Your Vision Statement…It Should Be More Than a Wall Plaque.
Understanding the Importance of "Your Vision."

An Introduction
Let me begin this article by introducing myself. I'm Clyde Taylor, president/owner of Taylor Communications, a marketing communications and strategic business development company in Fairport, New York. I had the pleasure of meeting many of you at last year's CONY Conference. I'm thrilled to be invited back again this year as one of your keynote speakers. I hope to get to know many of you better during this year's conference in Auburn.

This is a great place to begin my "journey" with you. This is the first of a series of articles I will be writing for CONY. Each article will include a "focus" on a specific topic or issue and include a number of recommended actions you can initiate to make improvements in your specific campground / RV Park organization. I will do everything possible to make these articles worth your time to read.

So Let's Begin

Let's begin this journey together with an article on "visioning." Visioning is an important "first step" in guiding your company / organization through the opportunities and challenges of tomorrow. However, visioning must be done right. Otherwise, it's a waste of time.

Over the years, I have been fortunate enough to work with many companies in the development and implementation of their unique visions for the future. I have personally witnessed some amazing success stories as a result of this process. Unfortunately, I have seen some disappointing failures as well. One common characteristic seems to be present for companies and/or organizations that benefit from this process - they don't turn their Vision Statements into wall plaques. Don't create a Vision Statement so you can put it on the wall. Instead, create a Vision Statement that can be put it into your Plans. Your Vision Statement should be the foundation of your organization's business plan, operations plan, marketing plan, employee development plan, etc.

Description of Your Vision Statement

Your Vision Statement is a one- or two- or three-sentence description of what your business will become. It is so you can communicate this message with others. A vision statement often begins with the phrase: Our (your company name) will be… This statement should not describe what you already are or do; but what you are becoming.

The vision statement is the most critical aspect of your entire Plan for the future. It guides future thinking and all activity that is carried out through your Plans. It's your roadmap to getting from "where you are" (today) to "where you want or need to be" (tomorrow). When future ideas are raised, they should be tested against your Vision by asking the question: "Will this help us reach our Vision?" If the answer is yes, your organization should seriously consider carrying out the idea.

The uses of the Vision are primarily twofold:

• An organizing, motivating tool that draws people together around a common calling and motivates people to work toward that calling.
• A tool for evaluating the work of the company and/or various departments within the company. Vision is a mental picture of what you want your campground / RV Park to become. Therefore, the question, "Are we becoming more like our Vision?" needs to be asked over and over again.

Most people only use their goals and mission statement to evaluate their work. This measures activity. It's possible to be very active while never reaching the vision of the company. Being accountable to your Vision will necessitate changing goals, mission and activities. However, if your Vision is truly sound, it will remain constant.

Your Vision should be:

• A visual image of the future that is shared by your organization.
• A brief statement that your company's staff can remember and visualize.
• The image that is constantly put before the public.
• Something that will serve your organization for five or more years.

Some additional comments regarding Visions

All things are created twice. All things. Vision is the first creation. For a house it is called the blueprint. For a life it is called a mission. For a day it is called a goal and a plan. For all, it is the mental creation which always precedes the physical or second creation.

Vision not only helps us spot present opportunities where others might not see them, but it also points us toward the future and inspires us to ask, "Where do I want to be in five years from now?...Ten years from now?" To answer these questions takes time - it even takes some dreaming.

Guidelines on Writing Your Vision Statement

The following guidelines will help you develop your Vision for the future.

1. List the dreams you have for the future of your Campground / RV Park.
2. Every idea will not be specifically expressed in your written statement.
3. Statements in your Vision Statement may deal with existing (or anticipated) programs, talk about reaching certain audiences, or address what your company needs to tackle.
4. Focus your Vision Statement on the future.
5. 5. To help you get started, here are some possible Vision Statement sentence starters
   • We envision a campground / RV Park that is…
   • Our RV Park / resort will be known for…
   • As a result of __________, we will…
   • We will be a travel and recreation industry organization that…
   • We will passionately…
   • We will become…
   • Our values and beliefs will be reflected in…
   • Our campground / RV Park will be a leader in…
   • We will design and maintain…
   • Our organization and staff will reflect…
   • We will offer the best…
6. Start most of your sentences with action phrases. Using one or more of the above "sentence starters" is a good place to begin this process.
7. Evaluating your Vision Statement - First Draft - should take into account the following questions:
   • Does it capture who we are? Does it describe us?
   • Does it reflect what we have been saying about our dreams for the future?
   • Is it realistic? Is it possible?
   • Does it give a clear picture of what we want our preferred future to look like?
   • Is it challenging and inspiring? Does it motivate us?
   • Is it future-oriented and stretching, not just business as usual?
   • What is missing that we want to include?
   • Is there anything that needs to be deleted?
   • Do we believe we can support and "own" this vision? If not, what needs to change?

Writing Your Vision Statement

When you're ready, create the first draft of your Vision Statement. Then, take some time to review what you have written and make changes as needed. When it "feels right" (and you will know when it does), write down your modified Vision Statement. Your Vision Statement will help you formulate plans to transform your Vision for tomorrow into a reality.

Good luck! With some dedicated time and effort you can create an amazing visionary company and/or organization in the future.

Back to Newsletter