Vision Statement

Knowledge Center

What is a Vision Statement? Meaning.

A Vision Statement is a written declaration of the Strategic Vision of a firm. It contains the desired future state at which a company hopes to arrive and is articulating the dreams and hopes for the business. It reminds the people in your firm of what you are trying to build.

Ideally, a vision statement has the following characteristics:

• Focus on the future

• Inspirational, hopeful

• Provides clear decision-making criteria

• Long-term oriented and timeless

• Clear, not ambiguous

• Memorable, easy to remember

• Realistic, achievable

• Aligned with the values and Culture of the organization

Leaders should communicate the vision regularly, create stories or narratives that illustrate the vision, act as role-models by embodying the vision, create short-term objectives compatible with the vision, and encourage employees to craft their own personal vision compatible with the organization's overall vision.

The term must not be confused with a Mission Statement.

Compare with: Strategic Vision  |  Mission Statement  |  Strategic Intent  |  Moral Purpose  |  Ashridge Mission Model  |  Moral Purpose  |  CSFs and KPIs  |  Corporate Charter  |  Storytelling

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