Does your vision statement have a relational tone?

If you want to build a vision statement for your organization, you need to wrestle with one fundamental decision: Is the vision statement for your organization transactional or relational?

Without being aware of it, you can lead your organization into a transactional-centric culture where everything is about raising funds, meeting your budget, finding donors, and seeking volunteers. If you're reading this and you lead a for-profit organization, the same holds true. It's understandable. The organization needs these things in order to remain sustainably reliable. But there's more to it when it comes to the vision statement. Let's talk about the difference between transactional and relational vision statements.

A Vision Statement Of A Transactional Connection To The Market

A transaction is the exchange of goods or services for money. There is an equality association. If you give me X I will give you Y and as long as we both feel there is fairness, we leave happy. Transactional vision statements largely have numbers in the sentences. You'll see phrases like, "10,000 meals served" or "500 volunteers" or "15% growth year over year."

The problem with transactional vision statements is that they can quickly erode and become impersonal. You don't want an impersonal connection with those you serve.

A Vision Statement Of A Relational Connection With The Market

By contrast, a relationship (an excellent one) is an ambiguous dance of the exchange of ideas. There is give and take. Both parties seek to build up the other with nothing expected in return. Each party feels they gain more from the other. Relational vision statements largely have quality of life in the statements. You'll see phrases like, "10% reduction in poverty", or "greater inspiration in the community" or "a great customer experience".

The market is crying out for organizations with a relational vision statement. There is a rising movement for more authenticity in marketing and in leadership. The pandemic of 2020 has magnified and accelerated this movement like nothing else prior. The benefit of relational vision statements is that they enhance and grow over time. You want a growing relational connection with those you serve.

The Importance Of Prepositions In Your Vision Statement

Notice the prepositions after the word "Connection" in both statements.

After the Transaction Connection is "TO".  We do transactions to our market for profit or for sustainability.

After the Relational Connection is "WITH". We do relationship with our market.

Before I conclude, I want to acknowledge the need for numbers and metrics and KPI's. Without them, we foolishly lead. But perhaps they should be reserved for the Mission Statement.

ACTION STEP

• Get out your vision statement and see how much it reflects a transactional tone compared to a relational tone.

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