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.

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.

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 ...

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.

Reiterate the vision and explain any readjustments. Then, walk your team through the vision for the next 90 days, one year and three years. A vision statement isn’t a one-and-done task.

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 ...