Vision is much more than a marketing statement or motto, yet these tools can be important in communicating vision.
It is important to cast vision in a manner that connects with the audience of each congregation. As a vision statement is molded in response to visionary discernment and insight, it must be the breath of God that edits the words and phrases, and not a Madison Avenue marketing mindset.
The counterpoint, as stated above, is that vision must connect with people who may not have the same depth of God talk in their lifestyle as the deeply committed disciples who form the people of passion in congregations. Vision must be stated in words and stories that effectively communicate with those to whom God is sending you.
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