What is Strategic Vision? Overview And How to Build It

Strategic vision is the new strategic planning tool for business leaders in the 21st century.

As it takes into account current market dynamics, technology trends, customer needs, and other important business factors, it has been widely adopted as a valuable strategic tool by business owners worldwide.

Learn more about this unique approach to strategic planning, how to implement it, and how it can be applied

What is Strategic Vision?

A strategic vision is a broad phrase for one of the important components of an entire strategic planning effort. Essentially, a vision is the determination of an organization’s ultimate goal or purpose.

What is Strategic Vision?

In this context, the strategic vision serves to create the parameters for the development of planning particular actions to achieve the goal, because it determines the business’s broad orientation.

A viable vision clearly extends beyond the current state of the firm and identifies where the owners want it to be in the future.

How to Build a Vision Strategy

To create a strategic vision that is actually realistic, it is necessary to take into account a number of crucial factors. The realism of the vision is one of these components.

This implies that a vision must be fairly precise, as opposed to a general concept of the future. For instance, a vision to become the largest pencil producer in the world may be too broad, but a goal to capture five percent of the pencil market in a certain country during the next 10 years is more specific and may be realizable.

What is Strategic Vision?

In addition to being feasible, a strategic vision must be relevant to people who will be involved in achieving the final objective. This implies that both employees and owners must realize the potential of the vision and be dedicated to its realization.

If everyone in the firm does not believe in and support the vision, the likelihood of achieving the objective within the specified time period is drastically diminished
A genuine strategic vision is enticing in the sense that all stakeholders can recognize some value from following it.

This implies that employees may anticipate improved working conditions and increased financial rewards as a result of pursuing the vision and working hard to attain the objective.

The degree of attraction must be adequate to sustain this commitment even when unanticipated obstacles threaten to impede progress toward the objective, motivating all parties involved to persevere in the face of adversity.

What is Strategic Vision?

One last attribute of a strategic vision is the ability to modify plans as necessary without compromising the overall objective.

This inherent flexibility makes it easy to modify rules and processes as needed to maintain momentum, launch new advertising and marketing campaigns, enhance the product line, and implement any other plan that would drive the firm closer to its vision.

Crafting Your Strategic Vision: 5 Things To Consider

1. Establish tangible goals.

Your goals should be specific enough for you to know precisely when you’ve attained them. Having specific objectives as part of your strategic vision guarantees that everyone in your business is working toward the same objective.

Your statement’s vagueness or ambiguity may result in operational misconceptions that impair your success. You can utilize tools such as strategy maps to identify important objectives.

2. Be realistic.

A company’s strategic strategy should be both aspirational and pragmatic. Given the resources at your disposal, are you able to accomplish the intended objectives? For instance, if you wish to become the market leader in your business but the present market leader has 10 times your yearly sales, you face a formidable obstacle.

What is Strategic Vision?

The amount of time and resources necessary to exceed them in a few years is probably not practical, therefore you may want to change your objectives to focus on increasing market share or beating competitors whose revenues are moderately higher than yours.

3. Keep your mission in mind.

Your mission statement should constantly influence your operational and strategic endeavors. Ensure that, while drafting your strategic vision statement, the objectives and language you use do not contradict your purpose.

Misaligned statements can lead to contradicting activities inside an organization, which can have a detrimental influence on the company’s culture and even its financial performance.

4. Focus on guiding and inspiring your workforce.

Similar to a mission statement, a strategic vision is able to lead and motivate organization members. The distinction is in the manner in which each statement achieves these goals.

While your purpose impacts workers’ broad decision-making, your strategic vision enables leaders to create precise steps to achieve your objectives.

5. Adapt when necessary.

Depending on the sort of business you run, you may occasionally need to revise your strategic vision. This realization will go a long way toward making your organization more nimble and adaptable.

What is Strategic Vision?

For instance, many for-profit businesses must account for changing market circumstances in their strategic planning, which may necessitate periodic revisions to their strategic vision. In contrast, a municipal government may only alter its strategic vision every five or ten years at most.

Five Attributes of an Effective Strategic Vision Statement

Despite the fact that there is no perfect formula, based on over 25 years of strategic clarity facilitation with high-growth organizations, the following are five essential components of a successful Strategic Vision statement to consider.

Future Oriented

What will the organization’s future look like, feel like, think, and say? Where does the organization intend to go? What does your maximum capacity look like?

Inspiring and Challenging

What vibrant and energetic picture do you wish to convey to others regarding your intended outcomes and objectives? What is your ambition? What summit are you attempting to reach? What force will propel the company toward this vision?

Motivating and Memorable

What significant and emotionally engaging future destination do you wish to continue pursuing?


What is the wider sense of purpose you seek to achieve? Are you constructing a cathedral or laying stones?


Can your strategic vision statement be substituted with others within or outside your industry? If you can, your unique value proposition needs some more work.

Four Criteria of an Effective Strategic Vision Statement

Once you and your key stakeholders have drafted a Strategic Vision Statement, the next stage is to analyze the document using the four characteristics of a successful vision statement.

What is Strategic Vision?

Is That Enough?

A lengthy vision statement is undesirable since no one will remember or appreciate it.

Believable Enough?

People must believe in your direction. The long-term objective cannot be regarded impossible or insincere.

Possible Enough?

To be a sustainable strategic driver, the goal must be viewed as achievable over time, while being ambitious.

Relevant Sufficient?

And last, for the vision to take root, it must matter to all important stakeholders.


A corporation needs have at least one visionary capable of developing a viable and appealing strategic vision in order to prosper. Employees with the skill sets necessary to bring that vision to reality are equally essential to the success of the organization.

A firm that consists mostly of visionaries, or that lacks at least one visionary among its owners and management, is considerably more likely to stay stagnant at best, or to fail totally at worst.

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Pat Moriarty
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