Crafting A Compelling Vision Statement: A Blueprint For Law Firms

Architecture is a beautiful art. It’s incredible to witness the grandeur, the craftsmanship, the imagination, and the details of the buildings brought into this world. Someone had an image they put down on paper, designed, and crafted so that they could share it with builders and watch their vision come to life. Without a detailed work plan to guide the construction process, the finished product would be loosely constructed, far from the image they had in mind. In time, it might even fall apart.

Is your business just holding itself together? Is it not quite the vision you have in mind? In your head, you see a well-run office with streamlined workflows, efficient processes, happy staff, and steady growth. But things might look a little more chaotic, challenging, and uncertain than you hoped. You may have jumped right into the building part of running your firm before you did the planning part. That planning is about defining your vision so that you and your team have clear directions on who you are, what is important, and what you want to look like when you are fully built out. This is important for all firms, from the biggest to the solo practices.

Why is a vision statement important?

· Provides Direction: A vision statement sets clear long-term goals that guide your strategic planning and decision-making. You won’t be making decisions willy-nilly based on reactions. Instead, you’ll be able to make decisions that are purposeful and proactive

· Inspires, Motivates, and Establishes Purpose: A well-crafted vision statement articulates a compelling future and aligns efforts toward a goal. There will be days when you’re deep in the trenches, but your vision statement will remind you where you’re heading. If you have staff, it ensures they understand why your firm exists, where you want it to go, and how you plan to get there

· Fosters Accountability and Guides Change: As your firm continues to grow, your vision statement will serve as a touchstone for making consistent decisions. It allows you to set metrics and goals that measure your progress towards long-term objectives, forming the foundation for your dream

What stops most firms from having a vision statement?

As the Director of Member Services, I’ve heard it all. The biggest excuse is, “I don’t have time for this.” Most owners think that if they know the vision if it’s in their head, that’s good enough because there’s other stuff to do. Not so fast. Your vision statement is crucial. Remember the building that will most likely fall apart without a blueprint? Save your firm. It’s easier than you think, and we can help.

Get started on your vision statement today

So how do you break down that image you have in your head into something compelling that will help develop your firm into one with a strong foundation? You need to start with some basic questions that will guide you. One book we recommend to every firm is Traction: Get a Grip on Your Business by Gino Wickman. Wickman defines the process for developing your vision statement by answering key questions, such as:

· What are your core values and core focus?

· What is your ten-year target? Break that down into three-year targets, your one-year target, and right down to your quarterly goals

· What is your marketing strategy?

· What are your current issues?

These questions will help you define your strategy and see it build itself out. You will then have more clarity around your vision and can create your vision statement. Here are some key points to consider when crafting your vision statement:

· Future-Oriented: Describe what you want your firm to look like in the future. Make sure it reflects enduring goals, not short-term objectives. You want your vision statement to be ambitious, challenging, yet achievable

· Inspiring and Aspirational: Aim to motivate yourself, your team, and your clients

· Clear and Concise: Use simple, direct language that is easy to understand. You want it to be clear enough so that every decision can be measured against your vision statement

Need an example? The vision statement for the American Academy of Estate Planning Attorneys is to empower attorneys to grow beyond their expectations and to inspire and guide people to improve their lives.

Your vision statement is your blueprint for your firm’s success. Take the time to design it, put it in writing, and communicate it to everyone who is helping build your business. Need help? Our Practice Building Coaches have the expertise to assist you in crafting a compelling vision statement. For more information, check out https://www.aaepa.com/.

Carrie Smith
Director of Member Services
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (858) 453-2128
www.aaepa.com