A vision statement for a company or organization focuses on the potential inherent in the company’s future; it’s about what they intend to be. While a vision statement might contain references to how the company intends to make that future into a reality, the “how” is really part of a mission statement.

A vision statement is the anchor point of any strategic plan. It outlines what an organization would like to ultimately achieve and gives purpose to the existence of the organization. A good vision statement should be short, simple, specific to your business, leave nothing open to interpretation.

  • Project five to ten years into the future.
  • Determine your purpose and position as an organization.
  • Describe what success looks like in your operations.
  • Consider your company type and structure.
  • Reference your competitors or create an analogy.
  • Describe a measurable goal.
  • Define your customers. Even the most gigantic businesses have a defined customer base.
  • Define your customer’s needs. All businesses, and I mean all businesses even those who are non-profit ones, are in the problem-solving business.
  • Define your product or service.
  • Define your company’s values.