is a column for those just getting off the ground. Learn about how to make that first hire, deal with all things administrative, and set yourself up for success.<\/em><\/p>\n\n\n\nWriting a vision statement is one of the more romantic-sounding aspects of starting a new business. But with so many tasks to juggle, summarizing your company\u2019s core values with a clever slogan may be pretty low on your list of priorities.<\/p>\n\n\n
\r\n
in this story<\/div>\r\n \r\n
\r\n \r\n \r\n Vision statement definition\r\n \r\n \r\n\r\n FD8B74A2-3372-42BA-99CD-BCC6C3C6EA13@1x<\/title>\r\n <defs>\r\n <filter id=\"filter-1\">\r\n <feColorMatrix in=\"SourceGraphic\" type=\"matrix\" values=\"0 0 0 0 0.000000 0 0 0 0 0.000000 0 0 0 0 0.000000 0 0 0 1.000000 0\"><\/feColorMatrix>\r\n <\/filter>\r\n <\/defs>\r\n <g id=\"Iconography\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\r\n <g id=\"icon\/arrow-down\/outline\/16\">\r\n <rect id=\"Bounding-box\" x=\"0\" y=\"0\" width=\"16\" height=\"16\"><\/rect>\r\n <g filter=\"url(#filter-1)\" id=\"Icon\">\r\n <g transform=\"translate(7.500000, 8.000000) scale(-1, -1) rotate(-90.000000) translate(-7.500000, -8.000000) translate(0.000000, 1.500000)\">\r\n <polygon id=\"Path\" fill=\"#000000\" fill-rule=\"nonzero\" points=\"8.75 0.792893219 14.4571068 6.5 8.75 12.2071068 8.04289322 11.5 12.542 6.99989322 0.5 7 0.5 6 12.542 5.99989322 8.04289322 1.5\"><\/polygon>\r\n <\/g>\r\n <\/g>\r\n <\/g>\r\n <\/g>\r\n<\/svg> <\/span>\r\n <\/a>\r\n <\/li>\r\n <li class=\"toc-block__list-item\">\r\n <a href=\"#why-create-a-vision-statement\" class=\"toc-block__link\">\r\n Why create a vision statement?\r\n <span class=\"toc-block__icon\">\r\n <?xml version=\"1.0\" encoding=\"UTF-8\"?>\r\n<svg width=\"16px\" height=\"16px\" viewBox=\"0 0 16 16\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\r\n <title>FD8B74A2-3372-42BA-99CD-BCC6C3C6EA13@1x<\/title>\r\n <defs>\r\n <filter id=\"filter-1\">\r\n <feColorMatrix in=\"SourceGraphic\" type=\"matrix\" values=\"0 0 0 0 0.000000 0 0 0 0 0.000000 0 0 0 0 0.000000 0 0 0 1.000000 0\"><\/feColorMatrix>\r\n <\/filter>\r\n <\/defs>\r\n <g id=\"Iconography\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\r\n <g id=\"icon\/arrow-down\/outline\/16\">\r\n <rect id=\"Bounding-box\" x=\"0\" y=\"0\" width=\"16\" height=\"16\"><\/rect>\r\n <g filter=\"url(#filter-1)\" id=\"Icon\">\r\n <g transform=\"translate(7.500000, 8.000000) scale(-1, -1) rotate(-90.000000) translate(-7.500000, -8.000000) translate(0.000000, 1.500000)\">\r\n <polygon id=\"Path\" fill=\"#000000\" fill-rule=\"nonzero\" points=\"8.75 0.792893219 14.4571068 6.5 8.75 12.2071068 8.04289322 11.5 12.542 6.99989322 0.5 7 0.5 6 12.542 5.99989322 8.04289322 1.5\"><\/polygon>\r\n <\/g>\r\n <\/g>\r\n <\/g>\r\n <\/g>\r\n<\/svg> <\/span>\r\n <\/a>\r\n <\/li>\r\n <li class=\"toc-block__list-item\">\r\n <a href=\"#what-parts-does-a-vision-statement-need-to-have\" class=\"toc-block__link\">\r\n What parts does a vision statement need to have?\r\n <span class=\"toc-block__icon\">\r\n <?xml version=\"1.0\" encoding=\"UTF-8\"?>\r\n<svg width=\"16px\" height=\"16px\" viewBox=\"0 0 16 16\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\r\n <title>FD8B74A2-3372-42BA-99CD-BCC6C3C6EA13@1x<\/title>\r\n <defs>\r\n <filter id=\"filter-1\">\r\n <feColorMatrix in=\"SourceGraphic\" type=\"matrix\" values=\"0 0 0 0 0.000000 0 0 0 0 0.000000 0 0 0 0 0.000000 0 0 0 1.000000 0\"><\/feColorMatrix>\r\n <\/filter>\r\n <\/defs>\r\n <g id=\"Iconography\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\r\n <g id=\"icon\/arrow-down\/outline\/16\">\r\n <rect id=\"Bounding-box\" x=\"0\" y=\"0\" width=\"16\" height=\"16\"><\/rect>\r\n <g filter=\"url(#filter-1)\" id=\"Icon\">\r\n <g transform=\"translate(7.500000, 8.000000) scale(-1, -1) rotate(-90.000000) translate(-7.500000, -8.000000) translate(0.000000, 1.500000)\">\r\n <polygon id=\"Path\" fill=\"#000000\" fill-rule=\"nonzero\" points=\"8.75 0.792893219 14.4571068 6.5 8.75 12.2071068 8.04289322 11.5 12.542 6.99989322 0.5 7 0.5 6 12.542 5.99989322 8.04289322 1.5\"><\/polygon>\r\n <\/g>\r\n <\/g>\r\n <\/g>\r\n <\/g>\r\n<\/svg> <\/span>\r\n <\/a>\r\n <\/li>\r\n <li class=\"toc-block__list-item\">\r\n <a href=\"#whats-the-difference-between-a-vision-statement-and-a-mission-statement\" class=\"toc-block__link\">\r\n What\u2019s the difference between a vision statement and a mission statement?