Defines the optimal desired future state - the mental picture - of what an organization wants to achieve over time;
Provides guidance and inspiration as to what an organization is focused on achieving in five, ten, or more years;
Functions as the "north star" - it is what all employees understand their work every day ultimately contributes towards accomplishing over the long term; and,
Is written succinctly in an inspirational manner that makes it easy for all employees to repeat it at any given time.