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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”

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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.

Ready to bring your vision to life? Brex can help.

31 Vision Statement Examples for Business

What is a vision statement.

A vision statement refers to an aspirational and catchy statement formulated by the organization that represents the current and future goals of that organization. The use of vision statements is mainly seen in businesses, but nowadays many government departments and non-profit organizations also use the vision statements to set their goals. The vision statement represents the core values, culture, and vision of the organization. According to research, if the company have a meaningful and attractive vision statement, the engagement level of the employees of that company towards work was found to be around 68 per cent. More engagement of the employees results in more productivity and eventually the overall growth of the company. Hence, an effective vision statement of a company is also a crucial factor that can lead to the success of the company. Therefore, it is necessary for every organization to have a well planned and meaningful vision statement. In this article, we’ll learn about the tips to draft an effective vision statement and various examples of the vision statement used by businesses.

How to Write a Vision Statement?

You may think that a vision statement is just a simple statement that represents the vision of the company, but writing it is not that simple. One should follow certain points before finalising the vision statement. Following are the points that one should consider before formulating the vision statement.

• Always ask some questions before drafting the vision statement, for example, What is the objective of your organization? What can you achieve in the next five years? What are the products or the services that your company provides to the customers? What changes does your company bring to the life of your customers? How will things change if you achieve the vision of your company? The clear answers to these questions can help you draft an accurate vision statement.
• Before finalising the vision statement, think of your goals and your company’s growth after some years rather than drafting the vision statement for a short term goal. Check whether the vision statement that you have decided matches the perspective of your organization after five or ten years or not. If not, better think of another vision statement. An effective vision statement is one that clearly matches the future plans and the success of your company. Also, the vision statement should only represent the vision of the company and not the step by step plan to reach that vision.
• Always try to look for the people who can guide you to write an effective vision statement. These people could be your friends, family, or your team. It’s always better to ask several people say your managers or co-workers for insights into the vision statement rather than finalising the vision statement on your own.  When you refer to the number of people for drafting the vision statement, you are less likely to formulate a vision statement that is based on a personal basis and the chances of getting an effective and realistic vision statement that speaks the vision of your organization are high.
• The optimum vision statement is the one that describes the end goal of the organization and clearly specifies the vision. Try to think of unique statements because a generic statement that may be applied to almost every other organization would not be enough to motivate the team and may fail to attract the customers. Hence, think of catchy words or phrases that easily grab the attention of potential customers. The bold and some risky writing can do wonders in your business.
• Try to keep the vision statements short and crisp. The customers hardly invest their time in reading the long and overly detailed vision statements. First, jot down all your thoughts and ideas and cut off the unessential items from the list. Try to summarize your vision in just one or two lines rather than mentioning the full details. Also, try to use the present tense and avoid using jargon and technical terms, and prefer writing in simple, inspirational, memorable and catchy words.
• Avoid using the vision statements that include targets that may impossible to achieve. An unrealistic statement such as ‘our vision is that every single person use our service’ may put a bad impact on the sales. One should dream big, but it does not mean that one should set a vision that is not realistic to achieve.
• The vision statement tells the goals of the future, once a particular goal is achieved there may be the need for the modification of the vision statement. Hence, try to update the vision statement whenever it is needed. Although, avoid changing the vision statement frequently as it can reflect the lack of confidence of the company in achieving its own set targets.
• Do not use vague statements that represent the personal goals of the company, for example, ‘we want to increase our revenue’ and other similar sentences. Instead, use statements that represent the benefits of the customers and how the vision will enhance the lives of the customers.
• When you finally have formulated the vision statement, make sure that your vision statement is clearly communicated to the people. The vision statement will result in the success of the company only if the employees of the company understand the vision statement and work for that vision by heart. Invest the time and resources towards the fulfilment of the vision mentioned in your vision statement. In business, it may include organizing seminars, hiring trainees, or launching new services or products. The strategies may include offering the product at a reasonable price and entering new projects and exploring the new markets. Also, asking the employees about the suggestions or modifications in the vision and acknowledging the employees that put their extra efforts into reaching the vision of the company.

Visions Statement vs Mission Statement

People often get confused with the vision statement and the mission statement of the organization as both the statements describe the core value and the culture of the company. Both statements are crucial for organizations as it guides them to achieve the set goals. The primary difference in both the statements is that the mission statements represent what the organization is doing in the current time, while the vision statement represents what does the organization aspire to achieve in the future. Once the company set its vision statement and mission statement, the next step is to plan strategically and work hard to achieve the set goals.

