QuestionsAnswered.net
What's Your Question?
Making a Risk Management Plan for Your Business
It’s impossible to eliminate all business risk. Therefore, it’s essential for having a plan for its management. You’ll be developing one covering compliance, environmental, financial, operational and reputation risk management. These guidelines are for making a risk management plan for your business.
Developing Your Executive Summary
When you start the risk management plan with an executive summary, you’re breaking apart what it will be compromised of into easy to understand chunks. Even though this summary is the project’s high-level overview, the goal is describing the risk management plan’s approach and scope. In doing so, you’re informing all stakeholders regarding what to expect when they’re reviewing these plans so that they can set their expectations appropriately.
Who Are the Stakeholders and What Potential Problems Need Identifying?
During this phase of making the risk management plan, you’re going to need to have a team meeting. Every member of the team must be vocal regarding what they believe could be potential problems or risks. Stakeholders should also be involved in this meeting as well to help you collect ideas regarding what could become a potential risk. All who are participating should look at past projects, what went wrong, what is going wrong in current projects and what everyone hopes to achieve from what they learned from these experiences. During this session, you’ll be creating a sample risk management plan that begins to outline risk management standards and risk management strategies.
Evaluate the Potential Risks Identified
A myriad of internal and external sources can pose as risks including commercial, management and technical, for example. When you’re identifying what these potential risks are and have your list complete, the next step is organizing it according to importance and likelihood. Categorize each risk according to how it could impact your project. For example, does the risk threaten to throw off timelines or budgets? Using a risk breakdown structure is an effective way to help ensure all potential risks are effectively categorized and considered. Use of this risk management plan template keeps everything organized and paints a clear picture of everything you’re identifying.
Assign Ownership and Create Responses
It’s essential to ensure a team member is overseeing each potential risk. That way, they can jump into action should an issue occur. Those who are assigned a risk, as well as the project manager, should work as a team to develop responses before problems arise. That way, if there are issues, the person overseeing the risk can refer to the response that was predetermined.
Have a System for Monitoring
Having effective risk management companies plans includes having a system for monitoring. It’s not wise to develop a security risk management or compliance risk management plan, for example, without having a system for monitoring. What this means is there’s a system for monitoring in place to ensure risk doesn’t occur until the project is finished. In doing so, you’re ensuring no new risks will potentially surface. If one does, like during the IT risk management process, for example, your team will know how to react.
MORE FROM QUESTIONSANSWERED.NET
Life123.com
- Home & Garden
- Relationships
- Celebrations
Writing a Business Plan
While it may be tempting to put off, creating a business plan is an essential part of starting your own business. Plans and proposals should be put in a clear format making it easy for potential investors to understand. Because every company has a different goal and product or service to offer, there are business plan templates readily available to help you get on the right track. Many of these templates can be adapted for any company. In general, a business plan writing guide will recommend that the following sections be incorporated into your plan.
Executive Summary
The executive summary is the first section that business plans open with, but is often the last section to actually be written as it’s the most difficult to write. The executive summary is a summary of the overall plan that highlights the key points and gives the reader an idea of what lies ahead in the document. It should include areas such as the business opportunity, target market, marketing and sales strategy, competition, the summary of the financial plan, staff members and a summary of how the plan will be implemented. This section needs to be extremely clear, concise and engaging as you don’t want the reader to push your hard work aside.
Company Description
The company description follows the executive summary and should cover all the details about the company itself. For example, if you are writing a business plan for an internet café, you would want to include the name of the company, where the café would be located, who the main team members involved are and why, how large the company is, who the target market for the internet cafe is, what type of business structure the café is, such as LLC, sole proprietorship, partnership, or corporation, what the internet café business mission and vision statements are, and what the business’s short-term objectives are.
Services and Products
This is the exciting part of the plan where you get to explain what new and improved services or products you are offering. On top of describing the product or service itself, include in the plan what is currently in the market in this area, what problems there are in this area and how your product is the solution. For example, in a business plan for a food truck, perhaps there are numerous other food trucks in the area, but they are all fast –food style and unhealthy so, you want to introduce fast food that serves only organic and fresh ingredients every day. This is where you can also list your price points and future products or services you anticipate.
Market Analysis
The market analysis section will take time to write and research as a lot of effort and research need to go into it. Here is where you have the opportunity to describe what trends are showing up, what the growth rate in this sector looks like, what the current size of this industry is and who your target audience is. A cleaning business plan, for example, may include how this sector has been growing by 10% every year due to an increase in large businesses being built in the city.
Organization and Management
Marketing and sales are the part of the business plan where you explain how you will attract and retain clients. How are you reaching your target customers and what incentives do you offer that will keep them coming back? For a dry cleaner business plan, perhaps if they refer customers, they will get 10% off their next visit. In addition, you may want to explain what needs to be done in order for the business to be profitable. This is a great way of showing that you are conscious about what clear steps need to be taken to make a business successful.
Financial Projections & Appendix
The financial business plan section can be a tricky one to write as it is based on projections. Usually what is included is the short-term projection, which is a year broken down by month and should include start-up permits, equipment, and licenses that are required. This is followed by a three-year projection broken down by year and many often write a five-year projection, but this does not need to be included in the business plan.
The appendix is the last section and contains all the supporting documents and/or required material. This often includes resumes of those involved in the company, letters of reference, product pictures and credit histories. Keep in mind that your business plan is always in development and should be adjusted regularly as your business grows and changes.
MORE FROM LIFE123.COM
- Hubspot Blog
- HubSpot.com
Oh no! We couldn't find anything like that.
Try another search, and we'll give it our best shot.
27 Mission and Vision Statement Examples That Will Inspire Your Buyers
Published: November 17, 2022
Think about the brands you purchase from over and over. Why do you choose to buy products and or services from them even when cheaper options exist?
Well, there's a good reason for it — because of their values which are expressed in their mission statement. As consumers, we like to patronize businesses that have values we believe in.
Still, Loyalty doesn’t happen overnight. Building brand loyalty , like creating mission and vision statements, takes time. If you’re in a bit of a time crunch, use this table of contents to find precisely what you’re looking for to inspire the development of your company’s mission:
What is a mission statement?
Mission vs Vision Statements
Best Mission Statement Examples
Best Vision Statements Examples
100 Mission Statement Examples & Templates
Fill out this form to access the guide.
A mission statement is an action-oriented statement declaring the purpose an organization serves to its audience. It often includes a general description of the organization, its function, and its objectives.
As a company grows, its objectives and goals may be reached, and in turn, they'll change. Therefore, mission statements should be revised as needed to reflect the business's new culture as previous goals are met.
What makes a good mission statement?
The best brands combine physical, emotional, and logical elements into one exceptional customer (and employee) experience that you value as much as they do. A good mission statement will not only explain your brand’s purpose, but will also foster a connection with customers.
When your brand creates a genuine connection with customers and employees, they'll stay loyal to your company, thereby increasing your overall profitability.
Mission statements also help you stand out in the marketplace, differentiating your brand from the competition.
What are the 3 parts of a mission statement?
Your mission statement should clearly express what your brand does, how it does it, and why the brand does it. You can quickly sum this up in your mission statement by providing the following:
- Brand Purpose: What does your product or service do, or aim to provide and for whom?
- Brand Values: What does your company stand for? For example, are you environmentally conscious and provide a more sustainable solution to solve a problem? Values are what make your company unique.
- Brand Goals: What does your company accomplish for customers? Why should they purchase from you instead of other competitors?
With these three components, you can create a mission that is unique to your brand and resonates with potential customers. Next, we’ll guide you step by step how to write a proper mission statement to build off of as your company evolves.
How to Write a Mission Statement
- Explain your company’s product or service offering.
- Identify the company’s core values.
- Connect how your company's offering aligns with your values.
- Condense these statements into one.
- Make sure it’s clear, concise, and free of fluff.
1. Explain your company’s product or service offering.
You want prospects to understand what your company does in a literal sense. This means explaining your offering in basic, clear terms. Your explanation should answer the most basic questions like:
- Are you selling a product or service?
- Why would customers buy it?
- How does your offering solve for the customer?
Record your answers and focus on how your product or service brings value to your buyer personas , otherwise known as your target audience.
2. Identify the company’s core values.
Now, this is where you can start thinking bigger. You didn’t just make a product or service at random, you most likely were motivated by a set of core values .
Core values are deeply ingrained principles that guide a company’s actions. Take HubSpot’s culture code, HEART , for example:
- Transparent
These are principles that not only company employees respect, but are principles that our customers appreciate as well. By identifying core values that hold meaning on personal and organizational levels, you’ll have an appealing set to add to your mission statement.
3. Connect how your company's offering aligns with your values.
So how can your company offering serve your core values? You need to draw a connection between the two in a way that makes sense to the public.
For example, if one of your core values is centered on innovation, you want to frame your product or service as pushing boundaries and explaining how it helps customers innovate their lives or business practices. Essentially, you’re taking the literal benefit of the offering and expanding it to serve a higher purpose.
4. Condense these statements into one.
A mission statement can be as short as a single sentence, or as long as a paragraph, but it’s meant to be a short summary of your company’s purpose. You need to state the what, who and why of your company:
- What: The company offering
- Who: Who you’re selling to
- Why: The core values you do it for
Once you have successfully conveyed your message, it’s time to refine and perfect your statement.
5. Make sure it’s clear, concise, and free of fluff.
Above all, your mission statement is a marketing asset that is meant to be clear, concise, and free of fluff. It should clearly outline the purpose of your company offering and demonstrate the common goals the company is working to achieve. You should also have other team members or advisors read the mission statement and make adjustments if needed according to their recommendation.
Vision Statement
A vision statement is aspirational and expresses your brand’s plan or “vision” for the future and potential impact on the world. They often serve as a guide for a brand’s future goals and explain why customers and employees should stick around for the long-haul.
What makes a good vision statement?
A good vision statement should be bold and ambitious. They’re meant to be inspirational, big-picture declarations of what your company strives to be in the future. They give customers a peek into your company’s trajectory and build customer loyalty by allowing them to align their support with your vision because they believe in the future of your brand as well.
What are the 3 parts of a vision statement?
Your company vision is meant to be inspirational while also aligning with the company’s mission. A vision statement should have the following characteristics:
- Aspirational and Ambitious: Have a lofty outlook for what you want your business to accomplish? Here’s the place to put it. Your vision statement should be aspirational and showcase how your business will grow in the future.
- Practical and Achievable: While your statement should be ambitious, it shouldn’t be impossible. Set a goal that is both challenging and practical.
- General: Your vision should be broad enough to encompass all of your brand’s overall goals. Think of it in terms of an umbrella for your mission statement and company objectives to nest under.
Both mission and vision statements are often combined into one comprehensive "mission statement" to define the organization's reason for existing and its outlook for internal and external audiences — like employees, partners, board members, consumers, and shareholders.
The difference between mission and vision statements lies in the purpose they serve.
Mission Statement vs. Vision Statement
A mission statement clarifies what the company wants to achieve, who they want to support, and why they want to support them. On the other hand, a vision statement describes where the company wants a community, or the world, to be as a result of the company's services. Thus, a mission statement is a roadmap for the company's vision statement.
A mission statement is a literal quote stating what a brand or company is setting out to do. This lets the public know the product and service it provides, who it makes it for, and why it’s doing it. A vision statement is a brand looking toward the future and saying what it hopes to achieve through its mission statement. This is more conceptual, as it’s a glimpse into what the brand can become in the eyes of the consumer and the value it will bring in longevity.
In summary, the main differences between a mission and vision statement are:
- Mission statements describe the current purpose a company serves. The company's function, target audience, and key offerings are elements that are often mentioned in a mission statement.
- Vision statements are a look into a company’s future or what its overarching vision is. The same elements from the mission statement can be included in a vision statement, but they'll be described in the future tense.
Now that we know what they are, let’s dive into some useful examples of each across different industries.
Mission and Vision Statement Template
Free Guide: 100 Mission Statement Templates & Examples
Need more examples to build your mission statement? Download our free overview of mission statements – complete with 100 templates and examples to help you develop a stand-out mission statement.
- Life is Good: To spread the power of optimism.
- Sweetgreen: To inspire healthier communities by connecting people to real food.
- Patagonia: We’re in business to save our home planet.
- American Express: Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.
- Warby Parker: To offer designer eyewear at a revolutionary price while leading the way for socially conscious businesses.
- InvisionApp: Question Assumptions. Think Deeply. Iterate as a Lifestyle. Details, Details. Design is Everywhere. Integrity.
- Honest Tea: To create and promote great-tasting, healthy, organic beverages.
- IKEA: To create a better everyday life for the many people.
- Nordstrom: To give customers the most compelling shopping experience possible.
- Cradles to Crayons: Provides children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive – at home, at school, and at play.
- Universal Health Services, Inc.: To provide superior quality healthcare services that: PATIENTS recommend to family and friends, PHYSICIANS prefer for their patients, PURCHASERS select for their clients, EMPLOYEES are proud of, and INVESTORS seek for long-term returns.
- JetBlue: To inspire humanity – both in the air and on the ground.
- Workday: To put people at the center of enterprise software.
- Prezi: To reinvent how people share knowledge, tell stories, and inspire their audiences to act.
- Tesla: To accelerate the world's transition to sustainable energy.
- Invisible Children: To end violence and exploitation facing our world's most isolated and vulnerable communities.
- TED: Spread Ideas
1. Life Is Good : To spread the power of optimism.
Image Source
The Life is Good brand is about more than spreading optimism — although, with uplifting T-shirt slogans like "Seas The Day" and "Forecast: Mostly Sunny," it's hard not to crack a smile.
There are tons of T-shirt companies in the world, but Life is Good's mission sets itself apart with a mission statement that goes beyond fun clothing: to spread the power of optimism.
This mission is perhaps a little unexpected if you're not familiar with the company's public charity: How will a T-shirt company help spread optimism? Life is Good answers that question below the fold, where the mission is explained in more detail using a video and with links to the company’s community and the Life is Good Kids Foundation page . We really like how lofty yet specific this mission statement is — it's a hard-to-balance combination.
2. sweetgreen : To inspire healthier communities by connecting people to real food.
Notice that sweetgreen's mission is positioned to align with your values — not just written as something the brand believes. We love the inclusive language used in its statement.
The language lets us know the company is all about connecting its growing network of farmers growing healthy, local ingredients with us — the customer — because we're the ones who want more locally grown, healthy food options.
The mission to connect people is what makes this statement so strong. And, that promise has gone beyond sweetgreen's website and walls of its food shops: The team has made strides in the communities where it's opened stores as well. Primarily, it provides education to young kids on healthy eating, fitness, sustainability, and where food comes from.
3. Patagonia : We’re in business to save our home planet.
Patagonia's mission statement spotlights the company’s commitment to help the environment and save the earth. The people behind the brand believe that among the most direct ways to limit ecological impacts is with goods that last for generations or can be recycled so the materials in them remain in use.
In the name of this cause, the company donates time, services, and at least 1% of its sales to hundreds of environmental groups worldwide.
If your company has a similar focus on growing your business and giving back, think about talking about both the benefit you bring to customers and the value you want to bring to a greater cause in your mission statement.
4. American Express : Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.
Customers will never love a company until the employees love it first.
— Simon Sinek (@simonsinek)
The tweet above is from Simon Sinek , and it's one that we repeat here at HubSpot all the time. American Express sets itself apart from other credit card companies in its list of values, with an ode to excellent customer service, which is something it’s famous for.
We especially love the emphasis on teamwork and supporting employees so that the people inside the organization can be in the best position to support their customers.
5. Warby Parker : To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.
This "objective" statement from Warby Parker uses words that reflect a young and daring personality: "rebellious," "revolutionary," "socially-conscious." In one sentence, the brand takes us back to the root of why it was founded while also revealing its vision for a better future.
The longer-form version of the mission reads: "We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket," which further shows how Warby Parker doesn't hold back on letting its unique personality shine through. Here, the mission statement's success all comes down to spot-on word choice.
6. InvisionApp : Question Assumptions. Think Deeply. Iterate as a Lifestyle. Details, Details. Design is Everywhere. Integrity.
These days, it can seem like every B2B company page looks the same — but InvisionApp has one of the cooler company pages I've seen. Scroll down to "Our Core Values," and hover over any of the icons, and you'll find a short-but-sweet piece of the overall company mission under each one.
We love the way the statements are laid out under each icon. Each description is brief, authentic, and business babble-free — which makes the folks at InvisionApp seem trustworthy and genuine.
