What Is a Vision Statement? Meaning & Example

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Vision statements can help businesses stay focused on their goals while also increasing employees’ and stakeholders’ feeling of shared purpose and values. When creating a vision statement, make sure it includes the organization’s most significant mission and guiding values.

In this post, we will explain vision statements and show you how to build one that clearly defines the goal of your organisation.

What is a Vision Statement?

A vision statement is a business document that defines an organization’s current and future goals. The vision of a corporation must be consistent with its mission, strategic planning, culture, and fundamental values. Nonprofits and government agencies use vision statements to create strategic goals, as do businesses.

Vision statements are not always set in stone. They are returnable, reviewable, and revisable as needed. However, because a vision statement serves as a guideline for a company’s strategic plan, any alterations should be kept to a minimum.

An organization’s business vision may evolve over time as it adapts to its business environment and external circumstances that may affect its capacity to execute its purpose.

A vision statement is not limited in length. The vision statement, no matter how long it is, is formally written and utilised as a reference in corporate documents to serve as a guide for short and long-term strategic planning. We have samples of vision statements available to help you understand more about them.

What Is the Purpose of a Vision Statement?

As previously stated, a vision statement is an essential component of every organisation since it aligns with the mission, fundamental values, and culture. It also serves as a guide for the strategic plan because it establishes future objectives. A vision statement, like a mission statement, is a live document that serves as a guidepost to guide a company to its next breakthrough.

As each company has its own set of core values, there are various techniques to crafting a vision statement. A motivational vision statement, for example, will both excite current employees and attract new talent to the organisation. They’ll want to work for a company that has a business vision that matches their personal values. A compelling vision statement can also help your organisation stand out. All businesses aim to be profitable, but a business can build a distinct vision statement that appeals to its customers and staff.

Why is a Vision Statement Important?

A company’s vision statement is crucial since it acts as a strategic strategy for success. When employees face difficulties, it might serve as a guide. Vision statements can also assist drive staff to work together towards common goals. Investors and others interested in the company may also rely on the vision statement to better comprehend the organization’s mission.

A strong vision statement can help a company attract, engage, and keep talented team members. Employees that are hardworking, dedicated, and driven are more inclined to work for a company with strong principles and objectives. It is critical to involve team members in their job in order to keep them engaged. Connecting a vision statement to individual goals helps demonstrate to an employee that they share a shared aim.

A vision statement can also assist a company in identifying its organisational culture. The development of a strong organisational culture is critical to a company’s long-term success. It’s also critical to keep referencing the vision statement to demonstrate that the organisation is committed to that culture.

Types of Vision Statements

Other sorts of vision statements, in addition to the standard commercial vision statement, include project, product, and even personal vision statements.

#1. Vision Statement for the Project

A project vision statement guides a project, motivates the project team, and inspires individuals engaged. Like any vision statement, it should be brief but forceful in communicating the project’s goal. It is not explicit or directional, but it conveys the project’s core ideals and final aim. In this manner, the project team can utilise the project vision statement as a guide to assist them make decisions that are consistent with the overall project vision.

#2. Product Vision Statement

A product vision statement serves as both a guide and a motivator and inspirer for the product team. It tends to look ahead to reveal where the product will be in a few years. As a result, a product vision statement goes beyond what the product is now, but it should not be unreasonable. While there is no set length, the product vision statement, like any other vision statement, should be brief and to the point.

#3. Personal Vision Statement

A vision statement is not limited to the business world. You can create one for your own needs. A personal vision statement focuses solely on your personal values, strengths, and objectives. While a personal vision statement can be used in your work life, it is most usually used to set long-term goals. Use it to keep you on track and make the appropriate decisions to get you to that transformational achievement, just like any other vision statement.

How to Craft a Business Vision Statement

If your boss sets you and your team the task of creating a vision statement, use the following steps to create a motivating and inspiring option:

#1. Figure out who will shape your vision.

The first step in developing a vision statement is deciding who will write it. In a small business, you may be able to solicit input from everyone. In a larger organisation, you may need to be more selective while still recording a variety of staff voices.

#2. Examine the published materials of your company.

Your company’s employee handbook, marketing materials, and other publications have most certainly already written aims and values. Alison Brehme, an author and content, marketing, and media strategist, advised using this knowledge to influence your work.

A company’s vision is formed by combining its mission, purpose, goals, and values. Incorporate these ideas and principles into your vision statement.

#3. Get individual input. 

Individual stakeholder interviews are required to encourage honest input. Employees might find common themes, write about the organization’s future, or utilise visual branding tools to create a vision statement.

#4. Check out competitors’ vision statements.

Examine your competitors’ vision statements to see how you may differentiate your company from theirs.

#5. Keep it short but meaningful. 

A vision statement should be brief, no more than two sentences. You want your entire organisation to be able to swiftly repeat and, more crucially, comprehend it. A vision statement, on the other hand, must be more than just a snappy catchphrase.

[It] can be clever and memorable, but this is for the benefit of your team and culture, not for the sake of selling a certain product.

#6. Make a longer version for the eyes of leadership exclusively.

Don’t be concerned if you believe that a brief vision statement does not adequately explain the complexities of your goal. You can make a lengthier version, but it should not be broadcast to the entire globe.

Let’s be honest: most corporate leaders, let alone boards of directors, won’t be able to summarise their vision in a few of sentences. That’s fine. Make a full-length version of your vision available only to the leadership. Consider the extended version to be your reference guide on why you’re in business in the first place.

