What is a vision statement and why is it important?
6 mins read

What is a vision statement and why is it important?

More than just a snappy slogan, a vision statement tells the story of your company’s ambitions for the future.

Companies of all sizes have one thing in common: They all began as small businesses. Starting small is a column for those just getting off the ground. Learn about how to make that first hire, deal with all things administrative, and set yourself up for success.

Writing a vision statement is one of the more romantic-sounding aspects of starting a new business. But with so many tasks to juggle, summarizing your company’s core values with a clever slogan may be low on your list of priorities.

However, there comes a time in every company’s story when it can be easy to lose sight of the bigger picture: why they started out and where they’re going. Important decisions can feel overwhelming, risks can seem insurmountable, and the way forward may be unclear. 

This is where a vision statement can help. It’s a single phrase that offers guidance to you and your team over the long term—an idea that serves as an objective to reach for, as well as a reminder of the underlying values of your company.

Visionary businesses need workspaces that adapt to suit their needs. SBN New York can support your growing company with dedicated workspaces.

Vision statement definition!

A vision statement is a high-level, inspirational 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.

The statement can be a bold and ambitious vision for the long-term goals of your company, or a complete moonshot. It can be a wildly improbable target you might never actually reach, but one that can guide the ongoing mission of your business and motivate and inspire the people who work for it.

Why create a vision statement?

Not every company with a vision statement goes on to achieve enormous success, but the most successful and long-standing companies all have vision statements of some kind.

Vision is defined by a company’s core values, and core values are the bedrock on which the enduring parts of the company are built. Strategies, business practices, products, and ideals might change, but a company’s true vision is its most important guiding principle when it comes to making long-term decisions.

Vision statements don’t have to be dreamily vague or come across like motivational posters. At their most impactful, vision statements are plainly stated and an authentic reflection of what a company truly believes to be most important to its mission and survival.

Vision statement example

JCPenney’s vision statement is “to be the destination for customers to save money, no matter how they want to shop.” This simple objective reflects the core values of a giant and complex company, values that are rooted in meeting the needs of its customers by selling products that are affordable above all.

A vision statement is more than just a catchy slogan. When JCPenney is choosing which products to stock on its shelves and where to open new stores, those decisions are guided by the company’s stated vision. Over many years, and eventually decades, a foundational vision statement helps to ensure a company’s core values are being adhered to and that its mission doesn’t drift, even as the business landscape changes around it.

What parts does a vision statement need to have?

Before you think about what goes into creating a vision statement, it’s worth thinking about what doesn’t go into a vision statement. 

A vision statement shouldn’t be much longer than a sentence, and it shouldn’t include generic-sounding goals that could belong to any business in any industry. “Be the very best” is as much a vision statement for a football team as it is for an ice cream truck.

However your vision statement may be constructed, the elements included should scream your company’s core values and project them into a future in which your company’s mission and purpose have been fully realized. A powerful example of this is Oxfam’s simple four-word vision statement: “A world without poverty.

What’s the difference between a vision statement and a mission statement?

Though they’re closely related concepts, a vision statement is not the same as a mission statement. Mission statements are all about the here and now. They describe who you are, what your company is about, how it operates, and its purpose. A mission statement is a definition of your company as it exists today.

A vision statement is all about tomorrow and builds on the mission statement. Vision statements are audacious and forward-looking. They describe a point in the future in which the mission of your company has been achieved and its values have had a real and lasting impact on the world.

Mission statement example

Oxfam’s vision statement is “a world without poverty,” but its mission statement is “to help create lasting solutions to the injustice of poverty.” 

The former speaks to an imagined future, however distant, that helps to unite and motivate the entire organization to achieve it. The latter is a description of what Oxfam is doing today to make that vision a reality.

The importance of a vision statement

Companies of all sizes can benefit from writing a vision statement. For the planet’s most powerful and influential organizations, vision statements are totemic phrases that can guide decades or perhaps even centuries of doing business. 

But even the smallest startups can find real value in crafting and adopting a vision statement. The process of creating a vision statement requires careful introspection and consideration of your company’s core values. Figuring out which parts of running a business you’re unwilling to compromise on cost, quality, the speed of service, the environmental impact—then baking those ideals into a vision statement helps to clarify the direction your company is moving in.

