Vision statement

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]

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. 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". ctb.ku.edu. Retrieved 2024-06-25.
3. Lipton, Mark (Summer 1996). "Demystifying the Development of an Organizational Vision" (PDF download). Sloan Management Review. 37 (4): 83. Retrieved 2019-11-25.
4. Project Management Institute 2021, Glossary §3 Definitions.
5. Kantabutra, Sooksan; Avery, Gayle (2010). "The power of vision: statements that resonate" (PDF). Journal of Business Strategy. 31 (1): 37–45. doi:10.1108/02756661011012769.

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.