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When the Walt Disney Company was founded in 1923, it had a simple vision. The company aimed to become “the world's leading producer and provider of entertainment and information.” The company also aimed to “develop the world's most creative, innovative, and profitable entertainment experiences and related products.”
Related: Vision Statements: Why You Need a Vision Statement and How to Create one
Disney's core ideology was to “bring happiness to millions of people.” We accomplished that mission by imprinting magical and emotional experiences on children that they will remember long into adulthood. Disney's vision spanned nearly a century and led Disney to become one of the world's largest entertainment brands.
The important thing to remember here is that Disney's success was driven by the power of its vision. A company's success depends on having a strong vision for the future and hiring a dedicated team dedicated to making that vision a reality.clear vision statement It helps your company run more efficiently by keeping everyone on the same page.
Achieving this vision requires employees to have a strong alignment with the company's values and mission. According to Gallup's 2016 report, How do Millennials want to work and live?found that only 40 percent of millennial employees surveyed feel strongly connected to their company's mission. This disconnect is sure to cause a lack of direction, creating apathetic and disengaged employees.
Here are three ways organizations can ensure employees know the value of their work through a company vision at the heart of the workplace.
1. Strengthen your company's vision by connecting it to team and individual goals.
Any company's vision statement should be tied to achievable goals for its employees. Framing your company's vision in this way will make it an integral part of your daily experience. Everyone from the employees to the CEO needs to be part of the system to drive the company toward its goals.
Zappos CEO Tony Hsieh is committed to his company's vision of providing the best possible customer service. In his words, “Zappos is a customer service company that just happens to sell shoes.”
Zappos' culture is centered around customer experience. All employees understand this and share the same goals every day. When someone provides great customer service, they ring a bell and everyone celebrates. This is a motivational tactic that reminds each employee of the impact they have on the company's overarching vision.
Employees should be recognized for achieving goals that align with the vision. Acknowledgments can range from a public thank you to a handwritten note or a small gift card. Zappos has some fun rewards programs that motivate everyone to live by their vision statement.
Related: How to Establish a Vision Statement That Employees Will Put Off
For example, employees can earn rewards by earning Zappos Dollars, also known as Zollar. Use it to buy fun prizes in the Zollar internal store. If you see an employee making a big change, he or she can also nominate a co-worker to win him a great parking spot closest to the building for a week.
These small gestures of peer-to-peer recognition are powerful. Not only is it fun, but it inspires everyone on the team to do their best and hold each other accountable to contribute to the vision.
2. Always be visible and promote your company's vision.
The vision statement should always be the focal point. For your vision to be visible to employees everywhere, it needs to be concise and relatable to all employees at all levels.
IKEA's vision statement is simple: “A better everyday life.'' Management communicates this vision to employees as well as customers. Fundamentally, the company views the relationship between IKEA and its customers as a partnership.
IKEA uses terms like “we” and “together” to appeal to customers. This helps employees understand how the company's vision impacts business success. They can see the vision statement in action. Do the same at your company. Show your employees how your vision statement is being implemented.
Set weekly goals and incentivize your staff to demonstrate core values that help realize your vision. Find ways to gamify and track your individual progress and celebrate your successes as a team. Just like Zappos rings a bell, it's best to make things fun and ensure everyone participates by building on your organization's unique culture.
3. Share success stories that bring your company's vision to life.
According to Achievers' 2015 North American Workforce Report, 60% of employees didn't understand their company's vision. This is alarming considering the positive impact that vision statements have on employees.
Use storytelling to share your vision statement with your employees. This is especially effective when companies share employee success stories with the entire team.
Denver-based Groundfloor Media publicly recognizes its employees by sharing their success stories on its website. Each feature includes a biography highlighting the individual's contribution to the company's vision. For example, Sarah's biography describes her success in public relations and how she developed effective strategies for corporate clients.
These employee stories show how much everyone is valued and how their efforts contribute to the company's success. Consider sharing some of your employees' best accomplishments that align with your vision statement and further advance your company's vision as your organization grows.
Vision statements are important for companies because they give employees a higher purpose for their work. It has the power to establish your company as a brand, attract top talent, and ensure everyone not only strives for the same overarching goal, but also feels successful in achieving it.
Related: A simple analogy for determining your company's vision
The better your employees understand and follow your vision statement, the more likely they are to stay with your company and be happy to contribute.
