Vision statement

Short description: Future position of an organization

Template:Original Research

The vision and mission statements of the LUMO Community Wildlife Sanctuary

A vision statement is a high-level,[1] inspirational[1] statement of an idealistic emotional future of a company or group. Vision describes the basic human emotion that a founder intends to be experienced by the people the organization interacts with.[2]

Vision statements may fill the following functions for a company:[3]

* Serve as foundations for a broader strategic plan.
* Motivate existing employees and attract potential employees by clearly categorizing the company's goals and attracting like-minded individuals.
* Focus company efforts and facilitate the creation of core competencies by directing the company to only focus on strategic opportunities that advance the company's vision.
* Help companies differentiate from competitors.[4]

## Contents

* 1 Characteristics
* 2 See also
* 3 Citations
* 4 References

## Characteristics

A consensus does not exist on the characteristics of a "good" or "bad" vision statement. Commonly cited traits include:[5]

* concise:[1] able to be easily remembered and repeated
* clear: defines a prime goal[4]
* time horizon: defines a time horizon
* future-oriented: describes where the company is going rather than the current state
* stable: offers a long-term perspective and is unlikely to be impacted by market or technology changes
* challenging: not something that can be easily met and discarded
* abstract: general enough to encompass all of the organization's interests and strategic direction
* inspiring:[1] motivates employees and is something that employees view as desirable

## See also

* Strategic planning
* Mission statement
* Strategy Markup Language

## Citations

1. ↑ 1.0 1.1 1.2 1.3 Project Management Institute 2021, §4.6.1 Strategy Artifacts.
2. ↑ "Chapter 8. Developing a Strategic Plan | Section 2. Proclaiming Your Dream: Developing Vision and Mission Statements | Main Section | Community Tool Box". https://ctb.ku.edu/en/table-of-contents/structure/strategic-planning/vision-mission-statements/main.
3. ↑ Lipton, Mark (Summer 1996). "Demystifying the Development of an Organizational Vision" (PDF download). Sloan Management Review 37 (4): 83. https://sloanreview.mit.edu/article/demystifying-the-development-of-an-organizational-vision/. Retrieved 2019-11-25.
4. ↑ 4.0 4.1 Project Management Institute 2021, Glossary §3 Definitions.
5. ↑ Kantabutra, Sooksan; Avery, Gayle (2010). "The power of vision: statements that resonate". Journal of Business Strategy 31 (1): 37–45. doi:10.1108/02756661011012769. http://www.collegeofmanagement.mahidol.ac.th/research/images/VisionstatementsJBS.pdf. Retrieved 2015-08-16.

## References

* Project Management Institute (2021). A guide to the project management body of knowledge (PMBOK guide). Project Management Institute (7th ed.). Newtown Square, PA. ISBN 978-1-62825-664-2.

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