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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.
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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 .
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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:
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.
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.
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.
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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.
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11 Best Vision Statement Examples + How To Write One
- by Michael Keenan
- Starting Up
- Mar 21, 2022
- 11 minute read
A vision statement is an aspirational statement made by a company that outlines long-term goals. A successful vision statement inspires employees and steers an organization’s efforts.
Behavioral statistician Joseph Folkman performed a research study on vision statements and how they can affect a business’s success. His 2014 study found that employees who think their organization’s vision is meaningful show positive engagement levels 52% higher than if they didn’t.
What that means is an inspiring vision statement causes employees to be invested in your company’s journey toward achieving your desired plans. Inspired employees inspire customers, and that passion will make your vision a reality.
Bottom line? Your vision statement is important when starting a business .
What is a vision statement?
A vision statement provides a brief description of a company’s long-term goals. It’s typically ambitious and communicates how the company plans to make a difference in the world. Think of it as a roadmap for making decisions that align with your company’s philosophy and objectives.
A good vision statement helps you:
- Inspire teams and keep them focused
- Connect with customers in niche markets
- Make smarter decisions
- Attract top talent
A vision statement is usually paired with a mission statement to guide planning. It doesn’t have a set length. You can craft a one-sentence statement or write a three-page document discussing the company’s future.
The goal of a vision statement is to differentiate yourself from competitors and focus efforts on achieving your objectives.
Learn more: Mission vs. Vision Statement: What’s The Difference?
Vision statement examples from top companies
Your vision statement is unique to your company, but it’s useful to see how popular brands express their future goals. Here are 11 examples:
- Warby Parker
- Southwest Airlines
Vision statement: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.
Tesla ’s statement is focused on changing the car industry by fueling cars with sustainable energy. It is a sweeping goal, and one that caused Tesla to build one of the best car batteries ever created.
Taking it a step further, Tesla even released its patents in 2014 to encourage the movement to more sustainable transport in order to get closer to achieving its goal.
Vision statement: To serve our customers better, to always be relevant in their lives, and to form lifelong relationships.
Nordstrom ’s statement centers on serving its customers for a lifetime. Its vision shows the company values its customers first and foremost and believes in high-quality service and constant improvement for the sake of those customers.
Vision statement: 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.
This statement communicates that Amazon wants to provide customers with anything they might want. Its aim is to build the company to be so expansive that any Amazon customer will never need to shop anywhere else again.
This ambition to become every person’s one-stop shop has turned Amazon into the leading global ecommerce market—with more than $469 billion in net sales in 2021, and growing every year.
Vision statement: To create a better everyday life for the many people.
IKEA ’s statement shows its focus is the betterment of everyone’s life. As a company, it uses this vision statement to direct its ethics and what it calls the IKEA point of view .
The IKEA point of view includes initiatives on making its products in an environmentally friendly and sustainable way. It also includes the support of human rights and animal rights.
It extends this idea of betterment to its employees by offering perks like four to six months of paid parental leave for all new parents (biological, adoptive, or foster).
5. Warby Parker
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 started with the grand vision of innovating eyewear through social media . The brand used social media to advertise its products and raise awareness of the need for glasses and exams for people without access to these services.
Warby Parker’s vision statement conveys its belief that shopping for glasses shouldn’t be difficult or expensive and that everyone should be able to see. To that aim, it started the buy a pair, give a pair initiative. Every pair of glasses you purchase from Warby Parker will provide eye exams and glasses to those who wouldn’t otherwise have access to them.
Vision statement: To use all of its resources to defend life on Earth.
Patagonia ’s vision statement shows it’s in it for the long haul in protecting the Earth. It even commits “all of its resources” to the cause. Patagonia makes it clear our well-being is directly connected to that of the planet.
You can see Patagonia’s commitment to this vision statement by the 1% tax it imposes on itself. The brand takes 1% of all sales and donates it to environmental nonprofits. It also actively supports environmental activists. In fact, it even shut down all its stores and offices in September of 2019 so employees could strike alongside youth climate activists.
Vision statement: To be one of the world’s leading producers and providers of entertainment and information.
Disney ’s statement declares its goal is to be the place people turn to for content. The vision statement is simple and provides the company with the direction it needs.