7. Honest Tea : To create and promote great-tasting, healthy, organic beverages.
Honest Tea's mission statement begins with a simple punch line connoting its tea is real, pure, and therefore not full of artificial chemicals. The brand is speaking to an audience that's tired of finding ingredients in its tea that can't be pronounced and has been searching for a tea that's exactly what it says it is.
Not only does Honest Tea have a punny name, but it also centers its mission around the name. For some time, the company even published a Mission Report each year in an effort to be "transparent about our business practices and live up to our mission to seek to create and promote great-tasting, healthier, organic beverages."
8. IKEA : To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them
The folks at IKEA dream big. The vision-based mission statement could have been one of beautiful, affordable furniture, but instead, it's to make everyday life better for its customers. It's a partnership: IKEA finds deals all over the world and buys in bulk, then we choose the furniture and pick it up at a self-service warehouse.
"Our business idea supports this vision ... so [that] as many people as possible will be able to afford them," the brand states .
Using words like "as many people as possible" makes a huge company like IKEA much more accessible and appealing to customers.
9. Nordstrom : To give customers the most compelling shopping experience possible.
When it comes to customer commitment, not many companies are as hyper-focused as Nordstrom is. Although clothing selection, quality, and value all have a place in the company's mission statement, it’s crystal clear that it’s all about the customer: "Nordstrom works relentlessly to give customers the most compelling shopping experience possible."
If you've ever shopped at a Nordstrom, you'll know the brand will uphold the high standard for customer service mentioned in its mission statement, as associates are always roaming the sales floors, asking customers whether they've been helped, and doing everything they can to make the shopping experience a memorable one.
10. Cradles to Crayons : Provides children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive – at home, at school, and at play.
Cradles to Crayons divided its mission and model into three sections that read like a game plan: The Need, The Mission, and The Model. The "rule of three" is a powerful rhetorical device called a tricolon that's usually used in speechwriting to help make an idea more memorable. A tricolon is a series of three parallel elements of roughly the same length — think "I came; I saw; I conquered."
11. Universal Health Services, Inc. : To provide superior quality healthcare services that: PATIENTS recommend to family and friends, PHYSICIANS prefer for their patients, PURCHASERS select for their clients, EMPLOYEES are proud of, and INVESTORS seek for long-term returns.
A company thrives when it pleases its customers, its employees, its partners, and its investors — and Universal Health Services endeavors to do just that, according to its mission statement. As a health care service, it specifically strives to please its patients, physicians, purchasers, employees, and investors. We love the emphasis on each facet of the organization by capitalizing the font and making it red for easy skimming.
12. JetBlue : To inspire humanity – both in the air and on the ground.
JetBlue's committed to its founding mission through lovable marketing, charitable partnerships, and influential programs — and we love the approachable language used to describe these endeavors. For example, the brand writes how it "set out in 2000 to bring humanity back to the skies."
For those of us who want to learn more about any of its specific efforts, JetBlue's provided details on the Soar With Reading program, its partnership with KaBOOM!, the JetBlue Foundation, environmental and social reporting, and so on. It breaks down all these initiatives really well with big headers, bullet points, pictures, and links to other web pages visitors can click to learn more. JetBlue also encourages visitors to volunteer or donate their TrueBlue points.
13. Workday : We aim for innovation not only in our development organization but also in the way we approach every aspect of our business.
Workday, a human resources (HR) task automation service, doesn't use its mission statement to highlight the features of its product or how it intends to help HR professionals improve in such-and-such a way.
Instead, the business takes a stance on the state of enterprise software in general: There's a lot of great tech out there. But at Workday, it revolves around the people. We love how confident yet kind this mission statement is. It observes the state of its industry — which Workday believes lacks a human touch — and builds company values around it.
14. Prezi : To reinvent how people share knowledge, tell stories, and inspire their audiences to act.
If you know Prezi, you know how engaging it can make your next business presentation look. According to its mission statement, the company's clever slide animations and three-dimensional experience aren't just superficial product features. With every decision Prezi makes, it's all about the story you tell and the audience that story affects.
15. Tesla : To accelerate the world's transition to sustainable energy.
A car company's punny use of the word "accelerate" is just one reason this mission statement sticks out. However, Tesla makes this list because of how its mission statement describes the industry.
It may be a car company, but Tesla's primary interest isn't just automobiles — it's promoting sustainable energy. And, sustainable energy still has a "long road" ahead of it (pun intended) — hence the world's "transition" into this market.
Ultimately, a mission statement that can admit to the industry's immaturity is exactly what gets customers to root for it — and Tesla does that nicely.
16. Invisible Children : To end violence and exploitation facing our world's most isolated and vulnerable communities.
Invisible Children is a non-profit that raises awareness around the violence affecting communities across Central Africa, and the company takes quite a confident tone in its mission.
The most valuable quality of this mission statement is that it has an end goal. Many companies' visions and missions are intentionally left open-ended so that the business might always be needed by the community. Invisible Children, on the other hand, wants to "end" the violence facing African families. It's an admirable mission that all businesses — not just nonprofits — can learn from when motivating customers.
17. TED : Spread ideas.
We've all seen TED Talks online before. Well, the company happens to have one of the most concise mission statements out there.
TED, which stands for "Technology Education and Design," has a two-word mission statement that shines through in every Talk you've seen the company publish on the internet. That mission statement: "Spread ideas." Sometimes, the best way to get an audience to remember you is to zoom out as far as your business's vision can go. What do you really care about? TED has recorded some of the most famous presentations globally, but in the grand scheme of things, all it wants is to spread ideas around to its viewers.
Now that we’ve gone over successful mission statements, what does a good vision statement look like? Check out some of the following company vision statements — and get inspired to write one for your brand.
Vision Statement Example
“Our vision is to improve sustainable farming practices across the globe.” This vision statement is ambitious and broad enough to be an umbrella statement in line with a brand's mission.
1. Alzheimer's Association : A world without Alzheimer's disease.
The Alzheimer’s Association conducts global research and provides quality care and support to people with dementia. This vision statement looks into the future where people won’t have to battle this currently incurable disease. With the work that it's doing in the present, both employees and consumers can see how the organization achieves its vision by helping those in need.
2. Teach for America : One day, all children in this nation will have the opportunity to attain an excellent education.
Teach for America creates a network of leaders to provide equal education opportunities to children in need. This organization’s day-to-day work includes helping marginalized students receive the proper education they otherwise wouldn’t have access to. Its vision statement is what it hopes to see through its efforts — a nation where no child is left behind.
3. Creative Commons : Realizing the full potential of the internet — universal access to research and education, full participation in culture — to drive a new era of development, growth, and productivity.
This nonprofit’s vision statement is broad. It helps overcome legal obstacles to share knowledge and creativity around the world. By working closely with major institutions, its vision is an innovative internet that isn’t barred by paywalls.
4. Microsoft : We strive to create local opportunity, growth, and impact in every country around the world.
Microsoft is one of the most well-known technology companies in the world. It makes gadgets for work, play, and creative purposes on a worldwide scale, and its vision statement reflects that. Through its product offering and pricing, it can provide technology to anyone who needs it.
5. Australia Department of Health : Better health and wellbeing for all Australians, now and for future generations.
This government department has a clear vision for its country. Through health policies, programs, and regulations, it has the means to improve the healthcare of Australian citizens.
6. LinkedIn : Create economic opportunity for every member of the global workforce.
LinkedIn is a professional networking service that gives people the opportunity to seek employment. Its vision statement intends to provide employees of every level a chance to get the job they need.
7. Disney : To be one of the world's leading producers and providers of entertainment and information.
Disney’s vision statement goes beyond providing ordinary entertainment. It intends to tell stories and drive creativity that inspires future generations through its work. This is an exceptional vision statement because it goes beyond giving consumers programs to watch, but ones that excite and change the way people see them and the world around them.
8. Meta : Give people the power to build community and bring the world closer together.
Meta, formerly known as Facebook, is a major social media platform with a concise vision statement. It provides a platform to stay in touch with loved ones and potentially connect to people around the world.
9. Southwest : To be the world's most loved, most efficient, and most profitable airline.
Southwest Airlines is an international airline that strives to serve its flyers with a smile. Its vision statement is unique because it sees itself not just excelling in profit but outstanding customer service, too. Its vision is possible through its strategy and can lead its employees to be at the level they work toward.
10. Dunkin' : To be always the desired place for great coffee beverages and delicious complementary doughnuts & bakery products to enjoy with family and friends.
Notice the interesting use of the word "complementary" in this vision statement. No, the chain isn't envisioning giving out freebies in the future. Its vision goes beyond remaining a large coffee chain. Rather, the brand wants to be the consummate leader in the coffee and donut industry. It wants to become a place known for fun, food, and recreation.
Inspire Through Brand Values
Brand values play a much more significant role in customer loyalty than you think. Showing that your business understands its audience — and can appeal to them on an emotional level — could be the decision point for a customer’s next purchase. We hope you found some insight in this post that can help you brainstorm your inspiring vision and mission statements for your business.
Editor's note: This post was originally published in August 2014 and has been updated for comprehensiveness.
Don't forget to share this post!
Related articles.
29 Companies With Really Catchy Slogans & Brand Taglines
![How to Write a Great Value Proposition [5 Top Examples + Template]](https://blog.hubspot.com/hubfs/GettyImages-1279113943%20%281%29.jpg "business plan vision and mission example")
How to Write a Great Value Proposition [5 Top Examples + Template]
![22 Famous Brand Slogans (And the Little-Known Stories Behind Them) [Infographic]](https://blog.hubspot.com/hubfs/%5BAgency_Post%5D/Blog_Images/brand-slogans.png "business plan vision and mission example")
22 Famous Brand Slogans (And the Little-Known Stories Behind Them) [Infographic]
![What Makes a Slogan Successful? [Infographic]](https://blog.hubspot.com/hubfs/successful-slogan.jpeg "business plan vision and mission example")
What Makes a Slogan Successful? [Infographic]
10 SaaS Value Propositions You Wish You Had
Quiz: Can You Guess the Brands Behind These 16 Slogans?
Before & After: 11 Brands That Gave Their Slogans a Makeover
10 Cliché Marketing Taglines We Should All Stop Using
10 Marketing Jingles That Make Your Ears Bleed
100 examples and templates of mission statements to help you build your own.
17 Seriously Inspiring Mission and Vision Statement Examples
Money is a by-product of value .
So, to thrive in the long run, businesses must remain focused on producing value.
However, it’s easy to lose sight of value creation and get sidetracked by other things like profit margins, expanding your product catalogs , or competitors.
To become a runaway success, businesses must have a purpose that unites and inspires people – “make more money” won’t do the trick. As the author Simon Sinek said , “People don’t buy what you do, they buy why you do it.”
This is why organizations create mission and vision statements.
These statements unify the organization and keep everyone focused on what really matters – because if you get these things right, the profits will follow.
This post will give you an introduction to the two statements. Plus, we’ll share some great mission and vision statement examples to help inspire your own.
Now, let’s dive in.
Ready to start your business and create your mission statement? Try Handshake , your one-stop shop for finding wholesale products to sell.
Start selling online now with Shopify
What is a Mission Statement?
A mission statement is a short summary of an organization’s core purpose, focus, and aims. This usually includes a brief description of what the organization does and its key objectives.
What is a Vision Statement?
A vision statement is a short description of an organization’s aspirations and the wider impact it aims to create. It should be a guiding beacon to everyone within the organization and something which underpins internal decision-making and determines the intended direction of the organization.
Mission Statement vs Vision Statement: What’s The Difference?
In short: The mission is the “ what ” and the “ how ,” and the vision is the “ why .”
The mission statement defines what an organization does and includes tangible goals which the organization strives to accomplish. The vision statement, meanwhile, should clarify the aspirations of the organization and define the direction it’s heading in.
Many organizations combine the two statements to form one clearly defined reason for existing that unites the efforts of everyone involved.
Does Your Business Need Mission and Vision Statements?
Mission and vision statements are signposts.
Effective mission and vision statements will unify the focus of an organization – for the organization and their target audience .
Okay, but what if you’re only just starting a business ?
Well, whether you’re a massive corporation or a solopreneur , you can use mission and vision statements to gain clarity and ensure that you consistently make decisions in line with your ultimate goals.
These statements also help you develop a stronger brand that differentiates you from the competition.
Now, let’s look at some examples.
Mission and Vision Statement Examples
For quick reference, here are 17 examples of mission and vision statements from highly successful businesses:
- Tesla : To accelerate the world’s transition to sustainable energy.
- Nike : Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.
- MVMT : Style shouldn’t break the bank.
- Warby Parker : To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.
- Shopify : Make commerce better for everyone, so businesses can focus on what they do best: building and selling their products.
- Patagonia : Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
- IKEA : To create a better everyday life for the many people.
- TED : Spread ideas.
- Amazon : To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.
- Southwest Airlines : To become the world’s most loved, most flown, and most profitable airline.
- Google : To organize the world’s information and make it universally accessible and useful.
- Asos : Become the world’s number-one destination for fashion-loving 20-somethings.
- Loreal : To provide the best in cosmetics innovation to women and men around the world with respect for their diversity.
- Bulletproof : Help people perform better, think faster, and live better.
- Honest Tea : Create and promote great-tasting, healthy, organic beverages.
- Starbucks: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
- Passionfruit: Create inclusive clothing and accessories that enable you to show your pride all year round while giving back to our community.
17 Inspiring Mission and Vision Statements Explained
Now you know what they are and how they serve organizations, let’s take a closer look at these mission and vision statement examples and draw out the key components.
Mission statement: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.
Vision statement: To accelerate the world’s transition to sustainable energy.
Tesla’s mission and vision statements are a class act.
Their mission statement clearly defines their core goal: “To create the most compelling car company of the 21st century.” Then it tells you how they intend to accomplish that goal: “By driving the world’s transition to electric vehicles.”
It’s simple and it works.
However, it’s Tesla’s vision statement that stands out.
The car company’s clever use of the world “accelerate” helps to enliven their lofty aspiration. This vision statement also showcases their drive (pun intended) for sustainable energy and how it steers (pun intended) the business.
It also allows them room to explore and develop their other set of energy solutions, Powerwall, Powerpack and Solar Roof.
All in all, Tesla’s vision for sustainable energy is one that resonates with countless people around the world.
Mission statement: Create groundbreaking sports innovations, make our products sustainably, build a creative and diverse global team, and make a positive impact in communities where we live and work.
Vision statement: Bring inspiration and innovation to every athlete* in the world.
*If you have a body, you are an athlete.
Nike’s mission statement might sound run-of-the-mill, but it effectively sums up what they aim to do and how they aim to do it.
Take note of the words that declare Nike’s underlying company values: Innovation, sustainability, diversity, and community.
However, it’s Nike’s vision statement that has captured the hearts of millions.
“To bring inspiration and innovation to every athlete in the world” sounds a little vague at first. It’s Nike co-founder Bill Bowerman’s addition that hits you right in the feels: “If you have a body, you are an athlete.”
Bowerman’s statement staunchly stands up against body-shaming and is a powerful call for inclusion. And it’s not hard to see this shape Nike’s philosophy and marketing:
As a result, Nike’s vision statement is transformed into a moving sentiment that impacts every person who reads it. It’s also one of the best vision statement examples for business owners to use for inspiration.
Mission and vision statement: We were founded on the belief that style shouldn’t break the bank. Our goal is to change the way you think about fashion by delivering premium designs at radically fair prices.
MVMT have combined their company mission statement and vision statement and addressed it directly to customers.
It begins with the vision: “Style shouldn’t break the bank.”
This business vision statement cuts straight to the point and perfectly sums up MVMT’s key selling proposition of high-quality fashion watches at low prices.
The statement then goes on to explain the mission.
First, they tell you what they aim to achieve: “Change the way you think about fashion.” Then, they tell you how they intend to do it: “By delivering premium designs at radically fair prices.”
It’s short, punchy, and music to customers’ ears.
4. Warby Parker
Mission statement: Warby Parker was founded with a rebellious spirit and a lofty objective: To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.
Vision statement: We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.
Warby Parker’s mission statement reminds us of why it was founded and then reveals its aims for a better future.
Note their core business aim: “Offer designer eyewear at a revolutionary price.”
In the vision statement, they address the core problems consumers face when purchasing glasses: It can be annoying, boring, costly, and still leave you anxious about whether or not they look good.
Instead, they aim to solve these problems and make buying glasses easy, fun, pleasing, and inexpensive.
Both statements also mention Warby Parker's dedication to providing glasses to people in need around the world.
Vision statement: Make commerce better for everyone, so businesses can focus on what they do best: building and selling their products.
Shopify’s vision statement begins with their overarching vision: to make commerce better for everyone.
