Plenty of people and organizations have vision statements, but where is the vision in:

• Being the best among our competition? (Relative Mastery)
• Being great at what we do? (Absolute Mastery)

While mastery is a key aspect of any pursuit, it tells us virtually nothing about the future we want to strive for.

• Who do we want to become?
• What do we want to do?

A vision statement should be able to clearly direct the efforts of all involved, acting as a counter to our individual preferences. SpaceX, for example, is clearly the best in its industry; no competitor has been able to keep up with their innovations. Their vision clearly wasn’t to be the best, it is to go to mars. While the statement is a good start, but it is only the seed for a true vision. It should grow and evolve to clarify all of the important aspects:

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