To that end, Disney has news and entertainment content makers like ESPN, ABC News, FOX News, and Marvel under its umbrella.
8. Southwest Airlines
Vision statement: To be the world’s most loved, most efficient, and most profitable airline.
Southwest ’s vision statement makes it obvious that it wants to be a different kind of airline. While other airlines marketed themselves as exclusive and luxurious, Southwest promoted a company culture of love and acceptance. It even debuted with a love-themed marketing campaign and chose LUV as its stock market ticker symbol.
Vision statement: To craft the brands and choice of drinks that people love.
Coca-Cola has chosen a globally appealing vision statement. True to its word, Coca-Cola has become the world’s leading soft drink brand . It has a presence in more than 200 countries and owns more than 200 other brands—like Vitaminwater, Fanta, Honest Tea, and AdeS soy-based beverages.
Vision statement: To help people and businesses throughout the world realize their full potential.
Microsoft ’s inspiring vision statement seeks to support people. You can see its intention isn’t about business, it’s about people and giving those people the tools to be their best selves.
With this aim, Microsoft has numerous initiatives. It’s a big supporter of inclusivity, diversity, environmental issues, and corporate responsibility. And to put its money where its mouth is, it offers free health care to all employees, including vision and dental.
Vision statement: Do everything possible to expand human potential.
Nike ’s vision statement shows its commitment to making people better. It invests in scientific and technological advances in gear and clothing. It also has programs supporting sustainability and inclusivity, and bringing awareness to social issues.
For example, in 2018, Nike supported Colin Kaepernick’s protest to bring awareness to police brutality by featuring him in an ad after he became a free agent. Then, in 2020 after the Black Lives Matter movement began, it committed to donating $140 million to programs focused on helping Black Americans.
These examples show how Nike uses its vision statement to direct the moves of the company.
Vision statement vs. mission statement
A vision statement and a mission statement are a company’s purposes, goals, and core values. They are similar and oftentimes confused, but there are some differences:
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Components of a vision statement
Aimed at the future.
Your vision statement is a clear big-picture template for you and your stakeholders. It shouldn’t be about your current objectives or short-term goals—leave that to your mission statement. It should describe something more significant.
A good example of this is the nonprofit Oxfam. Oxfam’s vision statement is 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.”
This is a very future-oriented goal. It not only seeks to alleviate individual poverty, Oxfam wants to change the way the world works so that poverty is completely eradicated.
Much like Oxfam, don’t be afraid to dream big with your vision statement. Remember, this is the long-term picture for your company, so it’s a good thing if that ideal is far reaching.
A vision statement presents how your company is looking to grow and achieve more than just staying in business. If you don’t have a goal to aspire to, it will be difficult for your business to have any focused growth.
Defines your direction
It’s hard to get anywhere if you don’t even know which direction you want to head toward. Nailing down the projection you have for your ecommerce business enables you to make the right decisions to keep it on track as you grow. Decisions like what partnerships you make, whether or not you decide to make any collaborative initiatives, how and where you will expand—all of this will be guided by your vision statement.
Reflects company values
Vericast conducted a study in 2021 that showed 45% of consumers are more likely to pay more for the same product if the company is socially or environmentally conscious.
In other words, your company values matter to your customers. Your vision statement makes evident what your company prioritizes and what sort of company culture you bring to your employees.
Your vision statement is a motivating factor for your customers and employees. The best statements inspire people and make them identify with your vision statement as if it were their own. That way your customers and employees become your allies in helping you achieve that dream.
How to write a vision statement
Identify your goals.
Your vision statement is not a strategic document like your business plan . It’s a clear vision that identifies your goals. Remember, these are not short-term goals.
Your vision statement goals should be:
- Long term (at least five to 10 years in the future)
- Aligned with your business values and short-term goals
- Focused on success
- Written in uncluttered, concise, jargon-free language
Demonstrate your purpose
Once you pinpoint your goal, show what you’ll do to achieve it. In essence, how committed are you to achieving your vision?
Let’s look again at Tesla : it wants to change the car industry by transitioning it to electric cars. This establishes its purpose is to revolutionize the car industry, and it’s going to do that by producing electric cars that make you want to give up your gas-guzzling vehicle.