Then they promote the reason why they’re driven to remove the hassle and complications of managing an ecommerce website: so businesses can focus on what’s most important to them.
Shopify’s business mission statement and vision are clear: empower businesses.
6. Patagonia
Mission and vision statement: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
Patagonia starts with the basis of their success in business: high-quality products .
Then they explain their environmental stance in three points which explain their aim to make their business as environmentally friendly as possible and actively combat the environmental crisis.
Patagonia goes on to say, “a love of wild and beautiful places demands participation in the fight to save them.”
And the business isn’t afraid to put their money where their mouth is. The company donates at least 1% of its sales to hundreds of grassroots environmental groups around the world.
If you’re looking for vision and statement examples that clearly articulate a company’s values and goals, this is one right here.
Mission statement: Offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.
Vision statement: To create a better everyday life for the many people.
IKEA’s mission statement is clear and to the point.
Note the use of the words, “wide range,” “well-designed,” “functional,” and “prices so low.” If you’ve ever been to IKEA you’ll know how well they’ve managed to embody these attributes.
IKEA’s vision statement focuses their mission statement into one singular purpose: “To create a better everyday life for the many people.”
Both statements use inclusive phrasing that solidifies IKEA’s commitment to being accessible to “as many people as possible.”
Mission statement: Spread ideas.
Vision statement: We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.
TED , which stands for “technology, education, and design,” managed to boil down their entire mission into two simple, yet powerful words: “Spread ideas.”
With such a simple, highly focused mission, it’s easy to see how the TED brand has become a global phenomenon in recent years.
It’s a truly great mission statement that focuses all of their efforts.
“Everything we do – from our Conferences to our TED Talks to the projects sparked by The Audacious Project, from the global TEDx community to the TED-Ed lesson series – is driven by this goal: How can we best spread great ideas?”
In what could be considered their vision statement, TED goes on to explain that they “believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.”
Mission statement: We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.
Vision statement: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.
Amazon ’s mission statement sums up the three things that have made them loved by millions: low prices, a huge selection, and incredible convenience.
Like all great mission statements, it shines a light on the values that bring success.
Amazon’s vision statement brings these elements together into one unified goal: “To be Earth’s most customer-centric company.”
10. Southwest Airlines
Mission statement: The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.
Vision statement: To become the world’s most loved, most flown, and most profitable airline.
Southwest Airlines is all about customer service .
Their mission statement summarizes this dedication to customers and highlights the importance of one-to-one interactions between staff and customers.
So it’s no surprise that Southwest’s vision statement is “to become the world’s most loved, most flown airline.”
However, although they heavily emphasize customer service , they don’t forget to mention the thing which allows the company to exist in the first place: profit.
Google’s mission statement perfectly summarizes what they aim to do.
Take note of the last word: “useful.”
Google understands that it doesn’t matter how well organized or accessible information is if it can’t be readily applied in life.
Their mission statement is brilliant.
But unfortunately, Google doesn’t seem to have a vision statement that clarifies the reasons why they want to organize the world’s information for everyone to use.
Mission statement: Become the world’s number-one destination for fashion-loving 20-somethings.
Asos’ mission statement solidifies their purpose by voicing exactly what they want to achieve.
In what could be considered their vision statement, they go on to say, “We focus on fashion as a force for good, inspiring young people to express their best selves and achieve amazing things. We believe fashion thrives on individuality and should be fun for everyone.”
The addition gets a little vague in places, such as wanting young people to “achieve amazing things” – I mean, don’t we all?
However, it successfully showcases their brand image and their passion for individuality and expression .
Mission statement: To provide the best in cosmetics innovation to women and men around the world with respect for their diversity.
Loreal’s mission statement comprises two key parts.
The first lays out their dedication to providing the best in cosmetics innovation. The second is all about inclusivity.
This is key.
They aim to include people from all over the world, “with respect for their diversity.”
And despite most companies marketing cosmetics solely to women, Loreal is looking to the future as gender stereotypes break down.
This type of sensitivity and awareness will position Loreal for long-term success.
14. Bulletproof
Mission and vision statement: “Help people perform better, think faster, and live better using a proven blend of ancient knowledge and brand new technologies, tempered by research, science, and measured results from our customers, top athletes, and medical professionals.”
Bulletproof has combined their vision and mission in one short paragraph.
It starts with their purpose: “Help people perform better, think faster, and live better.” Then it goes on to explain exactly how they plan to do it: Using ancient knowledge, brand new technologies, and science.
Sure, it’s a little wordy.
But it gets to the heart of why Bulletproof exists and how they plan to make an impact on the world as a business.
As a result, Bulletproof’s mission and vision statement is well-suited to unify everyone in the company and guide their decisions.
15. Honest Tea
Mission statement: Honest Tea seeks to create and promote great-tasting, healthy, organic beverages. We strive to grow our business with the same honesty and integrity we use to craft our recipes, with sustainability and great taste for all.
Honest Tea’s mission statement aims to live up to their brand name.
It starts by explaining what it is they do, and by doing so, they also tell you what they don’t do: chemical-laden, artificially produced beverages.
They’re talking directly to their target market and conferring their key selling proposition: beverages that are great-tasting and healthy.
They go on to showcase their values by using words like honesty, integrity, and sustainability.
And this brand doesn’t just talk the talk – they walk the walk.
Each year, the company publishes a Mission Report in an effort to be transparent about their business practices.
16. Starbucks
Mission statement: To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.
Another short and sweet mission statement that tells a lot about the company.
Starbucks doesn’t use big sentences or fancy words to communicate its goals. It uses clear, simple, and direct language to express what the company wants to be and for whom.
They aspire to be known for more than just coffee by creating a culture of warmth and exclusivity.
In other words, Starbucks wants to ensure that anyone who comes through its doors feels welcomed and at home.
17. Passionfruit
Mission statement : We strive to create inclusive clothing and accessories that enable you to show your pride all year round while giving back to our community.
The folks at Passionfruit strive to promote the idea that pride is not just a one-day event.
Rather than making their mission statement about trendy clothes for the LBGTQ+ community, they promote the idea that pride is an everyday expression of oneself.
And by doing so, they remind people that the brand is aligned with LBGTQ+ values and supports the community by giving back.
All in all, it’s clear that Passionfruit wants everyone to recognize the truth for the queer community and spread inspiration – we’ll take it.
Done right, mission and vision statements are powerful things.
They can unify an entire organization’s efforts and be the signpost that continually focuses everyone’s efforts on the things that truly matter.
The key to great mission and vision statements is clarity.
Remember, a mission statement is the “ what ” and the “ how ,” and the vision statement is the “ why .”
Plus, it doesn’t matter how large or small your business is, every business can benefit from strong mission and vision statements.
If you’re considering writing a mission or vision statement for your business, start with your core values. Then, consider the wider impact you hope to have on the world through your customers.
What’s your business’s mission or vision statement? Let us know in the comments below!
Want to Learn More?
- 9 Best Free Online Courses You Can Start Today
- 7 Examples of Awesome Social Responsibility Marketing
- How to Harness the Awesome Power of Customer Relations
- Brand Awareness: 5 Tips for Creating a Powerful Brand Identity
Break Even Analysis: Definition, Calculation, and Use (2023)
Get a better understanding of break even analysis for your small business. Discover its definition, calculation method,…
10 Voice Search Statistics You Need to Know in 2023 [Infographic]
As one of the fastest rising ecommerce trends, voice search is certainly the hype these days. And as an ecommerce busin…
How to Advertise on Instagram in 2023: A Complete Guide
Want to learn how to advertise on Instagram? We’ve got you covered. Here’s a guide you can use to build and run your fi…
Oberlo uses cookies to provide necessary site functionality and improve your experience. By using our website, you agree to our privacy policy.
What Is a Vision Statement?
Follow these tips, steps and examples to construct a meaningful vision statement.
- Vision statements describe your company’s “why,” while mission statements describe the “who” and “what” of your business.
- Vision statements are essential because they reveal a common goal and direction for your employees.
- You can craft a compelling vision statement by infusing it with passion, making it inspiring, and aligning it with your business’s values and goals.
- This article is for business owners who want to create a vision statement that defines their values and shines a light on their corporate identity.
Writing a vision statement for your business can be challenging because it must define your company, values and future goals. While many established companies focus on their mission statement , a vision statement is a valuable tool for inspiring your team and forging a corporate identity.
We’ll explore vision statements and their importance, as well as offer tools and best practices for crafting an inspiring vision statement that powers your growth strategy.
What is a vision statement?
A vision statement is a written declaration clarifying your business’s meaning and purpose for stakeholders, especially employees. It describes the desired long-term results of your company’s efforts. For example, an early Microsoft vision statement was “a computer on every desk and in every home.”
“A company vision statement reveals, at the highest levels, what an organization most hopes to be and achieve in the long term,” said Katie Trauth Taylor, owner and CEO of Untold Content, a writing consultancy. “It serves a somewhat lofty purpose – to harness all the company’s foresight into one impactful statement.”
A vision statement matters because it outlines the common goal of everyone in the company. Businesses that are working toward a higher aspiration are more appealing to current and future employees.
A vision statement can affect a company’s long-term success, so take the time to craft one that synthesizes your ambition and mobilizes your staff.
A vision statement can increase employee engagement while making it easier to hire new employees for a cultural fit .
What’s the difference between a vision statement and a mission statement?
Mission statements are based in the present and convey to stakeholders and community members why a business exists and where it currently stands. Vision statements are future-based, and they are meant to inspire and give direction to employees.
“The vision is about your goals for the future and how you will get there, whereas the mission is about where you are now and why you exist,” said Paige Arnof-Fenn, founder and CEO of Mavens & Moguls, a global strategic marketing consulting firm. “The vision should motivate the team to make a difference and be part of something bigger than themselves.”
Mission statements and vision statements are both crucial for building a brand . “While a mission statement focuses on the purpose of the brand, the vision statement looks to the fulfillment of that purpose,” said Jessica Honard, co-CEO of North Star Messaging + Strategy, a copywriting and messaging firm that serves entrepreneurs.
Although mission and vision statements should be core elements of your organization, a vision statement should serve as your company’s guiding light.
“A vision is aspiration; a mission is actionable,” said Jamie Falkowski, chief creative officer at marketing and communications company Day One Agency.
Creating the perfect vision statement may seem overwhelming, but it doesn’t have to be. Follow these suggestions and best practices when crafting your vision statement.
Determine who will shape your vision.
The first step in writing a vision statement is determining who will craft it. In a small business, you may be able to ask everyone for their insight. In a larger operation, you may need to be more selective while still capturing a range of employee voices.
Evaluate your company’s published materials.
Your company likely already has published goals and established values in its employee handbook , marketing materials and other publications. Use this information to guide your work, suggested Alison Brehme, an author and content, marketing and media strategist.
“A company’s mission, purpose, goals and values are all involved in the creation of a company vision,” Brehme said. “Weave these concepts and beliefs into your vision statement.”
Hold workshops to brainstorm your vision.
Brandon Shockley, former vice president of market research at branding and marketing firm 160over90 and now head of investor research and insights at Vanguard, recommended hosting workshops with key stakeholders representing a cross-section of your organization. Then, he said, assemble teams and use collaboration tools to create alternate versions of the statement, and gather employee feedback about how each version resonates.
Get individual input.
Falkowski also suggested conducting interviews with individual stakeholders to encourage honest feedback. Employees can identify common themes, describe the organization’s future in words or use visual branding tools as a basis for the vision statement.
Check out competitors’ vision statements.
Look at your competitors’ vision statements to determine how you can differentiate your business from theirs. [Related article: How to Do a Competitive Analysis ]
Keep it short but meaningful.
A vision statement should be concise – no longer than a sentence or two. You want your entire organization to be able to repeat it quickly and, more importantly, understand it. However, a vision statement must be more than a catchy tagline.
“[It] can be smart and memorable, but this is for your team and culture, not for selling a specific product,” Falkowski said.
Create a longer version for leadership’s eyes only.
Don’t fret if you feel that a short vision statement doesn’t fully express the intricacies of your vision. You can create a longer version, but it should not be the one you broadcast to the world.
“Let’s be honest – most business leaders, not to mention boards of directors, won’t be able to sum up their vision in a pithy sentence or two. That’s OK,” said Shannon DeJong, owner of brand agency House of Who. “Have a full-length version of your vision for the leadership’s eyes only. Think of the long version as your reference guide to why you’re in business in the first place.”
Map out your business’s biggest goals.
When you’re crafting your vision statement, start by mapping out your business’s most audacious goals, Taylor suggested. “Reviewing your long-term goals in a collaborative setting will help you then zoom out on what your organization and the world will look like if you achieve them. That zoomed-out view of your success is really the heart of your vision statement.”
Consider your company’s potential global impact.
Ask questions that reflect your business’s eventual scale and impact, Honard advised. “Once you’ve answered these questions, you’ve created a roadmap between your present and your future.”
These are a few of the questions Honard uses in guiding clients to identify their vision statement:
- What ultimate impact do I want my brand to have on my community, my industry or the world?
- In what way will my brand ultimately interact with customers and clients?
- What will the culture of my business look like, and how will that play out in employees’ lives?
Dream big.
Don’t be afraid to dream big once you gather all the information and get down to writing. Don’t worry about practicality for now; what initially looks impossible may be achieved down the road with the right team and technologies. Work on shaping a vision statement that reflects the specific nature of your business and its aspirations.
Be daring, not generic.
Shockley said there’s nothing wrong with a vision statement that is daring, distinct or even disagreeable. “If a vision statement sets out a generic goal that anyone can agree with, it is likely to produce mediocre results. A goal like ‘delivering an exceptional experience’ applies equally to a hospital, bank or fitness club.”
Consider creating a brand vision board.
If you’re interested in taking your vision one step further, create a brand vision board, Taylor suggested. A vision board includes your company’s tagline, a “who we are” statement, a “what we do” section, a business vision statement, an overview of your ideal clients, client pain points, your content mission statement, advertising, products and SEO keywords.
“A vision board serves as a one-page business plan that anyone in a company can reference quickly to remember the key concepts that drive the work,” Taylor said.
Quick tips for your vision statement
Here’s a quick breakdown of what to do when formalizing your vision statement:
- Project five to 10 years into the future.
- Dream big, and focus on success.
- Use the present tense.
- Use clear, concise, jargon-free language.
- Infuse it with passion, and make it inspiring.
- Align it with your business values and goals.
- Create a plan to communicate your vision statement to your employees.
- Prepare to commit time and resources to the vision you establish.
Your completed vision statement should offer a clear idea of your company’s path forward. Honard said many of her clients have used their vision statements to direct their overall plans for the future. For example, they’ve adopted new marketing initiatives to move them closer to their vision, pivoted their focus to clearly reflect their desired outcome, or doubled down on one particular aspect of their brand that is working to serve their vision.
When you’re setting business goals and taking actionable steps to achieve them, take time to visualize what your goal achievement will look like.
What to avoid when writing a vision statement
- Don’t mix up your mission statement and vision statement. Mission statements are generally easier to write because they reflect what you’re doing now. Remember, a mission statement is what you are working to accomplish today, while a vision statement is what you want to accomplish in the future.
- Don’t overthink your wording. One of the hardest parts of creating a vision statement is coming up with the right wording. You may find yourself endlessly rewriting and fretting about getting it right. Does this sentence or two define your values and shine a light on your corporate identity without sounding too vague? Don’t get lost in the pressure of perfect wording; a specific and unique vision statement is a good place to begin distinguishing your business from the rest of the industry.
How to use your vision statement
Determine where your vision statement will appear and what role it will serve in your organization. This will make the process more than an intellectual exercise, Shockley said. It’s pointless to hang a vision statement in the lobby or promote it via your business’s social media channels if you never genuinely integrate it into your company culture .
“The vision business statement should be thought of as part of your strategic plan,” Shockley said. “It is an internal communications tool that helps align and inspire your team to reach the company’s goals.”
As such, you should view a vision statement as a living document that will be revisited and revised. Most importantly, it must speak directly to your employees.
“If your employees don’t buy into the vision, you’ll never be able to carry it out,” said Keri Lindenmuth, director of marketing with the Kyle David Group, a web and tech solutions provider. “The vision statement should be something your employees believe in. Only then will they make decisions and take actions that reflect your business’s vision.”
Help employees take ownership of the vision by asking them to identify ways they could incorporate the vision statement into their daily jobs. Reward employees with cool job perks when you catch them exemplifying the vision.
Vision statement templates and resources
If you need a little more guidance and direction, consult a broad array of downloadable worksheets and templates that offer a framework for developing a vision statement.
