Vision statements lay out the most important long-term goals for an organisation and are highly aspirational in nature. Unlike business plans, vision statements don’t outline a plan to achieve these goals because they are, to some extent unattainable, or at least so far in the future that planning is not practical.
By laying out the key objectives for a company, they enable the company’s employees to develop business strategies to achieve the stated goals. With a single unifying vision statement, employees are all on the same page and can be more productive.
So, what should a vision statement contain?
A high-quality and inspiring vision statement for a small business should have two key characteristics:
1) It needs to state where the company wants to be in the distant future, and
2) It must inspire excitement and motivation within the organisation