After you’ve done the brainstorming and drafted your vision statement, ask around for feedback. Your employees are the first group of people to ask. From there, ask friends, family, your social media following—anyone who you trust to share their honest opinion.
Some questions to ask are:
- Is the vision clear?
- Do you feel inspired by this company’s vision?
- Is it memorable?
- According to the vision statement, what do you think the purpose of this company is?
After you’ve gotten feedback, make adjustments and try again. Repeat this process as many times as you need until your vision is being communicated effectively.
Provide a specific vision
One business mistake new entrepreneurs encounter is not having a specific purpose. Remember, you’re projecting five to 10 years in your future. So your vision can change and be adjusted as your business grows, but the point is to think about what you want things to look like.
If you’re vague, it’ll be harder to take concrete steps toward achievement. It’s much better to be specific and then pivot if things change.
For example, take Patagonia . Initially, the brand focused on sustainability. But as the company grew, Patagonia pivoted its vision and mission statements to be more active in saving the Earth. And now, it commits all of its resources to save life on this planet.
Create the vision for your business today
Your company’s vision statement is an important aspect of your business and will aid you in achieving your long-term goals. It’ll keep you directed on the right path and inspire both your customers and your employees.
Don’t be intimidated. With the tips and examples we’ve provided above, you’re well on your way to crafting a great vision statement and starting a successful business .
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Vision statement faq, what is a good vision statement, how do you write a vision statement.
- Identify your goals.
- Demonstrate your purpose.
- Get feedback.
- Provide a specific vision.
What is Nike’s vision statement?
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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 '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 ’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’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 is a global organization with a vision of a world that is just and sustainable.
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.
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.
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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?
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.
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.
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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.
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.
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.
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.
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!
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The Keys to Writing a Company Vision Statement
How to define and convey your company's vision.
The Purpose of a Vision Statement
Who is the vision statement for.
- Vision vs. Mission Statement
- Writing Your Own Vision Statement
- Brainstorming With Stakeholders
What to Avoid
Frequently asked questions.
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A vision statement is an important part of a company's business plan. A good vision statement should show others what your hope for the company is, and the direction you want to go in.
- Your vision statement should state your ultimate goal for the company
- Your vision statement should be optimistic, but realistic
- You can work on your vision statement with other stakeholders in your company and ask for their input
Even though a vision statement has to be general, it should indicate more excitement about the entrepreneur's dream of where the company's goals will take it several years in the future. The vision statement should define, in general, a company's planned future based on its core ideals.
A vision statement should be a long-term roadmap for the planning and accomplishment of a company's overall strategies. Company strategies are the actions taken to maximize the value of the business through controlling variables like the risk a company will assume to earn more return and how the resources available to the company are spread across it. Company strategies take a business-wide approach rather than looking at individual parts of the business. A company's strategies are the actions it takes to accomplish its vision.
A company's vision statement shows the passion the entrepreneur has for a new venture. If a business owner is trying to attract investors for the business, like venture capitalists or angel investors , those types of investors look for passion and excitement. They want the entrepreneur to be engaged in and passionate about the business in which they are investing, otherwise, they may not invest.
The vision statement should be a forward-looking statement about what the company hopes to ultimately achieve. Bankers and other investors often see vision statements that say, "Our company wants to be number one in the industry," or something similar to that. Such a statement leaves investors and financiers unimpressed. They are looking for more passion, excitement, and determination in a vision statement.
The vision statement isn't just for investors and financiers. It is the guiding principle the company shows to the world and all the company stakeholders.
Stakeholders also include the company's customers and its employees. Portions of the company vision statement are sometimes used in the company's advertising. When customers hear a vision statement, they should be able to identify the firm in a positive manner.
Employees feel better when they can identify with their employer's vision statement. Instead of just working for a paycheck, employees who believe in the company's vision statement will bring more dedication to the job. The difference in their engagement is measurable.
Vision Statement vs. Mission Statement
There is a difference between a company vision statement and its mission statement . The vision statement is where you articulate the overall goals of the company in the long run. The mission statement describes the company's purpose and direction for employees, customers, and other interested parties.
