'Your vision will become clear only when you can look into your own heart. Who looks outside, dreams; who looks inside, awakes' - Carl Jung.
Very few business owners lack vision, cause or purpose. In conversations with them, how they talk about their business and customers, are interspersed - many times inadvertently - with words and concepts that convey what they and their brand stand for. However, many feel uncomfortable, even self-conscious, when going through a deliberate process of articulating their vision, leading them to default to the "conventional vision statement process." Because of that, they end up with a generic-sounding vision that includes vague and uninspiring phrases such as "to be the leading provider" or "to achieve excellence." You've all seen examples of such vision statements.
So, how do you avoid this pitfall?
If you don't want to fall prey to "vision cringe," first, ensure that the process or conversation you intend to participate in incorporates both vision and value proposition. Whereas your vision defines the why behind your existence and paints a picture of the future your company aims to create, your value proposition explains the what and how.
It communicates the specific value your business delivers to customers, i.e. what sets you apart in the market, why people should choose your product or service, and how it addresses their needs or solves their problems. In our experience, business owners are far more comfortable starting with articulating their value proposition, which leads to a logical process of vision formulation that they can believe in.
Why It Makes Sense to Combine Them
The vision statement and the value proposition are more than just business concepts; they are interconnected elements that shape the heart of an organization. When these two aspects are thoughtfully combined, they create a clear and compelling sense of purpose while guiding practical actions. Here's why this connection matters so much:
- Purpose with Practicality: As a business owner, the last thing you want to end up with is a vision statement that has no value or, in the worst-case scenario, that clouds or distracts from your true purpose. Similarly, a value proposition lacking a compelling vision might not resonate with your team, customers or stakeholders. By combining these elements, you will ground ambitious goals in the meaningful realities of everyday life, ensuring that aspirations are achievable and impactful.
- Inspiring Stakeholders: In an increasingly uncertain and volatile world, employees, customers, and investors are drawn to businesses that offer a relatable vision of the future and provide meaningful value. When a vision and value proposition resonate together, they create a shared sense of purpose that encourages trust and commitment among all stakeholders and customers.
- Strategic Clarity: By integrating your vision and value proposition, you will create a clear and consistent framework for communication and decision-making. This framework will allow your team to focus on what truly matters and build a sense of unity. It will empower participation and encourage innovative thinking, allowing each person to participate in and contribute to collective value creation.
- Differentiation in the Market: In a very noisy marketplace, businesses that can successfully articulate a clear vision alongside their value proposition will stand out as compassionate, purpose-driven, and genuinely attuned to their customers' needs. Such a meaningful connection will help you build strong emotional bonds with your audience, cultivate loyalty and foster deeper engagement.
How to Combine the Two
- Start by defining or re-articulating your value proposition: To define your value proposition, start by identifying or describing your target audience and understanding and explaining their key challenges or needs. Next, articulate your product or service's unique value in addressing those needs - what makes your offering better, faster, or more effective than alternatives? Focus on the outcomes and benefits your customers will experience, not just features. Finally, craft a clear, concise statement highlighting the problem you solve, the solution you offer, and what sets you apart.
- Then, draft your vision statement: Imagine how you see the ideal future your business aims to create and its ultimate impact (ambitious but doable) on its customers, stakeholders, and the larger community. Focus on your long-term aspirations, not just immediate goals, and think about the broader purpose that drives you and your business. Most importantly, keep it concise, aspirational, and forward-looking.
Combine the two into one statement: A clear vision statement could be: "To help small businesses around the world succeed by providing easy-to-use, affordable digital tools that make their operations simpler and help them grow." It combines a vision of "A world where small businesses can succeed everywhere" with a value proposition of "We provide simple, affordable digital tools that make daily tasks easier and support growth."Such a statement combines a decisive goal (the vision) with a straightforward explanation of how the company helps achieve that goal (the value proposition) by showing a commitment to supporting small businesses and explaining how our tools can help them in a competitive market.Lead with Insight
Creating a strong vision statement starts with understanding how your vision connects to your value proposition. By blending these two elements, your business can develop more than just a "right-sounding statement"—it gains clear direction, inspiration, and purpose. Focusing on the actual value you provide avoids being vague with uninspiring visions. Instead, you can create an authentic and actionable statement.
