Create a Clear and Inspiring Team Vision – A Step-by-Step Guide for Leaders with Practical Examples ✨

Intro to creating a great vision

Vision isn’t just a fluffy feel-good phrase. It’s the rocket fuel 🚀 behind the world’s most successful teams. A strong vision tells your team where they’re headed, why it matters, and what winning looks like. Without it? You might just be rowing in circles.

But here’s the catch: creating a great vision isn’t easy. It has to inspire, guide action, and feel personal. Not just to you, but to everyone on your team.

So how do you actually do it?

Let’s dig into that. In this article, I’ll walk you through the exact steps I use to create team visions that spark energy, fuel progress, and feel genuinely exciting—with plenty of examples from my work leading SEO and AI-powered content teams.

Key Highlights in this article 💡

A great vision inspires action and guides daily work. It gives your team clarity, motivation, and a shared sense of purpose.
Vision creation isn’t just for executives. Project-level or team-level visions can have massive impact.
Use real-world stories and visualizations to make your vision tangible and memorable.
Vision is a living thing. Don’t just create it once and forget about it—bring it into your day-to-day.

Why Team Vision Is the Secret Sauce for Motivation 🚀

Let’s be honest: Most people aren’t motivated by vague company statements. You know the ones: “We strive to revolutionize industry-leading solutions with next-gen synergy…” 😴

What actually works? A vivid, exciting picture of the future your team is building—something they can see, feel, and get behind.

There’s a famous story about three stonecutters who are asked what they’re doing. The first says, “I’m cutting stones.” The second says, “I’m earning a living.” But the third smiles and says, “I’m building a cathedral.” That’s the power of vision. Same job, completely different mindset. When people understand how their work contributes to a meaningful future, they bring more energy, creativity, and pride to the table.

Right now, I’m working on a vision centered around an AI assistant that empowers travelers by recommending personalized experiences through a blend of video, customer stories, and real-time insights. In short: your personal, magical assistant that makes booking your travel experience incredibly easy and fun. ✨ That’s why I got inspired to write this article. When I succeed, like in the past, even routine tasks like editing a blog post or structuring metadata start to feel like meaningful contributions to something bigger. That’s the magic of vision.

Pro tip: If your team can’t explain the vision in one sentence? You don’t have one. You have a confusing paragraph. If your team isn’t excited about making it real? You also don’t have one.

When Should You Create a Team Vision? (Hint: Probably Right Now) ⏰

If you’re about to build something new or transform something old, this is your moment.

A strong vision is especially powerful when:

You’re launching a brand-new initiative or team.
You’re preparing for a major shift in direction, priorities, or structure.
You’re introducing something important—like a new product, technology, or strategy.
You want to re-energize your team and inspire alignment.

You don’t need a crisis to create a vision. The best time is often when you’re excited about the road ahead and want others to see it, too. That’s when vision can act as a spark—not just a safety net.

Right now, I’m shaping a vision to prepare my team for the future of AI-driven content. While the new roles we envision—like Prompt Engineers, Activity Researchers, and Explorers—aren’t live yet, the energy is already there. We talk about them, design for them, and imagine what they’ll make possible.

Here are just a few of those future-facing roles:

🧭 Activity Researchers, who dive deep into destinations and gather detailed info to fuel content.
🧠 Prompt Engineers, who craft and fine-tune prompts to generate top-notch AI output.
🔍 Search Analysts, who uncover search opportunities and align our strategy with user intent.
🌍 Explorers, who go into the field to gather real-world insights, visuals, and inspiration.
🎬 Video & Image Editors, who transform raw footage into powerful, engaging media.
🛠️ Content Support Specialists, who ensure quality, clarity, and accuracy across provider content.

Even though we’re still building toward this future, we’ve already started living it. That’s the beauty of vision—it gives people something meaningful to work toward right now.

Bottom line: Vision aligns people before misalignment slows you down. And when done right, it pulls the future into the present—making everyone feel like they’re building something extraordinary.

My Personal "Vision Workshop" Method (aka: Patrick Gets Special 🧘)

I’ll be honest—this next part might sound a little spiritual. But when I want my most inspired, creative vision? I go off-grid. No slides, no spreadsheets. Just space to think.

My first attempt to create a vision is in what I call my “Vision Workshop.” If you’re very methodical, you might want to skip to the next section—but this is how I unlock some of my boldest ideas.

