OKR – Creating a Vision Statement that hums!

A vision statement should be clear, inspiring, and future-focused, not just a long, vague sentence. It’s a guiding star that defines where your company wants to be in the next few years.

A strong vision statement makes it easier for employees and customers to understand what your company stands for. It serves as the foundation for setting OKRs (Objectives and Key Results) that align your team toward a shared goal.

Key Takeaways

• A vision statement should be short, inspiring, and future-focused.
• Avoid specific metrics, those belong in OKRs.
• Involve key decision-makers in the process.
• Use a clear formula to structure your vision statement.
• Align your vision statement with your OKRs for better execution.

How Long Should a Vision Statement Be?

A vision statement should typically cover a 2–5 year timeframe. However, this can vary depending on your industry. For rapidly changing sectors like tech, a shorter vision might be more practical.

The Formula for an Effective Vision Statement

Creating a compelling vision statement doesn’t have to be complicated. Here’s a simple structure:

Vision Statement = Verb to be + Future state of being

• Think big. Set ambitious but realistic goals.
• Be positive. Inspire confidence and motivation.
• Avoid specific metrics—these belong in your OKRs, not your vision statement.

Examples of Vision Statements

Good Vision Statement: “To become the world’s most trusted car company, designing smart vehicles for a smart world.”

• Verb: To become
• Future state: Smart vehicles for a smart world

Bad Vision Statement: “We work hard to be a company that our customers, society, and stakeholders trust.”

• Problem: Too vague and lacks a clear future state.

Steps for Creating a Vision Statement That Works

1. Gather Key Stakeholders

Bring together decision-makers, including CEOs, CIOs, VPs, senior managers, and product managers, to brainstorm and align on a shared vision.

2. Ask the Right Questions

Use the following prompts to guide your discussion:

• What is our company about?
• What do customers think of us?
• What do employees think about our direction?
• What products and services do we offer today?
• What will the world look like in 5 years?
• How will our company fit into that future?
• What is the gap between where we are and where we want to be?
• What verb best represents our vision?

3. Draft Your Vision Statement

Using the answers from your brainstorming session, draft a concise, inspiring vision statement. Keep refining until it captures your company’s aspirations.

4. Align with OKRs

Once your vision statement is ready, use OKRs to break it down into actionable objectives and measurable results.

To manage your corporate-wide OKRs better, click the “sign up” button at the top right of this page to get a free trial of our Target Align OKR cloud app.

FAQs

1. How is a vision statement different from a mission statement?

A mission statement focuses on what your company does today, while a vision statement defines where you want to be in the future.

2. Can a vision statement change over time?

Yes. As your company evolves, your vision may need adjustments to reflect new goals and industry trends.

3. How long should a vision statement be?

A vision statement should be one to two sentences long, short enough to be memorable but detailed enough to provide direction.

4. Can a startup use OKRs without a vision statement?

Technically, yes. But a clear vision statement ensures that OKRs are aligned with your long-term goals, making them more effective.

Happy Vision Statement Building!