Workshop · Brand
Vision Statement
Paint the 10-year future state in one sentence.
Overview
Why run this workshop
What is this workshop?
A short session to write a 10-year vision — the future state the company is building toward.
Why is it valuable?
Teams without a vision optimise for the next quarter. A vivid vision aligns hiring, roadmap, and investment for years.
When should you use it?
After purpose is locked. Refresh every 3–5 years, or after a major market shift.
What will you achieve?
A vision statement everyone can picture, defend, and use to say no to distractions.
Workshop flow
How the session unfolds
- 1
- 2
- 3
- 4
- 5
- 6
- 7
Workshop guide
Facilitator playbook
01Prepare· 10 min
Objective
Expected output
Instructions
- · Agree on the timeframe — usually 10 years.
- · Review the purpose statement together.
02Brainstorm· 15 min
Objective
Expected output
Instructions
- · Silent write: "In 10 years, if we've won, what does the world look like?"
- · Write in vivid, present-tense sentences.
03Share· 10 min
Objective
Expected output
Instructions
- · One per person, no reactions.
04Group· 10 min
Objective
Expected output
Instructions
- · Group by "what changed" and "who benefits".
05Discuss· 15 min
Objective
Expected output
Instructions
- · Is it a stretch? Is it specific? Would we bet a decade on it?
06Vote· 5 min
Objective
Expected output
Instructions
- · Dot vote.
07Wrap-up· 10 min
Objective
Expected output
Instructions
- · Present-tense, vivid, one line.
Practice exercise
Apply it now
Practice worksheet
Vision Statement
A number, a scene, a benchmark that would tell you you'd won.
Your answers live in your browser during this session. Saving to your project is coming soon.
Completed example
What good looks like
Completed example
Microsoft (early 2000s)
Vision
"A computer on every desk and in every home."
Why it works
- · Vivid — you can see it.
- · Bold for its era — nearly unbelievable.
- · Every employee could act on it.
Best practices
Do this, avoid that
Do
- Write in the present tense as if you're there.
- Include a number or a scene that anchors it.
- Test with a new hire: can they picture it?
Avoid
- Writing a vague, generic "be the leader in..." line.
- Confusing vision with a business goal.
- Being so ambitious no one believes it.
Deliverables
What participants leave with
- 10-year vision statement
- Notes on what winning looks like concretely
Continue learning
Where to go next
Related frameworks
Related workshops