How To Write a Vision Statement: Steps & Examples • Asana


A vision argument serves as your company ‘s “ North Star, ” motivating your team and guiding your administration as it grows. It ‘s not something to take lightly—a adept sight statement should be written collaboratively by multiple company stakeholders and will require a significant time investment. here we ‘ve broken down the elements of a bang-up sight affirmation deoxyadenosine monophosphate well as instructions on how to write one and a few examples to inspire your writing. When you start a business, it ‘s important to have a strong put of founding principles upon which to build your caller. In addition to a mission argument and company values, and motto, you besides need a compel imagination statement to guide your business into the future.

The vision argument is designed to inspire employees, compel investors, and engage the imaginations of your customers. It paints a picture of your company ‘s future and the impingement you want your business to have on the worldly concern. It takes work and creativity to write an inspiring sight statement. here, we ‘ll break down the elements of a big imagination statement, guide you through the process, and walk through a few examples of excellent vision statements and explain what makes them great .Improve team collaboration with Asana

What is a vision statement?

A vision argument is your caller ’ s guiding beacon. It zooms out to give perspective on the overarch reasons for your company ‘s mission. Rather than articulating the specifics of your business operations, the vision statement describes how your party seeks to impact and improve the world around it .

Vision statement vs. mission statement

While both statements help define your company ‘s character and personality, there are some key differences between a sight statement and a mission affirmation. The mission statement describes what your company does in the present. It ‘s comprised of three parts : what you do, how you do it, and why you do it. A vision statement outlines the company ‘s long-run goals and aspirations for the future in terms of its long-run growth and affect on the earth. Your mission defines what your arrangement does and what you stand for, while your vision instruction speaks to your goals and ideals for the future .[inline illustration] Vision vs. mission statement (infographic)[inline illustration] Vision vs. mission statement (infographic)

Characteristics of a great vision statement

imagination statements are like snowflakes—each one is unique to its party in length, imprint, structure, and oscilloscope. Your sight statement should reflect your company ‘s personality. however, there are a few traits that all capital vision statements share. No matter how alone a instruction is in terms of size, human body, or structure, a good vision instruction should be :


The function of a vision statement is to inspire employees, investors, and customers to believe in your company ‘s mission. Great vision statements are aspirational and ambitious. They convey a common sense of passion for the ideal future toward which the company is working .


Though your vision needs to be ambitious in arrange to be inspiring, it should n’t be so far out of reach that it feels impossible. You want to choose something that your company will have to strive for, but a wholly unachievable finish is n’t a vision—it ‘s a fantasy .Read: How to set Big Hairy Audacious Goals (BHAGs) to do the impossible


A sight instruction connects your company mission to your goals, but it isn ’ t a goal in and of itself. If your imagination statement feels excessively finite or specifically accomplishable, try to zoom out and broaden the scope of your sight .


Don ’ t try to cram every detail of your vision into your imagination statement—be strategic in selecting the ideas that feel the most relevant and compelling to your stakeholders. You might dream of someday having offices in every major city in the universe, but your vision argument should focus on aspirations that speak to your ship’s company ‘s mission and function .[inline illustration] Characteristics of a great vision statement (infographic)[inline illustration] Characteristics of a great vision statement (infographic)

Vision statement writing tips

here are a few best practices to keep in take care as you start writing your vision statement :

  • Collaborate. The vision affirmation should reflect the character of your stallion ship’s company, and there ‘s no better way to accomplish this than to write the statement alongside key members of your team. Gather leaders from across the organization to participate in imagination argument brainstorms, and run drafts by these lapp people to get buy-in on your final imagination statement .
  • Write first, edit later. Do n’t try to write a compendious, well-crafted sight statement right out of the gate. Put everything you think of down on newspaper, no matter how belittled. You may not see the value in a detail idea when it crosses your mind, but if you write it down anyhow, it may spark better ideas later on .
  • Keep your own vision statement separate. many people have personal imagination statements that reflect their individual goals, and if you ‘re a commercial enterprise owner, our own vision statement may overlap powerfully with the vision of your company. It ‘s crucial to keep your personal aspirations and your party ‘s vision disjoined, so that your company ‘s sight affirmation is something that your stallion ship’s company can relate to and feel represented by .
  • Avoid buzzwords and jargon. Using “ industry-speak ” makes a brand tactile property aloof and inaccessible, even to people within the industry. Plain speech is always more potent than slang, so if you find yourself falling back on buzzwords, isolate the phrase in question and photograph a friend or family extremity ask, “ What does this actually mean ? ” Write or record the explanation you would give to that person and use that language to replace the buzzwords in your vision statement .
  • Avoid ambiguity. Vision statements do n’t have to be concrete the way a mission statement should be, but you want to avoid using words that could potentially be interpreted in a way that changes the entire vision statement ‘s think of. You wo n’t be there to clarify or offer context to everyone who reads your affirmation, so it needs to be able to stand on its own .

