The Vision Statement

A vision statement is a declaration of an organization’s objectives – intended to guide its internal decision-making….

…. a company’s road map, indicating what the company wants to become by setting a defined direction for the company’s growth.

A vision statement is not limited to business organizations and may also be used by non-profit or governmental entities.
A vision statement is a declaration

Vision statements are:

formally written;
referenced in company documents.
range in length from short sentences to multiple pages.

In essence, the vision is an organization’s
egoistic, selfish (in a positive and necessary sense) pleasure seeking goal,

Visions directly attract and motivate its employees:

what a company “intakes”, “inhales”, “breathes in;”
what solidifies a company’s actions.

That’s why vision is first of all important for:

the company itself;
its internal decision-making;
…..but not for customers.


Vision statements fill the following functions for a company:

Serve as foundations for a broader strategic plan;
Motivate existing employees and attract potential employees by clearly stating the company’s goals;
Focus company efforts and facilitate the creation of core competencies
Core competencies (behavioural and technical skills) fulfill three criteria:

by directing the company to only focus on strategic opportunities that advance the company’s vision.
The vision helps companies differentiate from competitors.
Example: profit is a common business goal, and vision statements typically describe how a company will become profitable rather than list profit directly as the long-term vision.
Provides potential access to a wide variety of markets;

Should make a significant contribution to the perceived customer benefits of the end product;

Difficult to imitate by competitors.


Creating and implementing vision statements presents challenges to organizations.
they must balance being forward-looking;
describe an ideal state without becoming so idealistic that the vision is unattainable.
Vision statements can be an employee dissatisfier when
staff feel the company’s vision is filled with business jargon unrelated to the company’s services;
A vision statement may need to be paired with company initiatives to communicate and reinforce the vision, ensure processes align with the vision, and incentivize employees to take actions that support the vision.

Examples of Vision Statements
Make-A-Wish: That people everywhere will share the power of a wish.
Habitat for Humanity: A world where everyone has a decent place to live.
NPR, with its network of independent member stations, is America’s pre-eminent news institution.
Ducks Unlimited is wetlands sufficient to fill the skies with waterfowl today, tomorrow and forever.
Oceana seeks to make our oceans as rich, healthy and abundant as they once were.
In Touch Ministries: proclaiming the Gospel of Jesus Christ to people in every country of the world.
Save the Children: A world in which every child attains the right to survival, protection, development, and participation.

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