Amoeba Consulting

What does your company look like in 5 years time? (Vision statements)

The key question that I ask clients is "What do you want your company to look like in 5 years time?". The description is then the picture or Vision of the company that becomes the overall objective from which I can develop strategies and implementation plans to enable the picture or Vision to achieve reality.

  I am a believer in the use of Vison statements rather than Mission statements.

In my experience, with both SMEs and larger companies, statements are made on websites,internal and external communications,etc.entitled Vision are often just an objective.

As in Managing Succcessful Programmes the Vision enables the Blueprint, how to achieve the Vison, to be developed. A Vision should be a word picture describing the company at a time in the future usually of a set period, say a year. This enables change within a company to be communicated with all having the same picture of the end game. Vision statements are, at least, half a page of A4 not a short sentence.

However, a Mission statement usually starts with To be the.........and is often short and often open to various interpretations by both those within a company and those outside, customers and stakeholders. A good Mission statement often identifies a set of metrics that a company wants to achieve, turnover, net profit etc.so no confusion as to what is required. Try producing a Vision and a Mission statement for your company.


Brian, I wish to thank you personally for the mentoring you gave in the consultation period with the business, you showed us the way on a number of points which will help to drive us on to succeed.  I can say that you opened our eyes to the possibilities that are out there and now it is up to us to push the boundaries, which in turn will hopefully gain us extra clients and bring back those clients that have for some reason or another forgotten about us.

BM - Director, Electrical Contracting Company, Coventry