a strong company vision

Is your organisation lacking a strong company vision?


Why is a strong company vision important in leadership?

Vision provides the inspiration and clarity that enable teams to understand what they are working towards, and to do it in a way that means that they are able to make more of the decisions themselves. Without a clear and inspiring vision, teams may struggle to connect to the day-to-day work, meaning that decision-making must be made by fewer people higher up in the organisation. This causes delay and frustration all around.


strong company vision

Symptoms of a lack of company vision

Lack of Vision in your company may show up in the following ways:

  • Staff need a lot of clarifying information to carry out day to day work
  • Projects mostly focus on maintaining the status quo or reacting to issues, rather than breaking new ground
  • Teams find it hard to describe what they do, or why they are doing it
  • Teams lack motivation and find it hard to get new initiatives moving

In conclusion, a strong company vision is essential for effective leadership. It provides inspiration and clarity for teams, enabling them to understand their purpose and make more informed decisions. Without a clear vision, decision-making can become centralised, leading to delays and frustration. A lack of vision may manifest itself in the need for frequent clarifications, a focus on maintaining the status quo, and a lack of motivation.

If you are experiencing any of these behaviours, it may be time for a new vision workshop and alignment for your organisation.

Talk to us about how we can help

What is a roadmap?


We all need to have a level of certainty in our lives, especially in business, and stakeholders want to know what they are going to get for their money. A roadmap builds upon the vision and tells the story over time of what we expect will happen to make the vision real and when we are likely to see the results of the outcomes we are hoping for.

We know things will change, in fact we plan on it by taking and responding to feedback, and the roadmap also reflects this in its detail and focus.

A roadmap is a strategic document that bridges the vision, through outcomes, to the breakdown of work that the teams will use to plan the order on which they do things.

Together, the vision, roadmap, and OKRs define the strategic direction for the organisation, product, or service.

Bryter Values Lighthouse

What is a vision?


A vision provides the inspiration and clarity that enables teams to understand what they are working towards, and to do it in a way where they can make more decisions themselves.

A clear and inspiring vision connects teams to the day-to-day work and is one element in building appropriate decentralised decision-making. Decentralised decision-making or decision-making closer to the point of value creation is a key element for an adaptable organisation.

Bryter Values Lighthouse

A vision can be for the organisation as a whole, the product, or even the product’s features. The vision is the top level for structuring work in a customer-centric product-focused organisation.


Do you have a truly great vision?
Does it meet the following criteria?


    • It is aspirational. It takes you from where you are to a better state
    • You can test your decision-making against it
    • It is always phrased in the positive
    • It contains elements that evoke feelings (preferably positive!)
    • Your employees, colleagues and stakeholders can imagine themselves as part of that vision and the story it tells


When these markers are in place, transformational leaders can speak to this vision and increase the odds of teams aligning to a purpose. Individuals feel they are a part of and have the autonomy to work out how they make it happen.

A vision is a powerful artefact.