| Name | Definition | Source |
|---|---|---|
Clarity | The extent to which the vision statement is understood by employees | 2 |
Future focus | Describing the desired future (not current) state | 2 |
Abstractness & challenge | Providing a non-concrete, difficult yet achievable future | 2 |
Idealism | Portraying a highly desirable future | 2 |
Brevity | Providing a succinct, easy-to-remember statement | 2 |
Uniqueness | Describing how the organization differentiates itself from other organizations, including its products and services, markets, strategy, or company history | 2 |
Success definition | Stating how the company measures its progress in achieving the desirable future | 2 |