How to Communicate Your Vision and Values | Jade Ball | Skillshare

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How to Communicate Your Vision and Values

teacher avatar Jade Ball, Business Consultant & English Teacher

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.



    • 2.

      What is a Vision Statement?


    • 3.

      Writing a Mission Statement


    • 4.

      Writing a Vision Statement


    • 5.

      Communicating your Vision Statement


    • 6.

      What if you're not the leader of your company?


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About This Class

Customer loyalty is highly dependent on the values and intentions of a brand, just as much as employee loyalty is highly dependent on the values of the company and leaders they work for.

The best starting point for those company values to develop are within both your mission statement and vision statement. These statements are the core to your company ethos: They explain precisely what you strive to achieve, what you believe, and your long-term aspirations.

In this course, we explore how to develop a mission statement and vision statement, and the differences between the two. You will then learn how to effectively communicate your vision to both your consumers and your workforce, helping you to achieve your core values and create a powerful company that everyone is proud to associate with.

This course covers the following:

  • The difference between a mission statement and a vision statement

  • How to write a mission statement

  • How to write a vision statement

  • How to communicate your vision effectively

Meet Your Teacher

Teacher Profile Image

Jade Ball

Business Consultant & English Teacher


Hello, I'm Jade and I create online courses to help you build confidence in business and improve your English language.

I am a native English and have spent 10 years working with various non-native speakers, so I know the pitfalls in pronunciation! My experience has helped me to develop a series of courses full of hints and tips to help making learning English a fun and productive process. 

I have also spent the last decade building my own business, and now offer my own independent business coaching for all levels. The courses I have developed focus on the key skills needed in business, whatever your position, in order to be successful. Each course is curated using my own experience and are easily digestible by focusing on the fundamentals. 


