Vision statements—like mission statements—need to be specific, meaningful and clear. They reflect our future aspirations, and are an important test of where we are going and why that is important. Like mission statements, though, vision is often vague, imprecise and overly general. For vision to do something, it has to say something.
Pick a strategic plan. Any strategic plan. Read the mission statement, and ask what it tells you about what makes the organization it belongs to unique. All too often, the answer to that is “not much.” Rather than being defining statements of purpose, mission statements are often vague, generalized and designed to appeal to the lowest common denominator. It doesn’t have to be this way.