What characterizes a motivating Vision Statement?
Vision statements: are idealistic and remain accurate for 10+ years; explicitly state the aspirations of the people in the organization for furthering a higher purpose beyond just the organization’s survival; identify the impacts of the organization’s work on the world at large; are unique and authentic to the organization; “feel right” to the point where employees and stakeholders can internalize it and explain it with conviction and enthusiasm in their own words; and are written in plain English (no marketing lingo).
