Vision

The vision for an organization is generally reflected in a statement of direction and future for the organization. The vision statement reflects organizational aspiration, whereas the organization's mission statement reflects the organization's purpose. The gap between the mission statement (what we are) and the vision statement (what do we aspire to be) provides the basis for the setting of goals and objectives to move the organization from the mission to its vision.

The vision statement, in its best form, provides an energizing force around which the organization's executives, employees, stakeholders, and financial analysts rally.

The statement typically is brief, consisting of one or two sentences. A well-conceived, effective vision statement will

• Convey a broad sense of direction that unifies organizational direction
• Aid in changing organizational direction and the rationale for redirection when internal resistance exists
• Provide all levels within the organization a clear understanding of where the organization's future lies
• Provide executives with an opportunity for a clear, consistent compass for resource justification and allocation
• Rally and energize employees and stakeholders
• Set an expectation of energy and action
• Provide confidence in the organizational leaders to set direction

When the organizational leader communicates the organization's vision, it sends a signal throughout the organization that change is happening. The vision may serve as a catalyst for new thinking and at the same time may ferret out internal resistance to change. The vision for the organization's future, by definition, will necessitate the rethinking of resource alignment to accomplish the vision.

The vision statement is frequently considered the “drumbeat” of the organization. It is clear, consistent, resonant, and often repeated. The vision statement frequently is written as a logo or catchy phrase that captures the internal and external public. It is the “march” of the organization providing a cadence and direction for the organization's future purpose. The vision often sets a tone for organizational pride, thus stimulating ideas and a new work ethic. The drumbeat must be repeated often and reinforced at every opportunity to ensure organizational acceptance and commitment.