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1. Introduction: how to communicate your vision and values, of course, for leaders on how to get where you want to be, no matter what industry you're in, no matter who your customers are, but a who your customers are. And no matter how many employees your company hams, there is one small but important thing you can learn that can need to huge changes, and that is how to communicate vision. But what do I mean by communicating vision? Your vision is the inspiration that should drive the entire organization. It outlines your ambitions for transformation and describes what achievements you want to accomplish in order for a vision to work. Well, however, it has to be shared, and the way you do this can be the making or breaking of whether you get to where you want to pay or not. No matter how big or small your company is without a vision, it could be really tricky to get where you want to pay, regardless of how great your vision is. Effectiveness is determined by how well it is communicated in this course. I'm going to be going through the difference between a mission statement and a vision statement how to write a mission statement to write a vision statement and how to communicate your vision effectively. Part of your job as a leader is to inspire your team. Clarify what your goals are on dfo cas the work properly so that the company can achieve what it sets out to Dio, as they say, nothing great has ever accomplished alone. So you need your team to work with you. The difference between a good leader and about leader. It's how well they inspired the team. Whilst the vision for your company might be your room, you cannot turn that vision into a reality without the help. A good inspirational leader. Congenital eight. Commitment to an organization's vision. The way you get people to become committed to a vision is to communicate it in a way that matters to them and in a way that makes them truly believe the vision and pass it on to others. But before you can get others to believe in your vision, you need to know exactly what your vision is. A good way of figuring out what your vision is and clarifying it in your own mind is to write a vision statement 2. What is a Vision Statement?: What is a vision statement? You might be wondering what the difference between a vision statement and a mission statement is. The mission statement of your organization is in the present 10th session is in the present tense. Your mission statement communicates what you in your organization currently does best every day. Your vision statement, on the other hand, defines your organization's direction and purpose, and it will focus on its goals and future aspirations. You could think about it this way. Your mission statement focuses on today. Where Is Your vision? Statement? Focuses on tomorrow. Here are a few examples of some company mission statements and vision statements. Tessler. Their mission is to accelerate the world transition to sustainable energy. Their vision is to create the most compelling car company of the 21st century by driving the world's transition to electric vehicles. Amazon. The mission. We strive to offer our customers the lowest possible prices, the best available selection and the utmost convenience. Their vision to be Earth's most customer centric company, where customers confined and discover anything they might want to buy online. Google their mission to organize the world's information and make it university accessible , accessible and useful. Their vision is to provide access to the world's information. In one click Toyota. The mission is to attract and retain customers with high valued products and services on the most satisfying ownership experience in America. Their vision is to be the most successful and respected car company in America, Ted. Their mission is to spread ideas, the vision statement say's we believe, passionately in the power of ideas to change attitudes, lives and ultimately the world and finally linked in their mission, being to connect to the world sports to make them more productive and successful. Their vision is to create economic opportunity for every member of the global workforce. 3. Writing a Mission Statement: writing a mission statement and a vision statement. Why not try writing your own mission statement and vision statement? The mission statement is obviously important, and vision statement the mission statement is obviously important, But the vision statement is what will drive your company forward? Let's start with the mission statement, though writing you by definition, your mission statement describes the main purpose of your business. Your mission statement can distinguish you from your competitors by telling customers as well as your team members, who you really are as a company. There were four things to keep in mind when writing your mission to in writing your mission statement. Define your purpose. Be specific, inspire and keep it succinct. Define your purpose. Why does your company exist? To define your purpose, you need to write down what products and services you offer here. Your main customer is how you plan to deliver your products or services to the customer and why they're valuable. Wouldn't you know the answer to all of these points? You'll then be able to communicate your purple to communicate your purpose to your customers. And team members make the best of bullet points, outlining exactly what is your company. Does sell jumpers, provide online education, grow to Marty's design curtains provided produced dog food, Then write a list of core values you complete has provide high quality products, provide superior customer service. Protect the environment. Encourage creativity? Wouldn't you place what your company does next to your company's core values? Then you can start to develop the heart of your mission statement. For example, if you sell jumpers and your core value was to provide high quality products, then your company's purpose would be to sell jumpers of the highest quality. Once you've done this, the last betters to Abby. Why? Why does your company do what it does? If it's your own company, you could think back to when you first started the company and think of your mindset when you were first starting up. Why did you work so hard? What was the reason? Your mission statement could be something like self jumpers of the highest quality, so every customer confined jumper they actually love to wear. Be specific. When you're right in your mission statement, you don't want to use any technical jargon or buzzwords in the hopes of catching people's attention. Your mission statement needs to be easy to remember. If your mission statement is hard to remember, talked to remember, it will be hard for your team members to work towards achieving the goals you want to accomplish. The words you use in your mission statement need to be easily understood and relevant to your company. Inspire your vision statement is really where you want to place emphasis on inspiration. But by including an inspiring element to your mission statement, it can turn it into a powerful message that encourages team members to work towards your vision and find this point relates to the previous be specific point. You might find