How to Write a Vision Statement

There’s no starting a business without a vision statement.

It’s like a vision board but for your business, minus the magazine clippings of your favorite beach destination. Instead, you’re crafting a sentence or two, to show the world where you’re headed and how epic your journey is going to be.

But do you need one? And how do you even create it?

Don’t fret.

This article will explain what a vision statement for a business plan is, why you need one, and how to write a vision statement. We’ll also share some common mistakes to avoid while creating a vision statement and examples of real statements for inspiration.

Vision vs. mission statements

Business owners often confuse a vision statement with a mission statement. While both these statements are crucial for any business, each serves its own purpose. The major difference between a mission and a vision statement is that they indicate different periods.

A mission statement focuses on the present. It answers questions like What you do, why you do it, and how you do it. Vision statement, on the other hand, is future-oriented. It reflects your future goals and where you see your company in the long run.

Why is a vision statement crucial for your business?

Despite its importance, many companies choose to function without creating a unique vision statement. Sometimes, they combine the mission and vision statements into one—not realizing there’s a substantial difference between the two  (more on that later).

For now, let's understand why your own vision statement is crucial for a business.

1. Aligns team

A vision statement aligns team members by providing a shared purpose and direction. It ensures everyone works towards the same goal, encouraging collaboration and boosting team spirit.

Example: Amazon's vision statement, "To be Earth's most customer-centric company," aligns employees towards a common goal, i.e., customer satisfaction.

2. Drives decision-making

A clear vision statement provides a guideline for decision-making by providing a framework for evaluating choices. With a good vision statement in place, leaders can prioritize initiatives that align with the vision.

Example: Google’s vision is “to provide access to the world's information in one click," which drives decisions that support innovation and information accessibility.

3. Enhances organizational culture

A good vision statement contributes to a strong organizational culture by providing a shared purpose and a clear direction.

Example: Patagonia's vision "To build the best product, cause no unnecessary harm," promotes a culture of environmental responsibility. Employees passionate about environmental safety will feel more connected and will likely stick with the company.

4. Attracts stakeholders

A compelling business vision statement can help attract investors, potential customers, and other stakeholders by communicating the company's ambition and potential. It’s a great tool for building trust and credibility.

Example: Tesla's vision, "To accelerate the world's transition to sustainable energy," attracts stakeholders passionate about sustainability.

5. Motivates employees

Having a strong vision statement helps increase the motivation levels of workers as it instills a sense of purpose. It also encourages employees to go beyond their defined roles and take up new challenges thanks to clarity of purpose.

How to write a vision statement

Now that you understand the importance of having a vision statement in your business let's talk about how you can create one for your company. Just follow the six steps we’ve explained below to craft the perfect vision statement to make the world realize your company's vision.

1. Define your purpose

Defining your purpose is the first step in crafting a meaningful vision statement. You need to identify the core reasons why your business exists—things like why you created your organization, what you’re trying to achieve, and your company’s future goals. Having a clear purpose is important as it sets the base for your vision.

While defining your purpose, consider the following aspects:

• Core values: Determine your company's core values and moral principles. Your company values indicate what really matters to you and what are some things that you won't compromise on.
• Long-term goals: Find out precisely what you want to accomplish in the long term and where you see your company in the next 5 to 10 years. This may include entering new markets, introducing a new product, global presence, etc.

For example:

• Patagonia states that its purpose is to "build the best product, cause no unnecessary harm, and inspire solutions to the environmental crisis." (Core values: environmental responsibility, sustainability).

• Whereas Google aims to "organize the world's information and make it universally accessible and useful." (Long-term goal: innovation, expansion)

2. Visualize your future

Imagining where you see yourself in the future is a crucial step in writing a vision statement. It involves envisioning your organization's ideal future state—what you want to achieve and what impact you want to create in the world. This step allows you to think big and push your boundaries.

As you imagine the future, consider asking yourself:

• What will you have achieved in the next 5-10 years?
• What impact will you have made?
• What innovations will you have introduced?
• What kind of culture and work environment will you have created?

For example, a company like Tesla might envision a future where sustainable energy solutions have transformed the world, and their electric vehicles have become the norm. A non-profit organization might imagine a future where their efforts have eradicated a particular disease or social issue.

3. Identify your stakeholders

Stakeholders are individuals or groups who have a vested interest in your organization's success and will be impacted by your vision. Identifying your stakeholders clearly will help you understand their needs, expectations, and concerns. This will help you craft a vision statement that addresses their pain points and resonates with them.

Stakeholders may include:

• Customers: Individuals who use your products or services—whose needs and expectations you aim to meet.
• Employees: The team members who will work towards achieving your vision and whose engagement and motivation are crucial to the organization's everyday life and success.
• Investors: Those who provide funding or any kind of financial support and whose interests align with your organization's growth and profitability.
• Partners: Suppliers, collaborators, or allies who contribute to your organization's ecosystem and shared goals.
• Community: The broader social and environmental context in which your organization operates, including local communities, associations, and regulatory bodies.

