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File:LUMO Community Wildlife Sanctuary vision and mission statement at the main gate in Kenya.jpg
The vision and mission statements of the LUMO Community Wildlife Sanctuary
A vision statement is a high-level,Template:Sfn inspirationalTemplate:Sfn 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.<ref>{{#invoke:citation/CS1|citation |CitationClass=web }}</ref>
Vision statements may fill the following functions for a company:<ref name=Lipton>Template:Cite journal</ref>
- 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.Template:Sfn
CharacteristicsEdit
A consensus does not exist on the characteristics of a "good" or "bad" vision statement. Commonly cited traits include:<ref name="Kantrabutra">Template:Cite journal</ref>
- concise:Template:Sfn able to be easily remembered and repeated
- clear: defines a prime goalTemplate:Sfn
- time horizon: defines a time horizon
- future-oriented: describes where the company is going rather than the current state
- stable: offers a long-term perspective and is unlikely to be impacted by market or technology changes
- challenging: not something that can be easily met and discarded
- abstract: general enough to encompass all of the organization's interests and strategic direction
- inspiring:Template:Sfn motivates employees and is something that employees view as desirable