lots of company right pages and pages for their mission statements, but this is very rarely the best way to convey a message. You could always start off by writing a long and detailed mission statement mission statement. But you should cut it down, take out anything unnecessary and tighten anything that's too wordy until you have a sharp and concise mission statement. By doing this, you'll also help yourself to better understand your mission. Here are a few example Mission statements from companies you might recognize. I care to create a better everyday life for the many people. Uber, we ignite opportunity by setting the world in motion motion Kickstarter to help bring creative products to life. Squarespace, squarespace and powers people with creative ideas to succeed. So go right in your own mission Statement. Now for your company. Use other examples to give you inspiration to start off with just right as it flows. You can also revise when she have something on the page putting your treatment to work. Once you have your mission statement, you can put it to work. You want your mission statement to be front and center in the minds of everyone who works in or interacts with your company. It really explains to people why they should want to do business with you. Business with you. At the very least, your mission statement should be highly visible on your business premises website and all your marketing materials, and you might want to go as far as making your mission statement the theme of your advertising campaigns, mission statements to communicate who you are and what you do. The next thing you want to write if you haven't done so already, is a vision statement to describe your ultimate achievements 4. Writing a Vision Statement: writing your vision statement. Your mission statement describes what your computers and how you're different from other organizations in your competitive space whilst your vision statement in your competitive space whilst your vision statement will describe the future state of what an organization wants to achieve over time, the vision statement should excite and motivate everybody in your team about the progress that will be made in the near future. So how do you write a vision statement? Imagine a future world in which your company is dominating the market. Can you get there? The world in which you want your company to live is where your vision statement should live . Before you start writing about writing your vision statement, you should really think about where you want to be in five years time. For example, if he wanted to double your company's profits in five years, what would that entail? Perhaps you need to move the company to a new area Geographically. Maybe you need to think of offering different services. Perhaps you need to reconsider how you deal with clients. Be short and clear Whilst there is no specific word count your vision statement. You really don't want to write more than 22 sentences. If you can't define your vision within two sentences, you haven't clarified what your objectives all well enough. Have a look at these vision statements and you'll see that keeping it short makes it clear we want to help people live a healthier lifestyle by offering more health care options. To choose from these options will be affordable solutions that people from all different backgrounds come used to feel better will also ensure that our services are affordable to guarantee anybody can benefit from them. Whilst this vision statement has everything you need, it's far too long and ends up boring the reader. Here's the same vision statement in a much more concise former. We want to create a world where healthcare is affordable and X and accessible to all. It conveys everything you want to achieve without going into too much detail. Be ambitious but simple. Everybody who works in your company needs to understand your vision. Therefore, the vision statement needs to be simple, but simple doesn't mean easy. Your vision is where you want to pay, and you should be as ambitious as your head will that you bay your vision statement needs to be bold, daring and easy to understand. Everybody, no matter which part of your company they work in, should be able to read the vision statement without any difficulty. So technical jargon is a definite nut. Read this vision statement and see if it's clear we want to implement the waste to meet rap standards and reduce the amount of waste found in the office. If you read it a few times, it might get clearer, but you want your vision statement to be clear from the get go. The vision statement also wasn't ambitious enough. You need to want to achieve goal you can think of. Have a look at this rewritten version. We want a world free of office paper waste. This one is much easier to understand. Much more ambitious. Andi, Much simpler. Have a go at what in your own vision statement. Step away from the present and start thinking about where you want to pay. Let yourself think big and write down your image of your ideal future for you, your company and your customers. Since it's only going to be one or two sentence sentences long, you can't outline a set of goals you want to achieve. But you also want to give more information than just We want to be more successful. You need to outline what your idea of success it's. Ask yourself where you want to be in five years time what your business will look like, how big it will be. A on what you would have accomplished by then. Use these example vision statements as inspiration to write your own American Express at American Express. We have a mission to be the world's most respective service. Bruns. To do this, we have established a culture that supports our team members so they can provide exceptional service to our customers. I care. Our vision is to create a better everyday life for many people. Night bring inspiration and innovation to every athlete in the world. McDonald to be the best quick service restaurant experience being the best means providing outstanding quality service, cleanliness and value so that we make every customer in our restaurant smile and finally box from, um, a world without poverty. Your vision statement. Let's everybody know clearly which direction you're traveling in, and once everybody knows this, they can all work together to address any issues or areas that need to be changed in order to a fulfilled elder vision. Wouldn't she have examined where your company is now, where it wants to be and what it needs to do in order to get there? Then you can move from a state of just taking over to a place where you're achieving goals growing, expanding on dim, proving You can't obviously achieve all of those things without a vision statement, but it will be much harder without a clear direction. Imagine getting in your car in a new city and trying to find an address. You could drive around for ages and try and find the address by chunks, but if you just type the address into, then you'll find it in no time at all. Well, it's the same with your company. You could just exist with no end goal or destination in mind, and you might end up there one day by chance. But if you set your destination clearly in your vision statement, you'll have much more chance of getting getting there. 