Before I dive in, I collect insights and inspiration connected to the topic. For example, when creating a vision for how AI could transform the future of booking travel experiences, I first explored what AI might soon be capable of, and how it could reshape the industry.

Then I start:

I find a quiet spot and do… nothing. No phone, no screen. Just stillness. Sometimes I play calm music, but often not. The only thing I have with me is a notebook.

I wait until pictures of the future start to appear in my mind. I imagine an ideal version of what’s to come—merging what I’ve read with what’s happening now to dream up something new.

I let excitement guide me. If an idea makes me go “Yes! That’s it!”, I write it down.

I let the ideas flow—without structure, without judgment.

Later, I come back to shape it all into a structured vision.

I admit: this process might seem a bit out there, and it doesn’t always work. But when it does? The result is often my most inspired and innovative work.

If my Vision Workshop doesn’t quite spark the magic—or to complement it—I also turn to more practical, structured steps (coming up next).

What Three Vision Questions Should You Start With? 🤔

At first, creating a vision can feel overwhelming. That’s normal. I like to explore different angles to get unstuck—and these three questions help me see the bigger picture before narrowing it into a clear narrative:

What should users experience because of your work? This helps ground the vision in impact—what change you’re making in people’s lives.
How should your product or output be perceived or function? This sharpens the how—the emotional and functional experience users will have.
How should your team work together—what kind of culture or energy should exist? This brings it back to your people—because execution depends on how your team feels.

Let’s continue with the same example I’m working on: a future SEO and AI-driven content team. Here’s how these prompts play out:

Users: “They interact with an AI assistant that tailors activity recommendations perfectly to their preferences, inspiring them with videos, customer stories, and provider insights.”
Product: “Content comes in multiple rich formats—from videos to detailed guides—created through research, provider input, and customer experiences.”
Team: “We thrive on curiosity, creativity, and data-driven experimentation, with roles like Activity Researchers, Prompt Engineers, and Search Analysts driving innovation.”

Pro tip: Don’t skip the emotional layer. Great visions aren’t just logical—they’re felt. If it doesn’t give you a little spark of excitement, it’s probably not the one.

Think Beyond Today: How Do You Create a Future-Focused Vision? 🔮

When your work involves fast-evolving technology like AI, your vision can’t be stuck in the present. It needs to stretch beyond today’s limits and imagine what’s just around the corner—or even further out.

Ask yourself:

What will the world look like 3 years from now?
How will technology reshape what’s possible?
What new roles, tools, or ways of working might emerge?

In our vision, AI assistants become trusted travel advisors who know you better than your best friend. Explorers bring back authentic stories and visuals from the field, and Prompt Engineers design seamless, magical AI interactions that delight users.

Your vision should be a compass pointing toward the future—not a rearview mirror stuck on what exists right now.

💡 Pro tip: Don’t limit your vision to what technology can do today. Let the possibilities of tomorrow inspire what you build today.

How Can You Imagine a Future Success Story? (Seriously, Write the Movie Trailer) 🎬

Project yourself 2-3 years into the future. What are people inside and outside your team saying about your success? What have you built or changed? Write it like a story, a glowing press release, or even a headline in a magazine. This exercise unlocks creativity, makes the vision tangible, and helps you feel what success really looks like.

In our story, a traveler asks the AI assistant for local activities, instantly receives perfectly tailored suggestions with immersive videos, and books their trip effortlessly—all thanks to the seamless collaboration of Video Editors, Content Support Specialists, and Activity Researchers.

Here’s a powerful tip: don’t just imagine this future—start living it now.

Inspired by Jack Canfield’s The Success Principles, one way to bring your vision alive is to “act as if” your dreams are already true. Jack holds visionary parties where everyone behaves like they’ve already achieved their goals—talking the talk, sharing success stories, and even creating mock magazine covers featuring their achievements.

In our example, you might gather your team for a “future celebration” where everyone steps into their future roles—sharing how the AI assistant transformed travel, the impact of their work, and the excitement of what’s to come. This makes the vision vivid, real, and emotionally magnetic.

Living the future today is one of the most effective ways to turn vision into reality.

How Do You Involve the Team to Co-Create the Vision? 🙌

This Part Is Huge: People Rally Around What They Help Create

True commitment sparks when your team co-creates the vision—it stops being “just your idea” and becomes our shared mission.

