Loyalty

Great leaders move people powerfully, passionately, and purposefully.  Nothing does this better than outlining a compelling vision for the future.  People want to know where they are headed and what the plan is to get there.  Vision does this!

Vision expresses where you are going.

Vision is what brings your employees to the dance floor.  It is a clear picture of the future used to inspire people.  At the same time, vision is not rambling paragraphs that include all the buzzwords du jour.  That is NOT a vision.  It is simply a long paragraph no one will remember.  Instead, compelling visions are a clear, concise statement that motivates and engages people.

Examples of Inspiring Vision Statements:

• If you have a body, you are an Athlete.

This was an original vision statement of Nike, coined by Nike co-founder Bill Bowerman.

• We bring humanity to the air.

This was a vision statement shared in a JetBlue letter to shareholders several years ago, and it remains firmly entrenched in the minds of JetBlue employees.

• To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

This is the mission statement posted on the Starbucks website.  However, I see it as a great vision statement because it is not talking about how much coffee the company is going to sell. It talks about the picture painted when employees do their job right.  Starbucks has known for a long time their company is not selling coffee, but rather selling an experience.  They are a haven in the middle of a busy day.  Starbucks wants to inspire and nurture us.  Guess where this vision needs to resonate?  With the people making your Grande latte.

Find a challenge employees can relate to.  No matter the size of your business, you have to infuse that vision throughout your organization.

Dianne Durkin is president and founder of Loyalty Factor, a specialized consulting and training company that enhances employee, customer and brand loyalty for some of the nation’s most prominent corporations and many smaller businesses. Dianne’s proven expertise lies in helping companies quickly get to the core issues and outlining their impact on the organization’s profits, productivity and people.  www.loyaltyfactor.com