Vision Statement

A Vision Statement is a written declaration of the Strategic Vision of a firm. It contains the desired future state at which a company hopes to arrive and is articulating the dreams and hopes for the business. It reminds the people in your firm of what you are trying to build. 

Ideally, a vision statement has the following characteristics:

• Focus on the future

• Inspirational, hopeful

• Provides clear decision-making criteria

• Long-term oriented and timeless

• Clear, not ambiguous

• Memorable, easy to remember

• Realistic, achievable

• Aligned with the values and Culture of the organization

Leaders should communicate the vision regularly, create stories or narratives that illustrate the vision, act as role-models by embodying the vision, create short-term objectives compatible with the vision, and encourage employees to craft their own personal vision compatible with the organization's overall vision.