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][3]

Vision statements may fill the following functions for a company:[4]

  • 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.[5]

A consensus does not exist on the characteristics of a "good" or "bad" vision statement. Commonly cited traits include:[6]

  • concise:[1] able to be easily remembered and repeated
  • clear: defines a prime goal[5]
  • 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

Citations

  1. 1 2 3 4 Project Management Institute 2021, §4.6.1 Strategy Artifacts.
  2. ↑ Start with Why
  3. ↑ The Infinite Game
  4. ↑ Lipton, Mark (Summer 1996). "Demystifying the Development of an Organizational Vision" (PDF download). Sloan Management Review. 37 (4): 83. Retrieved 2019-11-25.
  5. 1 2 Project Management Institute 2021, Glossary §3 Definitions.
  6. ↑ 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.{{cite book}}: CS1 maint: location missing publisher (link)
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