Evolving companies can review previous statements as they grow and adapt, to see which values have fallen by the wayside and which ones remain part of the vision.

97 thoughts on “What is a vision statement and why is it important?

  1. Excellent post. I was checking constantly this blog and I am impressed! Extremely useful info specially the last part 🙂 I care for such information much. I was looking for this particular information for a long time. Thank you and best of luck.

  2. I love your blog.. very nice colors & theme. Did you design this website yourself or did you hire someone to do it for you? Plz answer back as I’m looking to design my own blog and would like to find out where u got this from. appreciate it

  3. Magnificent goods from you, man. I’ve understand your stuff previous to and you’re just extremely excellent. I really like what you’ve acquired here, really like what you are stating and the way in which you say it. You make it enjoyable and you still care for to keep it sensible. I cant wait to read much more from you. This is actually a terrific web site.

  4. I used to be very happy to search out this internet-site.I wanted to thanks in your time for this excellent learn!! I undoubtedly enjoying every little bit of it and I’ve you bookmarked to check out new stuff you blog post.

  5. Thank you for this article. I’d also like to express that it can possibly be hard when you are in school and merely starting out to establish a long credit standing. There are many scholars who are just trying to endure and have long or good credit history are often a difficult factor to have.

  6. Do you mind if I quote a couple of your articles as long as I provide credit and sources back to your blog? My website is in the exact same area of interest as yours and my visitors would certainly benefit from some of the information you provide here. Please let me know if this alright with you. Thank you!

  7. Good day! I could have sworn I’ve been to this website before but after reading through some of the post I realized it’s new to me. Anyhow, I’m definitely happy I found it and I’ll be book-marking and checking back often!

  8. A few things i have seen in terms of pc memory is the fact that there are specs such as SDRAM, DDR and many others, that must go with the specifications of the motherboard. If the personal computer’s motherboard is very current and there are no computer OS issues, upgrading the memory literally normally requires under sixty minutes. It’s one of the easiest laptop upgrade methods one can picture. Thanks for giving your ideas.

  9. Good day! This is kind of off topic but I need some guidance from an established blog. Is it very difficult to set up your own blog? I’m not very techincal but I can figure things out pretty fast. I’m thinking about making my own but I’m not sure where to begin. Do you have any tips or suggestions? With thanks

  10. Hello! I just wanted to ask if you ever have any problems with hackers? My last blog (wordpress) was hacked and I ended up losing months of hard work due to no back up. Do you have any solutions to prevent hackers?

  11. That is very interesting, You’re an excessively professional blogger. I’ve joined your rss feed and sit up for searching for extra of your fantastic post. Also, I’ve shared your website in my social networks!

  12. I抳e been exploring for a little for any high quality articles or blog posts on this sort of area . Exploring in Yahoo I at last stumbled upon this website. Reading this information So i am happy to convey that I have a very good uncanny feeling I discovered exactly what I needed. I most certainly will make sure to don抰 forget this web site and give it a look on a constant basis.

  13. Thanks for your publication on this weblog. From my very own experience, occasionally softening up a photograph may possibly provide the digital photographer with a bit of an artistic flare. Many times however, that soft cloud isn’t just what exactly you had at heart and can quite often spoil a normally good picture, especially if you thinking about enlarging it.

  14. Excellent read, I just passed this onto a friend who was doing some research on that. And he just bought me lunch because I found it for him smile So let me rephrase that: Thank you for lunch!

  15. Things i have constantly told men and women is that when you are evaluating a good on-line electronics retail store, there are a few aspects that you have to take into consideration. First and foremost, you should really make sure to get a reputable and also reliable store that has got great critiques and rankings from other customers and market sector experts. This will make certain you are getting along with a well-known store that provides good service and assistance to its patrons. Thank you for sharing your notions on this web site.

