Writing a vision statement

The Nature of Vision Statements

A vision statement is far more than just an inspirational message posted on an office wall. At its core, a vision statement is a strategic tool that articulates the future you want to create through your work. It serves as a north star for decision-making, a rallying point for teams, and a bridge between current reality and future possibilities.

Think of a vision statement as a time machine. It allows us to step into the future and describe the world as we want it to be. But unlike science fiction, a vision statement must maintain a delicate balance - it needs to be ambitious enough to inspire while remaining grounded enough to guide practical action.

The Purpose of Vision

Vision statements serve several crucial functions in product development and organizational direction. First, they provide a shared understanding of the future we're trying to create. When everyone on a team understands and believes in the vision, they can make better decisions about what to build and why. The vision becomes a framework for evaluating opportunities and making strategic choices.

Consider how different a team operates with and without a clear vision. Without vision, teams often focus on incremental improvements to existing solutions. They might build features that seem useful but don't contribute to a larger purpose. With a clear vision, teams can evaluate potential work against their desired future state. They can ask, "Does this move us closer to our vision?" and make more strategic decisions.

Second, vision creates productive tension between current reality and future possibilities. By articulating a compelling future state, a vision highlights the gap between where we are and where we want to be. This tension drives innovation and progress. It pushes us to think beyond incremental improvements and consider transformative possibilities.

Third, vision provides stability amid change. Markets evolve, technologies advance, and customer needs shift, but a well-crafted vision can remain relevant through these changes. It focuses on the fundamental change we want to create rather than the specific means of creating it.

The Elements of Effective Vision

A truly effective vision statement operates on multiple levels simultaneously. At the surface level, it articulates a desired future state. But beneath this, it contains several crucial elements that give it power and utility.

The first element is scope. A vision needs to be broad enough to inspire and allow for innovation, but focused enough to provide meaningful guidance. Google's early vision to "organize the world's information and make it universally accessible and useful" exemplifies this balance. It's enormously ambitious in scope (the world's information) but specific in purpose (making it accessible and useful).

The second element is value creation. A vision must clearly articulate how it creates value for users or society. This isn't about features or solutions - it's about the fundamental benefit or change you want to create. When Amazon envisioned being "Earth's most customer-centric company," they weren't describing a set of features. They were articulating a value orientation that could guide countless specific decisions.

The third element is durability. A vision should remain relevant even as specific technologies or market conditions change. SpaceX's vision to "make humanity multiplanetary" doesn't depend on specific rocket technologies or market conditions. It articulates an enduring aspiration that can guide decisions through changing circumstances.

The Process of Vision Development

Creating an effective vision statement is a journey of discovery and refinement. It requires deep understanding of problems and possibilities, combined with the ability to articulate that understanding in a compelling way.

Starting with Understanding

Vision development begins with deep understanding of the problem space and the possibilities for change. This requires looking beyond current solutions to understand fundamental needs and opportunities. When Stripe developed their vision of being "the economic infrastructure for the internet," they weren't just thinking about payment processing. They understood deeper needs around economic access and opportunity in the digital age.

This understanding comes from multiple sources. Direct observation and user research help us understand current needs and pain points. Market analysis reveals broader trends and opportunities. Technical understanding helps us see what might be possible. The key is synthesizing these inputs into a coherent view of what could be.

The Art of Vision Writing

Writing a vision statement is an iterative process that requires both creativity and discipline. Start by imagining the future you want to create. What fundamental change do you want to see in the world? How will people's lives be different because of your work?

Begin with broad strokes. Write down the change you want to create without worrying about perfect wording. Then refine it through multiple lenses:

Clarity: Can everyone understand it immediately? A vision should be clear enough that people can explain it to others without reference to additional documents or explanations. Avoid jargon and buzzwords that might create confusion or become dated.

Ambition: Does it inspire while remaining achievable? A vision should stretch what people think is possible while maintaining credibility. "Making humanity multiplanetary" is enormously ambitious but feels achievable given enough time and effort.

Actionability: Does it help teams make decisions? A vision should provide clear guidance for strategic choices. When faced with different opportunities, teams should be able to use the vision to evaluate which path to take.

Refining Through Iteration

Vision development typically goes through several stages of refinement. Early versions often suffer from common problems that need to be addressed:

Too Tactical: Many early vision statements focus on specific solutions rather than fundamental change. "To build the best project management software" is too tactical. "To help teams work together more effectively" points to the fundamental change we want to create.

Too Vague: Some visions are so broad they provide no real guidance. "To make the world better" could apply to almost anything. A good vision identifies the specific type of change you want to create.

Too Trendy: Avoid tying your vision to specific technologies or trends that might become dated. Instead, focus on the enduring change you want to create.

Testing Vision Effectiveness

A vision statement should be tested against several criteria to ensure it will serve its purpose effectively:

Memorability: Can people remember and repeat it? A vision that's too complex or jargon-filled won't stick in people's minds.

Inspiration: Does it motivate people to action? A vision should create energy and enthusiasm for the work ahead.

Durability: Will it remain relevant as circumstances change? A vision shouldn't depend on specific technologies or market conditions.

Guidance: Does it help teams make decisions? Try applying the vision to real strategic choices to see if it provides clear guidance.

Living with Vision

A vision statement isn't just something you write and forget. It's a tool that should be actively used in day-to-day work and decision-making.

Using Vision in Decision-Making

Vision becomes most powerful when it's actively used to guide decisions. When evaluating opportunities or making strategic choices, explicitly check them against the vision. Ask:

• Does this move us closer to our vision?
• Is this the best way to advance toward our vision?
• What would we do differently if we were fully aligned with our vision?

Evolving Vision Over Time

While vision statements should be relatively stable, they're not set in stone. As your understanding deepens and circumstances change, you might need to refine your vision. The key is maintaining the core aspiration while clarifying or adjusting the specifics.

Changes to vision should be thoughtful and deliberate. Small tweaks might help clarify meaning or improve inspiration. Major changes should only happen when there's a fundamental shift in understanding or opportunity.