Vision Statement Examples for Business

To be Earth’s most customer-centric company where customers can find and discover anything they might want to buy online.”

The vision statement of Amazone is unique and interesting. This statement uses the word customers twice and mentioned the company’s vision to make it easier for the customers to find everything on a single platform, i.e., Amazon. It also mentions the word ‘Earth’ which also relates to the ‘space travel’ endeavours of Amazone’s founder Jeff Bezos.

To create a better everyday life for the many people.”

The short and simple vision statement of the home designing company, IKEA represents that the company understands the needs and imaginations of the customers and can provide the people with the best designs according to the desires of the clients.

3. McDonald’s

We’re here to feed and foster communities.”

Mcdonald’s introduced this new vision statement in 2020. This statement not only emphasises Mcdonald’s vision of feeding the people hamburgers but also Mcdonald’s intention in fostering communities. This statement reflects the various community services offered by Mcdonald’s, for example, Ronald McDonald House, a non-profit organization that helps thousands of children and their families in improving their health and well being.

Becoming the best global entertainment distribution service. Licensing entertainment content around the world. Creating markets that are accessible to filmmakers.”

Netflix’s vision statement is written in the active voice, and it consists of three segments. The statement represents Netflix’s vision of global expansion and providing an easy market for content creators.

5. Facebook

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.”

Connecting the people globally has always been the vision of Facebook, the Facebook acquired platforms such as Instagram, also have a similar vision. Facebook’s vision statement encourages people to download the application and do what’s mentioned in its vision statement.

Create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.”

The vision statement of Tesla does not focus on what it desires to provide to the customers, instead, it focuses on inspiring and encouraging people toward electric vehicles.

To provide access to the world’s information in one click.”

Clearly, the vision statement of Google is short and crisp. It does not include any complex technical terms to define the goal of the company.

Video communications empowering people to accomplish more.”

The vision statement of zoom directly focuses on its main product, i.e., video communication. This statement emphasises that Zoom can empower users and they can accomplish using this platform.

9. LinkedIn

Create economic opportunity for every member of the global workforce.”

The vision statement of LinkedIn represents that the primary vision of LinkedIn is to make it easier for the entire global workforce to find new jobs, and good employees and increase the network among the businesses.

10. Ben & Jerry’s

Making the best ice cream in the nicest possible way.”

11. Caterpillar Inc.

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.”

12. Habitat for Humanity

A world where everyone has a decent place to live.”

13. Hilton Hotels & Resorts

To fill the earth with the light and warmth of hospitality.”

If it’s smart and connected, it’s best with Intel.”

15. Microsoft

 Microsoft is a technology company whose mission is to empower every person and every organization on the planet to achieve more. We strive to create local opportunity, growth, and impact in every country around the world. Our strategy is to build best-in-class platforms and productivity services for an intelligent cloud and an intelligent edge infused with artificial intelligence.”

A world without poverty.”

17. Patagonia

Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”

18. PepsiCo

 Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company. At PepsiCo, we’re committed to achieving business and financial success while leaving a positive imprint on society – delivering what we call Performance with Purpose.”

To reinvent how people share knowledge, tell stories, and inspire their audiences to act.”

20. Starbucks

To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”

21. Samsung

Inspire the world, create the future.”

22. Smithsonian

By 2022, the Smithsonian will build on its unique strengths to engage and to inspire more people, where they are, with greater impact, while catalyzing critical conversation on issues affecting our nation and the world.”

23. Southwest Airlines

To become the world’s most loved, most flown and most profitable airline.”

24. Sweetgreen

To inspire healthier communities by connecting people to real food.”

Spread ideas.”

26. Walgreens

To be America’s most-loved pharmacy-led health, well-being and beauty company.”

27. Warby Parker

To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.”

To lead the way to a healthier world. By carrying out this vision at every level of our organization, we will be recognized by our employees, customers and shareholders as the best pharmaceutical company in the world, resulting in value for all”

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.”

30. Coca-Cola

Our vision is to craft the brands and choice of drinks that people love, to refresh them in body and spirit.”

31. Mondelez Internationals

To empower people to snack right. We will lead the future of snacking around the world by offering the right snack, for the right moment, made the right way.”

Visions Statements Ideas for Different Businesses

As you have read above the several examples of the vision statements used by real companies, you may have gotten an idea of how to make the one for your own business. Following are the vision statement ideas for the different businesses.