7 steps to write your company’s vision statement

There ‘s a lot more to crafting a great vision statement than fair writing a few sentences. In decree to create a statement that ‘s in truth aspirational and prompt, you ‘re going to need to do a short snatch of employment. here ‘s our seven-step summons to write a big vision statement :

1. Identify important stakeholders

Your vision affirmation speaks on behalf of your stallion company, indeed make a number of co-founders, colleague executives, and high-level employees who can help you craft and refine your statement so that it represents your organization as a hale. Getting buy-in from ship’s company leaders is besides a chic strategic move—the more they believe in the vision affirmation, the better they ‘ll model it in their daily work and communicate it to their own departments and teams. Make a moment list of stakeholders that represent your vision affirmation ‘s consultation. This list may consist of personas rather than actual people, and should include :

  • Investors
  • Board members
  • Partner organizations
  • different customer character
  • Employees
  • Shareholders

Depending on your industry, this tilt may be longer or shorter ; the main degree is to write down a basic overview of the group of people you ‘re writing for. If you ‘re only thinking about your customers, your vision statement may not feel as relatable to employees or might not inspire likely funders to invest. Check your drafts against this list to make certain it feels applicable to all of your cardinal stakeholders .

2. Start with a list of keywords

ultimately, you ‘re aiming to craft a few concise sentences—and the process of crafting those sentences will be a fortune easier if you have a “ word trust ” of sorts to draw from as you write. Hold an open brainstorming session with your inner stakeholders to come up with a keyword list. Make certain your keyword list is comprehensive by subdividing it into smaller categories and making sure you have a good number of keywords for each. At a minimum, you should collect keywords related to :

  • Your merchandise or avail
  • Your mission and values
  • Your company ‘s goals and initiatives
  • Your company ‘s long-run strategic plan
  • Adjectives that describe your ship’s company, product, teams, residential district, and ideal future ( e.g. technical, innovative, low-cost, inspiring )
  • Adverbs that describe the means in which your company operates ( e.g. flexibly, sustainably, hand in glove, fearlessly )

equitable like your list of stakeholders, the count and character of keyword lists you should generate will vary depending on your industry and company. The important thing is to create a document filled with keywords that you can draw from as your writing, if you get stuck trying to communicate an mind, or if you need to replace some jargon-y text .

3. Answer foundational company questions

In accession to your keywords text file, take time during your insight to answer the follow questions :

  • What is our organization ’ s chief purpose ?
  • What are our caller ’ s main strengths ?
  • What are our company values ?
  • Why does what we ’ rhenium build matter ?
  • How do we want to make a dispute as a company ?
  • What is our vision for our company culture ?
  • What are our most ambitious goals ?
  • What affect do we want our company to have on the world ?
  • What are our party wants ? What about company needs ?
  • If our party succeeded in everything it set out to do, how would the world be different ?

4. Sort your answers by importance

By the time you ‘re finished brainstorming, you should have a bunch of gorge written down.Put all of this content aside for a few days, so that your beware is clear when you return for the adjacent step : deciding what goes in your vision affirmation and what gets left on the cut room floor. Sit down with your vision affirmation tiger team and a highlighter and review everything you have written down. Highlight ideas and phrases that your group feels are the most important to your company, and cross out items that you ‘re ready to eliminate from consideration ( however, do n’t throw this message out entirely—everything you brainstormed can be helpful in creating other important documents, like your core values, roadmap, or clientele design ) .

5. Write your company’s vision out longform

At the conclusion of step four, you ‘ll have a smaller “ password bank ” of your most crucial phrases, ideas, keywords, and answers to foundational company questions. Your next step will be to organize these ideas into sentences that flow logically and are ordered according to your party ‘s priorities. right now, do n’t worry about length—focus alternatively on communicating your vision in a way that makes feel, touches all of the key points you want to include, and feels relatable to your stakeholders and your audience. It ‘s a lot easier to edit a farseeing but comprehensive examination statement than it is to bulk up a instruction that ‘s missing pieces .

