SCENARIO:

HOW TO
SET YOUR
VISION
STATEMENT?
What is a vision statement?
1. A vision statement describes what a company desires to achieve in the long-run, generally in a time
frame of five to ten years, or sometimes even longer.
2. It depicts a vision of what the company will look like in the future and sets a defined direction for the
planning and execution of corporate-level strategies.
What is the difference between vision and mission?
1. Mission statements are present-based and designed to convey a sense of why the business exists to
both members of the company and the external community.
2. Vision statements, on the other hand, are future-based and meant to inspire and give direction to
employees of the company rather than customers.
What can help me in writing a vision statement?
These are a few of the questions you can use in guiding clients to identify their vision statement:
• What ultimate impact do I want my brand to have on my community/industr y/world?
• In what way will my brand ultimately interact with customers/clients?
• What will the culture of my business look like, and how will that play out in employees' lives?
Tips for creating a vision statement?
• Project five to 10 years in the future.
• Dream big and focus on success.
• Use the present tense.
• Use clear, concise, jargon-free language.
• Infuse it with passion and make it inspiring.
• Align it with your business values and goals.
• Have a plan to communicate your vision statement to your employees.
• Be prepared to commit time and resources to the vision you establish.

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