  16. Thanks for making me to attain new strategies about personal computers. I also have the belief that one of the best ways to help keep your notebook computer in best condition has been a hard plastic case, or perhaps shell, which fits over the top of one’s computer. These types of protective gear are model specific since they are manufactured to fit perfectly on the natural covering. You can buy all of them directly from the vendor, or via third party sources if they are available for your laptop, however not all laptop may have a shell on the market. All over again, thanks for your suggestions.

  17. Hello there! This is my first visit to your blog! We are a team of volunteers and starting a new initiative in a community in the same niche. Your blog provided us beneficial information to work on. You have done a wonderful job!

  18. Hey there I am so delighted I found your blog page, I really found you by error, while I was researching on Askjeeve for something else, Regardless I am here now and would just like to say thanks a lot for a marvelous post and a all round interesting blog (I also love the theme/design), I don抰 have time to read it all at the minute but I have bookmarked it and also added in your RSS feeds, so when I have time I will be back to read a lot more, Please do keep up the superb job.

  19. Thank you so much for giving everyone remarkably terrific chance to read in detail from this website. It can be very good and also full of a good time for me and my office mates to search your web site really 3 times per week to read the newest guidance you will have. And definitely, we’re always satisfied considering the eye-popping thoughts served by you. Certain 4 ideas in this posting are unequivocally the most impressive we have had.

  20. I believe that avoiding refined foods will be the first step to be able to lose weight. They could taste great, but processed foods currently have very little nutritional value, making you try to eat more to have enough vitality to get throughout the day. When you are constantly eating these foods, transferring to cereals and other complex carbohydrates will assist you to have more electricity while eating less. Great blog post.

  21. Excellent read, I just passed this onto a friend who was doing a little research on that. And he actually bought me lunch because I found it for him smile Therefore let me rephrase that: Thank you for lunch!

  22. magnificent post, very informative. I wonder why the other specialists of this sector do not notice this. You should continue your writing. I’m confident, you’ve a huge readers’ base already!

  23. Hi there! This post could not be written any better! Reading through this post reminds me of my old room mate! He always kept chatting about this. I will forward this post to him. Fairly certain he will have a good read. Many thanks for sharing!

  24. Hello very cool site!! Man .. Excellent .. Amazing .. I’ll bookmark your blog and take the feeds additionally厈I am happy to find a lot of helpful info here in the submit, we’d like develop more techniques in this regard, thank you for sharing. . . . . .

  25. Wow that was unusual. I just wrote an really long comment but after I clicked submit my comment didn’t appear. Grrrr… well I’m not writing all that over again. Anyway, just wanted to say great blog!

  26. It抯 in reality a great and helpful piece of information. I am satisfied that you shared this helpful information with us. Please keep us informed like this. Thank you for sharing.

  27. Thanks for your write-up on this web site. From my own experience, many times softening upwards a photograph may possibly provide the photography with a bit of an creative flare. More often than not however, that soft cloud isn’t just what you had in your mind and can frequently spoil a normally good snapshot, especially if you intend on enlarging that.

  28. I am not sure where you are getting your information, but great topic. I needs to spend some time learning much more or understanding more. Thanks for fantastic info I was looking for this info for my mission.

  29. One thing I would like to say is that often before obtaining more laptop or computer memory, look into the machine into which it could well be installed. Should the machine will be running Windows XP, for instance, a memory threshold is 3.25GB. Applying in excess of this would purely constitute a waste. Make sure one’s motherboard can handle this upgrade quantity, as well. Great blog post.

  30. Hi! I’ve been following your blog for a while now and finally got the courage to go ahead and give you a shout out from Atascocita Tx! Just wanted to mention keep up the great job!

  31. I have realized that online education is getting preferred because attaining your college degree online has developed into a popular method for many people. A large number of people have not necessarily had a chance to attend an established college or university but seek the raised earning potential and career advancement that a Bachelor’s Degree offers. Still other people might have a qualification in one course but would choose to pursue something they now develop an interest in.

  32. great issues altogether, you simply received a new reader. What may you suggest about your post that you just made a few days in the past? Any certain?

  33. Thanks for your posting. One other thing is individual states have their own personal laws that affect house owners, which makes it very, very hard for the Congress to come up with a whole new set of recommendations concerning property foreclosure on people. The problem is that each state has own legislation which may have impact in a negative manner in regards to foreclosure procedures.