5. Communicating your Vision Statement: how to let people know about your vision statement. Wouldn't you have set and agreed upon your vision statement? Embedding it within everyday life is the next challenge. Too often, Wouldn't you have set and agreed upon your vision statement? Embedding it within everyday life is the next challenge. Too often it can be hard to keep focus on the vision when all sorts of data day pressures take over and stop you from devoting your time on promoting your vision. So let's take a look at some ways to notch in, but also how we can get the message out there and get others to believe in our vision as much as we do. We don't want to just go about spouting our vision statement to everybody who will listen. Our vision statement is more for ourselves to be clear on our vision, but the way to spread the vision is an art. So here are some ways to spread vision. Tell a story. Nobody is going to listen to your vision. If it has no life of its own, you could have the greatest vision in the world. But if you can tell a good story, you'll never be able to bring your vision to life if you think of the life. If you think of the greatest inspirational speeches that have provoked huge change in the world, they all described a vision using a story. Think about Martin Luther King Junior's I Have a Dream Speech, one of the most important visions that has ever been concerned. Through an incredibly captivating and moving story. I have a dream that my four little Children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character. A good storyteller creates trist and capture hearts as well as the minds of the listener. A story is also much easier to remember than so. Mayor Facts and figures For hundreds of years, stories have been passed down through generations as a way of teaching and passing on knowledge. So why wouldn't you employ a technique that has such a good track record of working? And if it's effective, they'll find it easy on they'll be willing to repeat it to others. You stories of people who have been touched positively by your company or turn an event, you've run into a narrative you can use to capture people's attention. You should run stories in your company, blood in your company block or newsletters that demonstrate your vision. This is important both internally and externally, as a good story can help to develop trust, get feedback and reinforce your vision. A really good vision story, however, should be kept to about five minutes or less. Bless, Keep it simple. If you had to convey your vision to somebody in an elevator, what would you say? Every leader needs to be able to communicate their vision in a clear, brief way as this elevator speech so well that you can use it without thinking whenever you need to. Well, she might be able to describe your vision in a long, beautiful and captivating speech using pictures and diagrams. You won't always have that much time to do it, so give yourself just one minute. In that minute, you need to be able to capture somebody's heart and mind. Martin Luther King's speech lasted around 20 minutes, but whenever people think about the speech, they can remember the vision and the point of the speech through a few short sentences. Even if Martin Luther King had only said this that only said this sentence. I have a dream that little black boys and black girls will be able to join hands with little white boys and white girls as sisters and brothers. It would have been clear, focused, moving and captivating and would have perfectly portrayed his vision. You need to be able. You need to be able to communicate your vision in both short on long form. If you're not able to articulate a powerful vision in just a minute or two during which the listener understands and can envision the outcome, then you need to get back to the drawing board. One problem with a lot of people's is that they want to put everything they can think of in it, and then the whole thing ends up sounding overly complicated. A way to get around this is to imagine that you're explaining your vision to a child. If you have a child that you can try and explain your vision to than perfect. If something is clear enough that a nine year old enough that a nine year old could understand it, then your adult colleagues will have no trouble understanding what you have in mind. Short, simple statements are much more memorable to people, So there a good way of helping to ensure people internalize your vision. As we've mentioned before, stories air a very good way to make a vision memorable, but you don't have to stop there. Slogans, unique metaphors, figures of speech, even a little motto are all great short ways to make your vision more memorable. Use multiple channels. If you make a leaflet with your vision clearly depicted, people will see it. The trouble is, they will only internalize. It wants. The first time somebody sees your leaflet, they might read it, but the second time they see it, they'll recognize it and won't bother picking it up again, since they'll know they've already read it. So you need to put your message out there in as many different ways as you can, and it can't just be the same message over and over. You need to change it so it feels fresh and different each time somebody sees it, but it's still conveys the same vision. There are many modern means of communication nowadays, but don't forget the good old fashioned, tangible methods. If you can focus your vision into a few words, then do it and put the words everywhere you can think of MOOCs T shirts. BADGES post ISn't the break cream Whatever you can think of, your vision should be visible on dynamic at all times in many different forms, so it never gets forgotten. The vision should continue to empower your team and be more effective. So don't let it become just a little statement that sits on a desk. It should be a message that runs through everything you do, and that gets sent. That's not to say it should be an embarrassing little quote that gets automatically included at the bottom of emails. What I mean is, you should word your email city Enforce your vision. The more you enforce your vision, the more quickly you'll achieve it. Outside of your company can reinforce the vision on all social media outlets in news lettuce, magazine adverts, press releases and even recruitment packs. Having said that over communicating a poolroom misaligned vision through many channels can also be detrimental. So before you put your vision message such everywhere, the Eiken see spend a little time getting the message right. Collect as much feedback as you can early on so that you can tweak your vision before you send it out. Have one on one conversations. A personal connection can transmit information. Smit information far more quickly and far more effectively than anything else. If you actually talk to people as individuals, you get immediate feedback and you can answer any queries and put right any misunderstandings. Make an effort to seek out opinions and ideas of everybody who has any involvement with the Who has any involvement with your company. See how your vision has an impact on people's work lives, and if it isn't having a positive impact, find out what you can do to make the impact more positive. We all engage better with