BUS501: Strategic Management

Your vision is your dream. It's what your organization believes are the ideal conditions for your community; that is, how things would look if the issue important to you were completely, perfectly addressed. It might be a world without war, or a community in which all people are treated as equals, regardless of gender or racial background.

Whatever your organization's dream is, it may be well articulated by one or more vision statements, which are short phrases or sentences that convey your community's hopes for the future. By developing a vision statement or statements, your organization clarifies the beliefs and governing principles of your organization, first for yourselves, and then for the greater community.

There are certain characteristics that most vision statements have in common. In general, vision statements should be:

• Understood and shared by members of the community
• Broad enough to include a diverse variety of local perspectives
• Inspiring and uplifting to everyone involved in your effort
• Easy to communicate - for example, they are generally short enough to fit on a T-shirt

Here are some examples of vision statements that meet the above criteria:         

• A community where all individuals and families achieve their human potential. 
• CALCASA envisions a world free from sexual violence.  
• A future where tobacco is a thing of the past. (Truth Initiative) 
• A world without Alzheimer's Disease. (Alzheimer's Association)
• The United States is a humane community in which all animals are treated with respect and kindness. (ASPCA)
• A world where everyone has a decent place to live. (Habitat for Humanity)