Strategic Vision


To support strategic planning, a vision statement is a powerful tool that helps organizations clarify their long-term objectives, aspirations, and strategies. It is a concise and inspiring statement that communicates the organization’s future goals and its desired impact on its stakeholders. A well-crafted vision statement can guide decision-making, motivate employees, and attract customers and investors. The vision statement should be grounded in the organization’s values, mission, and culture and should provide a clear direction for the organization’s growth strategy and development.

Why is Strategic Vision Important

The vision statement is to provide a clear and compelling picture of the organization’s future goals and aspirations. It helps to align the organization’s efforts and resources towards a common purpose and motivates employees to work towards a shared vision. A vision statement also helps to differentiate the organization from competitors by communicating its unique value proposition and strategic direction. It serves as a compass for the organization’s strategic planning and decision-making and provides a framework for measuring progress and success.

What Makes Up a Strategic Vision

The vision statement should be concise, memorable, and inspiring. A good vision statement should be easily understood by all stakeholders and should resonate with their values and aspirations. It should be forward-looking and ambitious, yet achievable, and should provide a clear direction for the organization’s growth and development. The vision statement should be communicated effectively to all stakeholders, including employees, customers, investors, and partners, through various channels such as company websites, annual reports, and marketing materials.

How to Prepare a Strategic Vision

Some key steps to developing a vision statement include: identifying core values and priorities, assessing key stakeholders and their perspectives, envisaging a desired future state, using an outside-in approach, being concise and inspirational, getting inputs from employees at different levels, testing and iterating, and communicating the vision statement effectively. A vision statement should be created through a collaborative process to ensure it is meaningful, motivational, and implementable. It needs to be revisited periodically to keep it relevant and impactful.

Good Example of a Strategic Vision

An example of a good vision statement:

To be the most trusted and admired company, delivering innovative products and services that enrich people’s lives.

Some key characteristics of this vision statement:

• It is forward-looking and inspirational. It articulates where the organization aims to be in the future rather than its current state.

• It is ambitious but realistic. The goals of being the “most trusted and admired company” and delivering products/services that “enrich people’s lives” are inspiring yet grounded.

• It is concise and compelling. The entire vision statement is only two sentences, making it memorable and impactful.

• It focuses on key priorities. This vision zeroes in on trust, admiration, innovation, and customer enrichment as the key priorities. It provides direction without too many details.

• It is integrated. The vision reinforces values like trust, innovation, and customer focus which are aligned with the organization’s key strategies and brand positioning.

• It provides a framework for key decisions. This vision statement creates a meaningful context for evaluating new initiatives, investments, partnerships, and other key decisions. Everything can be evaluated based on its power to strengthen trust, enhance innovation and enrich customers.

• It motivates and inspires. A vision as compelling as this helps attract and retain the best talent as people want to contribute to such an admirable and meaningful purpose. It inspires progress and high performance.

• It is adaptable and timeless. Despite being forward-looking, this vision statement focuses on enduring values and priorities rather than short-term trends. This allows it to remain relevant even as the business environment evolves. The vision can continue motivating for years to come with minimal changes.

• It serves as a reminder. A vision this compelling and concise acts as a useful reminder, especially during difficult times, of what the organization is aiming to achieve and why its work matters. It brings the team back to the key priorities and purpose.

Examples of good vision statements from different companies are as follows:

Tesla: To accelerate the world’s transition to sustainable energy.

Nike: Bring inspiration and innovation to every athlete* in the world (*If you have a body, you are an athlete).

Disney: To be one of the world’s leading producers and providers of entertainment and information.

IKEA: To create a better everyday life for many people.


In summary, a vision statement is a powerful tool for organizations to communicate their long-term goals and aspirations. It provides a clear direction for the organization’s growth and development, aligns its efforts and resources towards a common purpose, and motivates employees to work towards a shared vision. A well-crafted vision statement should be concise, memorable, and inspiring, and should be grounded in the organization’s values, mission, and culture. It should be effectively communicated to all stakeholders through various channels to ensure its impact and relevance.

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