sky guiding us toward a purposeful destination every night. It is the same with a vision statement, which describes what dreams we want to achieve long term thus giving direction toward realization. The vision should be visible daily through multiple channels, used to engage family members or employees and to see the “Greater Good” the vision creates.
One might have a personal, family or company vision statement, but if it isn’t visible, how can it be inspirational? Having a plaque with the declaration in the entrance of the company or home is one possibility. We had ours etched in wood as gifts for each of our children to remind them of our family vision. Another idea is to a create business size card to fit in a wallet. Our family chose a metal version to prevent the wear and tear of a paper one. Including the statement at the top of meeting agendas to reinforce the meaning of the words before general business ensues is another thought. On correspondence via email, the vision statement can be featured below the contact information. The purpose of having the vision statement visible is for it to be the guiding North Star leading everyone in the same direction of a long-term dream.
Using the vision statement not only has to be visible but engaging to family members and employees. If the words on the page are only words not actions, the meaning will be lost. Incorporating the statement with how we behave daily will have more impact on the company or family culture. For instance, Nike’s vision, “bring inspiration and innovation to every athlete.” If they only focused on the famous ones without listening to each and every athlete, their promise would fall on deaf ears. As they say, if you talk the talk, you need to walk the walk especially if you want to connect with family and employees.
The “Greater Good” of a vision is important to resonate with people. McDonald’s vision, “to be the best quick serve restaurant experience” might not be high on the list of someone wanting to strive toward environmental good. On the other hand, Patagonia’s statement, “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis” might inspire. Starbucks proclaims, “Starbucks™ Shared Planet™ is our commitment to do business in ways that are good for people and the planet” which also could motivate some. Using the philosophy that the vision is for a higher cause might create a stronger following for a personal, family or company statement.
A vision statement is critical to an organization to create the direction toward one’s dream. It should be idealistic words portraying the emotional future of a family or company. It is a significant declaration that should be thoughtfully designed to reflect one’s path. But be cognizant of having it visible, engaging, and inspirational, a North Star. What is your personal, family or company vision?
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