These five resources can help you refine your vision statement:
- Smartsheet vision statement worksheet
- Diggles Creative brand vision worksheet
- Whole Whale nonprofit vision and mission statement worksheet
- Lone Star College System worksheets for developing mission and vision statements
- Khorus mission, vision and values worksheets
These free resources offer step-by-step instructions to help you identify your company’s key values, priorities and goals, thereby bringing you closer to articulating your unique vision. Use them yourself or collectively with your staff.
20 examples of inspiring vision statements
Some memorable and distinct vision statements may be all the inspiration you need to write your own. Here are some of the best examples of inspiring vision statements:
- Amazon: “Our vision is to be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.”
- Ben & Jerry’s: “Making the best ice cream in the nicest possible way.”
- Caterpillar: “Our vision is a world in which all people’s basic needs – such as shelter, clean water, sanitation, food, and reliable power – are fulfilled in an environmentally sustainable way, and a company that improves the quality of the environment and the communities where we live and work.”
- Cradles to Crayons: “Provides children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive – at home, at school, and at play.”
- Google: “To provide access to the world’s information in one click.”
- Habitat for Humanity: “A world where everyone has a decent place to live.”
- Hilton Hotels & Resorts: “To fill the earth with the light and warmth of hospitality by delivering exceptional experiences – every hotel, every guest, every time.”
- IKEA: “To create a better everyday life for the many people.”
- Intel: “If it’s smart and connected, it’s best with Intel.”
- LinkedIn: “Create economic opportunity for every member of the global workforce.”
- Oxfam: “To be a self-organized people actively creating a just democratic and sustainable world where power and resources are shared, everyone lives in dignity, and poverty and inequality are no more.”
- Patagonia: “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
- Prezi: “To reinvent how people share knowledge, tell stories, and inspire their audiences to act.”
- Samsung: “Shape the future with innovation and intelligence.”
- Southwest Airlines: “To become the world’s most loved, most flown and most profitable airline.”
- Sweetgreen: “To inspire healthier communities by connecting people to real food.”
- TED: “We believe passionately in the power of ideas to change attitudes, lives, and, ultimately, the world.”
- Walgreens: “To be America’s most-loved pharmacy-led health, well-being and beauty company.”
- Warby Parker: “We believe that buying glasses should be easy and fun.”
- Wyeth: “Our vision is to lead the way to a healthier world.”
Often, the hardest part of creating a vision statement is coming up with wording that truly defines your values and shines a light on your corporate identity without sounding too vague.
Can vision statements change?
Many companies benefit from having a vision statement from their inception, but it’s perfectly acceptable not to commit to one specific vision immediately.
“Getting too tied into one master statement can really mess with the learning and creation process in the early stages,” said Sonia Elyss, president of marketing and communications collective Round Twelve. She encourages her clients to write a vision statement monthly, save the previous drafts, and see what sticks and what doesn’t over time.
“After the first year, you can look back and see how much you have evolved,” Elyss said. “What parts or words within the statement stuck around, and what was dropped? Those key words tend to end up being major brand pillars you can always come back to and eventually become part of the brand ethos.”
Tying yourself to a particular vision statement in the early days of your business may limit your opportunities for growth or blind you to the need for change.
“At the end of the day, trust your gut; test and check; look at the analytics; invest in the feedback your customer is giving you,” Elyss said. “If you aren’t willing to step outside of your initial vision for your business, you might miss a huge opportunity!”
Regardless of how many years you have been in business or how long you have had your vision statement, you’re not stuck with it. Don’t be afraid to change it – even if you spent time and money developing it – if it stops feeling right.
The vision for your vision statement
A vision statement is a tool that can help your business grow and achieve brand success. Along the journey of growing your business, you’ll face good months, rough months, and every detour and roadblock imaginable.
Above all, your vision statement should constantly remind you and your team of the end goal. This message is important to hold on to, especially on the most challenging days.
Bassam Kaado and Paula Fernandes contributed to the writing and reporting in this article. Source interviews were conducted for a previous version of this article.
- Contact sales
- Start free trial
What Is a Vision Statement? 15 Vision Statement Examples to Inspire You
Table of Contents
What is a vision statement, vision statement vs. mission statement, how to write a vision statement, vision statement examples.
A vision statement almost sounds mystical. But it’s not supernatural, far from it. Rather, a vision statement is a foundational business document.
There is a lot of paperwork that clutters the office of any organization, but the vision statement is unique from the rest. Often confused with a mission statement , the vision statement has a different purpose. A vision statement looks towards the future, but a mission statement talks about what the company is doing in the present.
A vision statement is a business document that states the current and future objectives of an organization. A company’s vision must align with its mission, strategic planning, culture, and core values. A vision statement is not only used in business, as nonprofits and government offices also use them to set strategic goals.
Vision statements are not necessarily set in stone. They can be returned to, reviewed and revised as necessary. Any changes should be minimal, however, because a vision statement is a guideline for a company’s strategic plan, so it must be thoroughly reviewed.
The business vision of an organization might change over time, as companies adapt to their business environment and external factors that might affect their ability to achieve their mission.
Related: Free Project & Tracking Templates for Excel
A vision statement doesn’t have any particular length. However long it is, the vision statement is formally written and is used as a reference in company documents to serve as a guide for short and long-term strategic planning actions.
The best way to learn about vision statements is to look at real-life examples. We’ve gathered 15 vision statement examples from the best companies in the world to help you write your own.
What Is the Purpose of a Vision Statement?
As stated above, a vision statement is a very important part of an organization because it aligns with its mission, core values, and culture. It also guides the strategic plan , because it sets future goals. Similar to a mission statement, a vision statement it’s a living document that is referred to as a lodestar to lead a company to its next innovation.
There are also different types of vision statements, as companies have unique core values. For example, a motivational vision statement will both motivate existing employees and also drive talent to the company. They’ll want to work at a place with a business vision that aligns with their personal values. A strong vision statement also works to help differentiate your company from others. All companies want to become profitable, but a company can create a unique vision statement that is appealing to its customers and employees.
It’s very easy to get bogged down in the details of your mission statement and the day-to-day challenges of running an organization. That’s why you need a long-term vision statement to guide your efforts and help you plan long-term.
Now that we’ve learned what a company vision is, let’s look at the main differences between a vision and a mission statement, and how they relate to each other.
The vision statement and mission statement are both equally important for a company as they complement each other and guide the direction of your company. The main difference between them is that the mission statement describes what your company does, while your vision statement explains what the company attempts to achieve in the future.
On the other hand, their main similarity is that they both need to align with your company’s core values and culture because all these elements make up your company’s identity and differentiation factors.
Once you have your company mission and vision statements in place, the hard work begins. Now you can create a strategic plan, and begin executing your projects.
Once the vision statement is in place, the hard work begins. Project management software helps you achieve your goals and objectives. ProjectManager does this with one of the most robust Gantt charts on the market. Our work management tool creates a visual timeline, links task dependencies and sets milestones. Now you know what tasks are essential and whether your actual progress is aligned with what you planned. Make your vision a reality by trying our work management software free today.
Every company has a unique vision statement, but the process is similar for most of them. Here are some steps to help you write your own.
1. What Are the Core Values of Your Company?
The core values of your company define its identity and how it interacts with the communities and the environment. It’s important to understand them to define your company vision.
2. What’s Your Company Mission?
Understanding what your company does and how it operates it’s essential to planning for the future.
3. Understand Your Company Culture
A strong company culture it’s a very important part of the success of any business. That’s why your vision must be aligned with it, or otherwise, your strategic planning couldn’t work.
4. Identify Current Strategic Goals
Before you think about future goals, you must understand where your organization currently stands. Your vision might be a long-term plan that sets goals for the next 5 to 10 years, but those goals need to be realistic.
5. Define Future Goals
Think about what you’d like your company to achieve in the next 5 or 10 years based on the current status of your business and create a strategic plan to achieve your goals.
6. Write Your Vision Statement
Now that you have an idea of the main elements that are involved in the process of writing your vision statement, you can create one that fits your organization.
Get your free
Business Case Template
Use this free Business Case Template for Word to manage your projects better.
Best Practices for Writing a Vision Statement
There is no template for writing a vision statement, however, a common structure for successful ones includes these traits:
- Be Concise: This is not the place to stuff a document with fluff statements. It should be simple, easy to read and cut to the essentials so that it can be set to memory and be repeated accurately.
- Be Clear: A good rule of thumb for clarity is to focus on one primary goal, rather than trying to fill the document with a scattering of ideas. One clear objective is also easier to focus on and achieve.
- Have a Time Horizon: A time horizon is simply a fixed point in the future when you will achieve and evaluate your vision statement. Define that time.
- Make it Future-Oriented: Again, the vision statement is not what the company is presently engaged in but rather a future objective where the company plans to be.
- Be Stable: The vision statement is a long-term goal that should, ideally, not be affected by the market or technological changes.
- Be Challenging: That said, you don’t want to be timid in setting your goals. Your objective shouldn’t be too easy to achieve, but also it shouldn’t be so unrealistic as to be discarded.
- Be Abstract: The vision statement should be general enough to capture the organization’s interests and strategic direction.
- Be Inspiring: Live up to the title of the document, and create something that will rally the troops and be desirable as a goal for all those involved in the organization.
Because the vision statement is a foundational business document that will guide the company’s strategic planning direction for years to come, consider using project planning tools and brainstorming techniques to get input from everyone on the team. That way, you’ll get greater buy-in from the company, and you’ll widen your net for collecting business vision ideas.
Now that we understand the role that vision statements have in organizations, let’s look at real-life vision statement examples from 15 of the top companies in the world.
These examples prove that a vision statement isn’t a templated document that only differs from other organizations by the branded logo on top of it.
“Our vision is to create a better everyday life for many people.” That’s aspirational, short and to the point. More than that, it sets the tone for the company and makes it clear that they’re in the market to offer low-priced good furnishings that suit everyone’s lifestyle.
“Bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)” Nobody cared much for sneakers in the past. They were just another piece of sports equipment. But Nike saw a future that had not yet existed, in which they delivered products that inspired and motivated people. Notice how they include everyone as an athlete. It’s clever and inclusive.
“To be the best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness and value, so that we make every customer in every restaurant smile.” The power of this vision is that it’s constructed like a checklist. The word best is a word that requires definition, and McDonald’s provides it with qualifiers, making the roadmap to success clearly marked with signposts.
“We strive to offer our customers the lowest possible prices, the best available selection and the utmost convenience.” This follows the classic series of threes, each of which defines what a customer is looking for in a seller.
“Be the destination for customers to save money, no matter how they want to shop.” Here the retailer is positioning themselves at the customer’s bottomline, money, while stepping beyond brick-and-mortar to address the digital age of shopping.
“To provide access to the world’s information in one click” They’ve moved from the altruistic and more abstract “Don’t be evil” from their corporate code of conduct to the more customer-centric and pragmatic.
“To help people and businesses throughout the world realize their full potential.” Shows that they’re both personal and professional, while highlighting how they help rather than profit off customers.
“People use Facebook to stay connected with friends and family, to discover what’s going on in the world and to share and express what matters to them.” A bit of a mouthful, but then Facebook is working against a lot of negative exposure and wants to emphasize their connecting with people rather than alienating them.
“Our vision is to craft the brands and choice of drinks that people love, to refresh them in body and spirit.” More than just the iconic red coke can, the company is expressing their breath of products all promising to quench whatever thirst you have.
“Treat people like family, and they will be loyal and their all.” This defines how intimate the brand wants to be, to the point that you’ll not ask for a coffee but a Starbucks.
“To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.” They see an opening in the automotive field and want to be the lead in differentiating themselves from gas vehicles.
“Inspire the world with our innovative technologies, products and design that enrich people’s lives and contribute to social prosperity.” People love their electronics and Samsung says they’ll make the best and go even as far as to imply that’ll have more than mere entertainment value.
“Becoming the best global entertainment distribution service.” Aiming for world domination in streaming services is up front and center in their vision statement.
“Zoom is for you.” Simple and direct, if a bit presumptuous.
“We’re in business to save our home planet.” What, they don’t care about other planets? But seriously, this maker of outdoor wear and equipment knows that their customers are environmentally conscious and they’re tapping into the solution for global warming rather than fear of the future.
“A world without poverty.” This may seem to contradict one of the traits of a good vision statement in that it feels unrealistic. But as challenging visions go, it’s hard to see how anyone wouldn’t be inspired and motivated by this short and powerful one.
Using ProjectManager to Write a Vision Statement
Writing a vision statement is a project in itself, and one that should be treated with some weight. A vision statement informs the direction, morale and spirit of the organization: you need it to be inspiring.
To help you craft the ideal vision statement, try ProjectManager. Our subscription model gives you several entry points. Then you can create collaborative task lists, so you can brainstorm with other leaders in the organization regarding your direction. Create a task, and add subtasks, so you can take everything into account when making your vision statement. Plus, you can add comments and files to tasks, so collaboration can stay focused and localized.
Once you’ve crafted a vision statement, the real work begins. To achieve that vision, you’ll need the right tools. ProjectManager is a cloud-based project management software with tools like online Gantt charts, task lists and kanban boards to help you complete projects and make a name for yourself. Take a free trial of our award-winning software and see how it can help you realize your vision .
Related Posts
- What Is a Statement of Work? Definition & Examples
- How to Write a Business Case (Template Included)
- How to Write a Mission Statement (Definition & Examples Included)
Deliver your projects on time and under budget
Start planning your projects.
22 vision statement examples to help you write your own.
When launching a startup, founders typically have an idea of what they want to achieve — a vision of what success will look like. During the strategic planning process, it’s important to put this vision into concrete terms. Not only does a vision statement clarify your thoughts, but it helps employees and stakeholders understand what the business has set out to accomplish. No matter what the business, a good mission and vision statement can inspire and motivate employees to make that vision a reality.
Whether it’s your first or fifth business, writing a compelling vision statement can be challenging. Below, we'll share how to write a vision statement — one that inspires your employees and positively impacts your business — and we'll look at a few vision statement examples to help you get started.
What is a vision statement?
A personal mission statement and personal vision statement can be used to guide our decision-making and help us stay focused to meet our long-term goals. Company statements are no different. A company vision statement is one of your most important business documents, along with your mission statement and core values. Although it’s easy to confuse the three, each one is unique and serves its own purpose.
Core values are the organization’s long-term beliefs and principles that guide employee behavior. A mission statement deals with “why” an organization exists, while a vision statement outlines “what” that existence will eventually look like. A mission statement has to do with what the organization is doing in the present, while a vision statement focuses on the future. Mission statement examples include L’Oreal’s “Offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy, and safety.” Conversely, Disney’s vision for itself is “to be one of the world’s leading producers and providers of entertainment and information.”
Primarily intended for internal employees and shareholders, a vision statement describes what an organization aspires to be. It helps to think of a vision statement as part roadmap, part inspiration. By outlining a long-term vision, rather than just short-term goals, a vision statement helps give the organization shape and purpose.
Why it’s important to have a vision statement.
Despite the importance of a vision statement, many companies choose to operate without one. Some simply combine their mission and vision into one general document. Others do away with the idea altogether, thinking that corporate visions are vague statements that serve no actual purpose.
Furthermore, studies show that highly aligned organizations grow revenue 58% faster, and are 72% more profitable than ones that are unaligned. If an organization doesn’t have a vision or a clear idea of what it wants, it will greatly limit its opportunities and have a difficult time inspiring employees to stay committed.
How to write a vision statement.
Writing a vision statement may seem like a daunting task. It’s read by every employee and shareholder, and greatly impacts the success of the organization. And a vision statement takes time and thought. When done well, a vision statement can provide the encouragement your company needs to achieve its goals. To streamline the process, keep the following steps in mind while crafting your vision statement:
1. Determine who will help write your vision statement.
When starting out, it’s likely you and your partners will be responsible for writing your company’s vision statement. Once you start hiring, you can ask managers and employees to contribute additional insights. Interviewing a range of individuals will help create a vision statement that integrates and speaks directly to the entire organization.
2. Project your goals for the future.
Imagine your company five or ten years down the line. The outcome you envision — your dream for the future, your success as a company — should be captured in the vision statement. Keep in mind that the statement should only include the vision, not an actual step-by-step plan for implementing solutions.
The following questions can help you clarify your vision:
- Where do we want the organization to go?
- What can we realistically achieve?
- What problem does the organization intend to solve?
- What are the changes we believe the organization can make for individuals? For the industry?
- How will things be different if the vision is realized?
- What phrases or keywords describe the type of organization and outcome we want?
