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Also known as: vision, company vision, north star

Vision Statement

FoundationalOperationsStrategies

Definition

Vision Statement: A vision statement describes the aspirational future state a company is working toward—what the world or industry will look like if the company succeeds. Vision provides long-term direction and inspiration, helping teams understand how their work contributes to something larger. Good visions are ambitious yet achievable.

Example Usage

Our vision is 'A world where every small business owner has enterprise-grade tools.' It guides our 10-year product strategy.

Common Misconceptions

Vision must be unique. Many companies share similar visions; differentiation comes from how you execute.
Vision should be vague. Specific, vivid visions are more motivating than generic aspiration.
Only founders care about vision. Everyone wants to know their work matters; connect daily work to vision.

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