4. Make a list of keywords

Your vision statement is just about 1-3 sentences long. You have to ensure it contains the most suitable and relevant words. Rack your brains and compile a list of keywords and phrases that best describe your company's aspirations, values, and objectives.

These keywords may be related to:

• Your product or service
• Your core values
• Your USP
• Long-term goals
• Desired outcome

Your keywords may include:

• Values-defining words (e.g., innovation, sustainability)
• Outcome-related words (e.g., "to become the first," "to provide the best")
• Adjectives defining your company, product, or its future (e.g., expert, creative, flexible, customer-centric.)

For example, a tech company may include keywords like "digital transformation," "innovative technology," etc. A non-profit organization may include keywords like "better world," "empowerment, "accessible to all," etc.

5. Hold brainstorming sessions

Great vision statements aren't something you will change often—maybe once in 5 years. So, it becomes very important that to special attention to what your vision statement describes and not be casual about it. Since it’s a short statement, it becomes even more challenging. You want to use the most appropriate words that resonate with your stakeholders.

To do so, take help from different minds to write an inspiring vision statement. Sit down with your team and hold brainstorming sessions. Take everyone's ideas and suggestions. Sometimes, it only takes a few hours to come up with a nice line, but sometimes, it can take days.

6. Write and revise

After considering all the above points, the final step is condensing them into a sentence or two to create the final vision statement. It may take a couple of trials. Don't worry if your first draft doesn't turn up as you expected. A great vision statement may not come to your mind magically. You’ll have to devote some time.

A simple way to do it is first to jot down all the phrases and words that come to your mind—about your company's purpose, aspirations, product, and long-term objectives. Now, prioritize and pick the most important ones. Eliminate unnecessary words and keep it simple. Make sure your language resonates with your target audience.

Fun fact: You can even utilize the steps above to create your personal vision statement to clarify your purpose and objectives in life.

Common mistakes to avoid while writing a vision statement

Here are a few common mistakes that you must avoid while writing your vision statement:-

1) Lack of clarity

Many companies lack clarity in their vision statements or use too many generic words. Generic statements don’t inspire anyone. Be specific about what kind of company you are and what you aim to achieve.

2) Not focusing on the customer

This is a common mistake that many companies make while writing their vision statements-–not stepping in the customer's shoes. You should think from your customer's perspective—how your solution will help them in the future.

3) Using complex or hard-to-understand language

Many companies think they will sound more impressive if they use complex words or jargon. But it’s actually the opposite. The simpler your language is, the more attractive it is.

4) Lacking emotional appeal

A great vision statement evokes the readers' emotions and inspires them. Just describing your aim isn’t enough; you must connect it to some emotion.

For example, if you say, "We aim to increase our market share by 20% within the next 5 years and maintain a profit margin of at least 15%", it's not a good vision statement. Because you are only focused on numbers, it's not motivating. Rather, it would be more impactful if you said “We aim to grow by providing our customers with the best experience in XYZ”.

Vision statement examples

Below are some statement examples of inspiring vision statements by leading global brands:

1. LinkedIn

"Create economic opportunity for every member of the global workforce."

Why it’s good:

• Ambitious and aspirational: "Create economic opportunity" sets a high goal, inspiring employees and stakeholders.
• Inclusive language: "Every member of the global workforce" emphasizes equality and accessibility.
• Global scope: Recognizes the global nature of the workforce, reflecting LinkedIn's international presence.

2. Coca-Cola

"Our vision is to craft the brands and choice of drinks that people love, to refresh them in body and spirit."

Why it’s good:

• Emotional appeal: Coca-Cola has used high-impacting words like "people love" and "refresh body and spirit" to create an emotional bond with its customers.
• Aligns with values and purpose: It reflects Coca-Cola's values of quality, excellence, and customer satisfaction, aligning with its purpose to create a positive impact.

3. Meta

"Give people the power to build community and bring the world closer together."

Why it’s good:

• Empowering language: Using phrases like "give people the power" emphasizes Meta's commitment to enabling users rather than just being a service provider.
• Focus on community: Prioritizing community-building highlights Meta's understanding of social media's potential for connection and collaboration.

Conclusion

All successful companies have one thing in common—a compelling vision statement. Even if you start small, you can accomplish great things with a strong vision. It gives purpose to your business and acts as a motivation for your employees to perform better.

Clearly, even though it’s a short statement, it holds immense value. We’ve already discussed its importance and how you can create an impactful vision statement.

But if you need further help creating inspiring vision statements, try Bizplanr. With its powerful AI, you can effortlessly create not just a vision statement but an entire business plan in no time!