3. Stick to the specifics.
A generic vision statement — one that sounds like it could apply to any company — will not be enough to motivate your team. Vision works best when it’s specific and describes an end goal only your organization can provide. Don’t be afraid to dream big. A lukewarm vision will only yield lukewarm results. So it’s important to be bold, and even risky, when writing your vision statement.
4. Keep it short and simple.
While it should be specific, a vision statement shouldn’t be overly detailed. It should be concise. Start by jotting down all of your ideas, and then pare those down to the essentials. Keeping just one or two key points helps create a clear vision that’s easy for everyone to focus on and fulfill. Stay away from technical terms and jargon, and use the present tense. Rather than trying to write something catchy, aim for clarity. A great vision statement works best when it’s simple, memorable, and inspirational.
Revisit your vision often as your company evolves.
A vision statement sets an organization’s sights on the future. However, once that future is reached, the vision needs to continue moving forward. Your vision statement is a living document, not a set of static sentences. It plays an important part in your overall strategic plan for a certain time frame. It should therefore be regularly updated to reflect your organization’s current purpose.
Constantly communicate your vision.
Once you have a vision statement that articulates your end goal, make sure it’s clearly communicated. A vision is more effective when your entire organization takes it to heart. Commit the proper resources and time toward realizing the vision you’ve set. This can mean investing in seminars and training or launching a new product. It can also include offering the lowest possible prices, entering new markets, or exploring other areas of opportunity. A good way to help everyone align with a company's vision statement is by inviting them into the process. Ask for employees’ input, and suggest ways to incorporate the vision into their work. Then, make sure to recognize or reward individuals for their standout contributions.
Vision statement examples.
Sometimes, seeing what works for notable companies is just the inspiration you need to create your own vision statement. Below are some inspiring vision statements from today’s top companies:
Concept-based vision statements.
Some vision statements are based on concepts of what the company hopes to be or achieve in the future. This can be a general statement focused on customers, or a position the company wants to hold within the industry. Below are a few examples of concept-based vision statements:
- BBC: “To be the most creative organization in the world”
- Disney: “To make people happy.”
- Google: “To provide access to the world’s information in one click”
- IKEA: “To create a better everyday life for the many people”
- Instagram: “Capture and share the world’s moments”
- LinkedIn: "Create economic opportunity for every member of the global workforce”
- Microsoft: “To help people throughout the world realize their full potential”
- Nike: “To bring inspiration and innovation to every athlete in the world”
- Oxfam: “A just world without poverty”
- Shopify: “To make commerce better for everyone”
- Sony: "To be a company that inspires and fulfills your curiosity.”
- TED: “Spread ideas”
- Tesla: “To accelerate the world’s transition to sustainable energy”
- Uber: “We ignite opportunity by setting the world in motion”
- Whole Foods : “To nourish people and the planet.”
Quality-based vision statements.
Other common vision statements are focused on internal goals. These include the type of products and services the company hopes to provide as they grow. Quality-based vision statements can also relate to company culture and operations. The following are some examples from actual United States companies in different industries:
- Amazon: “Our vision is to be earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”
- Avon: “ To be the company that best understands and satisfies the product, service, and self-fulfillment needs of women—globally.”
- Ben & Jerry’s: “Making the best ice cream in the nicest possible way”
- Ford: “People working together as a lean, global enterprise to make people’s lives better through automotive and mobility leadership.”
- IBM: “To be the world’s most successful and important information technology company. Successful in helping our customers apply technology to solve their problems. Successful in introducing this extraordinary technology to new customers. Important because we will continue to be the basic resource of much of what is invested in this industry.”
- McDonald’s: “To move with velocity to drive profitable growth and become an even better McDonald’s serving more customers delicious food each day around the world.”
- Nordstrom: “To serve our customers better, to always be relevant in their lives, and to form lifelong relationships”
- Starbucks: “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”
- Warby Parker: “We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.”
- Zappos: “To provide the best customer service possible. Deliver 'WOW' through service”
Keep a clear vision.
Even if it’s just a few sentences, a vision statement provides a lot of value. Not only does it outline the company’s desired outcome, but it can communicate intentions and hopes for the future. The best part is that a vision statement changes with your organization. When a vision is reached or updated, it’s time to create a new vision statement. This encourages everyone toward greater goals, and opens your company to more possibilities.
Brex for startups.
Get global corporate cards, ACH and wires, and bill pay in one account that scales with you from launch to IPO.
- Login Talk to Us
The Better Content Center
Difference between vision and mission statements: 25 examples.
Definition of vision and mission: A vision statement focuses on tomorrow and what an organization wants to ultimately become. A mission statement focuses on today and what an organization does to achieve it. Both are vital in directing goals.
Mission, vision, values. We’ve heard this trio rattled off countless times, rapid-fire like they’re one catchy phrase — when, in fact, they are three very distinct concepts for organizations.
The lines especially get blurred with vision and mission statements. But when it comes to the drive and direction of your company today and tomorrow, you don’t want to have trouble seeing when you’re behind the wheel. And, the same rings true for your content marketing.
So, we’re breaking down the difference between a vision and mission statement — and rounding up stellar examples from top brands — to help you better understand and define your company’s essence with confidence.
What is the difference between a vision and a mission?
The vision statement focuses on tomorrow and what the organization wants to become. The mission statement focuses on today and what the organization does. While companies commonly use mission and vision statements interchangeably, it’s important to have both. One doesn’t work without the other, because having purpose and meaning are critical for any business.
What is a mission statement?
Your mission statement drives the company. It is what you do/the core of the business, and from it come the objectives and finally, what it takes to reach those objectives. It also shapes your company’s culture.
Mission statement questions look like:
- What do we do?
- Whom do we serve?
- How do we serve them?
This trickle-down effect of a mission statement confirms its value at any company. Just by its definition, you can quickly see how a solid mission motivates a team to advance toward a common goal , because they started at the same place and they are working together to reach the same end-goal.
On the other hand, a weak mission — or no mission at all — can have the opposite effect. Picture this: silos, miscommunications, flailing, feeling unmotivated. And, imagine what that does to a company. Scary, right?
For content marketers
Your content strategy supports the company’s mission statement — think of it as the HOW of what you do. This helps you stay on track, true to your brand and true to your goals. Every piece of content you create should be rooted in your mission statement, from the tone of voice to the call-to-action.
What is a vision statement?
Your vision statement gives the company direction. It is the future of the business, which then provides the purpose.
The vision statement is about what you want to become. It’s aspirational.
Vision statement questions look like:
- What are our hopes and dreams?
- What problem are we solving for the greater good?
- Who and what are we inspiring to change?
The vision statement promotes growth, both internally and externally. A strong vision helps teams focus on what matters the most for their company. It also invites innovation. A purpose-driven company envisions success as a whole, because they know what success means for their company.
On the flip side, a lack of vision is a road to nowhere for a business. Imagine this: stagnation, outdated processes, moving without purpose, feeling uninspired. Can a company even survive without a clear vision? You know the answer to that one.
The content vision supports the company’s vision statement — this is the WHY of what you do. This helps you stay forward-thinking, true to your beliefs and true to your purpose. Every piece of content you dream up should fly high with your vision statement, from the inception of an ebook to the lofty blog traffic milestone .
Find a Team to Manage Your Content and Grow Your Vision Never miss a chance to engage with customers. Create better content, faster. With ClearVoice, you can tap into vetted freelance teams who can manage your content plans, start to finish. Major content projects to enterprise scale. Articles, motion graphics, posts and more to fill all your content channels and grow your content vision.
Learn about our fully managed content services.
Brands that get it: 25 examples of vision and mission statements.
So, what do great vision and mission statements look like? Here are 25 companies that get them right. And, they have the customer loyalty to prove it.
Mission: To accelerate the world’s transition to sustainable energy.
Vision: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.
Why it works: What better word than “accelerate” in a mission to serve as the driving force behind what Tesla does. While boldly stating “best in the century” reflects loftier dreams in the vision.
Mission: We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.
Vision: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.
Why it works: Amazon’s mission is cut-and-dry about what they offer to customers. The vision takes the offerings farther, saying their company will offer “anything” customers want.
Mission: We’re in business to save our home planet.
Vision: A love of wild and beautiful places demands participation in the fight to save them, and to help reverse the steep decline in the overall environmental health of our planet.
Why it works: Patagonia’s mission and vision show a deep commitment to improving lives and saving the planet through its products.
Mission: Spread ideas.
Vision: We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.
Why it works: The TED mission to “spread ideas” is a simple demonstration of how they serve. The vision is all about impact, how spreading ideas invokes change in the world.
Mission: To connect the world’s professionals to make them more productive and successful.
Vision: To create economic opportunity for every member of the global workforce.
Why it works: LinkedIn succinctly captures what they do (connect) and who they serve (the world’s professionals) in their mission. While the vision encompasses every working person in the world.
Mission: To organize the world’s information and make it universally accessible and useful.
Vision: To provide access to the world’s information in one click.
Why it works: Google may seem complex, but its mission clarifies that organization and accessibility are what they offer. Their vision statement is about improving accessibility in the future “in one click.”
Mission: We reimagine the way the world moves for the better.
Vision: Smarter transportation with fewer cars and greater access. Transportation that’s safer, cheaper, and more reliable; transportation that creates more job opportunities and higher incomes for drivers.
Why it works: Uber “transports,” so it is the perfect actionable verb for their mission. The vision dives deeper into how their transportation services exist for the greater good of everyone.
Mission: To create a world where anyone can belong anywhere and we are focused on creating an end-to-end travel platform that will handle every part of your trip.
Vision: Belong everywhere.
Why it works: The Airbnb mission says “we help you feel at home,” while encapsulating the company’s goals for the future. They explore a deeper sense of belonging in the vision, tapping into the universal human desire their company aims for.
Mission: Delight our customers, employees, and shareholders by relentlessly delivering the platform and technology advancements that become essential to the way we work and live.
Vision: If it is smart and connected, it is best with Intel.
Why it works: Intel promises to deliver the most technologically advanced products in its mission. Their vision uses more boastful language, illustrating great confidence in the future of their solutions.
Mission: We build cars, symbols of Italian excellence the world over, and we do so to win on both road and track. Unique creations that fuel the Prancing Horse legend and generate a “World of Dreams and Emotions.”
Vision: Ferrari, Italian Excellence that makes the world dream.
Why it works: “We build to win” in Ferrari’s mission focuses on the strength and quality of their product. In this ambitious vision, their cars will reach the pinnacle of “Italian Excellence.”
Mission: Our mission is to empower entrepreneurs everywhere, making opportunities more inclusive for all.
Vision: Our vision is to radically shift the global economy toward independent entrepreneurial ventures.
Why it works: GoDaddy positions itself as the entrepreneur’s champion, making opportunity and success attainable for all.
Mission: To provide the best value to customers, grow a profitable business, develop and reward people, and encourage social responsibility.
Vision: Be the global leader in customer value.
Why it works: Caterpillar explains both their “how” and their “why” in their mission statement: By providing affordable and high-quality products to customers, they will continue to grow their business, recognize and reward employees, and make a positive impact on the environment. Their vision reaffirms their commitment to providing value.
Mission: To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America.
Vision: To be the most successful and respected car company in America.
Why it works: Toyota’s mission demonstrates what they are known for: products and service. Even in a highly competitive industry, their vision states that they will become the best car company in the country.
Mission: We will devote our human resources and technology to create superior products and services, thereby contributing to a better global society.
Vision: To inspire the world with our innovative technologies, products and design that enrich people’s lives and contribute to social prosperity by creating a new future.
Why it works: Samsung wants to improve people’s lives by creating exceptional and innovative products, which they make clear in both their mission and vision.
Mission: To empower and engage people around the world to collect and develop educational content under a free license or in the public domain, and to disseminate it effectively and globally.
Vision: Imagine a world in which every single human being can freely share in the sum of all knowledge. That’s our commitment.
Why it works: Wikimedia’s mission motivates their team to move toward a common goal of empowerment and engagement. Their vision paints a future world where their company’s commitment makes a lasting impact.
Mission: To be the world’s favorite destination for discovering great value and unique selection.
Vision: Our vision for commerce is one that is enabled by people, powered by technology, and open to everyone.
Why it works: eBay’s mission uses “destination” to show their virtual company as a real place people come to. An ongoing focus on people and technology get into the “why” of their vision.
Mission: Offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.
Vision: To create a better everyday life for the many people.
Why it Works: The mission here focuses on the functionality of IKEA’s products and the affordability for their customers. In the vision, the IKEA team has a true sense of purpose in “creating a better everyday life.”
Mission: Shape the future of the Internet by creating unprecedented value and opportunity for our customers, employees, investors, and ecosystem partners.
Vision: Changing the way we work, live, play, and learn.
Why it works: Cisco decided on a blended mission and vision statement. Language like “shape the future” is more vision-oriented, but the mission talks about the people they serve.
Mission: A company that inspires and fulfills your curiosity.
Vision: Using our unlimited passion for technology, content, and services to deliver groundbreaking new excitement and entertainment, as only Sony can.
Why it works: Sony gives a customer-focused touch to its mission by using “your.” The “unlimited passion” and “groundbreaking entertainment” messaging in their vision demonstrate innovation.
Mission: The mission of Southwest Airlines is a dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.
Vision: To be the world’s most loved, most efficient, and most profitable airline.
Why it works: Southwest Airlines tells us right up front that quality customer service is their mission. Their vision is highly aspirational across the board in saying they want to be “the most” of everything.
Mission: Our mission is to provide insightful solutions that drive value and success for our clients by allowing them to focus on their business.
Vision: Be the world’s authority on helping organizations focus on what matters.
Why it works: ADP puts its clients at the forefront of its mission and vision. After all, their clients’ success is what makes them successful.
Mission: Kaiser Permanente exists to provide high-quality, affordable health care services and to improve the health of our members and the communities we serve.
Vision: We are trusted partners in total health, collaborating with people to help them thrive and creating communities that are among the healthiest in the nation.
Why it works: Saying “exist” sounds more like a vision statement, but the rest of the mission says what Kaiser Permanente does. In the vision, “thrive” and “healthiest” are big words that show their impact.
Mission: The mission of Coinbase is to create an open financial system for the world.
Vision: Digital currency will bring about more innovation, efficiency, and equality of opportunity in the world by creating an open financial system.
Why it works: Coinbase didn’t sugarcoat what they do in their mission statement, did they? And, in the vision, their message speaks well to the change their company will bring one day.
Mission: To give people the power to build community and bring the world closer together.
Vision: People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.
Why it works: Facebook’s mission is focused on the community their platform promises. Their vision talks about why community matters, interweaving how they will “bring the world closer together” from the mission.
Mission: Our purpose is to nourish people and the planet. We’re a purpose-driven company that aims to set the standards of excellence for food retailers. Quality is a state of mind at Whole Foods Market.
Vision: Whole foods, Whole People, Whole Planet.
Why it works: This mission uses repetition throughout to reinforce the quality that Whole Foods is known for. Making everything “whole” in their vision binds their company to a set of beliefs that they complete people’s lives.
Mission statements for more top brands:
- Adidas — To be the best sports company in the world.
- CalArts — CalArts is a multidisciplinary community of artists. Our ongoing educational endeavor is grounded in openness, experimentation, critical engagement, and creative freedom. Through artistic practice, we transform ourselves, each other, and the world.
- Coca-Cola — To refresh the world in mind, body, and spirit; to inspire moments of optimism and happiness through our brands and actions; to create value and make a difference.
- Dunkin’ Donuts — Everything we do is about you. From chefs who create exciting new flavors to crew members who know exactly how you want your drink—we prioritize what you need to get you on your way. We strive to keep you at your best, and we remain loyal to you, your tastes, and your time. That’s what America runs on.
- Goodwill — Goodwill works to enhance people’s dignity and quality of life by strengthening their communities, eliminating their barriers to opportunity, and helping them reach their full potential through learning and the power of work.
- L’Oréal — L’Oréal has set itself the mission of offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy, and safety. By meeting the infinite diversity of beauty needs and desires all over the world.
- McDonald’s — Our mission is to make delicious feel-good moments easy for everyone.
- The Met — The mission of The Metropolitan Museum of Art is to collect, preserve, study, exhibit, and stimulate appreciation for and advance knowledge of works of art that collectively represent the broadest spectrum of human achievement at the highest level of quality, all in the service of the public and in accordance with the highest professional standards.
- Microsoft — Our mission is to empower every person and organization on the planet to achieve more.
- MIT — The mission of MIT is to advance knowledge and educate students in science, technology, and other areas of scholarship that will best serve the nation and the world in the 21st century.
