What is a Vision Statement? A “vision” is simply a picture of the future once an organization has achieved its goals and made a meaningful difference in the lives of those it touches.
Corporate vision statements are typically uninspiring and ineffective. Executives are often confused as to the purpose of the vision statement, as well as how it will be used. Many companies end up following a standard and predictable vision format as follows:
Our vision is to be the world's best company at (fill in category you compete in) in the minds of our shareholders, consumers and customers, creating sustainable advantage within (fill in the benefit of using your product) and helping people everywhere.
These statements lack creativity, direction and can’t hope to inspire anyone.
Companies should take a lesson from some of our country’s great historical leaders if they wish to inspire. Here are some good vision examples: