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

Too many vision statements lack true vision.

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

Here it is:

Development
Big Pharma plc is working towards a reinvigorated global environment for antibiotic research, development and commercialisation.

Collaboration
We are collaborating with all stakeholders, and acting as a constructive partner to governments to tackle antimicrobial resistance.

Commercial environment
Commercially attractive policies, alongside global initiatives, must be developed if new antibiotics are to reach patients.

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.