something if it has a positive impact on our lives by getting feedback, especially in a big company, it can be a great insight into what it's like implementing your vision on the front line. Be prepared to ask lots of questions and really listen to the answers. How do you think we're doing with the implementation of our vision? From your perspective, are we still on the right path. If not, what adjustments need to be made? So talk to your team, listen to them and communicate on a one on one basis. By doing this, you can make sure the message is clear and then you create energy of. Then you create energy around the vision, which will encourage the people you talk with to go away and motivate other people to buy into the vision. Taking walks with your team outside the office is a really great way of generating ideas for how to improve or spread your vision. Sometimes sometimes if you actively sit down to try and think of some ideas, nothing Wilco. But if you get away from the office and talk, then you often find the creative juices start flowing much more readily. Whenever you talk about your vision, it should be in a positive, excited way that will ensure your team, your customers, customers, people above and people below all engage positively with what you have set out to achieve. This will make it more likely that everybody will speak with one voice about your vision, understand your listeners your message, but it must be dynamic and has to change depending on whom you're speaking to. The needs of your I T team, for example, is going to have different needs to your marketing t. So it's your job to translate the same vision into different messages that different members of your team will respond to. So when you're thinking about communicating your vision to different members of your team or even different teams in your organization, you should try and answer the following questions about the person you're talking to. What do they care most about? How is the vision relevant to them? What are some goals specific to them? How will achieving the vision benefit them? The most important thing is to give every member of your team a reason to believe in your vision. Your message has to address what's in it for them. You can't. You can't just riel off a general list of benefits because they're not going to motivate anybody, even if they're great for the organization as a whole in your team, it's the individual that matters, so you need to drive the benefits down to an individual level, go outside the quite the company. It isn't only your own team who need to know and believe in your vision. It also isn't only the people who work in your company. You need to understand the vision. You want your customers to know what your vision is to. If you want your customers to know about the vision, then you need to know that they get their information. So then you start to think outside the box and realize that you need your vision to be depicted on every bit of advertising you produce every catalogue you send out and every announcement you make. So you need to make certain that everybody who has anything to do with your company understand your vision. Any partners, you have any vendors who sell your product Any advertising companies you use on any public relation teams you work with on Lee to understand your vision inside out and the way you get them to understand your vision is the same way your team. To understand your vision, you need to be the sales person of your vision and set it to anybody who will listen. And if people won't listen, your vision isn't clear enough. Be authentic. Your vision cannot be a lie. Asked to be the truth, and it has to be something you truly believe in. If you don't believe in your vision, nobody else will. Your behavior in front of your team and your customers always needs to reflect your vision . If people see one thing and hair another, then your credibility will instantly be shocked on your vision is dead. The authenticity of your vision starts with a team that has a good track record and a culture based on trust and accountability. Authenticity is also established when the vision aligns with the company, culture and values. If your company does have a less than perfect track record, don't be ashamed to put that in your vision. Customers would appreciate it if you're honest. So by admitting past mistakes and putting into your vision that you want to rectify those mistakes, it's a great way to start to rebuild trust. There's nothing worse than a company who shied away from what they've done from what they've done. So be accountable and build a powerful vision without ignoring negatives that need to be improved. Your powerful vision should be followed by immediate action behavior that is consistent with the new vision and 6. What if you're not the leader of your company?: What if you're not the leader of your company? What about if you're not the leader of a team? And the vision didn't come from you? Well, you don't need to be the creator of a vision in order to believe and support in it in order to believe and support in it. In fact, if you're not the leader of your team, you can have even more of an impact on your colleagues by understanding what the vision is . You will know perfectly well what makes the vision relevant to you. And if it's relevant to you, you know how to communicate the vision to make it relevant to your group. Think about it. If somebody creates a product and goes on and on about how amazing it is, you might believe them. But you also might just think they have an agenda and they're trying to push their product . However, if a friend of yours uses the product and then they go on and on about how amazing it is, it will have much more of an impact on you because you know that they're telling the truth . They have no ulterior motive. So you're more likely to believe what they say. Well, that's what makes you a vital part in the success of your vision. If you're not part of the senior leadership team, you are more credible, and you shouldn't downplay your role in your company's success. So in order to truly push your company's vision, you really need to understand what it ISS. Don't be afraid to ask people about the vision. You need to think about how you connect personally to your company's vision. And also what is your role in Hama? Vision can be achieved. What makes you passionate and enthusiastic about your organization and the vision it holds ? In fact, if you can work out what makes you passionate, that information will be much more beneficial when anything else in getting other people to be inspired by the vision as well as the positives, you also need to acknowledge the negatives. Are there any obstacles in your way that prevent you from being inspired by the vision, or is that anything that prevents you from even wanting to communicate division? If so, it could be that there are things your company needs to change in order to improve their vision or improve the company, so be excited and proud to communicate your company's vision. I hope the hints and tips you have learned in this course have given you an insight into how to write a mission statement and a vision statement on how you can use these to drive your company forward and achieve the success you desire.