Here’s how to get everyone involved and fired up:

Host a lively team brainstorm where every voice counts.
Invite everyone to share their dream version of the future.
Have one-on-one chats to learn what each person loves about their work and what they’d be excited to do down the road—then weave those passions into the vision.
Listen for the emotional threads that connect those dreams.
Look for fresh perspectives—from early ideas about future roles like Search Analysts and Content Explorers to new ways of working—that transform the vision into a collective powerhouse.

Pro tip: Even a quick 30-minute co-creation session can spark massive buy-in and energize your whole team.

To keep the vision alive and growing, I love having a physical vision board right in the office—something visible, editable, and inspiring. Our team adds ideas constantly, making the future feel tangible and exciting. Plus, I make it a point to connect every task back to this vision, showing how each piece contributes to the bigger picture. That often sparks voluntary projects and passionate contributions—because when people see their impact, they want to do more.

Bonus tip: I like to kick off these sessions with a little spark of inspiration—whether a story, a bold idea, or a striking image—so everyone has a starting point to build on and dream bigger together.

How Do You Craft Your Vision Statement to Make It Sing? 🎤

Your goal now is to condense everything you’ve discovered into one strong, vivid statement. A great vision statement should be clear, inspiring, and easy to remember.

Here’s how I do it:

I imagine saying the sentence out loud to a new team member. Would it make them feel excited?
I make it specific and visual enough to spark imagination. Vague ideas like “being innovative” don’t stick.
I often kick things off with a little inspiration—like a bold sentence, a future scenario, or an image—that gives people something to build on.
I talk with people individually about what they love in their jobs and what they’d love to do in the future—and include their dreams in the vision.

Here are some examples ChatGPT proudly came up with:

🧠 “We’re building your personal travel genius—an AI that knows you, surprises you, and plans the best trip of your life in seconds.”
→ Why it works: Personal, ambitious, and paints a vivid picture of delight and ease.
📽️ “We turn destination research into immersive stories—powered by AI, fueled by curiosity, and crafted to spark your next adventure.”
→ Why it works: It captures team spirit and what the user gets. Emotional, yet specific.
🎒 “We’re the team behind the travel tool everyone brags about—because it feels like magic, but works like clockwork.”
→ Why it works: Adds delight and social proof. You can hear a happy customer in it.
📷 “We create vivid, story-driven content that makes people say: I want to be there, now.”
→ Why it works: Simple. Emotional. Easy to imagine. Perfect for a media- and video-heavy vision.
🚀 “We give every traveler a front row seat to the world—through AI-powered video, storytelling, and real-time trip planning.”
→ Why it works: Bold and visual. Combines technology and aspiration.

And here is my own contender:

😏 “We build a travel assistant that shows you inspirational stories, videos, and images, knows everything about the activity, and organizes your trip. You just pay and enjoy.”

Of course, your vision is more than just the statement itself. Think of it like the label on a beautifully wrapped gift—it hints at what’s inside, but the real power lies in everything it represents. A strong vision statement isn’t meant to do all the heavy lifting alone, but it sparks imagination and invites your team to dream bigger.

The best ones make people smile, nod, or say: “Damn, I want to build that.” 😎 It’s not just words—it’s a rallying cry. When paired with action, clarity, and shared purpose, that one sentence can move mountains.

How Do You Create Tangible Examples of Your Vision? 🏗️

Think of it like this: Architects don’t just describe buildings—they create models so people can see what’s coming. You should do the same with your vision.

Bring it to life by prototyping:

A mockup of your future product experience—a UI, flow, or dashboard that shows how it works
A short video that simulates a user interacting with your product or service
A storyboard or visual journey showing a day in the life of a future user and how your product fits in

For our travel content vision, we created mockups of AI chats, reimagined landing pages with video, and illustrated customer journeys. Suddenly, people could see their role in making it real.

Pro tip: Even a simple Figma wireframe, a Canva design or a hand-drawn sketch can shift your idea from abstract to actionable. The clearer the vision, the easier it is for people to rally behind it.

How Do You Link Vision to Strategy? 🔗

A bold vision sparks excitement. But the question that quickly follows is: How are we getting there?

This is where strategy comes in. It’s how you move from dreaming to doing—step by step.

