Vision Statement

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Description of Vision Statement. Explanation.


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:

  • 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.

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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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