How do You Write a Vision Statement?

A vision statement needs to be something aspirational or an idealized or desired outcome. Some companies will create a vision statement that they feel is attainable in 10 years. The problem with this is that then you must write a new one. Many companies write the statement to drive their teams but the vision is not something that is easily attainable. For example American Express has a vision statement of ‘To be the world’s best service brand’. To achieve this they would have to consistently work hard. Try to make your vision statement a powerful phrase. The idea is to create emotion when it is read. Write the vision statement for the best possible outcome that you can think of. Some think that a vision statement can be longer than your mission statement but that is a mistake. Vision Statements should be short and to the point. Let you mission statement tell you how to get there.