\r\n <span class=\"toc-block__icon\">\r\n <?xml version=\"1.0\" encoding=\"UTF-8\"?>\r\n<svg width=\"16px\" height=\"16px\" viewBox=\"0 0 16 16\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\r\n <title>FD8B74A2-3372-42BA-99CD-BCC6C3C6EA13@1x<\/title>\r\n <defs>\r\n <filter id=\"filter-1\">\r\n <feColorMatrix in=\"SourceGraphic\" type=\"matrix\" values=\"0 0 0 0 0.000000 0 0 0 0 0.000000 0 0 0 0 0.000000 0 0 0 1.000000 0\"><\/feColorMatrix>\r\n <\/filter>\r\n <\/defs>\r\n <g id=\"Iconography\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\r\n <g id=\"icon\/arrow-down\/outline\/16\">\r\n <rect id=\"Bounding-box\" x=\"0\" y=\"0\" width=\"16\" height=\"16\"><\/rect>\r\n <g filter=\"url(#filter-1)\" id=\"Icon\">\r\n <g transform=\"translate(7.500000, 8.000000) scale(-1, -1) rotate(-90.000000) translate(-7.500000, -8.000000) translate(0.000000, 1.500000)\">\r\n <polygon id=\"Path\" fill=\"#000000\" fill-rule=\"nonzero\" points=\"8.75 0.792893219 14.4571068 6.5 8.75 12.2071068 8.04289322 11.5 12.542 6.99989322 0.5 7 0.5 6 12.542 5.99989322 8.04289322 1.5\"><\/polygon>\r\n <\/g>\r\n <\/g>\r\n <\/g>\r\n <\/g>\r\n<\/svg> <\/span>\r\n <\/a>\r\n <\/li>\r\n <li class=\"toc-block__list-item\">\r\n <a href=\"#the-importance-of-a-vision-statement\" class=\"toc-block__link\">\r\n The importance of a vision statement\r\n <span class=\"toc-block__icon\">\r\n <?xml version=\"1.0\" encoding=\"UTF-8\"?>\r\n<svg width=\"16px\" height=\"16px\" viewBox=\"0 0 16 16\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\r\n <title>FD8B74A2-3372-42BA-99CD-BCC6C3C6EA13@1x<\/title>\r\n <defs>\r\n <filter id=\"filter-1\">\r\n <feColorMatrix in=\"SourceGraphic\" type=\"matrix\" values=\"0 0 0 0 0.000000 0 0 0 0 0.000000 0 0 0 0 0.000000 0 0 0 1.000000 0\"><\/feColorMatrix>\r\n <\/filter>\r\n <\/defs>\r\n <g id=\"Iconography\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\r\n <g id=\"icon\/arrow-down\/outline\/16\">\r\n <rect id=\"Bounding-box\" x=\"0\" y=\"0\" width=\"16\" height=\"16\"><\/rect>\r\n <g filter=\"url(#filter-1)\" id=\"Icon\">\r\n <g transform=\"translate(7.500000, 8.000000) scale(-1, -1) rotate(-90.000000) translate(-7.500000, -8.000000) translate(0.000000, 1.500000)\">\r\n <polygon id=\"Path\" fill=\"#000000\" fill-rule=\"nonzero\" points=\"8.75 0.792893219 14.4571068 6.5 8.75 12.2071068 8.04289322 11.5 12.542 6.99989322 0.5 7 0.5 6 12.542 5.99989322 8.04289322 1.5\"><\/polygon>\r\n <\/g>\r\n <\/g>\r\n <\/g>\r\n <\/g>\r\n<\/svg> <\/span>\r\n <\/a>\r\n <\/li>\r\n <\/ul>\r\n <\/div>\r\n\n\n\n<p>However, there comes a time in every company\u2019s story when it can be easy to lose sight of the bigger picture: why they started out and where they\u2019re going. Important decisions can feel <a href=\"https:\/\/www.wework.com\/ideas\/research-insights\/expert-insights\/optimal-mental-health-is-a-team-effort\">overwhelming<\/a>, risks can seem insurmountable, and the way forward may be unclear. <\/p>\n\n\n\n<p>This is where a vision statement can help. It\u2019s a single phrase that offers guidance to you and your team over the long term\u2014an idea that serves as an objective to reach for, as well as a reminder of the underlying values of your company.