Context Slice Vision Statement Framework
A great vision statement is:
- Inspiring — Makes people want to be part of the journey
- Clear — Anyone can understand and repeat it
- Directional — Points to where you're going, not where you are
- Memorable — Short enough to stick, distinctive enough to matter
Structure
The Core Statement (1-2 sentences)
The vision itself. Should be:
- Future-focused ("We will..." or "A world where...")
- Ambitious but achievable
- Specific to your company (not generic)
Supporting Elements (optional but valuable)
Focus Areas (2-3 pillars)
What you'll invest in to achieve the vision.
Values/Principles
How you'll operate on the journey.
Not This
What you're explicitly NOT doing (helps clarify focus).
Output Template
## Vision Statement
[Core vision statement - 1-2 sentences]
### What This Means
[2-3 sentence expansion explaining the vision in practical terms]
### Our Focus Areas
1. **[Area 1]:** [Brief description]
2. **[Area 2]:** [Brief description]
3. **[Area 3]:** [Brief description]
### How We'll Get There
- [Principle or approach 1]
- [Principle or approach 2]
- [Principle or approach 3]
---
*[Optional: What this means for different audiences - customers, employees, partners]*Crafting Tips
Start with the outcome
Don't describe what you do—describe what the world looks like when you succeed.
Bad: "We provide best-in-class solutions for enterprise customers."
Good: "Every enterprise decision is informed by real-time intelligence."
Be specific to your domain
Generic visions are forgettable. Name your industry, your customers, your unique angle.
Bad: "To be the leader in our industry."
Good: "To make every logistics company as efficient as Amazon."
Test the "so what"
If someone reads it, would they care? Would they remember it tomorrow?
Avoid corporate clichés
- "World-class" / "Best-in-class"
- "Leverage" / "Synergy"
- "Empower" (unless truly meaningful)
- "Disrupt" / "Revolutionize"
Context Questions
Before drafting, ensure you know:
- Timeframe: When would this vision be realized? 3 years? 10 years?
- Audience: Who will read this? All employees? Investors? Public?
- Current state: What's changing from today?
- Constraints: What can you NOT say or commit to?
Review Checklist
- Is it inspiring (makes people want to join the mission)?
- Is it clear (anyone could repeat it)?
- Is it distinctive (not generic to any company)?
- Is it achievable (ambitious but not fantasy)?
- Is it memorable (could fit on a T-shirt)?