Votre entreprise possède déjà son énoncé de mission, mais vous avez entendu parler d’un autre type d’énoncé d’entreprise : l’énoncé de vision. Si l’on considère que l’énoncé de mission est l’Étoile polaire qui sert de repère à votre entreprise, l’énoncé de vision est, quant à lui, une boussole qui vous guide vers elle. Ainsi, votre équipe sait où elle se dirige (mission) et par quel chemin (vision).
Votre énoncé de vision doit corroborer et compléter votre énoncé de mission, afin d’aider votre équipe à définir une stratégie quant aux objectifs à long terme qui lui permettront d’accomplir sa mission. Cependant, élaborer un énoncé de vision nécessite du temps et de la concentration. Dans ce guide, nous aborderons dans un premier temps les différences entre l’énoncé de mission et l’énoncé de vision. Ensuite, nous verrons comment formuler un énoncé de vision, et nous terminerons avec quelques exemples d’énoncés de vision d’entreprises célèbres.
A vision statement is one of the most important elements for any successful business. It serves as a guide for the company’s future, helping align employees behind a unified purpose and direction. But what exactly goes into crafting a compelling vision statement? What are the key components that set apart generic mission statements from truly inspiring ones that galvanize teams?
In this comprehensive guide, we’ll break down the essential elements that make up an impactful vision statement.
It’s Written In The Present Tense
One of the most common mistakes companies make with vision statements is writing them in the future tense. They’ll use phrasing like “we will be the leader in our industry” or “our company will make the world a better place.”
While those aspirations are admirable, putting them in future tense fails to create a sense of immediacy. Employees feel like the realization of the vision is always just out of reach, forever in the future.
That’s why effective vision statements use the present tense. Rather than saying you’ll become an industry leader, declare that you are the industry leader. Instead of saying you’ll make the world better say you are making the world better.
The present tense makes the vision feel current, not some far-off goal. It lights a fire under employees to start aligning their day-to-day work with the ideals of the statement.
It’s Summarized In A Powerful Phrase
The best vision statements can be distilled into a short, memorable phrase that captures the essence of the company’s goals and ideals. Think of brand slogans like Nike’s “Just Do It” or Apple’s “Think Different.” These simple but evocative phrases encapsulate the spirit of the brands.
Your vision statement should have a similar tight, memorable phrase that sticks in people’s minds and becomes woven into the fabric of your company culture. Some great examples:
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Tesla “To accelerate the world’s transition to sustainable energy”
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Instagram: “To capture and share the world’s moments.”
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Airbnb: “Belong Anywhere.”
Find that crisp, inspiring phrase that perfectly summarizes your vision. It will serve as a guiding light for your team.
It Describes A Desired Outcome
At its core, a vision statement is about describing the ultimate outcome or impact your company wants to achieve. It’s the change you want to make in the world or the end result you’re working towards.
Maybe you want to provide clean drinking water to every person on the planet. Or give people the tools to learn new skills and achieve their potential. Or connect communities across cultures.
Clearly defining and articulating that desired outcome is crucial. It gives people a tangible goal to wrap their heads around and work towards.
It Uses Unequivocal Language
Wishy-washy language is the enemy of a compelling vision statement. You want direct, unequivocal phrasing that leaves no room for uncertainty about the destination the company is headed towards.
Avoid hedging language like “we hope to be the leader in our field” or “we want to make the world a little better.” Be bold and definitive: “We are the leader in our field.” “We are making the world a better place.”
This assertive tone aligns people confidently behind the vision and amps up motivation.
It Evokes Emotion
Truly great vision statements don’t just describe a desired outcome, they make people feel something about that outcome. They build an emotional connection.
Think about vision statements like Disney’s (“to make people happy”) or Patagonia’s (“Build the best product, cause no unnecessary harm, use business to inspire solutions to the environmental crisis”). You immediately get a sense of the values and purpose behind these companies. Their visions are stirring, not generic.
Find ways to infuse your vision statement with passion and meaning. Share why the desired outcome matters and how it will change lives. That’s what forges real employee buy-in.
It Paints A Picture
Vague vision statements leave people scratching their heads about what future you’re actually describing. The best statements paint a crystal clear picture of the destination.
For example, Google’s vision is “to provide access to the world’s information in one click.” That creates a precise image of the future Google is striving to build.
