Which is more valuable for a business – a vision story or a simple vision statement?

There's a clear winner, if you want to engage and inspire!

Both story-telling and a simple vision statement can be effective ways to communicate a business vision, and which one is more influential may depend on the specific circumstances.

A simple vision statement is a brief and concise statement that outlines the long-term goals and aspirations of a business. A well-written vision statement can help to focus the efforts of the team and provide a clear sense of direction.

However, vision statements often fail to distinguish one company from another within the same industry because most tend to:

1. Use Generic Language: Many companies use vague, aspirational language that sounds good but lacks specific, actionable details. Phrases like "to be the best" or "to innovate" are common, but they don't provide a unique perspective or clear differentiation.

2. Provide A Unique Identity: Vision statements frequently focus on industry-wide goals rather than reflecting the unique identity or values of the company. This leads to multiple companies having similar visions, especially within the same industry, making it hard to tell them apart.