When we first start working with an organization, whether it be a school, college, university or nonprofit, the first thing I look for is a vision. Has the organization clarified the end goal to which they aspire? Have they determined what they are working toward? And, most importantly, does that goal matter to the rest of the world?

A vision statement is really about answering the question to why - and why it should matter to everyone else. Why is it so important?

It is the greatest statement of relevance for an organization.
It positions the organization in the minds of stakeholders and consumers as working collectively on a trajectory to accomplish something bigger than themselves.
And, it moves an educational institution from being a mere transactional provider of services to a transformational organization, working toward needed change.

When we find a school, college, or university uninspired or unimaginative to do their work, or - better yet - without clear direction - it is almost always due to a lack of a vision.