Business Pitch Dictionary by pitch.dog
Purpose, goals & strategic direction · Core

Vision

Also called: vision statement

ELI5

The future the organisation wants to make real.

Used in conversation

“The vision should be ambitious without becoming untestable fog.”

Definition

A description of the future state an organisation aims to help create.

Here “Vision” means: A description of the future state an organisation aims to help create.

Pitch context

You will see “Vision” in strategy decks, market analyses, business plans and planning workshops when the discussion reaches purpose, goals & strategic direction.

Why it matters: It helps a reader interpret purpose, goals & strategic direction without confusing the measure, decision, role or evidence being discussed.

Connected terms

  • MissionMission describes the organisation’s present purpose; vision describes the future it wants to help create.
  • Brand visionThe search label “vision statement” can route to both entries.
Sources & evidence · 5

Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.