As one of the key ingredients in a high performing culture your vision needs to be realistic, impactful and compelling (oh, and underpinned by a set of principles/values).
Try answering the following questions (perhaps do it as a team)
Identify an organisation who you believer has a compelling vision. If you don't know what their vision is, just Google it (you are now possibly thinking "I'll just Google Google"). Take a look at what their vision says and then ask yourself what kind of business are they really in?
What is it about their vision that stands out to you?
What does the vision say about the organisation's ambition and reason for existing?
What do you think this compelling vision creates for its employees, customers and shareholders?
Now try this...
Create an alternative vision statement for your business (this is not as easy as you might think). Use a few paragraphs to explain to your colleagues and customers what your business is about and what your mission is. (If it's more than a page then it is too complicated). You might even want to use a picture as a means of visually representing your thoughts.
Underlying a vision there is generally a set of principles or values that guide you in achieving it. So now identify an organisation you believe lives by a set of values and behaviours that are instantly recognisable. If you don't know their stated values then just use the ubiquitous Google again.
What do these values say about the organisation?
What do you think it would be like to work there?
Would you be a customer? If so, why?
Now identify an organisation who you believe behaved in ways that were opposite to their stated values.
What were the stated values of this organisation?
What did they do that ran opposite to these stated values?
What impact do you believe this had on the organisation's workforce, customers and reputation?
Finally, look at your own company vision, mission, ambition, values and principles and ask yourself:
What impact does it actually have?
Is it over complicated? (As a simple test try explaining it to a 7 year old. If you can't then it is probably too complicated).
What would people who work for you say if you asked them some of the questions above?
What do your customers really say about your vision and values (and you)?
“In order to carry a positive action we must develop here a positive vision”.