What is a Vision Statement and How to Write one

What is a vision statement?

It describes a picture of the company's future and the direction it is headed. It encapsulates the customer focus and market position it should have.

Writing a vision statement should answer the following questions

  • What will the business look like in 3 to 5 years from now
  • What things you are going to try and achieve
  • What customer needs you are going to address

Ideally it should be audacious and challenging...and represent your dream. It should inspire and excite. Walt Disney had vision. He was a lifelong dreamer. He used a four step process - Dream, Believe, Dare , Do. He explained his success this way:

'I dream, I test my dreams against my beliefs,
I dare to take risks, and I execute my vision
to make those dreams come through.'

He produced fanastic films and characters, breaking new ground, and for example created DisneyWorld and EPCOT etc. For more on this link to BHAG ('Big Hairy Audacious Goals')

Learn more of his visionary approach to business...read 'The Disney Way' by Bill Capodagli and Lynn Jackson, McGraw Hill.

Click here to see some sample vision statements

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