Baxendale Walker - Vision for a strategic plan

Baxendale Walker - Creating a vision statement for a strategic plan 

Baxendale Walker says that the development of a vision statement for a strategic plan is one of the most crucial aspects in determining its success. In order for a business to move forward in a positive manner, the owner and management team must recognise the necessity of choosing a direction for the company, and planning specific goals which are shared by the entire organisation. A vision statement serves as a roadmap for the future of a company and includes not only what direction it needs to take, but also the capabilities it will develop, the business activities which must be pursued, the market position it will occupy and the customer focus it needs to develop.

Creating a strategic vision for the organisation like Baxendale Walker will infuse with a sense of purpose and delineate what it wants to become. In practical terms, a carefully considered vision statement should serve as a guide for management team members when it comes to decision making, should shape the company’s overall strategy, and have a very clear impact on how the organisation is run on a daily basis.

In order to create a concise, yet powerful vision statement as part of a strategic plan, the management team should firstly write down a short list of the services or products which the business provides. Then, list the attributes which differentiates the company from its competitors, and makes it one of the best in the industry.

Next in the vision statement, the value which the customers of the business receive should be recorded – this might include the provision of tangible solutions to their problems. Keep in mind that true value doesn’t originate from the features of the service or product, but rather the benefits which can be derived from those features.

According to Baxendale Walker, the corporate philosophy of the company must also be included in the statement. In this section, the company’s current ethical standards and social responsibilities which it wishes to maintain should be listed. Add to this any ethical or social aspirations the company can realistically achieve within the given timeframe.