6. Step back and evaluate

Before you go through the work of editing your vision down to size, take a mistreat back and look at your vision paragraph from afar. This is another point where you may benefit from setting it aside for a few days and returning with fresh eyes. As you review your vision paragraph, hindrance for the trace things :

  • Is it ambitious enough? Your paragraph should feel aspirational, not like a finite goal to be accomplished .
  • Is it too ambitious? Make certain you strike a remainder between exalted and unrealistic .
  • Does it accurately reflect your organization? Run your paragraph by inner stakeholders who weren ’ triiodothyronine involved in creating it, and as for their feedback on what may be missing, what parts may be unnecessary, or how certain ideas may be phrased more effectively .
  • Does it make sense? Have friends and class members read your paragraph to confirm that it makes common sense to the average reader .

7. Write your final vision statement

once you ‘ve adjusted your vision paragraph and made the changes you wanted to make, it ‘s clock to edit your vision paragraph polish to a vision statement. In many cases, your paragraph may naturally shrink as you solicit and follow through feedback from others, and you may even want to specifically ask for opinions on how your paragraph could be more concise. here are a few ways to shorten your vision paragraph :

  • Eliminate what’s unnecessary. immediately that you ‘ve stepped away from your paragraph a few times and gotten a few rounds of feedback, are there any phrases or ideas that do n’t feel a necessary as they did when you wrote it ? Cut any parts that feel lackluster or less impactful than the stay of the paragraph .
  • Look for synonyms. Are there any areas where you used several words to say something that there ‘s already a parole for ? For model, you might replace the phrase “ impart people the ability to, ” with “ provide entree. ”
  • Edit each concept individually. Chop your paragraph into sentences and chop your sentences into phrases. Pick up each small section on its own and see if you can come up with a shorter way to phrase it. It helps if you evaluate the smaller segments out of order—hopping around or going backwards piece by assemble will help you notice things that your brain smooths over when you ‘re reading a full sentence .

When your sight statement is finished, bring it back around to your stakeholders to get final examination feedback and make any finish up tweaks .

Vision statement examples

There ‘s no way around it—writing a vision affirmation is intemperate, particularly if it ‘s your first fourth dimension doing so. Before you get started, or if you get stuck and need to spark some new ideas, take a expect at some of these case vision statements for inspiration. note that not all companies have both a mission and a vision statement. Some companies combine the two into a single belittled paragraph that touches on tangible objectives ( mission ) deoxyadenosine monophosphate well as more long-reaching aspirations ( vision ). In some cases, companies wo n’t label either statement, encasing them in a broader page dedicated to “ purpose, ” “ who we are, ” or another exchangeable championship. here, we ‘ve gathered deputation and vision statements for a few companies that have publicly set both .


Mission: To act in the public pastime, BBC serves all audiences through the planning of impartial, high-quality and distinctive output and services which inform, educate and harbor. Vision: To be the most creative party in the world .


Mission: IKEA offers a wide range of well-designed, running family furnishing products at low and accessible prices. Vision: To create a better everyday life for the many people .

Southwest Airlines

Mission: Southwest connects people to what ’ s important in their lives through friendly, authentic, and low-cost atmosphere travel. Vision: To become the populace ’ s most loved, most fly, and most profitable airline .


Mission: Hasbro creates the world ‘s best play and entertainment experiences. Vision: To make the world a better place for all children, fans and families .


Mission: To make things universally accessible and utilitarian, Google organizes the populace ‘s information. Vision: To significantly improve the lives of as many people as potential .


Mission: To harness the following wave of initiation and clear customers ’ toughest challenges, VMware uses disruptive technologies like edge calculation, AI, blockchain, machine learn, Kubernetes, and more. Vision: To build a sustainable, equitable and more secure future for all.

Use your vision statement to help you grow

A caller ‘s imagination statement is a living document—it should adapt and change as your company achieves its business goals and sets newly ones, grows in size, expands its offerings, and updates its deputation. Revisit your sight statement once every year or so to make indisputable it still accurately reflects your company ‘s ideal future ; if not, adjust it ! But for now, enjoy the fact that your sight statement is written. Share it with your team, announce it to your customers, and use it to proudly guide your caller advancing .Free business strategy template

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