  34. Hi there! I just would like to give a huge thumbs up for the great info you may have right here on this post. I might be coming back to your weblog for more soon.

  35. I’ve been surfing online more than 3 hours today, yet I never found any interesting article like yours. It抯 pretty worth enough for me. Personally, if all webmasters and bloggers made good content as you did, the net will be a lot more useful than ever before.

  36. Thanks for your useful article. Other thing is that mesothelioma cancer is generally a result of the breathing of materials from mesothelioma, which is a very toxic material. It really is commonly viewed among individuals in the structure industry who’ve long experience of asbestos. It’s also caused by residing in asbestos protected buildings for a long period of time, Genetics plays an important role, and some persons are more vulnerable for the risk in comparison with others.

  37. Youre so cool! I dont suppose Ive read anything like this before. So good to seek out someone with some unique thoughts on this subject. realy thank you for starting this up. this web site is something that’s needed on the net, somebody with a little bit originality. helpful job for bringing one thing new to the web!

  38. I beloved as much as you’ll receive carried out proper here. The caricature is attractive, your authored material stylish. nonetheless, you command get got an shakiness over that you would like be turning in the following. unwell undoubtedly come further formerly once more since exactly the similar nearly a lot often within case you protect this hike.

  39. Somebody necessarily help to make seriously articles I might state. That is the very first time I frequented your web page and thus far? I amazed with the analysis you made to create this particular publish incredible. Excellent process!

  40. Have you ever thought about adding a little bit more than just your articles? I mean, what you say is important and everything. However just imagine if you added some great pictures or video clips to give your posts more, “pop”! Your content is excellent but with images and videos, this blog could undeniably be one of the most beneficial in its field. Excellent blog!

  41. There are some interesting cut-off dates on this article but I don抰 know if I see all of them heart to heart. There’s some validity however I’ll take maintain opinion until I look into it further. Good article , thanks and we would like extra! Added to FeedBurner as effectively

  42. hey there and thank you for your information ?I have definitely picked up something new from proper here. I did alternatively expertise several technical issues the usage of this web site, since I experienced to reload the site a lot of instances previous to I may just get it to load correctly. I were puzzling over in case your hosting is OK? Now not that I am complaining, however slow loading instances occasions will very frequently have an effect on your placement in google and can harm your high-quality ranking if advertising and ***********|advertising|advertising|advertising and *********** with Adwords. Well I抦 including this RSS to my e-mail and can look out for much more of your respective exciting content. Ensure that you replace this again soon..

  43. Somebody essentially help to make seriously posts I would state. This is the very first time I frequented your website page and thus far? I amazed with the research you made to create this particular publish extraordinary. Great job!

  44. Incredible! This blog looks just like my old one! It’s on a entirely different topic but it has pretty much the same layout and design. Wonderful choice of colors!

  45. Hi would you mind letting me know which web host you’re using? I’ve loaded your blog in 3 completely different internet browsers and I must say this blog loads a lot quicker then most. Can you recommend a good internet hosting provider at a fair price? Thank you, I appreciate it!

  46. It’s a shame you don’t have a donate button! I’d most certainly donate to this fantastic blog! I suppose for now i’ll settle for bookmarking and adding your RSS feed to my Google account. I look forward to brand new updates and will share this site with my Facebook group. Chat soon!

  47. Hi, Neat post. There is a problem with your site in internet explorer, would test this?IE still is the market leader and a huge portion of people will miss your fantastic writing due to this problem.

  48. you’re really a good webmaster. The site loading speed is incredible. It seems that you’re doing any unique trick. Furthermore, The contents are masterwork. you’ve done a fantastic job on this topic!

  49. Hi! This is kind of off topic but I need some help from an established blog. Is it very difficult to set up your own blog? I’m not very techincal but I can figure things out pretty quick. I’m thinking about making my own but I’m not sure where to begin. Do you have any points or suggestions? Appreciate it

  50. Thanks for your publication. I also think that laptop computers are becoming more and more popular today, and now are usually the only kind of computer included in a household. It is because at the same time that they’re becoming more and more very affordable, their processing power keeps growing to the point where they may be as potent as desktop computers out of just a few in years past.

