a good vision statement should possess the all but one of the following characteristics:,

What should a vision statement be? The answer to this question is not simple and varies depending on who you ask. A good vision statement, however, will possess most of the following characteristics: -A clear sense of direction Specificity as far as what it wants to accomplish or where it wants to go An emphasis on “we” rather than “I” -An understanding of the importance of marketing A clear sense of why it is being done. So, what should a vision statement be? The answer to this question is not simple and varies depending on who you ask. A good vision statement, however, will possess most of the following characteristics: -A clear sense of direction Specificity as far as what it wants to accomplish or where it wants to go An emphasis on “we” rather than “I” An understanding of the importance of marketing  an awareness that in order for any company’s goals to come together they need support from all those involved in making them happen. This means building brand loyalty through advertising and promotion