<\/p>\n\n\n\n<p>Visionary businesses need workspaces that adapt to suit their needs. <a href=\"https:\/\/www.wework.com\/workspace\/on-demand\/all-access\">WeWork All Access<\/a> can support your growing company with hundreds of dedicated workspaces around the world. For last-minute flexibility, <a href=\"https:\/\/www.wework.com\/info\/wework-on-demand\">WeWork On Demand<\/a> lets you access workspaces and meeting rooms in hundreds of locations in dozens of major cities, without the hassle or constraints of a monthly commitment.<\/p>\n\n\n\n<p>In this article, we\u2019ll talk about how to write a vision statement, go into more detail about why vision statements are important, and take a look at some examples. <\/p>\n\n\n<noscript class=\"ninja-forms-noscript-message\">\n\tNotice: JavaScript is required for this content.<\/noscript>\n<style>\r\n\r\n \/* PLUGIN WIDE STYLES *\/\r\n \r\n .nf-form-content .nf-field-container.textarea-container .nf-field-element .ninja-forms-field {\r\n border: .0625rem solid #666; border-radius: .25rem; }\r\n .nf-form-content .nf-field-container.date-container .nf-field-element .ninja-forms-field {\r\n height: 3.375rem; border: .0625rem solid #666; border-radius: .25rem; padding-left: .5rem; }\r\n .nf-form-content 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id=\"nf-tmpl-cell\" type=\"text\/template\">\r\n <nf-fields><\/nf-fields>\r\n <\/script>\r\n\r\n <script id=\"nf-tmpl-row\" type=\"text\/template\">\r\n <nf-cells><\/nf-cells>\r\n <\/script>\r\n\r\n \n\n\n<h2 id=\"vision-statement-definition\"class=\"wp-block-heading\"><strong>Vision statement definition<\/strong><\/h2>\n\n\n\n<p>A vision statement is a clear and concise objective for your company that states the impact you want it to have on the world one day.<\/p>\n\n\n\n<p>Typically just several words long, an effective and memorable vision statement encapsulates your company\u2019s core values, expressing them in a short and snappy declaration of what the business will hopefully achieve in five, 10, or 20 years\u2019 time. <\/p>\n\n\n\n<p>The statement can be a bold and ambitious vision for the long-term goals of your company, or a complete moonshot. It can be a wildly improbable target you might never actually reach, but one that can guide the ongoing mission of your business and <a href=\"https:\/\/www.wework.com\/ideas\/professional-development\/management-leadership\/best-entrepreneur-books\">motivate and inspire<\/a> the people who work for it.<\/p>\n\n\n\n<h2 id=\"why-create-a-vision-statement\"class=\"wp-block-heading\"><strong>Why create a vision statement?<\/strong><\/h2>\n\n\n\n<p>Not every company with a vision statement goes on to achieve enormous success, but the most <a href=\"https:\/\/www.wework.com\/ideas\/professional-development\/management-leadership\/the-morning-routines-of-successful-people\">successful<\/a> and long-standing companies all have vision statements of some kind.<\/p>\n\n\n\n<p>Vision is defined by a company\u2019s core values, and core values are the bedrock on which the enduring parts of the company are built. Strategies, business practices, products, and ideals might change, but a company\u2019s true vision is its most important guiding principle when it comes to making long-term decisions.<\/p>\n\n\n\n<p>Vision statements don\u2019t have to be dreamily vague or come across like motivational posters. At their most impactful, vision statements are plainly stated and an authentic reflection of what a company truly believes to be most important to its mission and survival.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Vision statement example<\/strong><\/h3>\n\n\n\n<p>Walmart\u2019s vision statement is \u201cto be the destination for customers to save money, no matter how they want to shop.\u201d This simple objective reflects the core values of a giant and complex company, values that are rooted in meeting the <a href=\"https:\/\/www.wework.com\/ideas\/professional-development\/business-solutions\/how-to-build-a-customer-centric-culture-in-your-business\">needs of its customers<\/a> by selling products that are affordable above all.