Organizational

Vision
 What is a Vision Statement?
A vision statement is a document that states the current and future objectives of an
organization. 

The vision statement is intended as a guide to help the organization make decisions that
align with its philosophy and declared set of goals. 

It can be thought of as a roadmap to where the company wants to be within a certain

timeframe. 

A vision statement doesn’t have any particular length. It can be as short as an aspirational
sentence or pages long, depending on how much detail you want to give it. 
What Is the Purpose of a Vision Statement?

• It’s a living document that is referred to as a lodestar to lead a

company to its next innovation
• Vision statement fills a vital need for the company
•  The vision statement helps you plan long-term
• A motivational vision statement will both motivate existing employees
and drive talent to the company
• A strong vision statement also works to help differentiate your
company from others
7 Characteristics of a Vision Statement

• Provides a mental image of an extraordinary accomplishment the

organization would like to achieve.
• Articulates the overreaching, long-term goals of the enterprise.
• Looks beyond the present to see what the future could be.
• Asserts what the organization can be at its best.
• Presents a target that beckons.
• Reflects, often times, what is unique about your organization.
• Is vivid, motivating, and memorable
 Questions What ultimate impact do I want my
brand to have on my community, my
to consider industry or the world?
when
drafting In what way will my brand ultimately
interact with customers and clients?
vision
statements What will the culture of my business
might look like, and how will that play out in
include: employees' lives? 
Best Practices for Writing
a Vision Statement

• Be Concise
• Be Clear
• Have a Time Horizon
• Make it Future-Oriented
• Be Stable
• Be Challenging
• Be Abstract
• Be Inspiring
 PepsiCo
"Our vision is put into action through programs and a focus on
environmental stewardship, activities to benefit society, and a
commitment to build shareholder value by making PepsiCo a
truly sustainable company. At PepsiCo, we're committed to
achieving business and financial success while leaving a positive
imprint on society - delivering what we call Performance with
Purpose." 
 "Our vision is to be earth's most customer centric
company; to build a place where people can come to find
and discover anything they might want to buy online."

This Photo by Unknown author is licensed under CC BY-SA.

Disney

“To entertain, inform and inspire

people around the globe through
the power of unparalleled
storytelling, reflecting the iconic
brands, creative minds and
innovative technologies that make
ours the world’s premier
entertainment company.”

This Photo by Unknown author is licensed under CC BY-SA.

 Ikea
“Our vision is to create a
better everyday life for
many people.”
 Apple Computer

"We believe that we are on the face of the earth to make great products and
that's not changing. We are constantly focusing on innovating. We believe in
the simple not the complex. We believe that we need to own and control the
primary technologies behind the products that we make, and participate only
in markets where we can make a significant contribution. We believe in saying
no to thousands of projects, so that we can really focus on the few that are
truly important and meaningful to us. We believe in deep collaboration and
cross-pollination of our groups, which allow us to innovate in a way that
others cannot. And frankly, we don't settle for anything less than excellence in
every group in the company, and we have the self-honesty to admit when
we're wrong and the courage to change. And I think regardless of who is in
what job those values are so embedded in this company that Apple will do
extremely well."
Videos
• https://www.youtube.com/watch?v=GCgK5M3hY8Y
• https://www.youtube.com/watch?v=MIhTs_MWHKY
• https://www.youtube.com/watch?v=5E8uZct0LBk