Businesses and stories have a lot in common. They both can instigate, compel, and enliven their listeners to take action, to change the way they think, and to open their eyes to something new.
The foundation of your company rests on three main storytelling components: why you began, who you exist to serve, and what you see for the future. Those first two components refer to your company story and mission statement, respectively. Today, we’ll cover the last one: the vision statement.
A vision statement is fundamental to compelling customers, investors, and most importantly, your employees to understand and engage with where your business is heading. By asking probing questions and examining the vision statements other companies have built their business around, you’ll be able to weave your inner musings into a story that moves.
In this article, we’ll dive deep into the art of crafting a vision statement: what it is, why it matters, how to frame it, who to write it for, and how to do it.
“Vision is the art of seeing what is invisible to others.” — Jonathan Swift
What is a vision statement?
A great vision statement clearly and succinctly communicates your vision for the future of your business to others, be they employees, customers, competitors, or other stakeholders. Though it is distinct from a mission statement, which tells people what your business does and for whom, these two statements are often combined into one “mission and vision statement” (which we’ll look at later using a few examples).
A captivating vision statement should be:
Brief. Think short, sweet, and punchy. One sentence is often enough.
Outward-facing. How do you see your company impacting its customers, and better yet, the world?
Aligned with core values. Yes, this refers to your personal values as well, but more importantly, your company’s core values. Which values guide your business right now? Those same values should guide your future vision.
Aspirational. Does reading your vision statement ignite a fire in you? It should. If it’s well-written, it will accurately describe the future state of your business in a way that rallies employees, excites customers, and inspires envy from competitors.
Why does a company vision statement matter?
Having a solid grasp on the desired future state of your company can serve as a powerful north star in times of uncertainty, change, or conflict — basically any situation where you need to focus and make strategic decisions. A clear vision can also help build the roadmap on which you draft your business plan and strategic goals.
You started your business for a reason, and now is your chance to put that passion into words with a powerful vision statement. Use it to fortify your company values and give them reason to exist. Use it to guide strategic planning initiatives. Use it to shape a positive company culture. Use it also to earn the trust of customers — to show them how you can be their hero, the protagonist they root for. In many cases, your vision even begins with your customers.
Before you write your vision statement, answer these questions.
Who are you and what do you do? Not just at work — what are the routines, habits, and hobbies that have taken you to where you are now?
Why do you do it? What have you seen that was invisible to others? Why are you an entrepreneur?
What would make someone else care about your story? Are you doing something good for the world? Are you tackling a long-standing problem that takes away frustration and pain?
As you consider these questions, let your mind wander into the past and far into the future, beyond even your current long-term plans. Rediscover your history. Look for themes that connect your values to your actions and to your dreams for the future. Get introspective. You can be creative, and you can get metaphorical. Whether your story is grand and broad or humble and frank, it’s yours.
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Keep going…
Who are your customers? Psst… you don’t have to call them customers. Who are the people that care about your business? What else do they care about?
Where do you fit in the marketplace? And not just in the marketplace, but in the world. Why do we need you? What space are you carving out?
What makes you different? Not just from other companies in your space, but from the mainstream? From “the old way”? From the past?
How to write a vision statement
First, do a brain dump.
Whichever way you prefer to write — on paper, your laptop, or speaking into a voice recorder and transcribing it later — allow yourself to surface any thoughts or ideas around the questions above. At this point, there’s no need to worry about editing yourself or even writing complete sentences. Don’t inhibit the ideas that rise to the surface. Write a lot and give yourself multiple pages to pull from — you can pare it down in the next step.
Step away for a while. When you come back, pull out the most evocative language.
Take a little break between the time of your brain dump and beginning to distill your idea into polished language. As you read through what you wrote, notice the keywords or phrases that evoke an emotion in you. What do they make you feel? Highlight or rewrite these ideas until you have 1-4 sentences that simply define what’s important to you, what you’re here for, and why it matters.
