While a vision statement is a very specific thing, it can be defined and viewed differently depending on the person that you ask. As a whole and general idea, we proclaim that a vision statement is what you want to see for—not only your organization—but the world in which you live and work; and it needs to be clear, meaningful, and impactful.
To better understand what that means from some different perspectives and lenses of work, we’ve each taken some time to define vision in our own unique way.
Beau: Creative Director & Founder
As a graphic designer, people often conflate what I do as art. A logo design uses all of the same exact skills and mindsets as an abstract painting, right?
An American impressionist and painter named Childe Hassam is quoted as saying, “Art, to me, is the interpretation of the impression which nature makes upon the eye and brain.” Beautifully said, challenging to understand, and not what design is like.
Because design doesn’t have the luxury of allowing ambiguity into its interpretation. It has a job to do—conveying a specific message. It has to use every tool it can to give the viewer information as fast as possible.
Art is expression. Design is communication.
Vision statements over the years have taken on a similar relationship to its viewers as abstract art. It’s good as long as it means something to its creator, and left up to any interpretation of its reader.
Sarah: Project Manager & Copywriter
Without any meaning behind the words that you’re writing, they’re never going to be more than a well-constructed procession of letters and spaces. Coming up with buzzwords and pretty definitions is easy, and it’s what a lot of really good swindlers do, too.
A vision statement should be construed through the use of depth and deep consideration. And it doesn’t involve operating from a people-pleasing mindset. “What will sound really good to our audience?” is the wrong question. Because in reality, what actually sounds really good to your audience is the truth—not an illusion of “the best, most successful organization ever.”
Madeline: Designer & Traveller
To me, I see vision not only as a dream for the future but also as a strategy. It requires an equal blend of pragmatism and imagination. It might sound a little pessimistic, but I think if we dream a vision too big, we set ourselves up for disappointment because we don’t take into account practical aspects and “smaller steps” that are needed to execute it. So we become discouraged when we encounter obstacles or lose patience because we want to see our vision come to life as soon as possible. So for me, I see a purposeful vision as something of a guide that is broken down into achievable steps that can be completed slowly and consistently. Having a strategic vision is deeply personal, built up by my hopes and dreams for the future. It is my guide that keeps me moving in the right direction.
Using vision as my constant guide shapes my decisions and actions as I navigate the complexities of creating a career that allows me the freedom to travel. It’s about visualizing myself in different corners of the world, absorbing diverse cultures, and channeling those experiences into my creative work. In essence, my vision is not just a distant dream, but a dynamic force propelling me towards a life of purpose and adventure that I’ve always imagined for myself.
Bo: Web Developer & Designer
Humans are funny creatures. We like to think of ourselves as complex beings with intricate and fluid psychology, but in reality, our decisions are often predictable, driven by core values and motivations so ingrained that we rarely recognize them in our daily reactions. However, we don’t always operate on autopilot. Sometimes, we dream. Sometimes we get caught thinking about the thing before it unfolds. I think this is where vision lives.
Vision is one of those rare bits of magic that allows us to transcend the mundane predictability of our everyday lives. It’s the ability to envision a reality not yet realized and to hold that vision in our minds as a guide. While we spend the majority of our time making routine decisions, vision works in the background, reminding us of what could be. It offers hope, inspires joy, and occasionally brings sorrow, reflecting the depth and richness of our dreams. Vision is what propels us forward, beyond the ordinary, into the realm of possibility. (not to get too philosophical…)
Faith: Marketing Manager & Social Media Extraordinaire
If I were to ask you, “How do you see?” chances are you’ll most likely say “With my eyes.”
What if I told you that we actually see with our brains? Seeing is the process of our eyes reflecting light and computing it to our brain. Then our brain springs into action to understand the world around us.
Our brain is how we taste, touch, smell, see, and of course dream. That’s where vision lies. To see is to dream.
However, not everyone’s sight is a perfect 20/20. Some of us run into some obstacles. Like nearsightedness, where a person or organization can see things clearly when up close, but objects that are further away are blurred. Nearsightedness, in your organization’s vision could be that the focus is on where you are now, and not where you want to be.
Having a vision statement like…
“To be the company that survives today, no matter what the cost to our long-term prospects or future generations.”
You can also have farsightedness, where a person or organization can see things clearly far away, but up close things get blurry. Your organization’s farsightedness can lead to a blurry vision statement. By looking too far into the future, without taking into account where you are now.
Maybe you have an astigmatism– causing you to focus on two separate points instead of one.
Sometimes we just need a new pair of glasses to achieve that clear 20/20 vision.
Annika: Video Creative & Intern Phenomena
Have you ever heard the saying, “A person without a vision will perish”? It’s a bold statement that often influences many aspects of our lives without our awareness.
Imagine this: when you go for a hike, most people bring a map to guide them along the trail they intend to take. However, if you don’t bring a map or have a clear vision of your destination, you end up aimlessly wandering through the woods.
You get lost. You perish.
In a business scenario, being lost can be detrimental. It leads to unproductivity, distractions, and makes you susceptible to every passing opportunity or trail break.
You need a map, a guide, a vision.
Living and working with a clear vision allows you to live and work with purpose.
In the end…
Hopefully, one of these resonated with you and inspired you to rework your own vision statement. While not all of our amazing team members shared vision from their POV, they still work with their’s each and every day, whether they’re at TCN or out living their own lives!
If you need a little help fleshing out the details, then get in touch with The Cultural North to set up your own foundation session with our team!