1. Product-based Company

Our goal is that every men/women use our product”

2. Spa and Saloon

To provide the best services and comfort that will bring the clients back again and again”

To make the nation fit and healthy”

4. Service-based Company

To help people solve their business problems by providing the best and affordable solution”

5. Restaurants

To provide the best and quality food”

6. E-commerce

We aim to provide our clients the best shopping experience by providing them easy, secure and fast delivery”

7. Beauty Parlour

We provide the comfortable and friendly atmosphere at the affordable price that will make you glow both inside and out”

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Vanessa Leikvoll is a culture and personal success writer for Leaders Media. Vanessa is a certified Workplace Wellness Specialist and...

20 Powerful Vision Statement Examples for Success in 2023

Key takeaways.

Starting a business can be an exciting undertaking, reaping many promises of reward and economic benefit. Amidst this motivation and excitement, the temptation to jump right in and get started can be overwhelming. Navigating the new waters of a business successfully, however, requires thoughtful planning and strategy. You can be easily knocked off-course by the waves of uncertainty if you don’t know where you’re going, even if you have some of the finest tools and sailors. 

What Is a Vision Statement?

A vision statement is an organization’s guiding description of future objectives. The vision statement communicates what the organization’s existence strives to accomplish. Goals and strategies outlined within the mission statement lean on the vision statement for direction and alignment.

How Does a Vision Statement Differ From a Mission Statement?

A vision statement communicates future aspirations. Where does the organization want to be in ten years? What is it that the organization is working toward achieving? Rather than providing detailed plans, vision statements serve as a light post that inspires and guides actions. 

Examples of Vision Statements vs. Mission Statements

While some may use the two terms interchangeably, a vision statement and a mission statement serve different purposes. Here are examples of each for three large companies. 

Mission Statement: “To connect the world’s professionals to make them more productive and successful.”

Vision Statement: “To make the best products on earth and to leave the world better than we found it.” 

Southwest Airlines

Mission Statement: “To connect people to what’s important in their lives through friendly, reliable, and low-cost air travel.”

What Are the Key Components of a Good Vision Statement?

A good vision statement:

Things to Avoid When Writing a Vision Statement

Ultimately, your vision statement should be as understandable and unique as your products and service are. Use concise but meaningful language to convey your organization’s unique vision of success.   

How to Write a Vision Statement in 5 Steps

1. get clear on your “why”, 2. visualize the future.

Practicing visualization is an incredible way to clarify an organization’s purpose. Once you’ve determined the “why,” set aside time to visualize that further. Brainstorming can be done in any manner, from letting words and ideas flow freely onto paper to journaling or meditating. No matter how you do it, making time for this step when writing a vision statement is crucial for understanding the path more deeply and intuitively. It also helps you practice inspiring leadership by allowing you to communicate to your team what brighter vision of the future they’re working toward.

Questions to ask yourself while visualizing:

3. Draft Your Statement

Once you have your three main points, begin weaving them together. As you do, focus on remaining present, clear, and concise while avoiding jargon or unnecessary language. 

4. Revise for Clarity

5. implement, communicate, and intentionally restate it.

Tips for communicating your vision statement:

5 Best Practices for Writing a Vision Statement

While a vision statement can take on any format, there are a few specific traits that the most impactful statements have in common. Here are five best practices to consider.

Top 20 Vision Statement Examples

“To be a cultural platform where professional creators can break free of their medium’s constraints and where everyone can enjoy an immersive artistic experience that enables us to empathize with each other and to feel part of a greater whole.”

3. Make-A-Wish

“To build Calm into one of the most valuable and meaningful brands of the 21st century.”

“To help humanity thrive by enabling the world’s teams to work together effortlessly.”

9. Facebook

“Giving people the power to build community and bring the world closer together.”

12. Netflix

13. habitat for humanity, 16. pandora music.

“To make Target the preferred shopping destination for our guests by delivering outstanding value, continuous innovation, and exceptional guest experience by consistently fulfilling our Expect More. Pay Less. Brand Promise.”

18. Planet Fitness

19. audible, get started on your vision statement today.

“Business as usual produces predictable results. But if you want something fresh, something new, that takes vision. Greatness only happens by design.” Michael Hyatt , The vision driven leader

Getting started on your vision statement can feel like a daunting task. However, approaching it piece by piece can help you generate clarity and momentum. Using questions and prompts can be a great way to dive in.

As you begin crafting your vision statement, remember and integrate your core values. For more insight on values, read “ What Are Ethical Values in Business? ”

35 Noteworthy Vision Statement Examples (+ Free Template)

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? A McKinsey research reveals that nearly two-thirds of U.S.-based employees have reflected on their life purpose due to COVID-19. Additionally, nearly half are rethinking the type of work they do because of the pandemic. 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:

What Is A Vision Statement?