Here’s a simple way to turn vision into an actionable strategy:

Break the Vision into Levels
Think in stages. What needs to be true first, second, third? This creates a roadmap—not just a wishlist.
Define Strategic Initiatives
Identify concrete focus areas or projects that move you through each level.
Assign Clear Ownership
Someone has to drive each initiative. No owner = no progress.
Connect Every Step to the Big Picture
Remind the team how each action contributes to the long-term vision. This keeps motivation high—even for less glamorous tasks.

For example, to realize our vision of an AI-powered travel assistant, we follow this path:

Be Discoverable – Build a solid SEO and AI foundation with optimized speed, structure, and usability.
Earn Trust with Content – Scale authentic, high-quality content through providers, users, and AI inputs.
Create a Magical User Experience – Deliver intuitive planning tools that feel helpful, personal, and fun.

Pro tip: Vision = Why. Strategy = How. When both are aligned, every team member knows exactly what they’re building—and why it matters.

How Your Vision Becomes a Living North Star? 🌟

Your vision isn’t a one-time slide—it’s your team’s compass, rally cry, and shared dream.
The best visions don’t just sit in a doc. They live in your meetings, your rituals, and your mindset. Everyone knows where you’re going—and more importantly, how their work moves you forward.

Keep it alive by:

Referencing it often: Tie weekly updates, standups, and 1:1s to the vision. I bring it into strategy sessions and even casual chats—because when the path is clear, momentum builds.
Making it visible and fun: Use vision boards, shared docs, and symbols. I’ll even create a custom Slack emoji for our AI travel assistant, so it can pop up constantly and create reminders—like a little spark of direction. 💬✨
Letting it evolve: Update it as your product and team grow. A living vision reflects real learning and keeps things fresh.

Every time someone asks, “How are we getting there?”—the vision should be the answer.

Personally, I love talking about the vision. It keeps me (and the team) aligned, excited, and intentional about every step we take. A strong vision doesn’t just point toward a destination—it pulls everyone forward with purpose.

🗺️ Team Vision Creation: A Step-by-Step Summary

Here’s a concise overview of the key steps to creating a powerful and inspiring team vision:

Step No.	Section Title (Question)	Key Action / Goal	Pro Tip / Core Idea
1.	Why is Team Vision the Secret Sauce for Motivation?	Understand vision’s power to inspire and align.	If your team can’t explain it in one sentence, you don’t have one.
2.	When Should You Create a Team Vision?	Identify the right moments for vision creation.	Best time is when excited about the road ahead, not just in crisis.
3.	What is My Personal “Vision Workshop” Method?	Explore unconventional methods for bold, inspired ideas.	Go off-grid; let excitement guide ideas; structure later.
4.	What Three Vision Questions Should You Start With?	Use guiding questions (user, product, team) to build narrative.	Don’t skip the emotional layer; vision needs to spark excitement.
5.	How Do You Create a Future-Focused Vision?	Stretch vision beyond today’s limits, imagine tomorrow’s possibilities.	Don’t limit vision to current tech; let future inspire present.
6.	How Can You Imagine a Future Success Story?	Project 2-3 years ahead; write a “movie trailer” of success.	Act as if your dreams are already true; live the future today.
7.	How Do You Involve the Team to Co-Create the Vision?	Foster true commitment by involving the team in creation.	Even a quick 30-min co-creation sparks massive buy-in.
8.	How Do You Craft Your Vision Statement to Make It Sing?	Condense ideas into a clear, vivid, inspiring statement.	The best ones make people smile, nod, or say: “Damn, I want to build that.”
9.	How Do You Create Tangible Examples of Your Vision?	Prototype the vision (mockups, videos, storyboards).	Even simple sketches shift ideas from abstract to actionable.
10.	How Do You Link Vision to Strategy?	Turn vision into actionable steps with a clear roadmap.	Vision = Why. Strategy = How. Align both for clarity and progress.
11.	How is Vision a Living North Star?	Keep the vision alive daily; integrate into meetings & rituals.	Reference it often; connect every task to the big picture.

Conclusion: The Visionary's Journey - From Dream to Reality

So, there you have it: a roadmap for crafting a vision that does more than just sound good. It inspires, it guides, and it turns everyday tasks into meaningful contributions to something extraordinary. We’ve explored why vision is your team’s rocket fuel, when to ignite that spark, and how to build it brick by brick—from quiet contemplation in your “Vision Workshop” to co-creation with your team.

