Vision statement HIGHLIGHTED

A vision statement is a high-level,^[1] inspirational^[1] statement of an idealistic emotional future of a company or group. rk NOTE: Group of what? Reptiles?

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. Archived from the original on 2024-06-25. Retrieved 2024-06-25.
3. Lipton, Mark (Summer 1996). "Demystifying the Development of an Organizational Vision" (PDF download). Sloan Management Review. 37 (4): 83. Archived from the original on 2023-02-15. 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. Archived (PDF) from the original on 2016-03-04. Retrieved 2015-08-16.

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.

See PDF for complete Wikipedia article downloaded:

Tuesday, September 08, 2026 10:35AM

Vision_statement

Highlights, questions, and comments are mine:

Rosann Kohnke, M.A./Counseling Psychology, PhiThetaKappa, Mandated Reporter, Whistleblower, Norkota Medicine Woman: Standing Dream Weaver, Mama of Oreo and Victor, Truthteller, Mystic, Medium, MKUltra Survivor, Empath, Sovereign, Patriot, Baby Boomer, Elder, Mindmapper, MAGA, Trump and Putin supporter, EWARANON and DAVID ICKE Supporter, Polymath, Shamanka and Digital Soldier and Human Trafficking Escapee.

Tuesday, September 08, 2026 04:38PM