Vision Is Your Desired Future

In my efforts to support clients in ensuring a well-defined and competitive long-term business plan, we always begin with defining the vision of the company.
It is my experience that it is only with a well defined vision in place that you can go on to develop the very important “Mission statement”.
In my opinion, we find just far too many wrong definitions of both the “vision statement” as such as its real purpose. Here is an in my opinion pretty good definition:

A vision is a picture of your organization’s desired future expressed in a way that resonates with all members of the organization. The vision is shared with employees, customers, shareholders, vendors, and candidates for employment and creates shared meaning about what your organization wants to become. Determining your vision is an early component in corporate or organizational strategic planning.

The vision of the future that your organization’s employees commit to creating should stretch your organization’s capabilities and expand its current image of itself. The articulated and shared vision provides a picture of the organization that you are trying to create in the future. The vision becomes the rallying cry for your desired future.

Normally, the vision ranges in length from a couple of words to several pages. A shorter vision is more memorable. When a vision stretches on for pages, and even paragraphs, it is usually because the organization is also expressing how it plans to reach or create the vision. This process is better left for later in strategic planning when the organization develops strategies, goals, and action plans.

The vision is translated into actionable plans via the development of a vision statement.

Source:, October 2011

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