Vision Statement

September 15, 2025
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What is a Vision Statement?

A vision statement is a clear and inspiring description of what an organization, project, or team aims to achieve in the long term. It serves as a guiding star, outlining the desired future state and helping stakeholders understand the bigger picture. While it is not a detailed plan, it communicates purpose and direction. Often written in a single sentence or short paragraph, this statement sets the tone for decision-making and strategic planning.

Organizations and project teams use this statement to align their goals, motivate team members, and communicate intent to external stakeholders. Unlike a mission statement, which focuses on current actions and objectives, the vision statement looks ahead, offering a long-term perspective.

Key Points

  • A vision statement describes an ideal future outcome rather than current activities.
  • It offers inspiration and direction for stakeholders, including team members, partners, and investors.
  • It is usually concise, memorable, and written in plain language.
  • It helps maintain focus, especially during complex or lengthy projects.
  • It is often created at the start of a project or strategic initiative and may be revised as goals evolve.

Related Terms

  • A mission statement explains what an organization or project does now to achieve its long-term goals.
  • A project charter often includes a vision statement to clarify the project’s direction and purpose.
  • A strategic plan uses the vision statement as a foundation for setting measurable goals and outlining actionable steps.
  • A project roadmap illustrates how current and future milestones align with the long-term vision.
  • A value statement outlines the core principles that guide behaviours and decisions in pursuit of the vision.

Vision Statement: Example

For a renewable energy project, a vision statement might read: “To power communities across Canada with 100% clean, reliable, and affordable energy by 2040.” This statement provides a future goal that informs planning, resource allocation, and team motivation.

Vision Statement: Best Practices

  • Use clear, forward-looking language that avoids technical jargon.
  • Focus on the impact or change you want to create, rather than the steps to achieve it.
  • Keep it brief, ideally one to two sentences.
  • Align the vision with the organization’s or project team’s values and goals.
  • Revisit and update the statement as circumstances and objectives evolve.

Additional Resources

Vision Statement - Project Management: A Systems Approach to Planning, Scheduling, and Controlling     Vision Statement - Understanding and Creating Vision and Mission Statements (The Painless Strategic Planning Process)

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