Use vivid, tangible language that helps people visualize the same future you see. If your vision doesn’t create a mental picture, go back to the drawing board.
It Aligns With Company Values
Your vision statement and core company values should be closely interlinked. The vision describes the change you want to make in the world, while the values reflect how you aim to make that change.
For instance, Patagonia’s vision statement is centered around environmentalism. That links directly with their values like protecting the environment, avoiding harm, and using business for good.
Ensure your vision and values are working in sync. If employees are unclear how the vision ties back to your culture, that’s a red flag.
It Fits Brand Personality
Your vision statement should feel like a natural extension of your brand’s personality. It should capture the essence of what makes your company unique.
For example, Southwest Airlines’ vision is “To become the world’s most loved, most flown, and most profitable airline.” That matches their brand personality of being affordable, fun, and people-centered.
If your vision statement feels disconnected from your brand identity, it will ring hollow. Do the diligence to ensure it aligns with who your company is at its core.
It’s Future-Oriented
While vision statements should be written in the present tense, they remain future-focused at heart. The whole purpose is to describe the change you want to create in the days, months, and years ahead.
That future orientation is what differentiates a vision from a standard mission statement. The mission is about what you’re doing now; the vision is your guiding star for the future.
Frame your statement around how you’ll make the future different through your work. Share where you’re headed, not just where you are today.
It’s Bold And Daring
Mediocre vision statements play it safe. Exceptional ones are willing to go out on a limb.
Look at a vision like Warby Parker’s: “To offer designer eyewear at a revolutionary price, while leading the way for socially-conscious businesses.”
That was a bold vision when they launched. It captures their distinctive model while setting an ambitious goal for changing business practices.
Be bold with your vision. Set your sights on truly extraordinary goals that will require you to stretch. Aim high – it’s amazing what teams can accomplish with an inspiring vision to motivate them.
It’s Memorable
For your vision to guide decisions and unite people behind a shared purpose, it needs to stick in their minds. They should be able to quickly recall your statement or phrase.
That means avoiding generic, convoluted wording that goes in one ear and out the other. Be clear and concise. Find the most memorable way to encapsulate your company’s aspirations.
Test your statement on people throughout the organization. If it’s not hitting home as memorable, keep fine-tuning the language.
It’s Achievable
Here’s a paradox – your vision should be bold, but also achievable. It’s a balance.
You want to set ambitious goals that require teams to bring their A-game. But if the vision seems downright impossible, people will dismiss it as unrealistic and lose motivation.
Look for that sweet spot – an outcome that’s a stretch but still within the realm of possibility if everyone rallies behind it. Your team should feel challenged but inspired.
No one will put in their full effort if the vision feels unattainable from the start. Find something to strive for together.
It Has Long-Term Relevance
An effective vision statement stands the test of time. It should still feel relevant and meaningful 5, 10, 15 years down the road.
If your statement only feels connected to immediate business objectives, it’s not vision-level. A vision is your North Star guiding you far into the future.
IBM’s vision to “be essential” and Disney’s to “make people happy” are great examples. Those statements will resonate just as much in 2040 as they do today.
Draft your statement with the big picture and long-term view in mind. Build one that can endure changes in leadership, market dynamics, and technology.
It’s Communicated Well
Far too many companies go through the exercise of creating a vision statement, then do a poor job actually communicating it. The result is a vision that gathers dust rather than galvanizing teams.
For maximum impact, aggressively and frequently communicate the vision across every channel – email, video, town halls, posters, swag, and more. Look for creative ways to bring it to life.
Your goal is to etch the vision into the fabric of the culture. Every employee should immediately recall and understand your statement. That consistency comes from stellar communication.
It’s Integrated Into Operations
On a similar note, don’t just communicate the vision statement passively. Actively integrate it into company operations at every level.
Link it to performance reviews so people’s individual goals connect back to the vision
Ai-je besoin de formuler un énoncé de vision ?
Formuler un énoncé de vision vous sera fort utile si vous lancez votre startup ou réexaminez les valeurs de votre entreprise. Vous aurez sans doute déjà un énoncé de mission ou serez en train de le définir. Quant à l’énoncé de mission, il peut venir le compléter et le valoriser, afin d’aiguiller davantage votre équipe sur la manière de mener à bien sa mission.
