How to Write
your Leaders Vision Statement
Your Leaders Vision Statement must be crafted to allow
subordinates sufficient flexibility in accomplishing their assigned
tasks. It must provide a vision of those conditions that the
Leader wants to see after the desired outcome is reached.
Warren G Bennis is quoted saying, 'Leadership is the capacity to
translate vision into reality.' Your Leader's Vision
is that vision.
It is your Leaders Vision Statement that empowers subordinates to make
decisions once they are forced to deviate from the plan or when you are
unavailable for guidance.
To excel and be the best sales leader you can be you need to write a
good Leader’s Vision Statement. For additional information
for excelling as a sales leader check out my book, Corporate Infantry: Everything I
know about Corporate Sales I learned in Combat.
A Leaders Vision should be purpose-based and provide the “golden rule”
for which your people make decisions and guide them on which actions to
take. A Leader's Vision Statement paints a picture of the end
result of what you are trying to accomplish, and spells out the “Why”
or “Purpose” of what you are trying to accomplish.
The difference between a Vision Statement and a Leader's Vision
A Vision Statement is global, and eternal. It states the
“impassioned why” a business exists in the first place.
A Leader's Vision Statement is set in time, created for a specific task
or end result. It too is the “impassioned why” you are doing
what you are doing. Yet, a Leaders Vision Statement has the
addition component of spelling out what the end result should look
Neither vision statements
should ever spell out the “how”.
The “how” is up to your empowered employees and planners.
To create your Leader's Vision Statement, write down five to seven
elements that describe your desired end state? Most people
know “what” they want to do. That is great, but that is covered in the
mission statement, and is not a component to a Leader's Vision
The mission (or task) might be; The Midwest Sales team will have a
presence at the Midwest trade show on the 7th of January in order to
create brand awareness and sales leads. (Who, What, When, Where, and
For more information on writing an effective mission statement click
The Leader's Vision: I want to create such a commotion and
buzz around our booth that both the attendees and the other exhibitors
will awe struck. The theme should entrench our brand into the
minds of our prospects and result in at least 300 warm leads of our
ideal clients. All sales people should participate, and the
trade show effort should not be too big of a distraction to our daily
sales efforts. The project needs to come in at or below
Do you see the difference between just setting up another booth at
another tradeshow, and what you just created with your Leaders Vision
With your Leader's Vision Statement everyone knows what success means.
Your booth will create a buzz
Your branding should be at the forefront
You will have 300 warm leads
All sales people participate
Should not be too disruptive to daily
Must come in at budget.
Do you also see the potential innovations that might be created by this
The most important thing is that you did not tell them how to do
it? They are empowered and intelligent employees.
They can come up with the “how”.
If they ever have a question whether or not they should do something,
all they should have to do is look to the Leader’s Vision Statement for
Paint a picture of the end result, give an “impassioned why”, don’t
tell “how”, and you will have a great Leaders Vision Statement.