A company vision is a declaration of where a business is headed. It is your overarching goal and sets out what you are striving to achieve.
Every business needs a vision statement, no matter what size it is. This is because creating your vision statement defines what success looks like to you and writing it down commits you to achieving it.
While usually written by the business leaders, a vision statement is something that every single employee should buy into. Why? Because this is the only way it will ever be achieved.
Your company vision gives you a destination
Without a clear destination, you risk your business standing still or losing focus. Your vision statement tells people in what direction you are headed and where your efforts should be targeted.
When Amazon started out, they stated their vision was ‘to be earth’s most customer centric company.’ Since then, despite the evolution of Amazon’s offering with services like Prime and Amazon Fresh, their focus on the customer has remained un-wavering.
Once a business gets off the ground, it can be easy to get tied into the day-to-day. So, your vision statement helps you to look ahead at the bigger picture.

Image credit to Silus Grok
If delivered with sincerity, your company vision can unite your team around a shared goal
While every employee’s role may be different, your vision statement serves as the common goal that ties together their performance. Each person’s day-to-day might look different, but everyone understands what they are communally working toward.
Take our client SharmanShaw for instance. Their vision statement reads; ‘Our vision is to be the UK’s No.1 bespoke exhibition contractor though our dedication to quality and service.’
So, from the designers and workshop team, to finance and the project managers, each SharmanShaw employee understands they need to deliver quality work and dedicated service at every stage of the customer journey.
It should define your company’s purpose for new employees, clients and prospects
As well as fulfilling an important role internally, your vision statement can be a useful tool for others to understand more about your company.
For clients and prospects it is an assurance that they are working with a business that is focused and driven. And for new employees and partners, it helps to instantly educate them about the business and its core vision.
Once established, your vision statement can then be used to inform your company mission and values. These written statements help to go one step further and define the culture of your business. Having a clear mission and values for your business can positively impact everything from employee retention to customer service. We will look at their importance in our next blog.
For more information on developing a strong, cohesive team why not chat to us? You can contact us on 0113 394 4559 or enquiries@nextlevelbd.co.uk.