Vision Statements

International Marketing Group
  • 14th October, 2021
Vision Statements

A vision statement is an inspiring declaration about a company's or group's utopian emotional future. Vision expresses the underlying human feeling that a founder want to be felt by the individuals with whom the organization interacts; it roots the group so that it may have some existential influence on the world.

Philosophy in General

A vision statement offers direction; it charts a route toward a future that informs the individuals in that organization about what the group thinks, how to act, and what types of decisions to avoid making. As a result, having a vision involves seeing a world that does not yet exist and inspiring others to make it a reality. What a person, organization, or corporation does and how they do it have nothing to do with its vision statement. A vision never mentions the products or services that one wishes to offer. If such were the case, the company's goal would be confined to producing only what was specified in the vision. Rather, the activities that an organization or individual takes justify the vision's stated reason for existing - they make sense of it.

What is it?

A vision statement must be expressed in limitless words and cannot be changed; once determined, it is unchangeable. If the firm alters its vision in response to circumstances such as market conditions, new technology, or social media trends, it jeopardizes the fundamental basis upon which it was founded. If it alters its vision on the spur of the moment, it will certainly perform poorly financially, operationally, technologically, or all of these since it is making decisions based only on short-term outcomes.

The vision is not a roadmap, strategy, or product/service execution plan, but it guides all of these. A mission should not be confused with a vision. A mission is time-bound, has a clear objective and reason for the job, and may be adjusted or amended based on near-real-time business conditions, i.e., it is what the leader wants to do right now, and it is finite.

Diving in Deep

The correct formula for vision realization must include the desired feeling the originator would portray as well as the influence that emotion will have on anybody other than the group or individual who developed it. It will never have the intended impact if it is written in selfish words. The message must be written in such a way that it benefits others. There is no agreement on what makes a vision statement "good" or "bad."

Characteristics that are frequently mentioned include:

  • concise: capable of being recalled and repeated
  • clear: specifies a primary objective
  • Time horizon: a time horizon is defined.
  • Future-oriented: describes the company's future direction rather than its existing condition.
  • stable: provides a long-term view and is unlikely to be influenced by market or technological developments
  • difficult: not something that can be simply fulfilled and dismissed
  • abstract: broad enough to include all of the organization's interests and strategic goals
  • Inspiring: anything that stimulates employees and that they regard as desirable.


While there is no agreement on the importance of mission and vision statements, material supporting their significance to businesses outnumbers those opposing them. This might be owing to, among other things, the technologies' positive utility in interacting with internal and external stakeholders, or to retroactive attempts to legitimize their usage.


Organizations have difficulties in developing and executing vision statements. They can be difficult to write because they must strike a balance between being forward-thinking and portraying an ideal condition without getting overly utopian to the point where the vision becomes unreachable.

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