What a Vision Statement SHOULD be:

1. They should be short-two sentences absolute maximum.

2. They need to be specific to your business and describe a unique outcome that only you can provide.

3. Keep it simple enough for people both inside and outside your organisation to understand.

4. It should be ambitious enough to be exciting but not too ambitious that it seems unachievable.

5. It needs to align to the values that you want your people to exhibit as they perform their work

For a new start up business, new program or plan to re-engineer your current services, the vision statement will be formulated first as it will guide the mission statement and the rest of the strategic plan.