Your **vision** defines the ideal future state of your company—the long-term impact you want to create and the path you believe will get you there. It serves as a guiding light for your team over the next **3–5 years**, shaping decisions, priorities, and ambition. In Forge, your vision aligns directly with your [[Mission]] and informs both your [[Strategy]] and day-to-day execution. It answers the big question: > _If everything goes well, what will our company look like—and what will we have accomplished?_ ### 🔍 Defining what matters **The Future** - What is our ideal future? - What lasting change are we creating for our [[customers]], our team, or our [[Target Market|market]]? **Destination** - How will the company need to evolve to reach this future? - What [[Target Market]] or [[Customers|segments]] might we expand into? - What business model or [[Business Focus|focus]] shifts might occur along the way? **Quantitative** - What metrics prove we're achieving our vision? - Customer Lifetime Value vs. Acquisition Cost - Retention rates - Product-Market Fit milestones - Revenue or usage growth - Financial runway or profitability **Qualitative** - What stories, experiences, or behaviors signal we’re succeeding? - How do customers or employees talk about us? - What kind of culture or reputation are we building? ### Example Vision Statement > _Helen’s Foundry will drive radical change in the SaaS industry, reducing early-stage startup failure by embedding data-driven decision-making and operational transparency as the standard way to build software companies._ ### Example Vision Outcomes >- Platform becomes the default operating system for early-stage SaaS teams >- Customer Lifetime Value is 3× Customer Acquisition Cost >- User retention exceeds 30% >- Burn rate supports 12+ months of runway >- Documented Product-Market Fit with X+ customers >- Quarterly increases in sales, usage, and satisfaction >- Employee satisfaction consistently above 90% --- ### Further Reading **"The Visionary Leader: How to Inspire Success from the Top Down" by Jeff Davidson** A guide to crafting a compelling vision that resonates across an organization and drives a culture of success and shared goals. **"Vivid Vision: A Remarkable Tool For Aligning Your Business Around a Shared Vision of the Future" by Cameron Herold** This book provides a practical framework for writing a clear, future-focused vision statement that aligns with strategic planning and company culture.