If we want to be strict, a vision is the public statement an organization uses to describe its WHY. It should have nothing to do with what the organization does, the products it produces or the services it offers. It should have no comparative language like better or best. It shouldn't be about the organization at all, in fact. It should be about the world those in the organization imagine. The world they want to build. That's the reason it's called a vision - it's something you can see - something far away that does not exist yet. "What's your vision?" means tell me what the world looks like if everything goes your way.

-- Simon Sinek