Vision statement

From Wikipedia, the free encyclopedia
The vision and mission statements of the LUMO Community Wildlife Sanctuary

A vision statement is an inspirational statement of an idealistic emotional future of a company or group. Vision describes the basic human emotion that a founder intends to be experienced by the people the organization interacts with.[1][circular reference][2][circular reference]

Vision statements may fill the following functions for a company:[3]

  • Serve as foundations for a broader strategic plan.
  • Motivate existing employees and attract potential employees by clearly categorizing the company's goals and attracting like-minded individuals.
  • Focus company efforts and facilitate the creation of core competencies by directing the company to only focus on strategic opportunities that advance the company's vision.
  • Help companies differentiate from competitors.

A consensus does not exist on the characteristics of a "good" or "bad" vision statement. Commonly cited traits include:[4]

  • concise: able to be easily remembered and repeated
  • clear: defines a prime goal
  • Time horizon: defines a time horizon
  • future-oriented: describes where the company is going rather than the current state
  • stable: offers a long-term perspective and is unlikely to be impacted by market or technology changes
  • challenging: not something that can be easily met and discarded
  • abstract: general enough to encompass all of the organization's interests and strategic direction
  • inspiring: motivates employees and is something that employees view as desirable

See also[edit]


  1. ^ Start with Why
  2. ^ The Infinite Game
  3. ^ Lipton, Mark (Summer 1996). "Demystifying the Development of an Organizational Vision" (PDF download). Sloan Management Review. 37 (4): 83. Retrieved 2019-11-25.
  4. ^ Kantabutra, Sooksan; Avery, Gayle (2010). "The power of vision: statements that resonate" (PDF). Journal of Business Strategy. 31 (1): 37–45. doi:10.1108/02756661011012769.