<\/p>\n\n\n\n<p>A vision statement is more than just a catchy slogan. When Walmart is choosing which products to stock on its shelves and where to open new stores, those decisions are guided by the company\u2019s stated vision. Over many years, and eventually decades, a foundational vision statement helps to ensure a company\u2019s core values are being adhered to and that its mission doesn\u2019t drift, even as the business landscape changes around it.<\/p>\n\n\n\n<h2 id=\"what-parts-does-a-vision-statement-need-to-have\"class=\"wp-block-heading\"><strong>What parts does a vision statement need to have?<\/strong><\/h2>\n\n\n\n<p>Before you think about what goes into creating a vision statement, it\u2019s worth thinking about what <em>doesn\u2019t<\/em> go into a vision statement. <\/p>\n\n\n\n<p>A vision statement shouldn\u2019t be much longer than a sentence, and it shouldn\u2019t include generic-sounding goals that could belong to any business in any industry. \u201cBe the very best\u201d is as much a vision statement for a football team as it is for an ice cream truck.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Vision statement example<\/strong><\/h3>\n\n\n\n<p>Vision statements can be specific and sharply phrased, with clear goals to aim for. For example, Southwest Airlines\u2019 vision statement is \u201cto become the world\u2019s most loved, most flown, and most profitable airline.\u201d Southwest is currently the third largest airline in the world by passenger numbers, and seventh by revenue. This hugely ambitious vision statement reflects not just a goal to reach the top of both tables, but to do so without sacrificing customer satisfaction along the way.<\/p>\n\n\n\n<p>However your vision statement may be constructed, the elements included should scream <a href=\"https:\/\/www.wework.com\/ideas\/professional-development\/creativity-culture\/how-to-describe-your-company-culture\">your company\u2019s core values<\/a> and project them into a future in which your company\u2019s mission and purpose have been fully realized. A powerful example of this is Oxfam\u2019s simple four-word vision statement: \u201cA world without poverty.\u201d<\/p>\n\n\n\n<h2 id=\"whats-the-difference-between-a-vision-statement-and-a-mission-statement\"class=\"wp-block-heading\"><strong>What\u2019s the difference between a vision statement and a mission statement?<\/strong><\/h2>\n\n\n\n<p>Though they\u2019re closely related concepts, a vision statement is not the same as a mission statement. <a href=\"https:\/\/www.wework.com\/ideas\/professional-development\/business-solutions\/best-mission-statement-examples\">Mission statements<\/a> are all about the here and now. They describe who you are, what your company is about, <a href=\"https:\/\/www.wework.com\/ideas\/professional-development\/creativity-culture\/what-is-organizational-culture\">how it operates<\/a>, and its purpose. A mission statement is a definition of your company as it exists today.<\/p>\n\n\n\n<p>A vision statement is all about tomorrow and builds on the mission statement. Vision statements are audacious and forward-looking. They describe a point in the future in which the mission of your company has been achieved and its values have had a real and lasting impact on the world.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Mission statement example<\/strong><\/h3>\n\n\n\n<p>Oxfam’s vision statement is \u201ca world without poverty,\u201d but its mission statement is \u201cto help create lasting solutions to the injustice of poverty.\u201d <\/p>\n\n\n\n<p>The former speaks to an imagined future, however distant, that helps to unite and motivate the entire organization to achieve it. The latter is a description of what Oxfam is doing today to make that vision a reality.