- NASA (National Aeronautics and Space Administration) — NASA explores the unknown in air and space, innovates for the benefit of humanity, and inspires the world through discovery.
- Nike — Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.
- Northwestern University — Northwestern is committed to excellent teaching, innovative research, and the personal and intellectual growth of its students in a diverse academic community.
- Oprah Winfrey Network — OWN’s mission is to create multiple platforms for women, men, and their families with a purpose and a passion: to celebrate life, inspire and entertain, empower viewers around the world to live their best lives, and by doing so, lift the lives of those around them in ever-widening circles.
- Pepsi — Create more smiles with every sip and every bite.
- Shopify — Making commerce better for everyone.
- Starbucks — To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.
- Target — To help all families discover the joy of everyday life.
- Walt Disney Company — The mission of The Walt Disney Company is to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds, and innovative technologies that make ours the world’s premier entertainment company.
Mission vs. Vision: Know who you are and where you’re going
The mission statement focuses on today and what we do, and the vision statement focuses on tomorrow and what we want to become. Both are important to a company’s survival.
Call it the essence, beating heart, or the defining characteristic — whatever you call it, make sure your mission and vision are clearly defined and understood for the sake of your content and your company.
Get a content mission and a content vision statement down on paper. Share it with your team members. Then you can measure your future content efforts against the two. And although they are not slogans or taglines themselves , they should definitely help inform them and all your content.
Knowing who you are and where you’re going is the foundation of an organization’s success. So, who are you? And, where are you going? Get tips on how the nature of planning itself can help your envisioned goals materialize: Mastering Time Management: The Five Primal Flows of Time.
Mission and Vision Series
We Produce Great Content, Fast.
Talk with one of our content experts about our hand-vetted expert content writers & designers who can help you scale your content marketing efforts quickly.
About the author
Britt Skrabanek
As the Co-Founder of Superneat Marketing, Content Strategist Britt Skrabanek helps businesses create spellbinding content — equally loved by humans and Google robots. Britt is also the author of four novels and she is the host of Love Your Enthusiasm, a podcast that inspires people to follow their greatest passion.
You may also like
How to Leverage Your Testimonials and Case Studies
Using Social Media Comments to Your Brand’s Advantage
From Bad to Great: How to Leverage Customer Complaints
Understanding When You Need Content Pruning
Canonicalization in SEO: How to Avoid Content Cannibalization
How to Conquer Freelance Writer Burnout
How to Write a Mission Statement With 10 Inspiring Examples
What is it about certain brands that keep us coming back? What is it about them that makes us spend more time, money, or effort over other options? Is it the price? Maybe the convenience? Or is it something more?
The brands and businesses that we really connect with do more than just supply a product or service. They showcase a purpose, a mission that we can get behind. This can be displayed in how they interact with customers , the organizations and communities they support and even the way they develop their products. And there’s no better way for a business owner to showcase this purpose, then through a well-written mission statement.
What is a mission statement?
A mission statement is a simple action-oriented statement that explains your company’s purpose. It summarizes what your company does for customers, employees, and owners, and typically includes general descriptions of your organization, its core function, and its goals . In short, you’re explaining what you do and why you do it within a mission statement.
Depending on the focus of your business, your mission statement may be even broader. Explaining not just how you serve your customers and employees, but your community and the world at large. Some businesses even opt to separate this larger aspiration into what’s known as a vision statement.
What is a vision statement?
A vision statement is exactly what it sounds like. It’s a vision for the direction of your company and what it aspires to be.
If we were looking at OKR’s (objectives and key results) this would serve as your larger objective. Your mission statement would then be the key results, or steps, you need to take to get there. Again, this is typically an aspirational representation of the purpose of your business. That doesn’t mean the end goal of the statement is impossible, but it is meant to be something that you’re pushing yourself, and your business, to achieve.
Mission statement or vision statement?
These two statements aren’t really interchangeable. They both reflect the purpose and goals of your business, but serve completely different purposes. Your mission statement should serve as the roadmap to achieve your vision statement. And your vision statement should serve as the guiding light for the aspirations of your business.
These can be completely separate written statements for your business, or they can be combined into a more comprehensive mission statement. Having all three does allow you to utilize them for different business purposes, so it may be worth developing variations over time.
Speaking of variations, it’s important to note that your mission statement will likely evolve over time as your business grows and changes. So, don’t be afraid to make adjustments when it seems necessary and avoid looking for the perfect version of your mission statement.
Why write a mission statement?
I’ve had a 30-year love-hate relationship with mission statements. I’ve read thousands. I love it when a mission statement defines a business so well that it feels like strategy—which does happen—and I hate it when a mission statement is generic, stale, and completely useless.
Just because a traditional business plan often includes a mission statement isn’t a reason to do one. If it’s not going to be useful for you and help guide your business, don’t bother. The vast majority of the mission statements are just meaningless hype that could be used to describe any business.
Don’t fall into the trap of writing a mission statement just because some checklist or expert said you had to. There are actually sites that poke fun at how most mission statements use vague, high-sounding phrases to say nothing. You should write a mission statement if you want to add clarity to your business goals and you want to get your employees, investors, and customers to understand what your organization is all about.
How to write a great mission statement
Developing your company’s first mission statement, or writing a new or revised one, is your opportunity to define the company’s goals, ethics, culture, and norms for decision-making. The daily routine of business gets in the way sometimes, and a quick refresh with the mission statement helps you take a step back and remember what’s most important: the organization has a purpose.
So how do you make a useful mission statement? Over the decades I’ve spent reading, writing, and evaluating business plans , I’ve come up with a process for developing a useful mission statement, and it boils down to these five steps.
1. Start with a market-defining story
A really good market-defining story explains the need, or the want, or—if you like jargon—the so-called “why to buy.” It defines the target customer or “buyer persona.” And it defines how your business is different from most others, or even unique. It simplifies thinking about what a business isn’t, what it doesn’t do.
Imagine a real person making the actual decision to buy what you sell. Why do they want it? How did they find your business? What does it do for them? The more concrete the story, the better. And keep that in mind for the actual mission statement wording: “The more concrete, the better.”
This isn’t literally part of the mission statement. Rather, it’s an important thing to have in your head while you write the mission statement. It’s in the background, between the words. If you’re having trouble getting started, make a quick list of what your company does and doesn’t do.
2. Define what your business does for its customers
Start your mission statement with the good you do. Use your market-defining story to suss out whatever it is that makes your business special for your target customer.
Don’t undervalue your business: You don’t have to cure cancer or stop global climate change to be doing good. Offering trustworthy auto repair, for example, narrowed down to your specialty in your neighborhood with your unique policies, is doing something good. So is offering excellent slow food in your neighborhood, with emphasis on organic and local, at a price premium.
This is a part of your mission statement, and a pretty crucial part at that—write it down.
If your business is good for the world, incorporate that here too. But claims about being good for the world need to be meaningful, and distinguishable from all the other businesses. Add the words “clean” or “green” if that’s really true and you keep to it rigorously. Don’t just say it, especially if it isn’t important or always true.
For example, Apple Computer’s 2020 mission statement is:
“Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with iPhone, iPad, Mac, Apple Watch, and Apple TV. Apple’s four software platforms—iOS, macOS, watchOS, and tvOS—provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay, and iCloud. Apple’s more than 100,000 employees are dedicated to making the best products on earth, and to leaving the world better than we found it..”
That one obviously passes the test of defining the company with flying colors. Nobody could mistake that mission for generic hype. And it’s an interesting change from the early mission as defined by founder Steve Jobs:
“To make a contribution to the world by making tools for the mind that advance humankind.”
Ikea, on the other hand, starts its mission statement with something that could be any company anywhere. “Our vision is to create a better everyday life for the [sic] many people.” To its credit, it goes on to define a “rest of the mission” that could only be IKEA:
“We make this possible by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”
And note, in this mission statement, how Sweetgreen incorporates a world vision into a product-oriented mission statement:
“Founded in 2007, Sweetgreen is a destination for delicious food that’s both healthy for you and aligned with your values. We source local and organic ingredients from farmers we know and partners we trust, supporting our communities, and creating meaningful relationships with those around us. We exist to create experiences where passion and purpose come together.”
3. Define what your business does for its employees
Good businesses are good for their employees too or they don’t last. Keeping employees is better for the bottom line than turnover. Company culture matters. Rewarding and motivating people matters. A mission statement can define what your business offers its employees.
My recommendation is that you don’t simply assert how the business is good for employees—you define it here and then forever after make it true.
Qualities like fairness, diversity, respect for ideas and creativity, training, tools, empowerment, and the like, actually really matter. However, since every business in existence at least says that it prioritizes those things, strive for a differentiator and a way to make the general goals feel more concrete and specific.
Don’t worry about being fully unique
With this part of the mission statement, there’s a built-in dilemma. On the one hand, it’s good for everybody involved to use the mission statement to establish what you want for employees in your business. On the other hand, it’s hard to do that without falling into the trap of saying what every other business says.
Stating that you value fair compensation, room to grow, training, a healthy, creative work environment, and respect for diversity is probably a good idea, even if that part of your mission statement isn’t unique. That’s because the mission statement can serve as a reminder—for owners, supervisors, and workers—and as a lever for self-enforcement.
If you have a special view on your relationship with employees, write it into the mission statement. If your business is friendly to families, or to remote virtual workplaces, put that into your mission.
You may not need to focus on employees
And this is rare in mission statements. The vast majority are focused on messaging for customers. My recommendation here is not the norm. I include it because it’s good practice, even though not common.
While I consulted for Apple Computer, for example, that business differentiated its goals of training and empowering employees by making a point of bringing in very high-quality educators and presenters to help employees’ business expertise grow. That was part of the culture and, to my mind, part of the mission; but it wasn’t part of the mission statement. It could have been.
American Express, however, includes the team in its mission:
“We have a mission to be the world’s most respected service brand. To do this, we have established a culture that supports our team members, so they can provide exceptional service to our customers.”
4. Add what the business does for its owners
In business school, they taught us that the mission of management is to enhance the value of the stock. And shares of stock are ownership. Some would say that it goes without saying that a business exists to enhance the financial position of its owners, and maybe it does. However, only a small subset of all businesses are about the business buzzwords of “share value” and “return on investment.”
In the early years of my business, I wanted peace of mind about cash flow more than I wanted growth, and I wanted growth more than I wanted profits. So I wrote that into my mission statement. And at one point I realized I was also building a business that was a place where I was happy to be working, with people I wanted to work with; so I wrote that into my mission statement, too.
However, this element too, as with the suggestion about including employees, is unusual. Few mission statements do it. That’s understandable, since most mission statements are outward-facing only, aimed at customers and nobody else.
Still, some of the best mission statements incorporate a much broader sense of mission that includes, or at least implies, the mission of ownership.
Warby Parker, an eyewear company, does a great job at voicing a higher mission that includes customers, employees, and owners.
“Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price while leading the way for socially-conscious business.”
5. Discuss, digest, cut, polish, review, revise
Good mission statements serve multiple functions, define objectives, and live for a long time. So, edit. This step is worth it.
Start by considering developing a full mission statement for internal use and using a customer-facing subset for general publication. That’s common. Many companies have segmented mission statements, with sections set aside and categorized by type or goal. Use bullet points or sections if that works for you. Part of the reason people confuse mission with mantra and vision is that many businesses use them together, and many others also redefine them to fit their context. So what a company does for customers is often called vision, despite the formal definition.
Remember, form follows function, in mission statements, as in all business writing. Make it work for your business. Or don’t do it at all. If you want to call it a vision, and that works for employees and customers, then do that.
Cut out general terms
As you edit, keep a sharp eye out for the buzzwords and hype that everybody claims. Cut as much as you can that doesn’t apply specifically to your business, except for the occasional special elements that—unique or not—can serve as long-term rules and reminders. Unique itself, the word, means literally, the only one in the world. Use it sparingly. Phrases such as “being the best possible,” “world-class,” and “great customer service” mean little because everybody uses them. Having great customer service is way harder than writing that into a mission statement.
Read other companies’ mission statements, but write a statement that is about you and not some other company. Make sure you actually believe in what you’re writing—your customers and your employees will soon spot a lie.
Then, listen. Show drafts to others, ask their opinions and really listen. Don’t argue, don’t convince them, just listen. And then edit again.
And, for the rest of your business’s life, review and revise it as needed. As with everything in a business plan, your mission statement should never get written in stone, and, much less, stashed in a drawer. Use it or lose it. Review and revise as necessary, because change is constant.
10 Examples of Great Mission Statements
If you’re looking for some inspiration to get you started on your own mission statement, here are a few of my favorites.
1. Southwest Airlines
“The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.”
What’s most interesting about Southwest’s mission statement is that they don’t mention anything about getting from point A to point B. Their mission is all about how they differentiate what, these days, can be seen as a commodity experience. They also focus on their own employees and the “spirit of the company”, not just the customer experience.
2. Urban Outfitters
“A lifestyle retailer dedicated to inspiring customers through a unique combination of product, creativity and cultural understanding. Founded in 1970 in a small space across the street from the University of Pennsylvania, Urban Outfitters now operates over 200 stores in the United States, Canada, and Europe, offering experiential retail environments and a well-curated mix of women’s, men’s, accessories and home product assortments.”
Urban Outfitters focuses on the experience that they deliver and the focus on what they do. Their mission drives what their stores look like and what their goal is: to inspire. They also nod to their heritage of starting small and growing.
“ At Recreational Equipment, Inc. (REI) we believe a life outdoors is a life well-lived. We believe that it’s in the wild, untamed and natural places that we find our best selves, so our purpose is to awaken a lifelong love of the outdoors, for all.”
REI’s mission focuses mostly on what it wants to do for its customers, but hidden in the mission statement is a mission to preserve the environment as well. Their focus on “getting outside” is what creates a connection between them and their customers.
4. Starbucks
“To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”
Starbucks expands on its mission statement by stating its core values. This is really an extension of the mission statement and explains how they focus on their customers, how they grow their company, and how they work with employees. You can read their values here .
5. Walgreens
“Walgreens’ mission is to be America’s most-loved pharmacy-led health, well-being, and beauty retailer. Its purpose is to champion everyone’s right to be happy and healthy.”
Walgreen’s mission really defines their goals: what they want to achieve and in what product categories they want to achieve it in. They also bring in their broader purpose when they talk about “everyone’s right to be happy and healthy.”
“Make work-life simpler, more pleasant, and more productive.”
While Slack’s mission statement is short, it implies a lot. “Work” doesn’t just mean their customer’s work, it means their own work at their company. Their mission statement serves them both internally and externally.
7. The Coca Cola Company
“Refresh the world. Make a difference.”
Coca Cola takes a slightly different approach with a statement of purpose and then a vision statement. Their purpose is essentially their mission statement and says a lot for being so short. They want to refresh people in both body and spirit while making a positive impact on the world. Their vision also implies their goal of serving the entire world’s population which hits on their corporate and shareholder goals.
8. Patagonia
“We’re in business to save our home planet.”
Another short mission statement that says so much more than you would think at first glance. First and foremost, Patagonia doesn’t say that they are a non-profit – they state that they’re a business. And, this implies that they need to be a strong, healthy business to meet their goal of saving the planet. Their mission applies to their employees, their customers, their products, and their activism.
9. charity: water
“charity: water is a nonprofit organization bringing clean and safe drinking water to people in developing countries.”
charity: water’s mission statement is clear and to the point – it simply describes what it does and who it does it for. For most non-profit mission statements, this is enough.
10. Asana
“Asana’s mission is to help humanity thrive by enabling the world’s teams to work together effortlessly.”
Similar to other mission statements, Asana blends a message about what they do with a higher goal of enhancing the world outside of their company. Yet, they still hint at their target market and goals of being a world-wide company, thus improving the lives of their employees and shareholders.
*Editor’s note: This article was originally published in 2018 and updated for 2021.
Tim Berry is the founder and chairman of Palo Alto Software and Bplans.com. Follow him on Twitter @Timberry .
Starting or Growing a Business? Check out these Offerings.
Management Dashboards
All the Insights You Need to Help Your Business Succeed
Works with QBO & XERO
Full Business Plan in Half the Time— and Double the Impact
Save 25% Annually
Business Tools
Exclusive Offers on Must-Haves for New and Growing Businesses
$100+ in savings
Business Plan Writers
Investor-Ready Business Plans Written In No Time
100% Free Quote
Plan, fund, and grow.
Easily write a business plan, secure funding, and gain insights.
Achieve your business funding goals with a proven plan format.
Build your dream business for $1/month
Start your free trial, then enjoy 3 months of Shopify for $1/month when you sign up for a monthly Basic or Starter plan.