Remember, vision isn’t just about predicting the future; it’s about creating it. It’s about empowering your team to be the architects of tomorrow, whether you’re building a cathedral, a groundbreaking AI assistant, or the next big thing. When done right, your vision becomes a living, breathing North Star, pulling everyone forward with shared purpose and unstoppable energy.

What future are you excited to build with your team?

If you enjoyed this article, you’ll love the rest of my writing on www.patricklindbichler.com. Read more for clear strategies on SEO, content, leadership, and building high-performing teams. Please connect with me to share ideas and experiences!

FAQs

1. Do I really need a team vision if I’m not a manager or executive?

You bet. Vision isn’t reserved for corner offices and keynote stages. Whether you’re leading a small project, a cross-functional task force, or just want to rally your collaborators around a bold goal, a clear and inspiring vision can make all the difference. Think of it like giving your team a shared map—so you’re not just busy, but busy going in the same direction.

2. What if my team is skeptical or thinks vision is “fluffy”?

Great—lean into that. Vision isn’t about big words on posters. It’s about creating a future people want to build. Start with one vivid story, prototype, or example that shows what success could look like. Let them feel the difference. The best way to fight skepticism? A vision that makes people say: “Wait… that actually sounds awesome.”

3. How do I keep the vision from fading into the background?

Make it part of the daily rhythm. Reference it in 1:1s, retros, and standups. Build rituals that tie back to it—like celebrating wins that move you closer to it. One team I worked with even created a custom Slack emoji that symbolized our AI assistant vision. It popped up in chats weekly, reminding us why we’re doing what we’re doing. 💬✨

4. What if I’m not a “visionary” person?

That’s totally okay. You don’t need to be a poet or a prophet—you just need curiosity and a bit of imagination. Use the three core questions from the article (impact on users, product experience, team culture) to spark ideas. Still stuck? Try the “future success story” trick—write the movie trailer for your dream outcome. Suddenly, you’re not just planning—you’re storytelling.

5. How long should a vision statement be?

One sentence. Seriously. If it takes a paragraph to explain, it’s not clear enough. The best vision statements are punchy, visual, and memorable—something your team could casually repeat at lunch or explain to a new hire without needing a slide deck. Think: “We build a travel assistant that shows you inspiring stories and videos, knows everything about the activity, and organizes your trip. You just pay and enjoy.” 😎

The Prompt used To Create this article

I want to be transparent on how this article was written, so below you will find the prompt to create this article. For this article, the prompt has already evolved in conversations with ChatGPT and Gemini. The main ideas I contributed after the initial prompt, and that’s when this article started to evolve, but here is the initial input:

Check the prompt

Can you create a compelling blog article for my website, www.patricklindbichler.com? I want to make the articles a bit longer, so people can find clear information. The article should be clear and easy to understand, especially for people who are new to the topic. Still it should stay as compelling as the original article and also have the same length. It should be written in good American English, using not too complicated words so that even non-native English speakers can follow along easily. The tone should reflect my expertise as a thought leader in SEO, content creation, and leadership. Feel free to use examples from my experience as proof points and explain them in a clear and compelling way.

I am typically a positive and humorous person, so the writing style can be upbeat with a few lighthearted jokes here and there—just nothing offensive. The article should be engaging, fun to read, and educational. Please follow the structure outlined below, and feel free to expand on the points with additional context to ensure that each paragraph presents clear arguments.

Structure of the article:

Introduction: Start with a paragraph that summarizes the topic and grabs attention. You can make a strong statement or ask a thought-provoking question that will be answered later in the article.
Key Highlights (3-4 bullet points): Include a few short bullet points summarizing the key takeaways of the article. Each point should be 1-2 sentences long.
Main Content: Break the main part of the text into several text parts, each with a heading optimized for SEO and AI search. Each text part can have 1-3 paragraphs with 5-20 sentences each, depending on how much content is needed to explain the point clearly and bring the argument across. The paragraphs should be easy to read and compelling.
Headlines: Please formulate the headlines and include important keywords for SEO.
Conclusion: Wrap up the article by summarizing the main points and inviting readers to reach out if they have any questions or want to learn more.
FAQs: Include 5 frequently asked questions about the topic, with clear answers that add value to the reader.

Formatting:

Use bold for key points, ensuring every 4th or 5th sentence has something in bold for emphasis.
Add emojis throughout (but no more than 50 total) to make the article more visually appealing.
If you include practical tips, illustrate them with real-life examples to make the content relatable.

