Vision statement

A vision statement is a high-level, inspirational statement of an idealistic emotional future of a company or group. Vision describes the basic human emotion that a founder intends to be experienced by the people the organization interacts with.

Vision statements may fill the following functions for a company:

  • Serve as foundations for a broader strategic plan.
  • Motivate existing employees and attract potential employees by clearly categorizing the company's goals and attracting like-minded individuals.
  • Focus company efforts and facilitate the creation of core competencies by directing the company to only focus on strategic opportunities that advance the company's vision.
  • Help companies differentiate from competitors.
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