How to Write a Vision Statement: Tips, Guidelines, and Vision Statement Examples (2023)

If you’re in a situation where you don’t know how to write a vision statement, consider a few essentials to get you started. A vision statement embodies an organization’s aspirations. It should be concise and easy to understand, and it should inspire and motivate people to commit to the future goal. In this article, you’ll get to know more about a vision statement, some guidelines for writing it, and vision statement examples to help you create your own.

What Is a Vision Statement?

A vision statement is a long-term goal or aspiration that a company or organization wants to achieve. However, it should be aspirational, expressing what the company desires to be rather than what it is. It describes an ideal future that everyone would be willing to work hard for.


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How to Write a Vision Statement: Tips, Guidelines, and Vision Statement Examples (1)

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A new study investigates how a vision statement might boost employee wellbeing. Instead of a leadership vision, this research examines it from the workers’ point of view. According to the results, establishing a vision statement may help people achieve personal goals and improve work-life balance.

What Are the 5 Elements of a Vision Statement?

  1. Forward-looking. A vision statement looks ahead, focusing on the ultimate goal of the organization. It talks about the desired state of the company in the future.
  2. Motivating and inspirational. Your vision statement should inspire you and others to action. It should be something you can look at when you need a little motivation. When a vision statement is inspiring, it can help bring people together and give them a common goal to work toward.
  3. Reflective of company culture and core values. A vision statement doesn’t need to talk about its culture and core company values in detail. However, because culture and core values are part of an organization’s pillars, their essence has to be considered when writing a business vision statement.
  4. Aimed at bringing future benefits and improvements. The statement must excite everyone about its benefits, as they contribute improvements to bring the vision to life. It’s a shared future that people would want to reap the rewards from in their everyday lives.
  5. Defines where an organization is heading. It’s a statement of the actual outcome that an organization hopes to accomplish as its ideal state. It gives the company a sense of direction and serves as a north star in every decision it makes. Having a clear vision is essential for guiding the company and keeping everyone on the same page.

How to Write a Vision Statement Beginning and Ending

Since a vision statement is an articulation of a collective of people’s future goals, writing it is a collaborative process. A well-written vision statement ensures that it is shared by all and not by a select few in the organization. Here’s how to write the beginning and ending of a vision statement.

How to Begin a Vision Statement

Begin with brainstorming sessions of what you want your organization to accomplish. Next, consider how you want your company to be seen by clients, staff, target audience, or the general public. When you have the idea of what you want to convey in your vision statement, begin drafting it into a clear and brief message.

How to End a Vision Statement

An excellent way to end a vision statement is to choose powerful words or phrases that will leave a lasting impact. In addition, it will help to remind your target audience of the company’s ambitious goals, not only for itself but for the community it serves.

How to Write a Vision Statement: 5 More Useful Tips

How to Write a Vision Statement: Tips, Guidelines, and Vision Statement Examples (2)

Make It Brief and Easy to Remember

An effective vision statement should be concise, simple, and easy to remember because it will be referenced often. It should be two to three sentences at most. Don’t forget to review your draft to ensure that the vision statement is clear, concise, and has its essential elements. This ensures that your company vision statement is communicated effectively to your target audience.

Don’t Confuse a Mission Statement with a Vision Statement

A company mission statement is a proclamation of why an organization exists. It’s all about what a company strives to do in order to serve its purpose to its customers. The vision statement is the long-term goal or desired outcome.

Consider How It Resonates With Your Audience

Think of how your target audience and stakeholders can relate when they read your vision statement. It should evoke a positive feeling that will make them want to support you with your ambition. A vision statement can also be part of your marketing strategy, so it should serve as an effective tool when you market your brand to your external audience.

Draft a Challenging Yet Reachable Statement

Although a vision is a broad statement, it should be able to cascade to SMART goals that are short and medium-term. The statement must cascade to every measurable goal and strategic plan that would contribute to making the vision happen in the long run. Business targets, like increasing profits or expanding into new markets, should ripple to help you become the most trusted or respected organization in your field.

Write In a Positive, Future-Oriented Tone

Writing in a positive tone will help you stay focused on your vision and motivate you to achieve it. In addition, writing in a future-oriented manner will help you create a positive mindset, as it gives you hope and something to look forward to. When people see that you are working towards a positive future, they’ll be more likely to want to help you achieve it.

Vision Statements Examples to Help Your Business Goals

When writing a vision statement, it’s essential to keep the key stakeholders in mind and ensure that the statement is something that they would find inspiring. There are many examples of vision statements out there. Below are some examples of them.

Vision Statement Example 1: Nonprofit Organizations’ Vision Statements

“Our vision is to be the most influential and efficient nonprofit organization in our field.”

“Our vision is to make a difference by helping organizations and communities fulfill their missions.”

“Our vision is to be a city leader in innovation and sustainability.”

“Our vision is to make a difference globally and leave a legacy remembered for generations.”

“Our vision is to create a world where everyone enjoys sustainable products that improve quality of life for all.”

Vision Statement Example 2: Profit Companies’ Vision Statements

“Our vision is to be a leading company that sets the industry standard for excellence in everything we do.”

“Our vision is to produce and innovate products and services that improve the quality of people’s lives.”

“Our vision is to be the company that is the envy of the business world.”

“Our vision is to create a world where everyone has access to real food and products free from harmful chemicals and additives.”

“Our vision is to create a world where everyone enjoys exceptional customer service and delicious food.”

How to Use Vision Statement Examples to Write Your Own

By looking at real-life vision statement examples of other business vision statements, you can get a better idea of what your own company’s vision statement could be. However, remember that your vision statement should be tailored to your own company and its unique strengths and weaknesses.

Avoid using complicated language or jargon, and make sure it’s something that potential customers and stakeholders can easily remember. Additionally, your vision statement should be aspirational, meaning it should be something that your company is striving to achieve rather than something already accomplished.

How to Write a Vision Statement FAQ

How do we define vision and mission statements?

The definition of a vision and mission statement will vary depending on the organization. However, an excellent way to think of a vision statement is a long-term goal or aspiration that a company wants to achieve. In contrast, a mission statement is a statement of purpose that explains why a company or organization exists.

What comes first, vision or mission?

The vision statement is defined first because it sets the destination for the company. Crafting the mission can come after the vision is defined, as it serves as a guide on how to reach the destination.

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What’s Apple’s vision statement?

Apple’s vision statement is “to contribute to the world by making computers more accessible and useful.” Apple’s vision statement is designed to inspire and motivate. It also has strong elements. It’s concise, clear, and specific, and it describes the company’s ultimate goal.

What’s Google’s vision statement?

Google’s vision statement is “to provide access to the world’s information in one click.” What distinguishes Google’s vision statement from others is that it’s plain and simple to comprehend. It’s also realistic, achievable, and tailored to Google’s uniqueness, making it a perfect vision statement.

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