Your vision—or your “mission statement”—declares where your business is headed and what it will look like when it's arrived. A mission statement tells you what success (for you) looks like.

Vision statements can be challenging. Learn what a vision statement is, how it differs from a mission statement, and how to write a successful one.

A vision statement should have the ability to inspire and motivate others around a concept or idea. It can establish a benchmark, provide line of sight, direction, and where the organization wants ...

A vision statement should evoke imagery and emotion, using descriptive, vivid language to make it memorable. Research on narrative persuasion (Escalas, 2006) suggests that richer descriptions ...

Strong mission and value statements should tell others who you are at your core, state your purpose and be inspirational. Have a statement and value system that reflects the best of your virtues.

A clear, concise vision statement allows a sales team to focus on a specific goal. The vision statement can be expressed as a higher industry ranking, an increase in sales revenue or winning an ...

2. MAKE IT DISTANT Your vision statement can distance customers from your brand if it conveys something they don’t really understand or encounter when interacting with the business.