What is a vision statement? (2024)

FAQs

What is a vision statement example? ›

Below are a few examples of concept-based vision statements: BBC: “To be the most creative organization in the world” Disney: “To make people happy.” Google: “To provide access to the world's information in one click”

Vision statement vs.

It's comprised of three parts: what you do, how you do it, and why you do it. A vision statement outlines the company's long-term goals and aspirations for the future in terms of its long-term growth and impact on the world.

What are mission and vision statements? A mission statement defines the organization's business, its objectives, and how it will reach these objectives. A vision statement details where the organization aspires to go. Why does your company exist?

Effective vision statements are characterized by conciseness, clarity, abstractness, stability, future orientation, challenge, and desirability or ability to inspire, and are associated with higher performance outcomes ⁵.

Here's the place to put it. Your vision statement should be aspirational and showcase how your business will grow in the future. Practical and achievable. While your statement should be ambitious, it shouldn't be impossible. Set a goal that is both challenging and practical.

Bad Vision Statements

There are a few ways to tell a bad Vision Statement. Bad Vision Statements are unbelievable. For example, "To sell food in a fast, friendly environment that appeals to price conscious, health-minded consumers..." was the Vision Statement for KFC in 2013.

A vision should unite the organization and provide a stable, transcendent goal. The vision should avoid using jargon and buzz words and should use understandable terminology. Writing concise sentences is another way of clarifying a vision statement. An effective vision statement sets an abstract yet challenging goal.

To write a vision statement, first, identify the actions your organization takes to achieve the goals set out in its mission statement. Think in big-picture terms, rather than literal day-to-day operations. Then, summarize these actions in a concise statement, one to three sentences long, in the active voice.

Your vision statement should be clear, concise and easy for anyone to understand. It should be one or two short sentences. This is where it can be challenging to fit in all the necessary information into one-to-two sentences.

The first is a statement of vision. It provides a destination for the organization. Next is a statement of mission. This is a guiding light of how to get to the destination.

What is an example of a good vision and mission statement? ›

Mission statement: Creating products to minimize human labor, so we can focus more on living and less on working. Vision statement: To reduce the need for human labor and create a more AI-focused labor force in the next five years. Value statement: Scientific study, innovation and cost reduction.

Vision statements are less effective when they are too short (such as a one- sentence vision statement) or too long (such as a two- or three-page vision statement). But exactly how long should it be? The average vision statement is about 35 words, or two to three sentences.

Keep it simple and digestible. Avoid metrics – these don't belong in your Vision. Be specific in your wording and your make it relevant to your market. Make it inspiring and ambitious.

A strategic vision statement supports the mission statement but is more tangible. It describes an achievable future state of an organization—exact timelines may vary, but typically range from three to 10 years. This statement should help you and your employees visualize where the organization is headed.

Types of vision statements

Vision statements can be classified as quantitative or superlative.

Amazon Vision Statement

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.