In the November issue of Continental’s in-flight magazine, Dayton Fandray discusses the importance of having a vision statement to help organizations define what they stand for. In his article titled, "What do you see?," Fandray suggests that an organization starts by defining its mission, articulating its values, and finally crafting a vision statement.

I agree with Fandray that vision statements are extremely important as they should clearly define an organization’s identity, goals and raison d'être. He cites the US Army as a good example: “to protect the security of the United States.” However, what Fandray leaves out is the need for organizations to constantly and effectively communicate their vision.

Organizations can have the most succinct vision statements but they can go unnoticed if not promoted and reinforced internally and externally. The vision statement is the bedrock of your organization’s message, brand and culture. Once you have this solidified, invest in methods and tools to communicate it to the respective audiences you serve.

Not only does it keep your organization engaged with the industry, market and customer, but it also serves as a powerful reminder for employees to stay focused and perform.

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