- Sign up for a free trial
- Select a monthly Basic or Starter plan
- $1/month pricing will be applied at checkout
- Add products, launch your store, and start selling!
- Start free trial
Start selling with Shopify today
Try Shopify for free, and explore all the tools and services you need to start, run, and grow your business.
- The Ultimate Guide To Dropshipping (2023)
- How To Source Products To Sell Online
- How to Start a Dropshipping Business- A Complete Playbook for 2023
- How to Create Your Shipping Policy (With a Template and Examples)
- How To Write the Perfect Business Plan in 9 Steps (2023)
- AliExpress Dropshipping- How to Dropship From AliExpress
- What is Shopify and How Does it Work?
- Upset Customers? Here's How to Stop Customer Complaints Before They Happen
- LLC vs. S Corp- Learn the Key Differences
- 10+ Best Ecommerce Software Solutions for 2023 (Reviewed)
Mission Statement: 17 Unique Examples You Need To See
- by Michael Keenan
- Starting Up
- Nov 1, 2022
- 17 minute read
A good mission statement is the most fundamental element of your ecommerce business .
It’s the pillar for why you exist and influences your decision making. It’s the best tool to connect with your audience and reach your full potential, and the benefits extend beyond marketing. Vision and mission statements are internal motivators, too, giving team members a cause to rally behind.
Though most small businesses know the importance of vision and mission statements, many struggle to write one. That’s normal! It’s not easy to create a clear summary of your company’s goals and values.
In this guide, you’ll learn the basics of mission and vision statements, with real-world examples from top brands, and tips for writing your own today.
Discover your mission ⭐
- What is a mission statement?
Mission statement versus vision statement: what’s the difference?
17 best mission statement examples, how to write a mission statement, write your company’s mission statement today, mission statement faq.
Free Webinar:
Marketing 101
Struggling to grow sales? Learn how to go from first day to first sale in this free training course.
What is a mission statement?
A mission statement is usually part of your business plan when you start a business . It identifies your company’s purpose and is a way to publicly share why your company exists. Crafting your mission statement helps you unify your business and avoid potential business mistakes by keeping you on track.
Your mission statement should:
- State what your company does. You don’t need to be fancy, simply state whatever it is your retail business produces or provides.
- State how your company does what it does. This does not need to be a detailed description of how you operate your business. You can describe how your business works in more general terms and incorporate one or more of your core values.
- State why your company does what it does. Think about why you started your business in the first place—share your passion for starting your company.
A clear mission statement tells potential and existing customers what to expect from you and can provide your employees with direction, inspiration, and focus.
Free Reading List: How to Brand Your Business
A great brand can help your products stand out from the crowd. Get a crash course in small business branding with our free, curated list of high-impact articles.
Get our Branding reading list delivered right to your inbox.
Almost there: please enter your email below to gain instant access.
We'll also send you updates on new educational guides and success stories from the Shopify newsletter. We hate SPAM and promise to keep your email address safe.
Thanks for subscribing. You’ll start receiving free tips and resources soon. In the meantime, start building your store with a free 3-day trial of Shopify.
Get started
A vision statement articulates where you aspire to be once you achieve your mission. Often, it describes where you want certain people or the world to be as a result of your mission. Vision statements convey a long-term goal, generally a time range of five to 10 years, or beyond.
Your mission statement is essentially an action-oriented vision statement, declaring the who, what, and why of your retail business. Your mission statement can be the roadmap for your vision statement.
It’s vital for both your mission and vision statements to be concise so you communicate the reasons your business exists.
Learn more: Mission vs. Vision Statement: What’s The Difference?
Now that you have an idea of what makes well-crafted mission statements, let’s look at examples of retailers with high-quality mission statements.
Mission statement: Build the cooler we’d use every day if it existed.
Yeti ’s mission statement is effective because it focuses on its landmark product—premier coolers—and highlights the value it brings to customers. This statement tells customers the product is going to solve their problems, because the founders state how they were frustrated by unreliable coolers and outdoor accessories.
2. Passionfruit
Mission statement: To create inclusive clothing and accessories that enable you to show your pride all year round while giving back to our community.
Passionfruit ’s mission recognizes a truth for the LGBTQ+ community and allies alike. This statement is useful because it promotes the idea that pride is not a one-day event but an everyday expression of oneself.
Passionfruit’s statement focuses on allowing people to express themselves through clothing and apparel. It reminds customers the brand is aligned with LGBTQ+ values and promises to support the community by giving back.
3. Old Guys Rule
Mission statement: To embrace a new breed of guys who have incredible energy, a passion for life, wisdom gained from years of experience and the time to spend doing the activities they enjoy. Old Guys Rule should be worn as a badge of honor for a life well spent but not nearly over.
Old Guys Rule ’s mission statement stands out because it focuses on its target audience. The brand embraces its customers’ strengths of wisdom and experience, with the goal of being a most-loved apparel brand. It makes you feel proud of your age and accomplishments, rather than feeling bad about “getting old.”
What’s more, many elements in this mission statement are empowering. So when Old Guys Rule says it should be worn as “a badge of honor,” customers feel excited to wear its clothes and be proud of who they are.
4. Ride Rich
Mission statement: To breathe new life into the motorcycle streetwear scene. We are a brand that acknowledges those individual riders who ride for freedom, not for ego.
In Ride Rich ’s mission statement, the brand challenges the status quo for motorcycle riders. This statement captures a specific rider: the “individuals who ride for freedom.” It’s a great mission statement because it describes how it goes about its business. If you want creative streetwear based on art, music, and experiences that everyday riders encounter, Ride Rich is your brand.
Another thing to love about this statement is the exclusive language. Ride Rich uses relatable terms such as “two-wheel therapy” and “keep it 100” to connect with its target market. It also discusses different riding styles to not alienate certain groups. Ride Rich wraps up with a positive note that’s punchy and inspiring for potential customers.
5. The Spoiled Mama
Mission statement: The Spoiled Mama knows great skin never goes out of style. That’s why we’ve combined Mother Nature with science to give new moms (and their little humans) the best skin care available. Our collection addresses the most common needs of pregnant, postpartum, and breastfeeding mothers, so you can enjoy being a Mama … without all the drama.
This mission statement from The Spoiled Mama has one clear goal: give new moms and their kids the best skin care around. Its statement ties in with the brand’s philosophy of finding sisterhood in motherhood and helping mothers take care of themselves and their babies.
In many ways, The Spoiled Mama’s mission statement builds community. Whether you’re newly pregnant or breastfeeding, you know The Spoiled Mama is a place you can turn to for skin care, strength, and support.
Mission statement: To accelerate the world’s transition to renewable energy.
Tesla ’s mission statement is significant because it speaks to the brand’s commitment to the environment and changing the automobile industry. It also makes customers feel like allies in this endeavor.
Tesla uses inspirational language in both its mission and vision statements. By focusing on sustainability, the brand resonates with customers and employees who genuinely care about the environment. It also gives them a platform to expand into other solutions, like energy storage and solar.
Mission statement: Bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)
Nike ’s mission statement is a classic. It’s effective because it puts the company’s priorities out in the open. The asterisk next to “athlete” leads to a footnote stating, “If you have a body, you are an athlete.” This shows customers that anyone can use Nike’s products.
The idea of being able to become an athlete, no matter who you are, underlines the brand’s commitment to offering a huge selection of sportswear products. It stands out because people need the motivation to achieve their goals, and Nike reaffirms its dedication to helping them improve.
8. Starbucks
Mission statement: To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.
This mission statement is short, sweet, and to the point. It doesn’t use big words or sentences to express its goals. It communicates exactly what Starbucks wants to be and for whom. The statement makes it about more than just coffee—it’s about creating a culture of warmth and inclusivity, where everyone feels welcomed and at home.
Free Worksheet: Brand Storytelling
Use this handy exercise as a guide to help you craft a compelling brand story and build a loyal audience through the power of storytelling.
Get our free Brand Storytelling Worksheet delivered right to your inbox.
Mission statement: Spread ideas.
TED is a nonprofit organization devoted to spreading ideas in the form of short, powerful talks known as TED Talks. Its mission statement is concise but represents the brand’s larger goal to welcome “people from every discipline and culture who seek a deeper understanding of the world.” TED is building a free library of knowledge both online and in-person, composed of the world’s greatest thinkers, to inspire people to engage and share ideas with each other.
10. LinkedIn
Mission statement: To connect the world’s professionals to make them more productive and successful.
LinkedIn is a social media site centered around connecting professionals. Its goal is to make it easier for professionals to network and refer each other, so everyone can be more successful.
This mission statement is perfect for the brand. It’s brief, clear, and uses active words. It also expresses its deep commitment to professionals using the platform. The company’s goals are to help people create and maintain relationships that will help them grow in their careers.
11. Microsoft
Mission statement: Empower every person and organization on the planet to achieve more.
Microsoft ’s mission statement is inclusive and shows its focus is on helping all people. The company expresses its values by taking the well-being of Its employees seriously. It does this by giving all employees free health care and other lifestyle and well-being benefits. It also has company initiatives promoting innovation, diversity, and corporate responsibility.
This mission statement shows Microsoft is more than just a software company. It’s a member of society that wishes to help others better themselves and, through that, better the world.
Mission statement : Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth’s most customer-centric company, Earth’s best employer, and Earth’s safest place to work.
On its Who We Are page, Amazon makes it clear that it’s all about its customers. In its effort to bring the best to its customers at the lowest price, it formed partnerships with companies around the world. This is what’s given it that competitive advantage that’s made it the global powerhouse it is today.
Mission statement: To continue our dedication to providing a unique range of products, exceptional customer service, and great experiences.
Nordstrom ’s aim is to only offer its customers the best—the best products, the best service, the best experience possible. Its mission statement perfectly describes its company spirit of going above and beyond. It also states how Nordstrom is not just a simple retailer like Walmart. It is and always has been a high-end business that prides itself on offering its customers the exceptional.
Mission statement: To save our home planet.
Patagonia specializes in creating clothing and gear for outdoor enthusiasts. Its mission statement is as simple as you can get. Five words and one sentiment—save our planet. And it makes sense why this would be important for it: Its entire company is built around encouraging people to explore the outdoors, and people can’t do that if our planet dies.
Patagonia actually used to have the mission statement “To build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” Then, in late 2019, the brand chose a new mission statement focusing on more than just sustainability, and instead aiming to actively save our planet. It even shut down all its stores and offices in September of that same year so its employees could strike alongside youth climate activists.
Southwest Airlines
Mission statement: Dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.
Southwest is an airline that has always focused on creating a fun, friendly, inclusive atmosphere for its customers and employees. When it first launched, it created a love-themed marketing campaign. Its emblem is a heart, and its ticker symbol on the stock market is LUV.
Southwest’s mission statement perfectly captures the company spirit of care. Regional director James Ashworth said it best : “We believe if we take good care of our employees, they will take good care of our customers. And that commitment drives our culture.”
Magic Spoon
Mission statement: To transform the cereal industry by building a new category of nutritious and flavorful cereal.
Magic Spoon is a company bringing back all those nostalgic cereal flavors of your childhood, only healthier. Its cereals are low carb, high protein, and practically sugarless.
Magic Spoon’s clear mission statement shows it’s looking to the future. More than offering a simple product, its aim is to revolutionize the cereal industry. It wants to marry health with childhood joy—and from its mission statement to its packaging, the company’s goal is clear.
Mission statement: To help your beloved fur-babies have the greatest sleep possible.
Pupnaps is an Australian company that creates products designed to help comfort pets who suffer from anxiety. It specializes in a scientifically designed pet bed proven to have a calming effect for anxious pups.
Its mission statement shows they care about your dog. On its website, it includes information on dog anxiety and how it affects your pup’s health. And it even offers a quiz to help you pick out the best bed for your dog.
1. Be brief
You can use the eight-words-or-less rule when creating your mission statement.
Keeping it simple makes it easier to convey the goal and purpose of your business in a way that’s easy to understand, making your mission statement more effective and memorable.
A short mission statement is also easier to include on business cards and marketing materials.
2. Be unique
When you’re drafting your mission statement, it’s crucial to keep in mind what makes your company different. Why is your retail business unique and special compared to others who sell similar quality products? Share your specific story rather than being general to the point that any other company could use your mission statement as its own.
3. Know your target audience
When you’re crafting your mission statement, always keep your target audience in mind. Your messaging needs to match the wants and needs of these potential customers.
4. Create expectations
Retailers with strong mission statements lean into their target audience’s expectations.
For example, Shopify says its mission is to “make commerce better for everyone, so businesses can focus on what they do best: building and selling their products.” This statement creates the expectation in Shopify merchants that they’ll build successful online businesses using the platform.
5. Be realistic
Don’t fall into the trap of making your mission statement so elaborate that you lose touch with what your business can realistically achieve. Stay grounded in how your retail business serves customers right now. You can use forthcoming and inspirational language in your vision statement.
6. Be memorable
Think about the terminology and keywords or phrases you can use in your mission statement to make it unforgettable. You don’t need readers to be able to recite your entire mission statement, but make it catchy so people begin to associate prime aspects of your mission statement with your company.
7. Keep it positive
Mission statements are all about how your retail business solves a problem, fills a need, or makes an aspect of life easier for your target customer. It’s essential to avoid negative language in your mission statement.
Dr. Barbara Fredrickson, a leading researcher in the science of happiness and positivity , suggests that positive emotions open people up. Positivity can change perspectives and your understanding of possibilities.
8. Use active verbs
Your mission statement should make readers feel like something is happening now versus in the past.
For example, write, “[Your company name] makes [your products] to enhance your quality of life,” rather than writing, “These [your products] are made by [your company name] to improve your life.”
Active verbs convey a stronger message about your retail business and how you’re solving a problem or filling a need for your audience.
9. Make it adaptable
Once you’ve created a strong mission statement, it’s something you can always turn back to for direction and motivation as you scale your business.
Use key phrases for marketing campaigns and when you’re developing new products.
Read more: What Is Product Development? Learn The 7-Step Framework
Whether you’re writing a personal mission statement or one for your business, there’s no doubt it’s a winning strategy for achieving your goals. Using the sample mission statements above, you’re well on your way to crafting a great vision for your business.
All in all, writing a mission statement is easy with the right knowledge, tools, and a little bit of time. If you’re short on time, you can use a free mission statement generator to create one for you.
Illustration by Pete Ryan
Ready to create your business? Start your free trial of Shopify—no credit card required.
How do i write a mission statement.
- Keep your mission statement short and sweet.
- Consider long-term goals and expectations.
- Don’t limit yourself.
- Use active verbs.
- Find out what your team thinks about your mission statement.
- Make it adaptable.
What is a good mission statement?
What are three parts of a mission statement.
According to Chris Bart , a leading expert in helping organizations develop mission and vision statements, three essential parts of a mission statement are:
- Key market: the target audience.
- Contribution: the product or service.
- Distinction: what makes the product unique and why customers should buy it over another.
What are examples of a mission statement?
- Nike: Bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)
- Starbucks: To inspire and nurture the human spirit–one person, one cup, and one neighborhood at a time.
- Tesla: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.
- TED: Spread ideas.
Join 446,005 entrepreneurs who already have a head start.
Get free online marketing tips and resources delivered directly to your inbox.
No charge. Unsubscribe anytime.
Thanks for subscribing.
You’ll start receiving free tips and resources soon. In the meantime, start building your store with a free 3-day trial of Shopify.
Start your 3-day free trial today!
Try Shopify free for 3 days, no credit card required. By entering your email, you agree to receive marketing emails from Shopify.
How to Write Mission, Vision, and Values Statements - 100 Examples to Help Guide You Through the Process
Mission, vision and values statements serve as the foundation for an organization’s strategic plan. They convey the purpose, direction and underlying values of the organization. When developed and implemented in a thoughtful and deliberate manner, these statements can serve as powerful tools that provide organizations with meaningful guidance, especially under times of rapid change. Consequently, taking the time to craft relevant mission, vision and value statements should be carefully considered.
To get started, please review our tips in the article below on how to write good mission, vision and values statements. To go deeper, download our full compiled list of 100 sample mission, vision and values statements by providing your contact information in the form below. Be sure to check out our how-to video where we walk through the creation process step-by-step! Finally, please submit a quote request if you'd like a proposal from Bâton Global to help you create your own Mission, Vision and Values statements!
Mission Statements
The mission statement defines an organization’s purpose or reason for being. It guides the day-to-day operations of the organization, communicates to external stakeholders the core solutions the organization provides in society and motivates employees toward a common near-to-medium term goal. In short, the mission statement paints a picture of who the company is and what the company does.
