A vision statement is an expression of what your organization aspires to achieve in the long run, focusing on a future that benefits both the community and the stakeholders you serve.

In other words, an aspirational perspective of how your organization’s existence can transform the world and positively impact the lives of the communities it serves. It’s a forward-looking declaration that captures your organization’s highest objectives and long-term goals, painting a picture of the better world you aim to create through your work.

So, what’s the true purpose of a vision statement?

 Well, it goes beyond just outlining what your organization is doing right now. Instead, it focuses on what you’re aiming to accomplish in the long term. It’s more than just a statement of intent, it’s a vivid depiction of the possibilities you want to create and the future you’re striving to shape.

This vision acts as a guiding light, reflecting your highest goals and the broader impact you want to have on the world. It’s not just about the day-to-day activities of your organization; it’s about the deeper, more profound change you’re looking to bring about.

A vision statement captures the very essence of why your organization exists. It reflects what drives you, what you stand for, and ultimately, what you hope to achieve. It’s about imagining a future where your organization’s efforts have led to significant improvements in the lives of those you serve—whether that’s through social change, innovation, environmental stewardship, or any other mission that expresses who you are.

So, what’s the role of a vision statement? It’s all about providing a clear and inspiring picture of the impact you hope to make. It illustrates how your organization’s actions will change the lives of the communities you serve. This might involve tackling urgent issues, meeting unmet needs, or creating opportunities for growth and development.

But here’s the thing—this aspiration isn’t just wishful thinking. It’s a powerful motivator that shapes your organization’s strategy and guides your decision-making. It helps keep everyone focused on the bigger picture and ensures that every action you take is aligned with your long-term goals.

Once you’ve established a vision statement, it becomes a crucial tool for decision-making within your organization. Every decision, project, and service you undertake should be evaluated through the lens of this vision statement. This means asking whether each action aligns with the future you envision and contributes to the goals you’ve set.

For example, if your vision statement emphasizes sustainability and environmental responsibility, then projects and services should be assessed to ensure they support these values. If a new initiative doesn’t align with your vision of creating a more sustainable future, it might not be the right direction for your organization. 

By using your vision statement as a filter, you create strategic awareness about the various possible futures and the impact your organization aims to achieve. This alignment helps to ensure that all efforts are consistently directed towards realizing your vision, making it easier to stay focused on what matters most and enhancing the overall coherence and effectiveness of your strategies. 

Let’s talk about what a vision statement isn’t. Traditionally, a vision statement has focused on an organization’s core values and purposes, sometimes with a few additional values thrown in. But this approach tends to be pretty inward-looking, focusing mainly on the organization itself.

This inward focus is one reason why many vision statements fail to boost strategic awareness. They often get bogged down in the details of how things are delivered rather than the broader impact. 

Instead, we believe a vision statement should be all about the future you want to create—not just for your organization, but for the community and stakeholders you aim to impact. It’s about setting your sights on the change you wish to bring about and the difference you want to make in the world. 

Let’s dive into understanding the purpose of your vision statement.

One of the crucial questions you need to ask is: What is your purpose? As you work on drafting your vision statement, it’s essential to clear up any doubts about what your organization actually does. Your vision statement should be so clear that anyone who reads it immediately understands what is important to you—no confusion allowed. 

If everyone involved in creating the vision statement isn’t fully on board with the organization’s purpose, crafting a compelling statement becomes tough. So, make sure to discuss and agree on your core purpose until everyone is aligned and unified. 

When you get into the content of your vision statement, start by asking yourself a few key questions: What is your organization’s reason for being? What issue is your organization tackling? What would the world look like if this problem were solved? 

Your reason for being is all about the unique impact your organization is set up to make. An impact that no other organization can quite achieve in the same way. It’s what sets you apart and defines your unique role in making a difference.

Answering these questions will help you create a clearer picture of what your vision statement should include. Focus on using only the words that truly reflect your vision and purpose, ensuring your statement is both impactful and precise.

You know you have crafted a great vision statement when you use it in everything you do. You use it because it unlocks strategic conversations, you use it on your Board agenda to keep directors focused, you use it to monitor and measure what your organisation does, and you use it in all communications. You have a great vision statement if everyone can see, in all you do, elements of your  vision.