Why do you need a good vision statement, vision vs. mission statement: what's the difference, how to write a vision statement, tips for creating your own vision statement, 35 vision statements examples from top companies.

• Vision Statement Template And Resources

Turn Your Vision Into Reality With Cascade 🚀

Before we dive into our 35 vision statement examples list, let's cover the basics - if you already know this, just skip to the examples !

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, since it sets the foundation to understand the direction of your business in the long-term.

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.

Do you think the company's 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 simple, clear 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 the “why” behind your decision-making 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, a clear vision acts as 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.

When you think about an organization's vision statement, it's not just about the business goals and how to achieve them (that's more like a mission statement). It's about looking at the bigger picture. Take Kellogg's vision statement, for example: " A good and just world where people are not just fed but fulfilled. " They're not only talking about sales here or about being the #1 company in their industry. It's about how they want to make a positive impact on society and improve people's everyday life.

The bottom line is that people follow leaders with vision, and customers are loyal to companies with good vision statements that deeply resonate with them . 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.

📽️ Must watch : We’re sure you’ve seen it already, BUT if you haven’t, Simon Sinek’s TED talk “ How great leaders inspire action ” is a great resource to understand the importance of your vision statement, and the “why” behind your organization.

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 the vision for a mission statement 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 - like a roadmap . It is more specific and relates directly to the company's products and services.

Sometimes it's hard to find a company's vision statement either because they don't share it on their website or because they combine their mission and vision statements into one, or even because they communicate their vision as their mission - a classic mistake we've seen. This happens even with very well-known brands. So when you see these on a company's webpage, just think about the definition and you'll be able to tell - this is exactly what we did while researching to bring the list of 35 vision statement examples in this article.

Let's take a look at a few examples to illustrate the difference: 

Vision statement example: 

• LinkedIn's vision statement: “Create economic opportunity for every member of the global workforce”  

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 statement: “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 outlines a company's future , while a good mission statement represents a roadmap that tells what the company will do to achieve its vision.

Here at Cascade , we've come across a LOT of vision statements while working with thousands of teams 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 your own vision statement.

You can check our complete guide on "How To Write A Vision Statement", 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

Identify your unique selling point (USP) and incorporate it into your vision statement. This twist differentiates your organization from others and highlights what makes you special.

Step 3 - The quantification

One of the common problems with vision statements is that they are 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 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 company vision statement 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 for a fictional bakery place 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? We certainly can! And that's the whole point. Your vision should be imaginable and desirable, like the one above.

Here are a few things you should consider when you start writing down your company's vision statement: 

• Keep it short - max 2 sentences.
• It must be specific to your business and describe a unique outcome that only you can provide. 
• Use the 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's 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 great vision statement. 

👉🏻 Check out our step-by-step guide on how to write a vision statement.

💡Pro Tip: Writing your vision statement is an iterative process, so don't worry if you don't get it right on the first try. A helpful practice is to brainstorm with a diverse group, welcoming various perspectives and refining ideas until you capture the essence of your organization's aspirations.

There are many great 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 world's most renowned technology companies. On their website, you will find their mission statement: "To empower every person and every organization on the planet to achieve more."

However, based on the definition we discussed earlier, this statement aligns more closely with the characteristics of a vision statement. It is broad, aspirational, and future-oriented, describing an idealistic state of the future that Microsoft aims to create.

Amazon doesn't clearly communicate their vision statement on their website, but they weave it into their "Who we are" section - can you spot it?

Remember, a vision statement describes the company's future aspirations. In this case, Amazon's vision statement would be: "Amazon strives to be Earth's most customer-centric company, Earth's best employer, and Earth's safest place to work."

Tesla 's vision statement is "to create the most compelling car company of the 21st century by driving the world's transition to electric vehicles." This vision encapsulates Tesla's ambition to lead the automotive industry through innovation and sustainable energy solutions.

Interestingly, Tesla no longer communicates their vision statement on their website, although they used to. Instead, the first thing you see on their website is their mission statement: "to accelerate the world's transition to sustainable energy."

IKEA's vision statement, "to create a better everyday life for the many people," emphasizes inclusivity, accessibility, and practicality in their products, ensuring they enhance daily living for a broad audience. This broad vision allows IKEA to innovate, focus on sustainability, and offer affordable, well-designed home furnishings globally.