Par exemple, chez Asana, notre mission se résume en une phrase : « Aider le monde à avancer en permettant à toutes les équipes de travailler ensemble, sans effort. » La première moitié (« aider le monde à avancer… ») représente notre énoncé de mission, alors que la seconde (« en permettant à toutes les équipes de… ») expose notre énoncé de vision. Celui-ci guide nos décisions pour l’avenir d’Asana et motive notre développement de produit ainsi que les objectifs de notre entreprise.
Exemples d’énoncés de vision dont vous pouvez vous inspirer
Les énoncés de vision sont d’une importance primordiale, bien que difficiles à formuler. Avant de commencer à vous pencher sur la question, inspirez-vous de ces exemples célèbres.
- Énoncé de mission : « Organiser les informations à l’échelle mondiale… »
- Énoncé de vision : « … pour les rendre accessibles et utiles à tous. »
- Énoncé de mission : « Divertir, informer et inspirer des personnes dans le monde entier… »
- Énoncé de vision : « … grâce à notre narration unique née des marques emblématiques, esprits créatifs et technologies innovantes de notre entreprise, qui en font la meilleure au monde dans le domaine du divertissement. »
- Énoncé de mission : « Chez Patagonia, nous sommes conscients que toute la vie sur Terre est menacée d’extinction. »
- Énoncé de vision : « Nous utilisons les ressources à notre disposition (notre entreprise, nos investissements, notre voix et notre imagination) pour agir. »
- Énoncé de mission : « Apporter inspiration et innovation à chaque athlète* dans le monde (*si vous avez un corps, cela fait de vous un athlète). »
- Énoncé de vision : « Faire tout notre possible pour développer le potentiel humain. »
- Énoncé de mission : « Alimenter la passion du public dans le monde entier. »
- Énoncé de vision : « Offrir du contenu inspirant, éducatif et divertissant à travers nos marques, qui font partie des plus appréciées et des plus respectées par notre public de passionnés. Accélérer l’innovation et proposer de nombreux nouveaux produits et services quel que soit le support, le distributeur ou le format. »
- Énoncé de mission : « Mettre en relation des professionnels du monde entier pour les rendre plus performants et productifs. »
- Énoncé de vision : « Créer des opportunités économiques pour tous les professionnels du monde entier à travers Economic Graph, le premier graphique économique mondial. »
- Énoncé de mission : « Proposer une vaste gamme d’articles d’ameublement, esthétiques et fonctionnels, à des prix si accessibles que le plus grand nombre pourra les acheter. »
- Énoncé de vision : « Nous avons pour vision de créer un meilleur quotidien pour le plus grand nombre. Pour nos clients, certes, mais aussi nos collaborateurs et les personnes qui travaillent pour nos fournisseurs. »
- Énoncé de mission : « Se consacrer à la découverte d’un remède contre la maladie de Parkinson… »
- Énoncé de vision : « … grâce à un programme de recherche solidement financé et veiller à ce que tous ceux qui vivent avec Parkinson aujourd’hui bénéficient d’un meilleur traitement médical. »
The Difference Between Mission And Vision Statement [PLUS EXAMPLES]
FAQ
What are the 5 main characteristics of a vision statement?
What are the three parts of the vision statement?
What are the basic elements of a vision statement?
How do you structure a vision statement?
What is a vision statement & why is it important?
Your vision statement should provide a specific outcome your organization hopes to obtain. This sense of direction allows management to create goals that will help your organization reach that outcome. As a result, employees gain a clear understanding of what they are working toward and will feel driven by that purpose.
What is a vision statement example?
What is a vision statement? A vision statement is a written declaration clarifying your business’s meaning and purpose for stakeholders, especially employees. It describes the desired long-term results of your company’s efforts. For example, an early Microsoft vision statement was “a computer on every desk and in every home.”
How do I create a vision statement?
Include the following elements when creating your organization’s vision statement to ensure that you promote a clear, concise message that inspires your employees and other stakeholders: A necessary component of a vision statement is that it is forward-thinking or represents your long-term goal.
What is a vision statement & mission statement?
Two terms that are often used interchangeably but have distinct meanings and purposes are Vision and Mission statements. Both of these statements have the power to provide clarity, direction, and purpose to your brand, team, and audience. Vision Statement: Aspirations for the Future The vision statement serves as your brand’s guiding light.