Please make the article a minimum of 1800 words. Feel free to ask me if you need more input or add information and context where you feel it’s necessary to convey a message or provide more clarity.

Goals:

Please optimise the article for SEO. Give recommendations for search terms to include and integrate them into the titles of the paragraphs and the beginning of the article
Please make the article engaging so people are intrigued to read, but also enjoy reading.
What readers learn in the article, should be easy to apply for them because everything is explained clearly and has examples

Please use the following input to create the article:

How to Create a Vision for Your Team

A clear, powerful vision has the potential to get a team extremely motivated and excited. It makes the strategy tangible and guides all the projects and daily efforts behind it. Teams and people become aligned, energized, and focused. With the right vision, work almost flows naturally—because everyone knows what they’re building towards.

For example, in our SEO and AI-driven content team, the vision of empowering users with an AI assistant that delivers personalized travel recommendations supported by rich, multi-format content energizes every team member. From researching detailed activity info to creating immersive videos, everyone understands how their work fits into this future.

You know that a vision is important—but how do you actually create one?

What Makes a Great Vision

A great vision is more than a statement—it’s a north star. It should be:

Inspiring and exciting: Everyone on the team should feel motivated when they hear it. It should spark energy and pride.

For instance, our team gets excited about crafting AI-driven travel experiences that inspire customers through real stories, videos, and detailed provider insights.
Tangible and memorable: It needs to be easy to explain and recall—not a vague paragraph lost in a slide deck.

We describe our vision as “Helping users explore adventures through an AI assistant that curates content from explorers, customers, and providers — all in one place.”
Dreamy yet grounded: A vision should be aspirational. It’s not where you are now—it’s the ideal state you’re working towards.

Our ideal is a seamless, multi-format content platform powered by AI and a passionate team with roles like Prompt Engineers and Activity Researchers—roles that barely existed a few years ago.

Tip: If your vision doesn’t make people say “I want to be part of that!”—it needs more ambition or clarity.

My Vision Workshop

My first attempt to create a vision is in what I call my “Vision Workshop”. If you are very methodical, maybe skip this part and go to the next part of the article. Before I go into the “Vision Workshop”, I like to collect some information or insights connected to the vision I create. For instance, I recently created a vision for the future in booking travel experiences in times of AI. So I was looking for inspiration in regards what AI will be capable off and how it could transform the travel industry.

Then I start:

I look for a quiet spot and really try to do nothing. I may listen to some calm music, but that’s not necessary. The only thing I have with me is a notebook.
Then I wait until pictures appear in my mind. Pictures of the future. I try to imagine what an ideal future might look like. I try to combine things I read with the status quo to create something new. I don’t force it to hard though. I just what for the pictures to appear and see what kind of feelings they trigger. If I feel excited, they are the way to go.
Then I start writing. I write down all the ideas that are coming. Does not need to be structured yet, it’s just a flow. I try to stay in the state of peace, so ideas keep coming.
Later I structure the ideas and build the vision based on them.

I admit this seems quite spirtual and it doesn’t always work. But when it does work, the outcome is usually the most inspired and innovative.

If my “Vision Workshop” doesn’t work or also in addition, I do the following steps:

1. When to Create a Team Vision

You likely already have a company vision. But I’ve found that creating a vision at the team or project level is just as powerful. It helps with:

Strategic clarity during change or growth
Proactive alignment—avoiding miscommunication and internal friction
Fostering innovation, because everyone understands what “better” looks like

Create a vision when:

You’re starting a new team, project, or initiative
You’re shifting strategy or priorities
Your team feels stuck or demotivated
You want to take performance and collaboration to the next level

For our SEO/AI content team, starting with a clear vision was critical as we integrated new technology and new roles like Search Analysts and Content Support Specialists, helping everyone move in sync towards creating AI-optimized, user-focused experiences.

2. Start with Three Key Questions

At first, creating a vision can feel overwhelming. I like to explore different angles, then combine them into one strong narrative. Use these prompts to spark ideas:

What should customers or users experience because of your work?
How should your product or output be perceived or function?
How should your team work together—what kind of culture or energy should exist?

