Add a Vision

Once data and analytics leaders have defined business objectives to solve the problems within your target market, company and program leadership must create vision statements. A vision must guide how information is shared and reused to create value that contributes to the company’s objectives. Improving the productivity of individuals, departments or even business units would not necessarily justify a vision. A more appropriate vision might be to offer the best service in the industry, or to become more adaptable to shifting market conditions. Vision statements must not only drive results, but also impart a shared perspective of what the company values.

A complete vision statement includes a strategic goal, the affected stakeholders, and a concise process for how that strategic goal will be achieved. A simple formula for a good vision statement is:

Our organization will achieve [strategic goal] for [affected stakeholders] by doing [concise process 1,2,3].

Company Level

Vision statements harness all of a company’s foresight into one powerful statement. They provide a concrete way for stakeholders, especially employees, to understand the value-driven purpose of your business. Employees who find their company's vision meaningful have higher engagement levels. More engaged employees are often more productive, and they are more effective ambassadors for your company’s dreams and values.

To energize and motivate stakeholders inside and outside your organization, the vision statement must convey a larger sense of organizational purpose. This ensures that your team members see themselves as integral parts of the company, and that they understand how they play major parts in determining:

  • Where the company is going.
  • Why the company should go there.
  • What winning will look like for the company.

Typically vision statements fall into one of three categories: operational effectiveness, customer intimacy and product or service leadership. An effective company vision statement should:

  • Look forward into the future 3-5 years.
  • Should not change during the 3-5 year period.
  • Use future tense.
  • Describe where you are going. How are you going to move forward?
  • Be audacious–victory belongs to the bold!
  • Be descriptive.

Program Level

The purpose of a program-level vision statement is to set a track that stakeholders can follow while building and implementing a program. A program’s goals and initiatives can take it in a range of different directions, and the vision acts as the roadmap that ensures that the individual working components converge in the correct place. It shows an understanding of current and future business requirements, and it forms the basis for the outcomes and benefits of the Program.

The program’s vision statement should explain:

  • Where the program will take the company.
  • What the program’s success will look like and how it will affect stakeholders.
  • Why the program will help the company achieve its vision.

An effective program vision statement should:

  • Look forward into the future 3-5 years.
  • Should not change during the 3-5 year period.
  • Use future tense.
  • Describe where the program is going and what the company will look like once it is implemented.
  • Be realistic – stakeholders need to believe in the program and its capabilities.

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