  51. Hey there! This is kind of off topic but I need some help from an established blog. Is it difficult to set up your own blog? I’m not very techincal but I can figure things out pretty quick. I’m thinking about making my own but I’m not sure where to start. Do you have any points or suggestions? Many thanks

  52. I would like to thnkx for the efforts you have put in writing this website. I am hoping the same high-grade blog post from you in the upcoming also. Actually your creative writing skills has encouraged me to get my own web site now. Really the blogging is spreading its wings quickly. Your write up is a good example of it.

  53. I’m so happy to read this. This is the type of manual that needs to be given and not the accidental misinformation that’s at the other blogs. Appreciate your sharing this best doc.

  54. I have read a few good stuff here. Certainly worth bookmarking for revisiting. I surprise how much effort you put to create such a excellent informative site.

  55. Undeniably believe that that you said. Your favorite justification appeared to be on the net the easiest thing to understand of. I say to you, I certainly get irked even as people consider issues that they plainly don’t know about. You managed to hit the nail upon the top and outlined out the whole thing with no need side effect , other people can take a signal. Will likely be back to get more. Thanks

  56. Thanks for the ideas you have provided here. Another thing I would like to express is that pc memory demands generally increase along with other improvements in the engineering. For instance, whenever new generations of processors are made in the market, there is usually a related increase in the size and style demands of both the computer memory along with hard drive space. This is because the software program operated simply by these cpus will inevitably rise in power to make new technologies.

  57. I am usually to running a blog and i really respect your content. The article has actually peaks my interest. I am going to bookmark your site and hold checking for new information.

  58. I was curious if you ever thought of changing the layout of your blog? Its very well written; I love what youve got to say. But maybe you could a little more in the way of content so people could connect with it better. Youve got an awful lot of text for only having 1 or 2 images. Maybe you could space it out better?

  59. What i don’t realize is actually how you’re not really much more well-liked than you may be right now. You are very intelligent. You realize therefore considerably relating to this subject, produced me personally consider it from so many varied angles. Its like men and women aren’t fascinated unless it抯 one thing to accomplish with Lady gaga! Your own stuffs outstanding. Always maintain it up!

  60. Great blog! Is your theme custom made or did you download it from somewhere? A design like yours with a few simple adjustements would really make my blog jump out. Please let me know where you got your design. Thanks

  61. One thing is the fact one of the most common incentives for utilizing your credit cards is a cash-back or maybe rebate present. Generally, you get 1-5 back for various buying. Depending on the card, you may get 1 back again on most purchases, and 5 back on purchases made going to convenience stores, gas stations, grocery stores as well as ‘member merchants’.

  62. Heya just wanted to give you a quick heads up and let you know a few of the images aren’t loading correctly. I’m not sure why but I think its a linking issue. I’ve tried it in two different internet browsers and both show the same outcome.

  63. Thanks for the new stuff you have exposed in your text. One thing I’d like to comment on is that FSBO interactions are built after a while. By presenting yourself to the owners the first few days their FSBO is announced, prior to masses get started calling on Friday, you generate a good connection. By mailing them resources, educational products, free reports, and forms, you become a great ally. By using a personal desire for them and also their predicament, you develop a solid relationship that, many times, pays off as soon as the owners decide to go with an agent they know in addition to trust – preferably you actually.

  64. Thanks for giving your ideas. I would also like to convey that video games have been ever evolving. Modern technology and improvements have served create authentic and fun games. All these entertainment games were not as sensible when the concept was first being tried. Just like other styles of technological innovation, video games too have had to evolve through many many years. This itself is testimony to the fast continuing development of video games.

  65. Does your site have a contact page? I’m having trouble locating it but, I’d like to shoot you an e-mail. I’ve got some recommendations for your blog you might be interested in hearing. Either way, great website and I look forward to seeing it develop over time.

  66. Awesome blog you have here but I was wanting to know if you knew of any community forums that cover the same topics discussed in this article? I’d really like to be a part of group where I can get advice from other knowledgeable people that share the same interest. If you have any suggestions, please let me know. Thanks a lot!

