Why a Vision Statement Matters for Small Businesses

a hand on a dice that spell mission

Why a Vision Statement Matters for Small Businesses

What is a Vision Statement? 

A vision statement for a small business is a concise and inspiring statement that articulates your small business’s long-term goals and aspirations. It describes the desired future state or the ultimate purpose of the business, highlighting what the company aims to become or achieve. A proper vision statement should be forward-looking, aspirational, and aligned with the values and culture of an organization. 

After reading this blog, you will be able to create or revisit your vision statement using the evaluations as to if it provides a clear sense of the company’s purpose and impacts your business aspires to have in the world. Not only that, but create a strong statement to serve as a guiding principle that will influence strategic decisions, culture, and day-to-day operations. 

Why a Mission Statement is Important for Your Small Biz

Having a vision statement for your business is a crucial need when it comes to looking into the future of your business. Here are a few reasons why it’s important: 

Direction and Focus:

A vision statement will outline the long-term goals and aspirations of the company, guiding strategic decision-making and setting a path for growth. It will help your small business stay on track and be aligned with the ultimate objectives of the business.

Alignment and Cohesion:

Creating a statement that reflects the future direction of your small business ensures that all employees, partners, and customers are aligned with the purpose and goals of the business. This will help create a shared understanding of the company’s vision and allows for a sense of unity and cohesion among your team members. Having this alignment is crucial for the overall collaboration, productivity, and success of the business. 

Strategic Planning and Decision-Making Framework:

A foundation for strategic planning and decision-making is what a well-crafted vision statement will allow you to create. It will help the business identify and prioritize initiatives and projects that align with its long-term goals and make informed decisions enabling your business to assess the decision and recognize what will align best with your business’s long-term vision and goals. 


A well-crafted vision statement can help differentiate your small business from its competitors. It will allow your business to carve out an identity by clearly articulating its values, purpose, and long-term aspirations. By doing this, your business will attract customers who support and admire your message allowing you to build a distinctive brand image. 

Motivation and Inspiration:

Lastly, having a vision statement serves as a source of motivation and inspiration for the business owner and employees within the business. This provides a sense of purpose and a shared vision toward a common goal. It can be a way to energize and rally. It is fostering a positive and driven company culture. 

The Difference Between a Mission Statement and a Vision Statement:

A mission statement and a vision statement may sound similar, and in some ways, they are. Yet, they also serve distinct purposes and convey different aspects of a business’s goals and aspirations. And yes, it is essential to have both.

Here’s how they differ in terms of their focus, scope/inspiration, and execution of both. For more information on what a Mission Statement is, click here

Mission Statement: 

Focus: A mission statement focuses on the present and describes what the business does, who it serves, and how it serves them. It outlines the core purpose of the activities of the organization. 

Scope: A mission statement is typically more specific and tangible, highlighting the products, services, or solutions the business offers and the target market it caters to. 

Execution: A mission statement guides daily operations and decision-making, serving as a roadmap for employees to understand their roles and responsibilities. 

Example from the University of Northern Iowa’s John Pappajohn Center 

“The UNI JPEC provides a vibrant and dynamic environment that inspires, empowers, and equips entrepreneurs and innovators to impact the Iowa economy.” 

Vision Statement: 

Focus: A vision statement looks towards the future and describes the desired long-term impact or outcome the business seeks to achieve. It conveys the organization’s aspirations, values, and overarching goals. 

Inspiration: A vision statement is often more inspirational and broad, capturing the big picture of what the business wants to become or the positive change it aims to bring about. 

Direction: a vision statement sets the direction for the business, guiding strategic decisions, goal-setting, and long-term planning. 

Example from the University of Northern Iowa’s John Pappajohn Center 

“Empowering and supporting entrepreneurs and innovators.” 

In summary, a mission statement explains the present purpose and activities of a business, while a vision statement paints a picture of the desired future state and long-term aspirations. They complement each other and together provide a holistic understanding of the business’s identity, goals, and values. 

Overall, a vision statement provides clarity and purpose to the business, aligning with employees and customers to motivate, differentiate, and act as a guide to strategic planning and decision-making. A vision statement is a valuable tool for small businesses to define their long-term aspirations and pave the way for growth and success.

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