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Part 2: CEO's guide to a 5 year business plan

Updated: Apr 5, 2023


we dive deeper into Step 2 of planning a 5-year business strategy: defining your vision and mission. These elements serve as the foundation of your strategic plan and help align your team towards a common goal. If your a CEO that thinks this is a waste of time, we get it "how can a document or a state really drive results?" trust me when i say you want your vision clearly understood. This can help propel your employees behind a purpose.


We'll provide actionable tips and supporting statistics to help CEOs create compelling vision and mission statements.


A. Crafting a Compelling Vision Statement


A vision statement paints a picture of what your company aspires to achieve in the long term. Here are actionable tips to create a powerful vision statement:

  1. Be forward-looking and aspirational: Your vision should inspire your team and stakeholders to strive for a better future. Research shows that organizations with a compelling vision experience 30% higher employee engagement levels (Gallup, 2021).

  2. Keep it concise and memorable: A vision statement should be easily understood and remembered by employees at all levels. Studies have shown that companies with clear, concise visions are 20% more likely to have highly engaged employees (Gallup, 2021).

  3. Align with your company values: Ensure your vision aligns with your core values, as organizations that consistently live their values outperform their counterparts by 40% (PWC, 2019).

B. Developing a Purpose-Driven Mission Statement


A mission statement defines your company's core purpose and how you intend to make a difference in the market. Consider these tips to craft a mission statement that resonates with your team and customers:

  1. Focus on the impact: Clearly articulate the impact your organization aims to have on your customers, employees, and the world. A study by Deloitte (2020) found that purpose-driven companies experience 40% higher levels of workforce retention and 30% greater innovation.

  2. Address your target audience's needs: Describe how your products or services address the specific pain points of your target audience. According to a Harvard Business Review study (2018), companies that effectively address customer needs are 1.8 times more likely to outperform their competitors in terms of revenue growth.

  3. Be authentic and genuine: Ensure that your mission statement is genuine and reflects the true ethos of your company. Research by Accenture (2018) shows that 62% of consumers want companies to take a stand on social, cultural, and environmental issues, and authenticity is key to earning their trust and loyalty.

  4. Keep it simple and clear: A mission statement should be easy to understand and communicate. Companies with clear, well-defined missions experience a 49% increase in employee engagement, which in turn drives productivity and profitability (Gallup, 2021).

C. Aligning Your Team Around the Vision and Mission


Once you have crafted compelling vision and mission statements, it's essential to ensure your team is aligned and committed to bringing them to life. Follow these steps to foster alignment and commitment:

  1. Communicate effectively: Share your vision and mission with all employees through multiple channels, such as company meetings, newsletters, and internal communication platforms. A survey by McKinsey (2020) revealed that transparent communication from leadership positively impacts employee engagement and alignment.

  2. Embed the vision and mission into your company culture: Integrate your vision and mission into the fabric of your organization by incorporating them into onboarding processes, performance evaluations, and decision-making criteria. Companies with strong cultures that align with their mission see a 64% increase in employee engagement (Gallup, 2021).

  3. Empower employees to contribute: Encourage employees to take ownership of the vision and mission by involving them in strategic planning and decision-making processes. Research by the Center for Creative Leadership (2019) shows that companies with engaged employees experience a 19% increase in operating income.

  4. Celebrate success and progress: Recognize and reward employees who demonstrate commitment to the vision and mission. According to a report by the Society for Human Resource Management (2019), 68% of employees who receive regular recognition are more likely to stay with their current employer.


In conclusion, defining a clear and inspiring vision and mission is a critical step in creating a 5-year business strategy that drives growth and success. By following these actionable tips and leveraging relevant statistics, CEOs can craft compelling statements that resonate with their teams and customers, fostering alignment, commitment, and long-term success.

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