What is a vision statement?
"Effective leaders help others to understand the necessity of change and to accept a common vision of the desired outcome."
John Kottar
If your mission statement can best be described as a reflection of the fundamental purpose or purposes of your institution your vision statement should complement and enhance this by providing a description of where you hope this purpose will lead. In essence it represents a description of what and where you want to be. As such it is a statement of aspiration, not necessarily of fact and represents a vision of the type of organisation that you are striving to become and the high level goals you are hoping to achieve. Given these characteristics it is clear to see why an institution has need for both a mission statement and a vision statement as integral and complementary parts of its strategic framework; whilst at the same time re-emphasising the importance of ensuring a common thread and congruence between the two.
It is also worth reiterating the suggestion given earlier not to get too preoccupied with terms and titles. Some institutions may well interpret the objectives of the mission and vision statements in slightly different ways, or perhaps even combine the two requirements into one statement. What matters most is the consideration and articulation of these descriptions of the institution's character and direction: less how you choose to label them.
Some examples of vision statements include:
Our vision is to be renowned as a forward thinking, enterprising and business engaged university.
We will be known for providing a high quality and cutting edge learning experience, for research which has a real world impact and for being a catalyst in economic and social transformation.
We will build on our existing strength to attain an international reputation as a leader in applied design and creativity and in healthcare and active lifestyles
Sheffield Hallam University
Our vision for Cumbernauld College is that it should grow and develop as a valued and responsive learning organisation, promote access, participation and Lifelong Learning, and provide its customers, partners and the wider social and business communities with relevant, effective and innovative learning experiences
Cumbernauld College
"Our vision is one in which Kirklees College Huddersfield Centre:
is responsive and serves the needs of the whole community of Kirklees
provides a friendly, inclusive, learning environment where all take pride in learning and achievement
is recognised locally and regionally as a provider of high quality education and skills training
"Our vision is to be the UK's best Knowledge and Learning Partnership University"
University of West of England
"Our vision is to be the number one for sandwiches and savouries from a united team that is passionate about being the best in the bakery"
Greggs the bakers
"McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile"
McDonald's
"To be the most creative organisation in the world."
The BBC
