A vision statement is a concise, forward-looking statement that articulates an organization's long-term goals and aspirations. It guides decision-making and strategic planning, providing a clear picture of what the organization hopes to achieve.

Vision statements are typically found in business plans. They differ from mission statements, yet serve similar purposes: coordinating efforts across the organization toward a similar outcome. Here’s how to write a vision statement, what makes it unique from your mission, and how to put your vision statement into action.

Elements of a vision statement

Vision statements are as different as the businesses for which they’re written, but they share four key elements. Vision statements are:

  1. Forward-looking. Vision statements describe what your company wants to achieve in the future, usually in the next five to 10 years.
  2. Aspirational. Your statement should inspire and unite employees, stakeholders, and customers by conveying your highest ambitions.
  3. Clear and concise. A vision statement should succinctly describe your core values. Most statements are around one or two sentences long.
  4. Strategic. The statement should provide direction for achieving benefits and improvements to the organization in the future.

Think of a vision statement as a high-level overview of your plan for the future. “Don’t try to cram every detail of your vision into your vision statement—be strategic in selecting the ideas that feel the most relevant and compelling to your stakeholders,” wrote Asana.

What’s the difference between a mission and a vision statement?

A mission statement is also found in the business plan. However, it focuses on the present, defining what the organization does, its purpose, and how it operates now.

“A company’s mission statement is important because it answers questions like what does the company do, who does the company serve, how does the company serve them, and what the company’s purpose is,” wrote Indeed.

Vision statements often indicate how the company will translate the mission statement from concept to action. So, if a mission statement defines what the organization does and why, the vision statement inspires and guides strategic direction.

Think of a vision statement as a high-level overview of your plan for the future.

For example, Oxfam’s mission statement is, “Oxfam is a global organization that fights inequality to end poverty and injustice. We offer lifesaving support in times of crisis and advocate for economic justice, gender equality, and climate action.”

Their vision statement continues, “We demand equal rights and equal treatment so that everyone can thrive, not just survive. The future is equal.”

[Read more: Writing a Business Plan? Here's How to Do It, Section by Section]

How to write a vision statement

Start by setting your goals for the future. Brainstorm what you want your company to achieve by answering questions like:

  • What is the organization’s main purpose?
  • Why does what the organization is building matter?
  • How do we want our company to make a difference?
  • What impact could our company have on the world?
  • If it succeeded, how would the world be different?

As you consider these questions, have a concrete timeline in mind, such as five or 10 years. This timeline can help you find a goal that’s both achievable and ambitious.

Next, write your vision statement without limiting yourself to a few sentences. “[Focus] instead on communicating your vision in a way that makes sense, touches all of the key points you want to include, and feels relatable to your stakeholders and your audience,” wrote Asana. “It's much easier to edit a long but comprehensive statement than it is to bulk up a statement that's missing pieces.”

Many business owners will take this first draft around to key stakeholders to get feedback. Sharing it with your partners, employees, and investors can help you get alignment on your business’s direction and identify any blind spots. Early feedback also gives you buy-in from those who will make your vision a reality.

Once you have a strong draft, edit it down to a clear, concise two-sentence statement. Double-check to ensure it still matches your company values and mission. Then, get ready to share your statement and start putting it into action.

[Read more: 9 Effective Ways to Attract Employees to Your Business]

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