What is an Aspirational Vision, Anyway?


As a founder, CEO, or business owner, you  set the vision for your company, preferably before you start hiring employees. You know that your vision should be compelling, easy to communicate and a rallying cry to attract top-notch employees and customers, but did you know that your vision needs to be something worthwhile that people aspire to achieve?

So, what do we mean by that?  Using statements that start with phrases like "We're the best", "We lead the market", or "We're number one" aren't vision statements at all, they're goals. And goals are important, of course, but they're not going to create fire in the belly, they're not going to create excitement about working for your organization, and they're not going to create a shared purpose.

Aspirational vision statements paint a picture of how your company is going to change the world, or improve the lives of others.  This doesn't mean that your vision needs to be on a grand scale, necessarily, but it does need to demonstrate  that your company has a meaningful reason to exist.

Here are some great examples to get you thinking: 

JetBlue-"... To inspire humanity-both in the air and on the ground."

Microsoft-"To help people around the world to realize their full potential."

Starbucks- "To inspire and nurture the human spirit-one person, one cup and one neighborhood at a time."

WeWork-"Create a world where people work to make a life, not just a living."

You get the idea. So start thinking about how your company makes our world a better place, how it improves the lives of people, why it exists, and then write it down before you forget! 

 You'll use it as the foundation to create your mission statement and your values...but more about that later.

I'll leave you with the wise words of Simon Sinek:

"Customers will never love a company until the employees love it first."

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Crafting your vision statement can be a challenge, as you want to word it in a way that demonstrates the reason you exist and what you're trying to achieve.

This often takes a second pair of eyes and ears to be sure you're striking the exact note that resonates with your various audiences.

This is one of the main areas where Silk Mountain can help.

Let's talk!

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