"A vision describes in brief what the organization should look like as it successfully implements its strategies and achieves its full potential. A vision statement answers the question, Where and what do we want to be? Or put more fully, What light we look like, or what might we ideally be in future given expected opportunities, challenges, and anticipated action needed to get there?"
— J. M. Bryson and F. K. Alston in Creating Your Strategic Plan — A workbook for public and nonprofit organizations
