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How To Write A Vision Statement

        posted by , May 14, 2013

There's no better way to inspire people than to paint a compelling picture of the future.

If you haven't written your vision statement yet. You're missing out on a great opportunity to inspire your investors, customers and employees. You might even end up inspiring yourself. It's cheesy but it's true.

Definition: Vision Statement

A vision statement is a short summary of a company's long term strategy.



Why Are Vision Statements Important?

Vision statements are widely regarded as adding value in several ways:

  • Investor Relations
    Investors need to understand your business model and strategy. Your vision statement tells them where you're headed.

  • Corporate Culture
    You want your employees to achieve your vision — it's probably best to tell them what it is. Everyone wants to be part of a compelling future. Your vision can be a powerful tool to improve employee motivation.

  • Marketing
    A well crafted vision makes a commitment to your customers. It's common for firms to use their vision as a central theme in ads and promotion.

  • Publicity & Media Relations
    Press and social media will use your vision as a source.


How To Write a Vision Statement

These 6 points are key to an effective vision statement. Check the vision statements of fortune 500 firms — most meet these criteria.

  1. Customer Needs
    Make a commitment to fulfill your customer's needs.

  2. Profits
    Tells your investors what markets you'll conquer.

  3. Ethics
    It's common for a vision statement to embody the ethics of a firm.

  4. Competitive Advantage
    Make it clear how you'll win.

  5. Emotional Appeal
    An empty logical statement won't get you as far as an appeal to emotions.

  6. Paint A Vivid Picture Of Your Future
    People get excited about the future. Tell a story about yours.


Mission vs. Vision: What's the Difference?

A mission is why you exist. A vision is where you're going. In other words, a vision is more future-focused than a mission.


Examples of Vision Statements

Vision statements are posted by most organizations. In many cases, a vision statement is merged into a mission 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.
~ Amazon

We will be the company that creates a more emotionally connected world by making a genuine difference in every life, every day.
~ Hallmark

A world without Alzheimer's.
~ Alzheimer's Association

Toyota will lead the way to the future of mobility, enriching lives around the world with the safest and most responsible ways of moving people.
~ Toyota

Inspire the World, Create the Future.
~ Samsung



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