Creating Your Vision Part I: Purpose Statement

Why does your organization exist?

The first key component needed to develop your vision is to identify your purpose. Simply stated, purpose is your reason for existence. It’s the “why” of what you do. Why does your company exist? Is it just to make money, or is there a deeper meaning? If you have never pondered this question, it’s not too late.

According to Blanchard, Stoner, and Zigarmi (2009), purpose is the essential first element required for developing a vision that is compelling. It not only serves as a guide to employees, but it also helps customers understand what business you are really in beyond just providing a product or service. Walt Disney had a clear purpose when he started his theme parks—to create happiness. Think of everything that goes into the Disney theme parks. These massive operations that employ thousands of people were all designed with the original purpose of delivering a unique experience that would bring happiness to millions of people around the world.

There is a certain amount of genius in creating a really good purpose statement such as Disney’s. It seems so simple, yet it is so profound.  Think about that when you work on creating your purpose statement. It does not have to be this lengthy and sophisticated statement that sounds flashy. Instead, it can be very simple. The key is to ensure that it captures the essence of your company and clearly articulates the core meaning of your business.

So, what business are you in? Take some time to reflect on that question and truly search for clarity. You might be surprised what answer you come up with because it could be something that you have been overlooking all this time. Once you have clarified your core purpose, you will be well on your way toward establishing a clear and compelling vision for your organization.


Blanchard, K. (2009). Leading at a higher level. FT Press.

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