Definition Vision Statement. Description.
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:
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Focus on the future
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Inspirational, hopeful
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Provides clear decision-making criteria
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Long-term oriented and timeless
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Clear, not ambiguous
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Memorable, easy to remember
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Realistic, achievable
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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.
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Compare with:
Strategic Vision |
Mission Statement
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Strategic Intent
| Moral Purpose
| Ashridge Mission
Model |
Moral Purpose | CSFs
and KPIs | Corporate
Charter | Storytelling
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Special Interest Group Leader
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