<\/p>\n\n\n<div class=\"related-articles-sticky related-articles-sticky--sticky-on-desktop\">\r\n <div class=\"related-articles-sticky__holder\">\r\n <div class=\"ray-grid\">\r\n <div class=\"ray-grid__cell--span-full\">\r\n <div class=\"related-articles-sticky__header-wrapper\">\r\n <h3 class=\"ray-text--h3 related-articles-sticky__block-title\">\r\n Related articles\r\n <\/h3>\r\n <\/div>\r\n <div class=\"related-articles-sticky__wrapper\">\r\n \r\n <div class=\"related-articles-sticky__item\">\r\n <div class=\"related-articles-sticky__image-wrapper\">\r\n <a href=\"https:\/\/www.wework.com\/ideas\/professional-development\/business-solutions\/a-guide-to-getting-your-small-business-off-the-ground-gated\" class=\"ray-image ray-image--1by1\">\r\n <img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"1643\" height=\"1085\" 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<\/div>\r\n <\/div>\r\n <\/div>\r\n <\/div>\r\n\n\n\n<h2 id=\"the-importance-of-a-vision-statement\"class=\"wp-block-heading\"><strong>The importance of a vision statement<\/strong><\/h2>\n\n\n\n<p>Companies of all sizes can benefit from writing a vision statement. For the planet\u2019s most powerful and influential organizations, vision statements are totemic phrases that can guide decades or perhaps even centuries of doing business. <\/p>\n\n\n\n<p>But even the <a href=\"https:\/\/www.wework.com\/ideas\/tag\/starting_small\">smallest startups<\/a> can find real value in crafting and adopting a vision statement. The process of creating a vision statement requires careful introspection and consideration of your company\u2019s core values. Figuring out which parts of running a business you\u2019re unwilling to compromise on\u2014cost, quality, the speed of service, <a href=\"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/rewarding-startups-for-their-efforts-in-sustainability\">the environmental impact<\/a>\u2014then baking those ideals into a vision statement helps to clarify the direction your company is moving in.<\/p>\n\n\n\n<p>Evolving companies can review previous statements as they grow and adapt, to see which values have fallen by the wayside and which ones still remain part of the vision.<\/p>\n\n\n\n<p><em>Steve Hogarty is a writer and journalist based in London. He is the travel editor of <\/em>City AM<em> newspaper and the deputy editor of <\/em>City AM Magazine<em>, where his work focuses on technology, travel, and entertainment.<\/em><\/p>\n\n\n<div\r\n data-block_60e8695ae0589\r\n class=\"sticky-cta align sticky-cta--bottom sticky-cta--default--bottom sticky-cta--right sticky-cta--default\"\r\n>\r\n <div class=\"sticky-cta__copy sticky-cta--default__copy\">\r\n <p>Rethinking your workspace?<\/p>\n\r\n <\/div>\r\n\r\n <div class=\"sticky-cta__button-wrap sticky-cta--default__button\">\r\n <button class=\"ray-button ray-button--primary sticky-cta__button\">\r\n <a\r\n href=\"#nf-form-31-cont\"\r\n class=\"sticky-cta__link sticky-cta--default__link\">\r\n Get in touch\r\n <\/a>\r\n <\/button>\r\n <\/div>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>More than just a snappy slogan, a vision statement tells the story of your company\u2019s ambitions for the future<\/p>\n","protected":false},"author":1849,"featured_media":3000059679,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"template-single-default.blade.php","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43902,43909],"tags":[503,1487,43942],"class_list":["post-3000059674","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-professional-development","category-management-leadership","tag-culture","tag-leadership","tag-starting_small"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What is a vision statement and why is it important?<\/title>\n<meta name=\"description\" content=\"How do you write a good vision statement? 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