A Vision Statement is a description of the desired future state of the company. An effective vision inspires the team, showing them how success will look and feel.

We work with ambitious leaders who want to define the future, not hide from it. Together, we achieve extraordinary outcomes.

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Purpose, Mission, and Vision Statements explain why a company exists, how it plans to achieve its goals, and what the business will ultimately achieve.

Abrahams, Jeffrey. 101 Mission Statements from Top Companies: Plus Guidelines for Writing Your Own Mission Statement. Ten Speed Press, 2007

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Typically, senior leaders will write the company’s Purpose, Mission, and Vision Statements with inputs from the broader organization. The development process usually begins by clarifying the purpose, then defining the mission, and then painting the vision. This requires leaders to:

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A Mission Statement is a definition of the company’s business, who it serves, what it does, its objectives, and its approach to reaching those objectives.

Scenario Analysis and Contingency Planning is a process that allows executives to explore and prepare for several alternative futures.

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Kirkpatrick, Shelley A. Build a Better Vision Statement: Extending Research with Practical Advice. Lexington Books, 2016.

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Knowles, Jonathan B., Tom Hunsaker, Hannah Grove, and Alison James. “What Is the Purpose of Your Purpose?” Harvard Business Review, March/April 2022.

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Quinn, Robert E., and Anjan V Thakor. The Economics of Higher Purpose: Eight Counterintuitive Steps for Creating A Purpose-Driven Organization, Berrett-Koehler Publishers, 2019.

Employee Engagement Systems are tools, processes, and procedures used to drive employee enthusiasm and commitment to their work and company.

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A Purpose Statement is an explanation of the company’s motivations and reasons for being, and why it works the way it does.

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Collins, Jim, and Jerry I. Porras. “Building Your Company’s Vision.” Harvard Business Review, September/October 1996, pp. 65–77.

Purpose, Mission, and Vision Statements explain why a company exists, how it plans to achieve its goals, and what the business will ultimately achieve.

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