Before determining what your vision statement is, you need to understand what it is not. It should not be confused with a mission statement. Customers want to know their money and investments are managed well and will lead to future financial security for themselves and for their families. A well-written mission statement earns the trust of current and prospective clients by defining goals that speak to this need. Show your customers how their finances are secure with a mission statement that tailors your services to their needs. I would argue that (b) is more memorable because as I read this, I’m actually visualizing a computer (in my case) sitting on a wooden desk in a room. There’s nothing wrong with (a) but it’s highly conceptual and thus difficult to transform into a mental picture. It De-mystifies Business Planning "The One Page Business Plan is the business plan for independent professionals. It de-mystifies business planning so that the average business professional can actually write a business plan that makes sense!" Rebecca Salome, Entrepreneurial Authors. Knowing who you are and where you’re going is the foundation of an organization’s success. Get tips on how the nature of planning itself can help your envisioned goals materialize: Mastering Time Management: The Five Primal Flows of Time.