Vision is the articulation of the organization’s ambition for a coming period of time. That ambition can be about social change, people helped, and/or the development of the organization.
Vision is about putting a stake in the ground; it is a declaration of intent, of direction, and of commitment.
The time period can range from as little as six months to several years. Three to five years is about average.
In addition to being an expression of the whole organization’s ambition, vision is also used to focus initiatives and projects. The time period for those visions is determined by the project timeline.
Vision serves as a rallying point for energy, attention, and resources. It can provide motivation, and encourage creativity and collaboration. It helps people “of a like mind and heart” to find and trust each other.
The language of Vision is critical; it is usually expressed in terms that excite and enable, invite and inspire. Imagery is better than numbers, and subjective experience and emotion are critical components.
