Becoming an Extraordinary Business: Articulate Your Vision

A pair of glasses on a window shelf overlooking the SF skyline. Becoming an extraordinary business: articulate your vision.


At the heart of every business there lies a Vision, a Mission, and Core Values. The difference between an ordinary and an extraordinary company comes down to how these concepts are embraced by the culture of the organization and how the culture then manifests the concepts both internally with their team and externally with their customers.

What is a Vision Statement?
In simple terms, a vision statement describes where the company aspires to be upon achieving its mission. Where refers to where the company wants a community, or the world, to be because of the company’s existence. The company vision is the fundamental reason for your business beyond making money. It is your guiding star! 

Below are some questions that will assist you in creating your vision statement:

  • Where do you want your business to be in x years?
  • How many employees?
  • How many customers?
  • How many products or services will we have?
  • Where will we be located or found?
  • How do you envision the environment or atmosphere of the organization?
  • Who does this vision inspire?

The easiest way to describe a company’s Vision is to give examples of the visions articulated by clients we have had the privilege to serve as well as a story about famous businesses that everyone knows. 

We helped a gourmet food company who underwent a strategic plan and as part of their process together, we articulated Core Values, Company Vision, and Mission. This top-quality business sourced  extraordinary food items from all over the world. They wanted to source these unique products so that chefs had easy access to exceptional items which they could transform into special dining experiences.

After nearly two hours of work, the company Vision was articulated as “We want to do things well so that others can do things even better”.

Or consider a moving company that, among other things, moved trade shows from one location to another within the continental United States. In our session, their Vision was articulated as “All movers are not the same. We exist to help people manage their move along with the changes in their lives”. 

We have a client whose business exists to help entrepreneurs turn their ideas into realities. They help with prototypes as well as patent applications. In this case, because of our Strategic Planning process, this company articulated their Vision to be “We exist to provide a platform to realize ideas and inventions and to promote our financial success”.

And, perhaps the best story is that of Walt Disney. We all know that Walt was an incredibly successful businessman and created an unbelievable empire. What you may not know is how this Vision played into the Disney empire. When Epcot Center in Florida opened, Walt had passed away and Walt’s brother, Roy, was talking to the media. A reporter walked up to Roy and said “Gee, Roy, this must be a real
bittersweet day for you given that Walt isn’t able to be here to see the completion of Disney World.” Roy turned around and spoke to this reporter and said instantly “How naïve you are. You are
seeing Disney World because Walt saw Disney World. Walt had an unbelievably clear picture of what he wanted Disney World to look like when it was complete.”

Every company should create the same type of Vision!

We are not suggesting that you will become Disney, but we are saying that there is huge value in building your business based on a strong vision such as the one that Disney created.

And, Disney is just one example. Vision is a bit of an airy word, but great companies have a very clear Vision of where they would like to be.

Once you have a Vision, communicate that Vision throughout your team. You must ask everyone on the team… how can we make this Vision tangible and real for us and for our customers? Our Vision is where our company can really make a difference!

RINA can help you articulate your Vision.

Contact Charles Sterck for more information and to let him know how we can assist with the creation of your Vision by itself or in conjunction with exploring your Core Values and company Mission.

For more perspectives on Vision, check out:
“Built to Last” by Jim Collins. (book)
Bring New Life to your Vision Statement” by Jamie Walters. INC. Magazine, March 6, 2000.

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