The Importance Of Vision Statement

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A vision statement is a statement that articulates the ideal description of the organisation, it can also be described as a picture of what the company wants to become and what it really wants to achieve. A vision statement goes beyond just planning and strategy by challenging the status quo in pursuit of a long-term goal. It is a top management leadership tool, often ascribed to a single visionary leader in most cases the CEO of the company. A vision statement can serve as a guide to an organisation by providing direction of progress and by indicating the core purpose. Vision involves answering question about an organisation’s identity such as who you are, where you are going and what your guiding values are and for a vision to become a reality it must be communicated and lived.
According to Lynch (2006:9) a vision statement refers to the capacity to move the organisation forward in an important way beyond the present environment. Pearce Robinson (2009:37)refers vision statement as a statement that shows an organisations’ strategic objective created to concentrate the resources of the organisation on achieving the desirable future. An effectively worded vision statement has the following characteristics; firstly, graphical where by it paints a picture of the kind of company that management is trying to create …show more content…

Distell is well known for producing wines, spirits, ciders and other ready to drink beverages. The third characteristic is focused; it is specific enough to provide managers with guidance in making decisions and allocating resources. The fourth characteristic is flexibility, it is a once off statement the vision statement have to be regularly adjusted as the product, market, customer, and technological situation can

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