Cathy Liska 
Ellen Zebrun, CMC, MFA
Coach training supports a focus on the quality of your coaching work – your mission. After coaching certification as you develop your brand and your business, your Vision Statement defines the future as a result of your coaching.
A vision statement describes the impact you want to have on others – the result of your mission. While your mission statement is all about your purpose, your vision statement is all about the impact your mission makes in others’ lives. A vision is about the desired results you want for those with whom you interact. Your vision statement is one sentence that describes the long-term result. In short, a mission statement describes who you are and what you do; a vision statement describes the results that come from you doing your mission.
Your vision statement:
- Is a guide for making decisions and determining the most effective action steps to take.
- Motivates you because it keeps you connected to your mission.
- Sets the standard for achievement and excellence.
- Defines your values.
- Starts the process of strategic planning.
- Fits with you and your unique brand.
- Communicates clearly the difference you want to make in the world.
Here are some examples of vision statements:
- ‘Our vision is a world without Alzheimer’s.’ – Alzheimer’s Association
- ‘Our Vision is to leave a sustainable world for future generations.’ – The Nature Conservancy
- ‘ … our vision is to create a better everyday life for the many people.’ – IKEA
- ‘We create happiness by providing the finest in entertainment for all people, everywhere.’ – Disney
- “Our vision is to be the premier lodging real estate company.’ – Host Hotels & Resorts
- ‘To be the company the best understands and satisfies the product, services and self-fulfillment needs of women – globally.’ – Avon
Having a strong vision for your coaching business will create energy and attract both opportunities and clients. People connect strongly to those with a compelling vision.
