Vision Statement
Introducing the vision statement
A vision should describe a highly aspirational future state. Here are some at a company level:
A just world without poverty
Create a world where you can belong anywhere
Become a multi-planet species
The impact of a Vision
Your vision will provide direction:
Cheap, but always on time!
Where flying feels like you’re at home
From these, you would implement very different strategies
Vision statement construction
A vision statement consists of
The benefit or need(s) addressed—the why? The highly aspirational future state
OPTIONAL The target customer—the who? In some cases, you are targeting a specific group
Vision anti-pattern
Be careful that your vision statement has real meaning. For example, our mission is:
“To be the best pensions provider.”
This has no real meaning and doesn’t provide a clear aspirational future state.