Try out your vision statement on others.
Pay attention to how others react when you share your vision statement with them. Are they excited? Enthusiastically in agreement? Thoughtful? Often, when people offer you feedback, they’re really saying what they would do if they were in your situation. It might work for them, but not necessarily for you. Remember, it’s ultimately up to you and what you believe in. Always listen to others, but make your own decisions.
If you’re trying to write answers that will please everybody, our best advice is to abandon that hope as quickly as you can. Kasi Bruno, Executive Strategy Director at 180LA, puts it best: “The best brand stories repel more people than they attract. Simultaneously magnetic and uncomfortable, strong brand narratives act as a rallying cry for some, but as a snub for most. And it works like a charm. Brands that tell a good story do three things really well: they’re unapologetic about their point of view, they craft stories that are strong enough to repel people, and they immerse believers in the narrative.”
Get inspired
Below are some of our favorite vision statements from companies whose stories are at the core of what they do.
Patagonia
Since 2018, Patagonia’s mission and vision statement has been, “We’re in business to save our home planet.” It’s succinct, ambitious, aligned to the company’s core values, and unforgettable.
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Warby Parker
Warby Parker’s mission and vision statement is, “to inspire and impact the world with vision, purpose, and style.” Just like the company’s frames, this statement is distinct, clarifying, and enviable. We approve.
IKEA
Those first two examples, while memorable, combine the mission and vision statements into one. IKEA sticks to the definition of a vision statement by focusing on the perpetual future state. Their vision statement is, “to create a better everyday life for the many people.” Short, sweet, aspirational, and wide-ranging. No notes.
Southwest Airlines
Southwest also gets extra brownie points for having a distinct vision statement. Theirs is, “to be the world’s most loved, most efficient, and most profitable airline.” As lofty vision statements go, you can’t get much loftier than that — but we admire the tenacity, and it certainly feels inspiring to read.
And while we’re at it, we thought we’d share our own mission and vision statement here at Gusto:
“Gusto’s mission is to grow the small business economy with technology and heart.”
Keep crafting your vision for the future and seeing what's invisible. And when you're ready to get hands-on and dig in deep, check out our complete guide to writing an employee handbook, where you can give your company story a home.
FAQs
What's the difference between a vision statement and a mission statement?
These two terms are often used interchangeably (and many companies roll both statements into a single mission and vision statement). Even so, these two statements should be considered distinct. While both can help shape goals, build a company roadmap, and aid in strategic planning, each statement varies in what it focuses on.
A vision statement describes the future state you want your business to help create — it's aspirational and forward-looking. A mission statement is more geared towards short-term goals and describes what your business does and for whom, right now. In other words, they answer different questions: "Where are we going?" versus "What do we do today?"
How long should a vision statement be?
Most vision statements are no longer than one to two sentences. A vision statement should be easy to remember and repeat, not a full paragraph of detail. If your statement takes more than a few seconds to read, it's likely too long to function as a rallying point for employees and customers.
Can a vision statement change over time?
Yes. A vision statement can evolve as a company grows, enters new markets, or shifts its long-term goals, though it should change far less often than day-to-day business strategy. Because it's meant to anchor decisions during uncertainty, frequent changes can undermine its usefulness — most companies revisit it only during major strategic shifts as part of their strategic planning process.
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Does a small business need both a vision statement and a mission statement?
It's not required (and in fact, many businesses combine the two), but having both gives employees and customers two distinct anchors: what the business does now (mission) and what it's working toward (vision). Many small businesses start with a mission statement and add a vision statement later, once they have more clarity on their long-term direction.
What's the difference between a vision statement and a company slogan or tagline?
A vision statement is an internal-facing guide for decision-making and culture, even if it's occasionally shared publicly. A slogan or tagline is shared externally, written in marketing language, and designed to be catchy and memorable to customers. A vision statement doesn't need the punchy, ad-ready quality a tagline requires (though a memorable vision statement is often a good one).
