ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

How to Write a Vision Statement

Updated on May 16, 2017
SMD2012 profile image

Sally is a business communications coach who gives workshops on how to keep your professional reputation squeaky-clean and drama-free.

A vision creates a picture of the kind of world your organizations wants to create. Most people do their best work when they have a clear understanding of the intrinsic value and meaning behind every task, no matter how big or small.

A vision statement is how an organization communicates its reason for being to the world. Learn more about why your organization needs a vision statement and how you can guide your team in writing an effective vision statement.

A vision statement is the first step in turning a lofty idea in a reality.
A vision statement is the first step in turning a lofty idea in a reality.

Why Do You Need a Vision Statement?

Anyone who has set their sights on achieving a goal should start by writing a vision statement. A well-written vision statement will help set the general direction as you set off towards a goal. But keep in mind, the vision statement provides you with a general direction, a place to go, so to speak. A vision statement doesn’t provide the map for getting there. It isn’t a list of steps you need to take or directions you need to follow or things you need to do to get to your goal. Your vision statement is what compels you to keep moving forward. It keeps your drive and motivation fired up because it reminds you of why getting to your destination is worth your time and effort—your blood, sweat at tears, if you will.

The Characteristics of an Effective Vision Statement

The most effective vision statements are:

Easy to understand. A vision statement filled with technical language and jargon that the average population doesn’t understand will be less effective than one written in clear, plain language.

General. The purpose of a vision statement is to name your destination, not describe how you will get there.

Inspirational. When people hear your vision statement, they ought to be moved by it. A vision statement that doesn’t stir people’s emotions is not likely to motivate you, your organization and/or you supporters to help you achieve your goal.

Ambitious. Effective vision statements identify challenging goals that go above and beyond mere every day activity.

About people, not profits. Vision statements shouldn’t be about profits or personal gain. They should be about making the world a better place, addressing an important social issue or helping others attain a better quality of life.

Easy to share with others. Your vision statement should be short and easy to remember. It should be able to fit neatly on promotional materials, business cards, on social media and through word of mouth.

Good business leaders create a vision, articulate the vision, passionately own the vision, and relentlessly drive it to completion.

— Jack Welch

Writing Your Vision Statement

Crafting your vision statement—whether it’s your own personal vision statement or one for your business or non-profit organization---will challenge you to think about where you want to be in five, 10, or 25 years. A vision statement is short and should be no longer than two sentence—one sentence is even better. Your vision statement should be written using plain language and simple syntax. The more clauses you include in your vision statement the more complicated it will be.Here are some things to consider as you start working on your vision statement.

  • What are your organization’s strengths? A vision statement that draws on your strengths and abilities is going to sound far more realistic and achievable than one that focus on your weaknesses.
  • What is the number one thing your organization wants to do? Answering this question should be quite easy and should fly right off the tip of your tongue. For example, "End poverty!", "Provide safe shelter spaces for homeless youth!" and "Stop animal cruelty" are examples of singular statements that can be used as as basis for writing your vision statement.
  • What sets your organization apart from others? Why are you uniquely qualified to tackle a particular social issue?
  • What makes people feel good about your organization? How are they positively connected to your cause? In other words, why should they care whether or not you reach your goal?

If you are writing a vision statement for your business or organization, keep the other members of your organization in mind. In fact, the best way to write an effective vision statement is to actually include staff and volunteers in the process of preparing the statement.

A well-written vision statement makes it easy for others to want to lend a hand in making the world a better place.
A well-written vision statement makes it easy for others to want to lend a hand in making the world a better place.

The visionary starts with a clean sheet of paper, and re-imagines the world.

— Malcolm Gladwell

© 2017 Sally Hayes


Submit a Comment
  • Ericdierker profile image

    Eric Dierker 

    3 years ago from Spring Valley, CA. U.S.A.

    I was very interested in your 1-2 sentence approach. In doing financial crisis and re-organization work I often found a dusty old one that nobody had read in years. For real, one time I read one on a wall in the bathroom that was ten years old and not in line with current goals.


This website uses cookies

As a user in the EEA, your approval is needed on a few things. To provide a better website experience, uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at:

Show Details
HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
LoginThis is necessary to sign in to the HubPages Service.
Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
AkismetThis is used to detect comment spam. (Privacy Policy)
HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the or domains, for performance and efficiency reasons. (Privacy Policy)
Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
MavenThis supports the Maven widget and search functionality. (Privacy Policy)
Google AdSenseThis is an ad network. (Privacy Policy)
Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
Index ExchangeThis is an ad network. (Privacy Policy)
SovrnThis is an ad network. (Privacy Policy)
Facebook AdsThis is an ad network. (Privacy Policy)
Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
AppNexusThis is an ad network. (Privacy Policy)
OpenxThis is an ad network. (Privacy Policy)
Rubicon ProjectThis is an ad network. (Privacy Policy)
TripleLiftThis is an ad network. (Privacy Policy)
Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)
ClickscoThis is a data management platform studying reader behavior (Privacy Policy)