Design science research (DSR) creates novel artifacts to address real-world challenges. Yet, DSR often overlooks explicit articulation of research projects’ underlying values and future visions. This gap hinders effective communication, reduces design knowledge reusability, and may lead to questionable results. To address this issue, we shed light on the role of vision in DSR. We propose a vision cycle and exemplarily show its integration into Hevner’s (2007) three-cycle view by emphasizing the importance of clearly formulating, reflecting on, and communicating a DSR project’s vision, especially the direction in which solutions are explored. Drawing on vision communication literature, the vision cycle guides researchers to define overarching values, envision a preferred future, and outline a mission for realizing that vision. We contribute to the discussion on design knowledge communication by highlighting the importance of vision articulation and reflection to address grand societal challenges, offering methodological guidance, and promoting transparency in DSR.