Writing Your Own Company Vision Statement
An entrepreneur can write the company vision statement, but it may be helpful to get input from a partner, board of directors, or other stakeholders. If you have a few people in your company, the best way to write a company vision statement is to brainstorm ideas.
You will be surprised at the plethora of useful and creative input you will get. Get everyone in your company together, tell them what you are doing, and start brainstorming. In order to write a vision statement, keep in mind the company's values statement . The company values statement defines the beliefs and principles by which you will operate your business.
The vision statement has to be in line with your company values statement.
Keep your vision statement optimistic but based in reality.
Brainstorming With Stakeholders
If you're writing your vision statement, there are some questions you should ask if you want to get input from other stakeholders in the business. The answers may become your vision statement.
- Question 1: What do you think the founder’s dream for the company is?
- Question 2: What should the company’s role in the world be?
- Question 3: What short phrases do you think should define the company’s future vision?
- Question 4: What do you think the vision should be for the company in three to five years?
There are several common mistakes sometimes made when vision statements are developed. Avoid the following mistakes:
- Don't engage in fantasy : A vision statement can incorporate an entrepreneur's dream while dealing with reality.
- Don't get too specific : A vision statement should be general in nature and illustrate the dream behind the business.
- Don't leave out input from other stakeholders : Other stakeholders like financiers, the board of directors, and even employees could give you valuable input for your vision statement.
What are 3 guidelines for a vision statement?
You should make sure that your company's vision statement will inspire employees, potential investors, and other key stakeholders. A vision statement should also define where your company is heading and be in alignment with the company's culture and values.
How do you brainstorm a vision statement?
When coming up with a vision statement, you should ask yourself some questions and write down the answers. First, write down what your dream for the company is and what the company's role in the world should be. Then write down any short phrases you think define the company's future, and what you think the vision should be for the company in three to five years.
SHRM. " What is the difference between mission, vision and values statements ?"
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5 Top Vision Statement Examples For Your Business Plan
Example 1: A vision statement by Microsoft
To help people and businesses throughout the world realize their full potential.
Microsoft Corporation is an American multinational technology company with headquarters in Redmond, Washington. It develops, manufactures, licenses supports, and sells computer software, consumer electronics, personal computers, and related services. Its best-known software products are the Microsoft Windows line of operating systems, the Microsoft Office suite, and the Internet Explorer and Edge web browsers. Its flagship hardware products are the Xbox video game consoles and the Microsoft Surface lineup of touchscreen personal computers. Microsoft ranked No. 21 in the 2020 Fortune 500 rankings of the largest United States corporations by total revenue ; It was the world’s largest software maker by revenue as of 2016. It is considered one of the Big Five companies in the U.S. information technology industry, along with Google, Apple, Amazon, and Facebook.
Information Courtesy: Wikipedia
Ratings by experts: 4 / 5
- This mission statement communicates the intention of the empowerment of people and organizations.
- It also indicates the vision catering the world unity and productivity.
- However, the [How] is missing.
Example 2: A vision statement by Harley Davidson
Harley-Davidson, Inc. is an action-oriented, international company, a leader in its commitment to continuously improve our mutually beneficial relationships with stakeholders (customers, suppliers, employees, shareholders, government, and society). Harley-Davidson believes the key to success is to balance stakeholders’ interests through the empowerment of all employees to focus on value-added activities.
Harley Davidson , Inc. is the fifth-biggest motorcycle manufacturer of heavyweight motorcycles in the world.
- The mission statement shows the company is looking forward to expanding its business. Moreover, they have shown interest in the stakeholder’s leadership.
- No user benefit shown.
Example 3: A vision statement by Google LLC
To organize the world’s information and make it universally accessible and useful.
Google LLC is an American multinational technology company that specializes in Internet-related services and products, which include online advertising technologies, a search engine, cloud computing, software, and hardware. It is considered one of the Big Five technology companies in the U.S. information technology industry, alongside Amazon, Facebook, Apple, and Microsoft.
Ratings by experts: 5 / 5
- Clear communication on the intention.
- Short, simple, and catchy.
- Relevant to the audience and their services.