Lego 's vision emphasizes the importance of play in fostering creativity, imagination, and educational development among children and adults alike: “A global force for Learning-through-Play”. 

The brand structures its core elements in a comprehensive and cohesive manner, as shown in the image.

Patagonia stands out among companies for consistently aligning its actions with its mission, the company's core values, and company culture around sustainability. 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. 

If we asked you what TED's vision is, you'd probably know or at least imagine it. That's because TED's vision statement is short and sweet: “Spread ideas.” Though it doesn't follow the secret formula we've shared, we can say it's definitely memorable.

LinkedIn's vision statement, "to create economic opportunity for every member of the global workforce," and their mission statement, "to connect the world's professionals to make them more productive and successful," complement each other seamlessly.

The vision sets a broad, ambitious goal of global economic empowerment, while the mission statement outlines the practical steps to achieve this—by connecting professionals, enhancing productivity, and driving success.

There is no official release of Starbucks ' vision statement, but here's one example of what it could look like: “To become the world's most beloved coffeehouse that creates moments of connection, transforming communities and enriching lives." 

For inspiration, we are also adding their official mission statement: “With every cup, with every conversation, with every community - we nurture the limitless possibilities of human connection.”

Disney 's vision statement is “to be one of the world's leading producers and providers of entertainment and information.” This vision sets a high bar for Disney’s future aspirations, aiming to position the company as a global leader.

By striving to be a top producer and provider, Disney's vision aligns with its mission statement to entertain, inform, and inspire.

Nike 's vision is “To bring inspiration and innovation to every athlete* in the world” - and here's the brilliance when they add the commentary below “*if you have a body, you're an athlete.”

McDonald's

This multinational fast-food chain's vision statement is “to be the favorite place and way to eat for our customers.” Their mission statement is “to make delicious feel-good moments easy for everyone.” FYI, although McDonald's does not communicate this vision on their global website, we found it on their McDonald's Spain website .

Coca-Cola 's vision statement is "to craft the brands and choice of drinks that people love, to refresh them in body & spirit." It makes sense, right? Just think about Coca-Cola's famous ads like “Open happiness,” and you'll instantly see how they're aligned with their vision.

This is a great example to talk about the difference between purpose and vision. Coca-Cola's purpose is “Refresh the world. Make a difference.” This is all about why they exist and the impact they want to have on the world. On the other hand, their vision is about where they want to go and what they aspire to achieve in the future.

Together, these statements drive Coca-Cola's strategic direction and brand identity.

Netflix's vision statement is “To entertain the world.” On their website, they complement this vision with what we could say would be their “manifesto”:

Whatever your taste, and no matter where you live, we give you access to best-in-class TV series, documentaries, feature films and mobile games. Our members control what they want to watch, when they want it, in one simple subscription. We're streaming in more than 30 languages and 190 countries, because great stories can come from anywhere and be loved everywhere. We are the world's biggest fans of entertainment, and we're always looking to help you find your next favorite story.

🤔What's a brand manifesto? It’s a short, powerful statement that captures the essence and values of a brand. Its goal is to create an emotional connection with the target audience and inspire loyalty. A brand manifesto communicates the brand’s mission statement, personality, and the impact it wants to have on the world. Brand manifestos can take various forms, including written statements, videos, or visual representations.

American Express

American Express' vision is to “provide the world's best customer experience every day.”

Their mission statement, “become essential to our customers by providing differentiated products and services to help them achieve their aspirations,” outlines the practical steps to achieve this vision, ensuring a focus on customer satisfaction and value.

Remember we said some companies merge their vision and mission statements? Zoom is the perfect example. Zoom combines their mission and vision into one concise statement: “One platform delivering limitless human connection.”

While this unified statement is clear and focused, it lacks some depth. Separate vision and mission statements can offer more detail and clarity.

Warby Parker

Warby Parker doesn't share their vision on their website, but their mission statement feels a lot like a vision statement because it emphasizes long-term goals and global impact. They say, "Warby Parker was founded with a mission: to inspire and impact the world with vision, purpose, and style."

This focus on making a global difference and their commitment to creativity, empathy, and innovation is exactly what you'd expect from a vision statement.

Oxfam sums up their vision simply as "a just and sustainable world." They then expand on this by detailing what this world looks like providing a clear, detailed picture of their goals and the specific changes they seek to achieve.

Southwest Airlines

Southwest Airline's vision statement is “To be the world's most loved, most efficient, and most profitable airline.”

