The simple way to write a company Vision
What’s the first thing that comes to mind when you hear the word vision? For many small business owners, it sounds like something reserved for big corporations with boardrooms and endless resources. But here’s the truth: your business—whether you’re just starting out or scaling up—needs a vision too.
A company vision is more than just a motivational quote to hang on your wall. It’s the anchor for your decisions and the compass that guides your team, even when the path ahead gets murky. And the good news? Writing a vision doesn’t have to be complicated.
This guide will walk you through how to craft a meaningful vision for your company—one that inspires, drives action, and helps you grow.
What is a Company Vision?
Your company’s vision is a clear picture of the future you want to create. It’s where you’re going and why it matters. A great vision has two essential components:
Core Ideology: What you stand for and why you exist (your purpose and values).
Envisioned Future: What you’re aiming to achieve and what success looks like.
Think of it this way: your core ideology is the heart of your business, and your envisioned future is the big, bold dream pulling you forward.
Step 1: Define Your Core Ideology
Your core ideology is what keeps your business grounded, no matter how much it grows or changes. It’s made up of two parts:
1. Core Purpose (Your ‘Why’)
Why does your business exist? And no, the answer isn’t “to make money.” Your purpose should reflect the impact you want to have on your customers, community, or industry.
Example:
A bakery: “To bring people together over simple, delicious, handmade bread.”
A coffee roaster: “To make high-quality coffee accessible while supporting sustainable farming practices.”
2. Core Values (Your ‘How’)
These are the principles that guide how you do business. They’re not just words on a website—they’re the non-negotiables that define your culture.
Example:
A graphic design agency: “Creativity, transparency, and putting the client first.”
An independent retailer: “Honesty, community focus, and sustainability.”
Step 2: Create Your Envisioned Future
This is where you get to dream big. Your envisioned future paints a picture of what success looks like in 10, 15, or even 20 years. It’s what Jim Collins calls the Big Hairy Audacious Goal (BHAG)—a bold and inspiring target that stretches your imagination.
What Makes a Great Envisioned Future?
Bold: It challenges you to think bigger than your day-to-day.
Clear: It’s not vague—it’s specific enough to measure progress.
Inspiring: It excites you and your team.
Example:
A small fitness studio: “To become the go-to community fitness hub, helping 10,000 people achieve their health goals by 2035.”
An eco-friendly clothing brand: “To eliminate 1 million pounds of waste from the fashion industry by 2030.”
Step 3: Bring It All Together
Now that you’ve identified your core ideology and envisioned future, combine them into a single statement that serves as your company’s North Star.
Example Vision Statements:
Coffee Roaster: “We exist to make high-quality coffee accessible while supporting sustainable farming practices. By 2030, we aim to supply 10,000 cafes worldwide and revolutionize how coffee is sourced.”
Local Bakery: “Our purpose is to bring people together over simple, delicious, handmade bread. In 15 years, we’ll open bakeries in 20 communities, becoming a trusted name in connection and quality.”
Why a Vision Matters for Small Businesses
Without a vision, your business risks drifting from one opportunity to the next without a clear direction. A vision provides:
Clarity: You know where you’re going and why.
Focus: You can make decisions faster because you know what aligns with your goals.
Inspiration: It keeps you and your team motivated, even when challenges arise.
Take the First Step Today
Writing a vision for your company doesn’t have to be perfect—it just needs to be authentic. Start by asking yourself these questions:
What drives your business?
What values are non-negotiable?
What bold goal excites you about the future?
Give it a go. Write down your ideas. They don’t need to be polished right away—they just need to start.
Your vision isn’t just words on paper. It’s the foundation of everything your business does. And with a clear vision, you’ll stop reacting to what’s in front of you and start building the future you’ve always imagined.