A good mission statement should only focus on what is most important to the organization. It should be brief, clear, informative, simple and direct. It should avoid elaborate language, clichés, and generalizations and it should emphasize outcomes and the people the organization is serving.
When writing a mission statement, consider the following questions:
- What do we do today?
- Who do we serve?
- What are we trying to accomplish?
- What impact do we want to achieve?
- LinkedIn : To connect the world’s professionals to make them more productive and successful.
- Starbucks : To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
- Twitter : To give everyone the power to create and share ideas and information, instantly, without barriers.
- TripAdvisor : To help people around the world plan and have the perfect trip.
- Tesla : To accelerate the world's transition to sustainable energy.
- Sweetgreen : To inspire healthier communities by connecting people to real food.
Best Practices Video Bâton Global's shares our secrets learned from helping organizations worldwide write winning Mission, Vision and Value statements.
Vision Statements
The vision statement describes the future of the organization. It reveals what the company aspires to be or hopes to achieve in the long-term. The vision statement is inspirational and motivational but also provides direction, mapping out where the organization is headed. In this regard, it serves as a guide for choosing current and future courses of action.
An effective vision statement should be concise, unambiguous, futuristic, realistic, aspirational and inspirational. It shouldn’t be generic but rather focus on outcomes specific to the organization.
When writing a vision statement, consider these questions:
- Where are we going moving forward?
- What do we want to achieve in the future?
- What kind of future society do we envision?
- LinkedIn : To create economic opportunity for every member of the global workforce.
- GoDaddy : To radically shift the global economy toward independent entrepreneurial ventures.
- Wikimedia Foundation : Imagine a world in which every single human being can freely share in the sum of all knowledge. That’s our commitment.
- Habitat for Humanity : A world where everyone has a decent place to live.
- SouthwestAirlines : To be the world’s most loved, most efficient, and most profitable airline.
Values Statements
The values statement highlights an organization’s core principles and philosophical ideals. It is used to both inform and guide the decisions and behaviors of the people inside the organization and signal to external stakeholders what’s important to the company. An organization’s core values shape daily culture and establish standards of conduct against which actions and decisions can be assessed.
A values statement should be memorable, actionable and timeless. The format of the values statement depends on the organizations; some organizations use one, two or three words to describe their core values while others provide a short phrase.
When drafting a values statement, some questions to consider include:
- What do we stand for?
- What behaviors do we value over all else?
- How will we conduct our activities to achieve our mission and vision?
- How do we treat members of our own organization and community?
- Ownership mentality.
- Don’t optimize for the short term.
- We are all builders.
- Go the extra mile.
- Do what’s right.
- Be transparent.
- We commit to our craft.
- We minimize waste.
- We embrace differences.
- We dig deeper.
- We lead with optimism.
The mission, vision, and values statements are the guiding forces behind an organization. The mission statement communicates the purpose of the organization. The vision statement provides insight into what the company hopes to achieve or become in the future. The values statement reflects the organization’s core principles and ethics. Together, these statements provide strategic direction for an organization, informing current and future business strategies.
Learn how Bâton Global supports organizations in building lasting and impactful core commitments here .
Download 100 Examples
Interested in viewing examples from other organizations? Download our collection of of 100 mission, vision, and value statements below:
Quote Request
There's an art and science to writing core purposes statements and Bâton Global has helped numerous organizations worldwide write their winning statements. Complete the quote request below if you would like a proposal on how we can assist you.
Other Helpful Resources
365 Careers, January 26, 2018, The mission, vision and values statements [video file].
Bain & Company, April 2, 2018, Mission and vision statements .
Diffen LLC, n.d., Mission statement vs. vision statement .
Paula Fernandes, May 4, 2018, What is a vision statement?
Linda Le Phan, April 12, 2018, How to define your company’s core values (37 experts share their advice) [blog].
William A. Nelson & Paul B. Gardent, March/April 2011, " Organizational values statements ," Healthcare Executive, 56-59 .
Edward L. Powers, 2012, " Organizational mission statement guidelines revisited ," International Journal of Management & Information Systems , 16(4), 281-290.
Britt Skrabanek, August 19, 2018, Difference between vision and mission statements: 25 examples .
Get New Article Notifications
This series is still being written. Enter your email to receive a notification when a new article is published.
Sign UP to receive related Insights
Related case studies.
Trending Topics
Schedule Your Session Today
Enter your information below and our team will contact you.
Product Tour Book a Demo
Sign up for free
Try for free
- Become a Partner
Strategy Planning
17 Noteworthy Vision Statement Examples (+Bonus Template)
by Tom Wright, on Jul 27, 2022
Table of Contents
The vision statement is the north star of your overall company strategy, it is where you want to be as a business in the future. A good vision statement acts as motivation for employees and provides guidance on long-term goal setting.
Wondering why it matters? According to a January 2022 survey by Gartner, 52% of surveyed employees said the pandemic made them question the purpose of their day-to-day job. What can you get from unmotivated employees? Well, probably wasted money and slower business growth. But that’s a story for another day.
Let’s dive into this article, where you’ll discover:
Why do you need a good vision statement?
What is a vision statement.
- Mission vs vision statement: What's the difference?
- How to write a company vision statement example
- Quick tips to create your own memorable vision
- 17 vision statement examples from top companies across the globe
- Vision statement template and more inspirational resources
Do you think a vision statement is just fluff with its only purpose to look good in the “About Us” section on the website?
Well, we beg to differ and so does Ryan Saundry, a General Manager in charge of Strategy & Value Creation at Asahi Beverages. Here’s why he believes a vision statement is crucial for business:
If you look at many of the great examples of super successful companies over the last 10,15 or 20 years, there's one thing they have in common. And that’s a really clear, simple vision their business and people can understand and coalesce behind.
The reason why a good vision statement matters is that the people you are leading want to know your why before they follow you.
If you are a disruptive business, your vision will have to be bigger and more badass than any other. And you need to figure it out to create engagement and followership from your stakeholders and team members.
On top of that, a vision statement plays an important role in the strategic planning process.
Vision statements have a directional role , meaning they guide the organization’s plans and strategies. In other words, vision is your North Star that helps you set strategic initiatives and objectives while keeping the focus on the big picture. That’s why a vision statement should be a part of the company’s every strategic plan.
Bottom line is that people follow leaders with vision . That’s why your company’s vision shouldn’t be just an afterthought. After all, a memorable and engaging vision statement engages your people emotionally, causing them to work around and through obstacles, and inspires change.
What is a Vision Statement?
In short, a vision statement describes the desired future state of a business within a 5-10 year timeframe and guides the direction of the business's efforts. It is essentially the future objectives of a business. The vision statement is also the first step in building a highly-effective business strategic plan.
While this is more of a general definition, let’s dig a bit deeper into it by looking at the difference between a vision statement and a mission statement.
Mission vs Vision Statement: What's the Difference?
If you hear 10 different people talking about mission and vision, you will most likely hear 10 different definitions. Taking a look at some of the websites and social media accounts, it's clear that many people confuse one for another.
But here’s how Anita Stubenrauch, ex-Apple creative veteran, explains why you shouldn’t ignore the difference :
Here’s what’s at stake: if we mistake mission for vision, we just might accomplish what we set out to do — and then stop there.
In other words, mistaking vision for mission might just stop your organization from achieving its true growth potential.
Let’s settle this battle once and for all:
- A vision statement is a long-term, idealistic state of the FUTURE that doesn’t exist yet. It’s an inspiring, rallying cry that invites everyone who believes in it to contribute and become a part of it.
- A company's mission statement is how the company chooses to pursue its vision. It is more specific and relates directly to the company’s products and services.
Let’s take a look at a few examples to illustrate the difference:
Vision statement example:
HYBE’s vision: “To be the world’s top music-based entertainment lifestyle platform company.”
Mission statement example:
Google’s mission statement: “Our mission is to organize the world’s information and make it universally accessible and useful.”
Walt Disney’s mission: “The mission of The Walt Disney Company is to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world’s premier entertainment company.”
So, let’s repeat the key difference. A vision statement is a definition of a company’s future, while a mission statement represents a roadmap that tells what the company will do to achieve its vision.
How to Write a Company Vision Statement Example
Here at Cascade, we've come across a LOT of vision statements while working with clients of all shapes and sizes, helping them execute strategies . Some of these vision statements are good, some are bad, and most come somewhere in between.
And that’s why we outlined a step-by-step process that will help you craft an effective vision statement.
You can check a complete guide here , but here’s a short recap of each step:
Step 1 - The outcome
Start by being exceptionally clear about what it is your organization actually does. Be careful to remain outcome-focused rather than output-focused.
Step 2 - The twist
What’s your unique selling point? Make sure to include it in your vision statement.
Step 3 - The quantification
One of the common problems with a vision statement is too specific. If we return to the basic definition, your vision statement should be a long-term, idealistic state of the FUTURE that doesn’t exist yet. That said - don't be too specific or apply specific metrics at this stage.
You might want to refine your target audience or target market, but avoid adding financial projections or any numbers.
Step 4 - The human connection
One final trick you can apply to help make your vision even more memorable is to add a real-life aspect. This will allow people to conjure up a solid mental image to associate with your vision statement.
Below is a vision statement example we've created using our vision statement formula !
Vision Statement Example:
Our vision is to "produce and sell locally sourced cakes and pies that are so delicious and satisfying , that every customer who leaves our store does so with a smile ."
Can you imagine yourself standing in the middle of the bakery surrounded by the smell of fresh pastry and with a smile on your face? I sure did. And that’s the whole point. Your vision should be imaginable and desirable like the one above.
Tips for Creating your Vision Statement
Here are a few things you should consider when start writing down your company’s vision statement:
- They should be short - max 2 sentences
- They need to be specific to your business and describe a unique outcome that only you can provide.
- Use present tense
- Keep it simple enough for people both inside and outside your organization to understand. No technical jargon, buzzwords, or metaphors.
- It should be ambitious enough to be exciting but not too ambitious that it seems unachievable. Here at Cascade, we recommend thinking 5 years into the future.
- Vision needs to align with the company core values that you want your people to exhibit as they perform their work.
Following these tips and best practices should give you a solid starting point for creating a vision statement.
17 Vision Statement Examples From Top Companies
There are many good vision statement examples that have become widely recognized because they have some pretty amazing companies behind them. You should keep in mind that these are just a starting point. There is much more to the creation process of these vision statements than meets the eye.
Let’s look at some popular company vision examples:
Microsoft is one of the most well-known technology companies in the world. Their vision is to help people and businesses throughout the world realize their full potential.
This e-commerce giant’s vision is to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.
Tesla ’s vision is to create the most compelling car company of the 21st century by driving the world's transition to electric vehicles. Their mission is to accelerate the world's transition to sustainable energy.
This world’s largest furniture retailer’s vision is to create a better everyday life for many people.
Patagonia stands out among companies for consistently aligning its actions with its mission and values. Their mission statement is “We're in business to save our home planet.” However, they don’t have any official release on their vision statement.
LinkedIn’s vision statement is “Create economic opportunity for every member of the global workforce,” and their mission statement is “connect the world’s professionals to make them more productive and successful.”
There is no official release of Starbucks ' vision statement, but here's one example of what it could look like: “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow."
For inspiration, we are also adding their official mission statement: “To inspire and nurture the human spirit - one person, one cup, and one neighborhood at a time.”
Disney
Disney 's vision statement is “to be one of the world's leading producers and providers of entertainment and information.”
Nike ’s vision is “To bring inspiration and innovation to every athlete in the world.”
This multinational fast food chain’s vision statement is “to be the world's best quick service restaurant experience,” and its mission statement is “to make delicious feel-good moments easy for everyone.”
Coca Cola
Coca-Cola ’s vision is to craft the brands and choice of drinks that people love, to refresh them in body & spirit.
Netflix’s vision is “to become the world's leading streaming entertainment service.”
Zoom’s vision is “Video communications empowering people to accomplish more.” Yikes . It could definitely be more memorable and inspiring, right?
Warby Parker
Warby Parker’s vision is to be one of the most impactful brands in the world by inspiring the next generations of entrepreneurs and consumers to transform the eyewear and eyecare industry through design and innovation.
Oxfam
Oxfam is a global organization with a vision of a world that is just and sustainable.
Southwest Airlines
Their vision is “To be the world's most loved, most efficient, and most profitable airline.”
Astellas’s vision is to be on the forefront of healthcare change to run innovative science into VALUE for patients.
Faurecia
This global automotive supplier’s vision is to accelerate profitable growth and enhance our technology offer to become a leader in sustainable mobility and smart life on board. Its mission is to create and deliver high-quality and innovative products which comply with legal constraints and customer's quality requirements.
In this example above, the difference between vision and mission is obvious.
Vision statement template and resources
Feeling inspired to create a good vision statement for your business?
Here’s our collection of resources that will help you to create one:
- Retail vision statement examples
- Healthcare & Pharmaceuticals vision statement examples
- Food & Beverages vision statement examples
- Automotive vision statement examples
- Vision statement examples for Financial Services
- Manufacturing vision statement examples
- Airlines, Aerospace & Defense vision statement examples
- Want to start working on your own vision statement? Look no further and download our vision statement toolkit that includes all resources you need to create an inspiring vision statement. Inside you’ll also find a vision statement template and a special workbook we’re using with our clients to align their vision with company values and company strategic goals.
Or read this in-depth guide on how to write a vision statement with extra tips, best practices, and formulas.
Turn company vision into reality
As Jack Welch, former Chairman and CEO of General Electric, said : “Good business leaders create a vision, articulate the vision, passionately own the vision and relentlessly drive it to completion.”
Every business needs an inspiring vision to spread ideas and make a difference in the world. However, even the greatest vision means nothing without execution.
Do you want to learn how to bridge the gap between vision and execution? Start today for free with the #1 strategy execution platform and get your team moving toward your vision.
Get more insights into all things strategy
Related posts to get you reading.
This comprehensive guide will take you through the entire process of writing a well-thought-out and compelling business vision statement.
A company's vision statement is the long-term, idealistic state of the FUTURE that doesn’t exist yet . It’s an inspiring,...
All great strategies have g oals, a ctions, and m etrics. No matter the strategy’s scope and complexity or even the company’s size, great strategies...
Join thousands of teams turning their visions into reality.
Say goodbye to strategy spreadsheets and hello to fast results with the new Cascade experience. $0 forever.
Free forever. No credit card required. Free forever. No credit card required.
- Strategy Execution Software
- Product Tour
- Strategy Dashboards
- Knowledge Base
- Cascade Courses
- Strategy eBooks
- Strategy Toolkits
- Strategy Courses
- Strategy Blog
- KPI Cheat Sheets
Customer Stories
- Financial Services
- Retail & Hospitality
- All Case Studies
Get Involved
- Book a Product Demo
- About Cascade
- Press & Media
© Copyright 2021 Responsis Pty Ltd. All rights reserved.
- Privacy Policy
- Terms & Conditions
IMAGES
VIDEO
COMMENTS
Preparing a financial plan for your business is important if you plan to pursue business finance options such as loans, according to Inc. Business finance companies look at the short-term viability as well as the long-term potential of a bu...
It’s impossible to eliminate all business risk. Therefore, it’s essential for having a plan for its management. You’ll be developing one covering compliance, environmental, financial, operational and reputation risk management.
While it may be tempting to put off, creating a business plan is an essential part of starting your own business. Plans and proposals should be put in a clear format making it easy for potential investors to understand.
A mission statement clarifies what the company wants to achieve, who they want to support, and why they want to support them. On the other hand
Mission statement: To create the most compelling car company of the 21st century by driving the world's transition to electric vehicles. Vision
Zappos Family Core Values: "As we grow as a company, it has.
20 examples of inspiring vision statements · Amazon: “Our vision is to be earth's most customer-centric company; to build a place where people
“Our vision is to create a better everyday life for many people.” That's aspirational, short and to the point. More than that, it sets the tone
Concept-based vision statements. · BBC: “To be the most creative organization in the world” · Disney: “To make people happy.” · Google: “To provide access to the
Definition of vision and mission: A vision statement focuses on tomorrow and what an organization wants to ultimately become.
Mission statement or vision statement? These two statements aren't really interchangeable. They both reflect the purpose and goals of your business, but serve
Your mission statement is essentially an action-oriented vision statement, declaring the who, what, and why of your retail business. Your
Mission, vision and values statements serve as the foundation for an organization's strategic plan. They convey the purpose, direction and underlying values
Microsoft is one of the most well-known technology companies in the world. · Tesla's vision is to create the most compelling car company of the