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<br /> <br /> <br />"I view a 'business vision' as a combination of both aspirational and tangible goals," Brownson <br />said. "A mission statement is intended to clarify the 'what' and 'who' of a company, but a vision <br />statement adds the 'why' and 'how' as well." <br /> <br />As a company grows, its objectives and goals may change. Therefore, vision statements should <br />be revised as needed to reflect the changing business culture as goals are met. However, when <br />you're writing the vision statement, you should approach it as a document that will last at least <br />several years, said Tiffany Silverberg, a professional writer and editor for businesses. <br /> <br />Silverberg noted that a vision statement should go beyond profit margins and internal benefits <br />and look toward the long-term effect they want to have on their customer base, their industry, the <br />economy and/or the environment. <br /> <br />How to write a vision statement <br /> <br />Writing your vision statement is a time for creativity, ambition and fun, but the task should be <br />approached seriously. "There is a process to this, and it's not usually quick or simple," Brownson <br />said. "The best way to begin is to reflect on some of the most significant events or ideas that <br />have impacted the company. It often dates back to the owner's childhood interests or experiences <br />that ignited a passion, which ultimately led to the creation of the company." <br /> <br />To get started, dream big and make a list. Don't worry about practicality for now what <br />initially looks impossible could be achieved down the road with the right team and technologies. <br />Brainstorm with a group of employees to visualize where you may see yourselves in the midterm <br />and long-term future. <br /> <br />"Identify some core values that have been brought to the organization," Brownson said. "Then, <br />pose the questions, 'What do we do right now that aligns with these values? Where are we not <br />aligned with these values? How can we stay aligned with these values as we grow over the next <br />five years, 10 years?' Those questions address your current situation, for better and worse, and <br />help identify the bigger-picture vision." <br /> <br />Next, ask yourself what problems your company hopes to solve in the next few years. What does <br />your company hope to achieve? Who is your target customer base, and what do you want to do <br />for them? <br /> <br />"Based on your responses to these questions, ask yourself what success will look like if you <br />accomplish those things," said Jené Kapela, owner and founder of Jené Kapela Leadership <br />Solutions. "This answer should shape your vision statement." <br /> <br />Roy Farmer, owner of leisure-product company Allstate Home Leisure, recommends writing an <br />imperfect first draft "from the heart," and then choosing the elements from that draft that really <br />speak to you. Consolidate and review the list, and then rewrite, he said. <br /> <br />"Repeat this process a few times, until you feel like it's done," Farmer told Business News Daily. <br />"Then, take your statement to people you respect and trust. Ask them what they think, but be <br /> <br />