What Makes a Good Vision Statement?

All too often, vision statements are, “to be the best (fill in the blank) in the world.”

To build the best product… To offer the best customer service… To become the most recognized… And so on.

The problem is that these are not vision statements at all — they are goals.

A vision statement is about future state, but not the future of the organization and its success; rather, the future impact your organization makes on the people and places it serves.

If your organization is successful at fulfilling its mission day in and day out, then what does the community look like 10, 15, 25 years from now? What change will your organization make and what impact will be had on your customers? It’s not about your reputation or your bottom line.

This is the fundamental difference between meaningful vision statements and trite “best” statements.

Vision statements should be aspirational and bigger than the organization itself. For instance, Pelotonia alone will not achieve “a cancer-free world,” but with a vision that clear, everyone knows what they are driving toward.

We’ve had the pleasure of helping our clients write new vision statements, including:

Does your vision give you clarity of direction? Share yours with us. We’d love to hear from you.

Article by: Kerri Laubenthal Mollard, Founder & CEO



2019-10-25T13:28:55+00:00October 25th, 2019|