Example: For a future SEO and AI-driven content team, the answers might be:

“Users interact with an AI assistant that tailors activity recommendations perfectly to their preferences, inspiring them with videos, customer stories, and provider insights.”
“Content comes in multiple rich formats—from videos to detailed guides—created through research, provider input, and customer experiences.”
“Our team thrives on curiosity, creativity, and data-driven experimentation, with roles like Activity Researchers, Prompt Engineers, and Search Analysts driving innovation.”

3. If Your Vision Involves Emerging Technology, Think Ahead

When your vision centers around rapidly developing technology—like AI—it helps to look beyond what’s possible today. Read, explore, and imagine how the technology might evolve over the next few years, and how your team or product could take advantage of that.

This kind of strategic foresight turns your vision into a compass, not just a mirror of the current moment.

For example, we anticipate AI assistants evolving to become trusted travel advisors, guiding users through personalized experiences enriched by videos, real customer reviews, and provider insights. This shapes the need for new roles like Prompt Engineers who craft AI interactions and Explorers who gather real-world content.

💡 Tip: Don’t limit your vision to current capabilities. Let tomorrow’s possibilities guide today’s direction.

4. Imagine a Future Success Story

Project yourself 2-3 years into the future. What do people inside and outside your team say about your success? What have you built or changed? Write it like a story or a press release. This unlocks creativity and makes the vision feel real.

In our story, a traveler asks the AI assistant about local activities, receives tailored suggestions with immersive videos, and books a trip effortlessly—all supported by the combined work of Video Editors, Content Support Specialists, and Activity Researchers.

5. Involve the Team

Vision creation works best when it’s collaborative. You don’t need to do it alone:

Host a short workshop
Let each team member contribute their dream scenario
Look for common themes and emotional highlights

People are more committed when they co-create the vision.

For example, our SEO/AI team includes contributions from diverse roles like Search Analysts identifying content gaps, Prompt Engineers improving AI responses, and Explorers sharing fresh insights from the field. Their input shapes the vision and strengthens ownership.

6. Craft the Vision Statement

Now synthesize your insights into one clear, energizing sentence or paragraph. Keep refining until it clicks.

Examples:

“We make adventure booking feel like magic.”
“We are the fastest-moving, most customer-loved team in the industry.”
For our SEO/AI team: “We empower travelers with AI-guided inspiration and rich, authentic content that brings every adventure to life.”

7. Create Examples

A vision can come to life if you create examples of how it might look.

For instance, I created a conversation between a customer and an AI assistant where the user asks questions about activities, gets tailored recommendations, and plans an entire trip through simple commands. I also designed a landing page featuring videos, customer experiences, and personalized content.

These examples bring the vision into focus, making it easier for everyone—from Video Editors to Content Support Specialists—to see the impact of their work.

8. Create a Strategy to Reach It

To get your team to believe in the vision, outline a clear path:

What are the key initiatives?
Who owns what?
Why do you believe you can achieve it?

A strategy connects the dream to daily work, making progress feel real and achievable.

For example, our strategy includes developing AI content prompts, expanding provider partnerships, creating immersive video content, and continuously optimizing for search engines—all owned by different specialized roles.

9. A Vision Can Be a Work in Progress

Your vision does not need to be perfect from the start. It can and should evolve as your team grows and learns.

The more people engage with the vision, the richer it becomes—adding new details and perspectives that keep it fresh and relevant.

As new AI capabilities emerge, or as Explorers bring back unexpected insights, our SEO/AI vision adapts, incorporating fresh opportunities and refining team roles.

10. Keep the Vision Alive

Repeat it often. A vision should live beyond the kickoff meeting—make it part of how you talk every day.

Link it to everyday work by showing how tasks, metrics, and decisions connect back to the vision.

Use visuals, metaphors, or symbols to make it even stickier.

For example, we use AI-inspired imagery and metaphors in our internal communications and show how each new video or AI prompt contributes to our shared vision—keeping the team energized and focused.

Final Thoughts

Creating a team vision is an investment that pays off in motivation, clarity, and collaboration. Whether you’re building a new team or navigating technological shifts like AI, a strong vision will guide your path and inspire your people.

I don’t claim the perfect approach on how to create a vision. If you have ideas and concepts that work for you, please share them with me! I’d be more than happy to include them here 🙂

Leadership, Content & SEO

Master leadership, content, and SEO to drive sustainable growth—apply insights from my blog to elevate your business with proven, scalable strategies. Let’s connect to share insights and ideas!