A 3-part test to give your vision statement the oomph it deserves

Here’s how to make sure your public credo is brief, clear and vivid.

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One big pharma company was “proud” to reveal its credo for its new Antibiotic Business Unit.

Here it is:

Did you get that? Were you inspired by it? Can you even remember much of it? No?

Here are some reasons why that might be:

It’s way too long.

This vision statement is repetitive, but not in a good (rhetorical) way. How much of it can you recall? Try to repeat it back. Did you get any further than “something about antibiotics and the government”?

It’s way too abstract.

Witness all those abstract nouns like “development,” “collaboration,” “commercialisation” and “environment.” Compare the Big Pharma vision statement with this one, from Microsoft: “A computer on every desk and in every home.” Which is more concrete? Which can you picture?

It’s simultaneously over-detailed and under-precise.

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