“I believe that this Nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to earth”
John F Kennedy – USA President
This quote delivered in 1961 by President Kennedy is one of the best examples of a vision statement as within the decade, man had landed on the moon and returned safely. On 20th July 1969, astronauts Armstrong and Aldrin landed on the moon and returned safely to earth fulfilling Kennedy’s vision. However, it is important to remember that the moon landing was the result of decades of work by hundreds of thousands of people working across the disciplines of science, technology, and engineering, peaking at a cost of 4.41% of the Federal US budget in 1966.
How important is it for an organisation to have a vision?
A vision is a picture or an idea. It helps focus us on the future, provides inspiration and assists in overcoming the obstacles that inevitably appear along the way. A vision is a target. It should be aspirational, perhaps like the concept of a BHAG (Big Hairy Audacious Goal) as descibed in Jim Collins’ book; Built to Last: Successful Habits of Visionary Companies and be successfully communicated throughout the organisation.
An example of the power of an aspirational vision is Rotary International’s PolioPlus program. In 1979 Clem Renouf, the Australian President of Rotary International read in the Readers Digest how small pox had been eradicated. After discussing this with a medical expert, he had a vision that the world could be polio free. At the time, more than 350,000 people were infected by polio in 125 countries each year. Later that year Rotary’s Board of Directors passed a resolution for a program for “the eradication of poliomyelitis and the alleviation of its consequences” throughout the world. Subsequently, in 1985 the PolioPlus program was adopted with the aim of eradicating polio worldwide. With so many countries where polio was still endemic this was a challenging vision.
Rotary initiated the program and together with the support of UNICEF, WHO and other organisations such as the Bill and Melinda Gates Foundation have almost achieved Clem Renouf’s original vision. By 2017 only 22 cases of polio were reported in just three countries, Afghanistan, Nigeria and Pakistan. At times there were difficulties in overcoming cultural suspicion, low levels of education, training staff to manage and administer the program, political insurgencies and geographical remoteness. However, despite these obstacles, the original vision ensured the program continued. It is now almost complete.
There are many websites and other sources who provide a methodology on how to create a vision statement for your organisation. As can be demonstrated from the above two examples, strong and clear visions are powerful tools and have the ability to provide a framework for the future. Visions should be compiled into a vision statement in a suitable form to communicate to staff, customers, suppliers and other stakeholders. Vision statements define goals and assist in creating a path for the future.
Does your organisation have a vision statement?
If not, do you think that the organisation would benefit from having a vision statement?
President Kennedy and Rotary’s Clem Renouf’s vision are great examples of the impact of having a vision statement.