Marketing Strategy from the Masters (Collection)

3. Create a Compelling Vision

An essential part of defining your purpose is creating a vision statement. A vision statement is a vivid statement or story that describes what the company will be like in the future. The future is defined as a point in time, perhaps twenty or more years from now. If this timeframe is too hard to grasp, think about ten years from now. The purpose of a vision statement is to inspire and inform people about where the company is headed in the future.

I do not endorse a specific process for writing a vision statement because I believe it should be an individual creative exercise. For some people, a clear concise statement works best. For others, vivid descriptions, pictures, or even stories are the most effective ways ...