A vision statement is a company’s road map, indicating what the company wants to become
“A company vision statement reveals, at the highest levels, what an organization most hopes to be and achieve in the long term,“ said Katie Trauth Taylor, CEO of the writing consultancy Untold Content. https://www.businessnewsdaily.com/3882-vision-statement.html
Why does this matter? Research shows that employees who find their company’s vision meaningful have engagement levels of 68 percent, which is 19 points above average.
Simply speaking, vision is an organization’s self centered, egoistic, selfish (in a positive and necessary sense) pleasure seeking goal, that directly attracts and motivates it’s employees: what company gets, “intakes“, “inhales“, “breaths in“, what catalyzes company’s biggest energy to act. That’s why vision is first of all important for company itself and its internal decision-making, but not for customers – because it gives direction and energy to employees of the company rather than customers. On the contrary mission is altruistic – customers centered organization’s self sacrifice – what output company gives. Also vision as catalyser or action starter should be placed in a first priority, before mission statement, because implementation of mission depends on vision as energy or “fuel“ source. (Tomas addition to Wikipedia )
Vision statement vs. mission statement
Before determining what your vision statement is, you need to understand what it is not. It should not be confused with a mission statement. Those statements are present-based and designed to convey a sense of why the company exists to both members of the company and the external community.
Vision statements are future-based and meant to inspire and give direction to employees of the company rather than customers. “Your mission statement is your company’s reason for being – it’s all about what you’re doing right now,“ said Alison Brehme, founder of Virtual Corporate Wellness, a provider of employee health and wellness programs. “Your vision statement is where your company is going – it’s all about your future.“