Your SMART Vision Statement & Endstate
By David S. Chang
Your vision in life answers the question “WHERE do you see yourself?” and “WHERE do you want to go?” Like a Mission Statement, your Vision defines your purpose, but it also focuses on your goals, aspirations, and where you want to go. Your mission is “WHY” you do things and is present-based. Your vision gives direction in “WHERE” to go and is future-based. Your vision is just out of your reach unlike goals. You are constantly striving to meet your vision, and you do it by meeting your goals and milestones.
Your Vision and Endstate are succinct, clear, to the point, and inspiring. The military uses the endstate as an important element of planning. If anything should happen to the commander, the chain of command can pick up and continue the mission because they know what the endstate is for the organization or operation. You vision unlike your mission may change as you, the organization, or your business changes.
Here are some examples of vision statements.
- Amazon (online retail) – “Our vision is to be earth’s most customer-centric company where customers can find and discover anything they might want to buy online… at the lowest possible prices.”
- PepsiCo (retail) – “Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company.”
- Amnesty International (nonprofit) – “Our vision is of a world in which every person – regardless of race, religion, ethnicity, sexual orientation, or gender identity – enjoys all of the human rights enshrined in the Universal Declaration of Human Rights and other internationally recognized human rights standards.”
- Ikea (retail) – “To create a better everyday life for the many people.”
- The American Society for the Prevention of Cruelty to Animals (ASPCA)(nonprofit) – “The vision of the ASPCA is that the United States is a humane community in which all animals are treated with respect and kindness.”
Here are some questions to ask on helping you to build your SMART vision statement and endstate.
- What problem(s) do you, your organization, or business want to solve?
- What do you hope to achieve?
- Who is your target niche and what do you want to do for them?
- How do you want to make people’s lives better?
- Where do you see yourself and where do you want to go in a perfect situation?
The answer to these questions will help you write your SMART vision statement and endstate!
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