What is a Vision Statement?
A vision statement outlines an organization’s aspirations for the future, detailing its short, medium, and long-term goals. It serves as a guiding beacon, articulating what the company strives to become.
While vision statements focus on the future, they are often confused with mission statements, which describe the company’s present purpose and activities. Together, these statements reflect an organization’s values and direction:
Mission Statement: Centers on what the company does and why it exists today.
Vision Statement: Highlights the organization’s aspirations and where it aims to be in the future.
Some companies create separate mission and vision statements, while others combine them into a single, cohesive message. Both approaches are valuable for aligning organizational goals and enhancing public perception.
Examples of Vision Statements
Gateway Computers: To become the world’s leading marketer of personal computer products.
Amazon: Our mission is to build the most customer-centric company in the world, a place where people can find and discover anything they want to buy online.
Understanding the Difference: Mission vs. Vision
Mission Statements:
Define the current state of the company.
Explain its purpose and the reasons behind its creation.
Vision Statements:
Paint a picture of the company’s future.
Describe its goals and the strategy to achieve them.