What all great vision statements have in common is they provide an answer to these three questions:
1) Destination: Where are we going?
2) Purpose: Why do we exist? What greater good do we serve?
3) Values: What principles guide our decisions and actions on our journey?
When a vision address all three of these questions, a tremendous amount of energy is unleashed. There is a higher level of commitment because employees are able to see the relationship between the direction of their company and what they personally believe in and care deeply about. Everyone is clear about what they are doing, why they are doing it, and how their work contributes.
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