In the past we’ve discussed how the start of a new year is a great opportunity for association leaders to revisit an organization’s strategic plan. More specifically, it’s the perfect time to refresh and strengthen your organization’s vision statement.
A good vision statement is an essential element of every good business plan, and should take priority when it comes to proper association planning. A successful vision statement articulates what your organization aims to be and what the organization will look like in the future. Take caution though, they can easily become overused, abused, and the most poorly written part of your business. We’ve laid out what a good vision statement looks like here.
In order to help you create a strong and practical vision statement, we recommend facilitating a group session. Be sure to ask specific questions, as it is easy to be vague when discussing the future. These 5 practices will help your team articulate an exceptional vision statement:
Be specific about the date:
Depending on the length of your planning horizon, ask them to think about an exact date (ex: 3 years from today). Be specific of what day of the week it is and where they are. Don’t just ask them to think about the future.
Be specific about success:
Most vision statements paint a positive view of the future. Ideally, your vision statement will too, but you must ensure that participants are specific about what a successful future state looks like. If they make a statement that fits our view of a practical vision, but is too vague to be useful, then prompt them to be more specific. Your participants should be able to specifically articulate what success will look like in the future, otherwise the vision won’t be practical.
Use a third party view:
Whenever possible, encourage your participants to talk about what others would see if they looked at the organization in (3) years’ time, for example. One of the most effective scenarios I’ve used is to help them imagine that a newspaper article has been written about the association in the future. You can then ask them in specific terms to describe what is written in the article. I find this small trick allows for more honest, practical, and reasonable responses.
Take a future view:
Again, asking your participants to think about the future is vague. Instead, ask them to imagine that the future is already here. Statements about the future are more reasonable when participants really try to imagine they have already arrived at that future state – especially when combined with the practices described above
Have the participants imagine themselves within the future state they have described. By picturing themselves as part of the vision, your participants will be more specific, realistic, and optimistic about the future.