Vision Statement Matters

22 Oct. 2010 General

While working on pre-sales, I visited the prospect’s website. In the process of understanding the prospect’s products and it founders, I came across the following Vision statement.

“To exceed the expectations of our customer. We will accomplish this by committing to our shared values and achieving the highest level of customer satisfaction”

On reading the above, I wondered what business they were in to. What customer expectations they fulfilled if seen from the customer’s point of view? What purpose did they serve?

After some search on the web on vision statements and purpose statements, the following vision statement answered the above questions

“To become the number one produce store in Main Street by selling the highest quality, freshest farm produce, from farm to customer in less than 24 hours on 75% of our range and with 98% customer satisfaction.”

The above vision statement spoke clearly about what business this company was in to – “Farm fresh produce”.

For a customer this statement read: “I could get the highest quality and freshest farm produce from this company”.

Let’s take an example of an insurance agency. What business do you think they are really in to? “The insurance business?”
No, these are their products and services. Why do people purchase these products? What do they really want from them? They purchase these products for financial security against worst scenarios like illness, accidents or deaths.

Now with this in mind the sales representative or team knows what questions to ask in order to find out ‘what peace of mind and security mean’ to their customers.

Understanding what business we are really in affects what products and services we provide, how we market them, also how the receptionist answers customers call! and not to mention, guides our valued customers to us with the right expectation.

A Vision statement should also talk about the future roadmap of the company and how they plan to achieve it. The “How” is answered by the values the company shares for e.g. in both the above examples “customer satisfaction” is the value which will drive its purpose.

Values of an enterprise can be reflected by the ‘culture of the organisation’ transparency of information, environmental friendly activities that the organisation takes up, success in its endeavours that was an outcome of great team work, relationship established with its people and customers, profits etc.

A company can have multiple values which help its employees take decisions quickly as they guide its culture into a direction.

In summary vision must include all the three ingredients:

Purpose –> why we exist
Values –> How
Future picture –> where we are headed

A clear vision statement then becomes the torch bearer for all decisions and guides the company to its ultimate destination.

Rishabh Software, a CMMI Level-3 technology company, focuses on cost-effective, qualitative and timely delivered Software Development, Business Process Outsourcing (BPO) and Engineering Services.

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