Example 4: A vision statement by KFC in the year 2013
To sell food in a fast, friendly environment that appeals to price-conscious, health-minded consumers…
KFC stands for Kentucky Fried Chicken. It is an American fast-food restaurant chain headquartered in Louisville, Kentucky, that specializes in fried chicken. It is the world’s second-largest restaurant chain after McDonald’s
Ratings by experts: 3 / 5
- Clear mention about the target customer.
- Can’t be used for branding purposes.
- The reason why the statements fall back is that their actions as a brand did not completely align with their mission.
Example 5: A vision statement by Unilever
To make sustainable living commonplace. We believe this is the best long-term way for our business to grow .
Unilever plc is a British multinational consumer goods company headquartered in London, England. Unilever products include food, confections, energy drinks, baby food, soft drinks, cheese, ice cream, tea, cleaning agents, coffee, pet food, bottled water, toothpaste, chewing gum, frozen pizza, pregnancy tests, juice, margarine (Upfield), beauty products, personal care, breakfast cereals, pharmaceutical, and consumer healthcare products. Unilever is the largest producer of soap in the world. Unilever’s products are available in around 190 countries.
Information courtesy: Wikipedia
- This statement targets the current requirement of the world community. Which is very relevant to the industry in which the company serves.
- This is a long term vision and can even concrete vision statement
- Good use of vocabulary.
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Table of Contents
What is a Vision Statement?
Why vision statements are so important for businesses.
A strong vision statement can help set expectations, energize a team, inform your marketing plan , and keep everyone aligned with the long-term objectives.
22 Vision Statement Examples
In its vision statement, LinkedIn defines what sets the company apart from other social media platforms when it says , “Create economic opportunity for every member of the global workforce.”
5. southwest airlines, 7. san diego zoo, 8. the nature conservancy, 9. at&t, 10. johnson & johnson.
The BBC ‘s vision statement is short and sweet: “To be the most creative organization in the world.”
12. Ben & Jerry’s
Short business vision statement examples, 13. feeding america, 17. whole foods.
IBM uses a vision statement detailing its overarching vision, saying, “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.”
22. warby parker, mission statement vs vision statement, characteristics of amazing vision statements.
Having a focused vision statement is essential for any organization’s future aspirations. It should define the specific goals and objectives of the organization, and how they plan to achieve them.
The vision must have a balance between ambition and practicality to ensure that it will be taken seriously by stakeholders. It must also align with the company’s current capabilities and resources in order to be believable.
How to Write a Vision Statement
Writing a vision statement can be a daunting task, but it doesn’t have to be. This guide will walk you through the process step-by-step and equip you with the knowledge and skills needed to write an effective, inspiring vision statement.
Step 1: Identify Your Goals
Step 2: gather input from others, step 3: write it down.
Now comes the fun part – writing down your vision statement! Start by summarizing what you’ve learned so far such as what are your core values as a business, who are your customers, what you offer them, and where you want to go in the future.
Step 4: Finalize & Publish Your Vision Statement
Vision statement template.
Our vision is to (describe goal/long-term objective) , while providing (describe services provided) , as well as striving towards (describe values) . We will inspire our (audience) by upholding our commitment to (list specific objectives or values) , ultimately leading to our success in achieving (key results or desired outcomes) .
Tips on How to Write a Good Vision Statement
How can you describe your entire business’s vision in just a few words? It is possible to create the perfect vision statement for your small business with creativity, focus, and effort. The following few tips for writing a vision statement should help:
With some planning and creativity, anyone can craft a great vision statement using examples or templates as a starting point. When done right, it can ignite passion and motivation in employees and stakeholders alike – setting your business up for success.
“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
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
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
A vision statement provides a brief description of a company's long-term goals. It's typically ambitious and communicates how the company plans
17 Vision Statement Examples From Top Companies · Microsoft is one of the most well-known technology companies in the world. · Tesla's vision is
20 examples of inspiring vision statements · Amazon: “Our vision is to be earth's most customer-centric company; to build a place where people
Mission and vision statement: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the
A vision statement is an important part of a company's business plan. A good vision statement should show others what your hope for the
Example 2: A vision statement by Harley Davidson ... Harley-Davidson, Inc. is an action-oriented, international company, a leader in its
The first step in writing a vision statement is to identify your long-term goals for the company. You may refer to your business plan, mission