What is a vision statement meant to describe?

A vision statement is meant to describe the future desired state of the organization. It serves as a guiding star for an organization, articulating what it aspires to achieve over the long term. This statement is typically lofty and inspirational, designed to motivate employees and stakeholders and to provide a sense of direction for the organization's strategic planning.

The future-oriented nature of a vision statement allows organizations to set long-term objectives and align their strategies and activities accordingly. It helps to communicate the organization's values and purpose to both internal and external audiences, fostering a shared understanding of what success looks like.

In contrast, operational strategies, financial targets, and day-to-day activities are focused on the present or short-term goals and processes. They are more concerned with the implementation of the vision rather than the aspirational goals themselves. Therefore, the vision statement specifically highlights where the organization aims to be in the future, making it foundational to effective strategic development.