Create a compelling vision for your business

A compelling vision is one of the simplest yet seemingly complex tasks for any business leader.

Without a shared vision, your people will appear rudderless, pulling in different directions or even against each other.

Let’s break it down.

A vision statement outlines the company’s long-term aspirations + helps guide decision-making when no one else is around. It signals ‘what is important around here’ to both your employees + eventually your customers.

A compelling vision statement can inspire employees, attract customers, + differentiate the business from its competitors.

Here’s five tips to kickstart creating a compelling vision for your business.

1. Define your purpose

The first step in creating a compelling vision is to define your purpose. Ask yourself, why does your business exist? What problem are you solving, + for whom? Your purpose should be meaningful + inspiring, + it should serve as the foundation for your vision statement. Consider the following questions to help define your purpose:

    • What inspired you to start this business?
    • What are your core values?
    • What are your strengths + unique capabilities?
    • Who are your customers, + what do they need?

2. Envision the future

Once you have defined your purpose, it's time to envision the future.

What does success look like for your business in the long term? What do you hope to achieve? Think big, but also be realistic. Your vision should be ambitious, but attainable. Consider the following questions to help envision the future:

    • What will the world look like if your business achieves its goals?
    • What will your business look like in 5, 10, or 20 years?
    • What impact do you want to have on your customers, your industry, or society as a whole?

3. Make it concise + memorable

A compelling vision statement should be concise + memorable.

It should capture the essence of your purpose + your vision for the future in just a few sentences. Your vision statement should be easy to remember, so that it can be shared + repeated by employees, customers, + other stakeholders. Consider the following tips to make your vision statement concise + memorable:

    • Use clear, simple language
    • Avoid jargon or buzzwords
    • Make it easy to remember by using a catchy phrase or slogan
    • Keep it short + to the point

4. Make it inclusive

A compelling vision statement should be inclusive, meaning that it should inspire + include all stakeholders, including employees, customers, investors, + the broader community.

Your vision should be something that everyone can get behind + work towards. Consider the following tips to make your vision statement inclusive:

    • Use inclusive language that emphasises collaboration + teamwork
    • Consider the needs + aspirations of all stakeholders
    • Make it clear how everyone can contribute to achieving the vision
    • Use language that is positive + uplifting, rather than exclusive or elitist

5. Communicate + reinforce the vision

Once you have created a compelling vision statement, it's important to communicate it to all stakeholders + reinforce it through your actions + decisions.

Your vision should be visible in everything your business does, from your marketing materials to your hiring practices. Consider the following tips to communicate + reinforce your vision:

    • Include your vision statement on your website, marketing materials, + internal documents
    • Use your vision statement as a guide for decision-making
    • Ensure that your actions + decisions align with your vision
    • Celebrate progress towards achieving your vision

Creating a compelling vision is essential for any business that wants to inspire employees, attract customers, + differentiate itself from its competitors. 

By defining your purpose, envisioning the future, making it concise and memorable, making it inclusive, + communicating + reinforcing the vision, you can create a vision statement that inspires and guides your business towards long-term success.

Want to take it one step further? Once you’ve created your vision, ask yourself, ‘Where does the customer sit within this vision?’. If they’re not there, loop back and have another go.

In our new book ‘Leading the Customer-led Revolution’ due out in May 2023, we look at the crucial role Customer Experience plays in helping you become more efficient + effective. In fact, Customer Experience is one of the nine capabilities of high-performing customer-led organisations.

Secure your copy early, signed by the authors, at our pre-purchase page here.



Peter is a global leader in transforming SMEs, large businesses + organisations through the eyes of their customers. As a customer strategy catalyst, he brings over 25 years of experience in consulting projects for both commercial + government organisations in the UK, Australia + throughout Europe. 

With unrivalled global business credentials + an enviable cross-industry portfolio – American Express, Terry White Chemmart, PPQ, EFTPOS, RICOH, HMRC, Murray Regional Tourism + News Limited – he is known to be one of the founding technicians of customer-led change, with a style that is engaging + thought-provoking.