How do I write a clear and compelling vision statement?

The no-BS guide to building a future worth following

Writing a killer vision statement isn’t about sounding smart. It’s about declaring your company’s why in a way that punches through the noise and makes people say, “Hell yes, I want to be part of that.”

What Is a Vision Statement, Really?

It’s your future—on fire. It says where you're headed, what impact you want to have, and why anyone should care. It’s not a tagline. It’s not “maximize shareholder value.” It’s what you believe is worth building a company for.

How to Write a Clear and Compelling Vision Statement

1.     Start with the end in mind.

Imagine your company in 10 years. What’s different in the world because you exist?

2.     Be bold, not vague.

“Empower innovation” = snooze. “Make healthcare pricing transparent for every patient in America” = let’s go.

3.     Speak human.

Cut the buzzwords. No one dreams in MBA-speak.

4.     Focus on change, not products.

Your products will evolve. Your impact shouldn’t.

5.     Keep it short.

One sentence. Two if you’re feeling poetic. That’s it.

Examples (Real + Fictional)

•  Apple (unofficial but legendary): “A computer on every desk.”
  
  
•  Slack (original): “Make people’s working lives simpler, more pleasant, and more productive.”
  
  
•  Small biz example (boutique HR firm): “A workplace where no one dreads Monday.”
  
  
•  SaaS startup: “Level the playing field for small businesses with enterprise-grade AI.”
  
  

Prompt This

Use AI to sharpen your vision:

• Write 10 bold, one-sentence vision statements for a startup that helps freelancers manage taxes.
  
  
• Rewrite this weak vision to be more emotionally compelling: ‘To be a leader in the travel industry.’
  
  
• Give me 5 vision statements for a tech company that’s redefining senior care.
  
  
• Turn this long-winded paragraph into a punchy, one-line vision statement.
  
  
• Brainstorm vision statements that focus on global access to mental health care.
  
  

Final Thought

A vision statement is your business’s battle cry. If it feels safe, it’s not visionary. If it could apply to your competitors, toss it. Write something that scares you a little—and excites your team a lot. That’s the kind of statement that doesn’t just guide your company… it ignites it.