How to Write a Vision Statement for Your Business

A vision statement is a short statement—about one sentence—that describes the goals and ambitions of your for-profit or nonprofit company. It distills your company's vision for the future in a way that reflects your company's core values, and outlines your company’s long-term goals.

A well-crafted vision statement should serve as a guide or a mantra that inspires your employees to work towards the greater goal of your organization. A vision statement describes what your company is building towards in the future, while a mission statement outlines all the things your company is doing in the present to reach that goal.

A mission statement outlines your company's current purpose. It declares the purpose that your company serves, the service it offers, and how the business addresses the current needs of its customers. Mission statements may be accessible to the public, and should serve as a roadmap to your long-term goals.

A good vision statement declares the goal your company wants to achieve. The action items in your mission statement essentially build to the goals of your vision statement. Your vision statement should be accessible enough to address a widely-appealing goal, but original enough to isolate the unique way in which your company can fulfill that service. Even for a customer-centric company, vision statements are specifically designed to motivate your company’s employees and stakeholders.

Here are some tips for writing the perfect vision statement:

1. 1. Outline the basics. Start your process by answering some important questions about your company:What is your company's mission? How does your strategic plan reflect your own vision for your company's future? How does your company increase customer bell-being? Why does your company's goal matter? Write down your answers to these questions which you can then edit to form your vision statement.
2. 2. Speak to your employees. One of the primary goals of your vision statement is motivating your team. Employee buy-in to your vision statement is paramount—because they will be carrying out your vision—so it should speak to them. Try brainstorming with your employees to get a better understanding of what drives your workforce.
3. 3. Be ambitious. Be bold and ambitious in your vision statement to inspire potential stakeholders in the scope of your vision. Also be realistic about what goals you can promise you'll meet.
4. 4. Keep it short. A vision statement should be concise enough for your employees to remember. Consider your vision statement an extended tagline, and make sure it’s no longer than one sentence.
5. 5. Make it unique. You want your vision statement to address how your organization is the only one that will be able to meet that specific goal. Even if other companies technically offer the same or similar service, your unique goal will differentiate you from the pack.

Here are some examples of strong mission and vision statements from three of the world’s most successful companies. You may be able to use these as a template for crafting your own company vision statement.

1. 1. Starbucks: Starbucks’ vision statement is “to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.” Their statement is short—under one sentence—and highlights their unique identity and product in an ambitious, far-reaching way.
2. 2. Disney: Disney’s vision statement is “to be one of the world's leading producers and providers of entertainment and information.” The statement is concise, and adopts ambitious worldwide goals, extending their product reach beyond entertainment—which is what they’re known for—into information.
3. 3. Spanx: Spanx’s mission statement has many of the hallmarks of a great vision statement. “To invent and enhance products that promote comfort and confidence in women.” The statement is concise, highlights the company’s demographic, and states what their product does and why.

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