> For the complete documentation index, see [llms.txt](https://wiki.anatomyofmarketing.org/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/company-strategy/why/vision.md).

# Vision

### What is it?

Vision is the aspirational statement of what an organisation is working towards. It flows from Purpose and describes the future the business is trying to create. Where Purpose answers why the organisation exists, Vision answers what it is aspiring to achieve.

***Also known as:*** *Company Vision, Strategic Vision, Vision Statement*

### Why it matters

A Vision genuinely connected to Purpose gives direction to strategy and makes it easier to evaluate competing priorities. When Vision is weak or disconnected from the business's actual beliefs, it becomes a slogan that employees and customers learn to ignore. The distance between stated vision and observable behaviour is one of the most reliable indicators of cultural health in an organisation.

### When it matters most

Vision becomes important when a business needs to align leadership around a shared direction, when strategy is being set or reset, or when the organisation is growing quickly enough that informal alignment is no longer sufficient. It is also worth revisiting when the external environment shifts significantly enough to make the existing vision feel irrelevant or unreachable.

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### AoM Connected Tools

{% content-ref url="/pages/egK2nag7vx777njL36nt" %}
[Purpose/Vision/Mission/Values Framework](/the-aom-model/layer-three-connected-tools/company-strategy-tools/purpose-vision-mission-values-framework.md)
{% endcontent-ref %}

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