  67. I’m still learning from you, as I’m improving myself. I certainly liked reading all that is written on your site.Keep the posts coming. I liked it!

  68. Hello there! I know this is somewhat off topic but I was wondering if you knew where I could find a captcha plugin for my comment form? I’m using the same blog platform as yours and I’m having trouble finding one? Thanks a lot!

  69. Another important area is that if you are an older person, travel insurance pertaining to pensioners is something you should make sure you really think about. The older you are, the greater at risk you happen to be for getting something awful happen to you while in another country. If you are certainly not covered by several comprehensive insurance cover, you could have quite a few serious problems. Thanks for discussing your guidelines on this blog.

  70. I have observed that in the world today, video games are classified as the latest trend with children of all ages. There are occassions when it may be not possible to drag your children away from the video games. If you want the very best of both worlds, there are lots of educational gaming activities for kids. Good post.

  71. Another issue is that video games usually are serious as the name indicated with the key focus on mastering rather than enjoyment. Although, there is an entertainment element to keep the kids engaged, every game is usually designed to work with a specific expertise or area, such as instructional math or research. Thanks for your post.

  72. I’m really inspired with your writing talents and also with the structure to your blog. Is that this a paid subject or did you customize it yourself? Anyway keep up the nice high quality writing, it抯 uncommon to see a great blog like this one nowadays..

  73. Thanks for your recommendations on this blog. Just one thing I would want to say is the fact purchasing electronic devices items on the Internet is nothing new. The truth is, in the past ten years alone, the marketplace for online gadgets has grown considerably. Today, you could find practically virtually any electronic system and other gadgets on the Internet, including cameras as well as camcorders to computer elements and video gaming consoles.

  74. Hey There. I discovered your weblog the use of msn. That is an extremely smartly written article. I will be sure to bookmark it and come back to learn extra of your useful information. Thank you for the post. I will definitely comeback.

  75. Good ?I should certainly pronounce, impressed with your web site. I had no trouble navigating through all the tabs as well as related info ended up being truly simple to do to access. I recently found what I hoped for before you know it in the least. Quite unusual. Is likely to appreciate it for those who add forums or anything, website theme . a tones way for your customer to communicate. Excellent task..

  76. As I website possessor I believe the content material here is rattling fantastic , appreciate it for your hard work. You should keep it up forever! Best of luck.

  77. Hello There. I found your blog using msn. This is a very well written article. I抣l make sure to bookmark it and come back to read more of your useful info. Thanks for the post. I抣l definitely comeback.

  78. Hi, Neat post. There is a problem with your web site in internet explorer, would test this?IE still is the market leader and a good portion of people will miss your great writing because of this problem.

  79. Many thanks to you for sharing these kind of wonderful threads. In addition, the optimal travel as well as medical insurance plan can often eliminate those considerations that come with vacationing abroad. A medical emergency can before long become costly and that’s likely to quickly slam a financial stress on the family finances. Having in place the best travel insurance offer prior to leaving is well worth the time and effort. Thanks a lot

  80. Thank you for the sensible critique. Me & my neighbor were just preparing to do some research on this. We got a grab a book from our area library but I think I learned more from this post. I am very glad to see such excellent info being shared freely out there.

  81. I beloved as much as you will receive carried out right here. The caricature is attractive, your authored material stylish. nonetheless, you command get got an impatience over that you would like be delivering the following. unwell indisputably come further before once more as exactly the similar just about a lot often within case you defend this increase.

  82. I’m really enjoying the theme/design of your site. Do you ever run into any internet browser compatibility issues? A number of my blog visitors have complained about my website not working correctly in Explorer but looks great in Safari. Do you have any solutions to help fix this problem?

  83. Thank you for any other fantastic post. Where else may anybody get that kind of info in such a perfect way of writing? I have a presentation next week, and I’m at the look for such info.

  84. That is the suitable blog for anybody who wants to find out about this topic. You notice so much its almost hard to argue with you (not that I actually would need匟aHa). You positively put a new spin on a subject thats been written about for years. Great stuff, simply great!

Leave a Reply

Your email address will not be published. Required fields are marked *