Vision Statement Qualities

Posted by on Nov 19, 2011

Most well-written vision statements contain certain qualities that make them powerful. Following, in no particular order, are some of the qualities usually present in a well-crafted vision statement:

  • Future Focused.
  • Easy to read and understand.
  • Gets people’s attention.
  • Provides a motivating force.
  • Inspiring and descriptive.
  • Compelling… bold and dynamic.
  • Summarized with a powerful phrase.
  • Meaningful words… no buzz words.
  • Written in the present… not future tense.
  • Describes the best outcome that can be achieved.
  • Reflects the company’s values.
  • Emphasizes the uniqueness of the company.
  • Captures the desired spirit of the company.
  • Kindles excitement and fosters commitment.
  • Is comprehensive… focusing on more than one aspect of the company.
  • Clarifies purpose and direction for the company (can be used to guide decision-making).
  • Describes where the company wants to go (but not how the company will get there).
  • Describes the company’s future in positive terms (instead of describing what the company does not want).
  • Creates a mental picture for readers of what the company will look like (a preferred and meaningful future state).



A large number of effectively-written vision statements incorporate distinct elements that make them strong... here's just one: "summarized with a powerful phrase". For more information: vision statements.