#7. Outline your company’s main objectives.

Begin by outlining your company’s most audacious aims while creating your vision statement. Reviewing your long-term goals in a collaborative setting can allow you to zoom out and see what your organisation and the world will look like if they are met. The heart of your vision statement is that zoomed-out image of your success.

#8. Consider your company’s global potential.

Inquire about your company’s potential scale and effect. After you’ve answered these questions, you’ve developed a road map connecting your present and future.

Here are some questions you may ask clients to help them identify their vision statement:

  • What kind of long-term influence do I want my brand to have on my neighbourhood, industry, or the world?
  • How will my brand eventually engage with customers and clients?
  • What will my company’s culture look like, and how will it manifest itself in the lives of its employees?

#9. Dream big. 

Once you’ve gathered all of the facts and started writing, don’t be scared to dream big. Don’t worry about practicality for the time being; what appears to be unattainable today may be accomplished later with the proper team and technologies. Work on developing a vision statement that reflects the unique nature of your company and its goals.

#10. Be daring, not generic. 

There’s nothing wrong with a vision statement that’s bold, unique, or even controversial. A vision statement that outlines a general aim that everyone can agree on is likely to deliver mediocre results. A objective such as ‘delivering an amazing experience’ is applicable to a hospital, bank, or fitness club.

#11. Consider creating a brand vision board. 

Create a brand vision board if you want to take your vision to the next level. Your company’s motto, a “who we are” statement, a “what we do” section, a business vision statement, an overview of your target clientele, client pain areas, your content mission statement, advertising, products, and SEO keywords are all included on a vision board.

A vision board is a one-page business plan that anyone in the firm may rapidly go to to recall the important concepts that drive the job.

Quick Tips to Note When Writing a Vision Statement

A vision statement cannot be written using a template. However, a typical structure for successful ones comprises the following characteristics:

  • Be concise: This is not the place to put fluff statements into a text. It should be concise, easy to understand, and trimmed to the essence so that it may be memorised and precisely reproduced.
  • Be clear: Focusing on one major purpose rather than trying to fill the paper with many ideas is a solid rule of thumb for clarity. A single, unambiguous goal is also easier to focus on and attain.
  • Have a time horizon: A time horizon is just a fixed point in the future when you will achieve and evaluate your vision statement. Set that time.
  • Make it future-oriented: Once again, the vision statement isn’t about what the firm is doing now, but rather about where the organisation wants to be in the future.
  • Be consistent: The vision statement is a long-term aim that, ideally, should not be modified by market or technical developments.
  • Be challenging: Having said that, you don’t want to be too hesitant while setting your goals. Your goal should not be too easy to achieve, but it should also not be so impractical that it is dismissed.
  • Keep it simple: The vision statement should be broad enough to encompass the organization’s interests and strategic goals.
  • Be motivating: Live up to the document’s title by creating something that will rally the troops and be desirable as a goal for everyone working in the organisation.

Because the vision statement is a core business document that will influence the company’s strategic planning direction for years to come, consider using project management tools and brainstorming approaches to solicit feedback from everyone on the team. You’ll gain more buy-in from the organisation this way, and you’ll broaden your net for gathering business vision ideas.

Examples of Inspiring Vision Statements

Some memorable and unique vision statements may be all you need to get started on your own. Here are some of the most amazing vision statements:

  • Amazon: “Our vision is to be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.”
  • Ben & Jerry’s: “Making the best ice cream in the nicest possible way.”
  • Caterpillar: “Our vision is a world in which all people’s basic needs – such as shelter, clean water, sanitation, food, and reliable power – are fulfilled in an environmentally sustainable way, and a company that improves the quality of the environment and the communities where we live and work.”
  • Cradles to Crayons: “Provides children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive – at home, at school, and at play.”
  • Google: “To provide access to the world’s information in one click.”
  • Habitat for Humanity: “A world where everyone has a decent place to live.”
  • Hilton Hotels & Resorts: “To fill the earth with the light and warmth of hospitality by delivering exceptional experiences – every hotel, every guest, every time.”
  • IKEA: “To create a better everyday life for the many people.”
  • Intel: “If it’s smart and connected, it’s best with Intel.”
  • LinkedIn: “Create economic opportunity for every member of the global workforce.”

What is a Vision and Mission?

A mission statement outlines the organization’s business, its goals, and how it plans to achieve those goals. A vision statement describes the direction the organisation wishes to go. What is the purpose of your company?

What Comes First Vision or Purpose?

An idea or a dream that comes to you is not a company vision. It is simply an impetus to begin seriously considering these issues. Before you can determine your company’s destination (vision), you must first identify its purpose (mission).

Why is Having a Vision Important?

Vision provides direction and an insight into our lives in order for our goals and purposes to become a reality. We must have a clear vision of our lives in order to grasp where we want to be in life. As a result, once you realise that vision defines purpose, your life will become simpler and more meaningful.

What is Vision in Management?

A vision in the context of management is an expression of what the organisation wishes to become, be, be known as, or be renowned for. This is the organization’s long-term goal.

What Should Not Be in a Vision Statement?

It is vital to note that the vision statement should not express the company’s purpose or what it performs; the mission statement should do that. Some of the most egregious vision statements I’ve read are ridiculously pompous and self-congratulatory.


Writing a vision statement is a project in and of itself, and it should be approached with caution. A vision statement guides the organization’s direction, morale, and spirit; it must be motivating.

This extensive guide has been created to assist you in creating the optimal vision statement.


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