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).