Characteristics of Vision Statement
Vision
statement primarily explains the reason of existence or core objective of the
organization. In practice only one core aspect of organization is targeted or
explained in the Vision statement.
1. Real & Reflective
Vision
statement should reflect the reality of the entity. Vision statement tells
reality, for example if vision statement says “We Provide Quality”. Then product
quality should be premium objective of the organization.
2. Brief & Comprehensive
Vision
should be brief & comprehensive in nature. Normally vision statement
consists of one to two lines and explain core objective of the organization. In
most cases vision statement vision statement consist of one line.
3. Original & Unique
Vision
statement should be unique in nature. Vision statement should be originally designed
/ framed by the entity and wording of statement should be original and fresh. A
copied concept or wording is not recommended under any circumstances.
4. Easy Language
Vision
statement should be easy to read & understand. It means that vision statement
should be written in easy language. This will help reader to remember the
vision statement.
5. Should Leave Impact
Vision
statement should leave an impact on the reader of the statement. Vision statement
should have artistic value. Vision statement should remain in the mind of the customer
/reader.
6. Relevant to Industry
Vision
statement should be relevant to industry. For example in case of service industry
the customer may be focused like “we value our customer”, while in case of manufacturing
industry product may be focused “Our product itself speaks about Quality”.
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