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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 Statement 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 Statement:

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 like. 

   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 Statement. 

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 Why)

For more information on writing an effective mission statement click here.

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 budget.

Do you see the difference between just setting up another booth at another tradeshow, and what you just created with your Leaders Vision Statement?

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 sales
    Must come in at budget.

Do you also see the potential innovations that might be created by this simple paragraph?

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 the answer. 

Paint a picture of the end result, give an “impassioned why”, don’t tell “how”, and you will have a great Leaders Vision Statement.






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