The Nature Conservancy

This nonprofit's vision is “A world where the diversity of life thrives, and people act to conserve nature for its own sake and its ability to fulfill our needs and enrich our lives.”

Astellas's vision is to be "On the forefront of healthcare change to turn innovative science into VALUE for patients," with a clear emphasis on the word "value."

L'Oreal doesn't have a specific vision statement on its website, but they focus on a clear purpose: "Create The Beauty That Moves The World." This purpose captures their long-term goals and aspirations, acting as both their vision and purpose by showing what they aim to achieve and the positive impact they want to make.

NASA , the National Aeronautics and Space Administration, has a bold and inspiring vision: "NASA explores the unknown in air and space, innovates for the benefit of humanity, and inspires the world through discovery."

This vision statement captures the essence of NASA's ambitions and the impact they aspire to have on the world.

The legendary New Zealand national rugby team embodies the indomitable spirit of unity, excellence, and Maori culture. Their vision is: “Inspiring and Unifying through rugby”.

As a global leader in the pharmaceutical industry, Novartis ' vision is "to be a trusted leader in changing the practice of medicine."

The British Broadcasting Corporation's vision is "to enrich people's lives with programs and services that inform, educate, and entertain by being the most creative organization in the world."

Leading global food company, Danone's vision is encapsulated in the phrase "One Planet. One Health." ignited by words from their founder, Antoine Riboud: "There is only one earth, we only live once." 

This company is committed to creating a better world through health and wellness, as shown in its vision statement: “To be the leading partner in reimagining local healthcare and wellbeing for all.”

Toyota 's vision statement is written slightly differently from the others we've seen. It's a little longer than we'd recommend, but it serves the purpose:

“Toyota will lead the future mobility society, enriching lives around the world with the safest and most responsible ways of moving people. Through our commitment to quality, ceaseless innovation, and respect for the planet, we strive to exceed expectations and be rewarded with a smile. We will meet challenging goals by engaging the talent and passion of people who believe there is always a better way.”

Forvia (ex Faurecia)

Forvia's vision is also a little longer than our recommendations on how to write a vision statement, but it thoroughly covers key pillars for the company.

In summary, we could say that Forvia's vision is to pioneer sustainable, safe, customized and affordable mobility experiences that improve people's lives and adapt to global challenges.

While Uber doesn't explicitly state a vision on their website, their focus is clear: "We reimagine the way the world moves for the better". They aim to improve how people move, connecting them to places and opportunities, and enhancing their overall transportation experience globally.

Kellogg's

Kellogg's vision statement is to create "A good and just world where people are not just fed but fulfilled." This vision reflects Kellogg's commitment to making a positive impact on global society.

Sanofi , the multinational pharmaceutical giant, envisions "a healthier, more resilient world." Although they don't explicitly communicate this as their vision, you can clearly see it woven into the "We Are Sanofi" section of their website.

Samsung’s vision, as outlined in their recent editorial, is "to improve the health of billions through connected care centered around the home by connecting devices, services and people".

Dorel Juvenile

Dorel Juvenile's vision is "Care for precious life," which they consistently pursue through their innovative car seats and strollers. This vision drives their commitment to creating safe, reliable, and high-quality products for children and families.

Vision Statement Template And Resources 

Feeling inspired to write your own vision statement? We have a collection of amazing resources that will help you create an inspiring vision statement for your business!

Need a bit more inspiration? Download our carefully curated collection of 100 world's best vision statement examples sorted by various industries, including:

• 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

Start working on your own vision statement today! Download our vision statement toolkit , which includes all the resources you need to create an inspiring one. Inside, you'll also find a vision statement template and a special workbook we're using with our customers to align their vision with company values and strategic goals.

Need a step- by-step guide? Read our thorough article on how to write a vision statement with extra tips, best practices, and formulas.

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 statement to spread ideas and make a difference in the world. However, even the greatest vision means nothing without execution.

Cascade is a global software company, consistently ranking as the world's #1 strategy execution platform . At Cascade, we make visions happen by acting as the strategic brain of your organization, remediating the chaos of running your business so that you can move forward. 

Do you want to learn how to bridge the gap between vision and execution? Sign up today for a free forever plan or book a guided 1:1 tour with one of our Cascade in-house strategy execution experts and get your team moving toward your vision.

What's the difference between vision statement and purpose?

A vision statement and a purpose serve distinct but complementary roles in an organization:

• The vision statement outlines the desired future state or long-term aspirations of an organization, providing a clear and inspiring picture of what the organization aims to achieve.
• Purpose refers to the fundamental reason for an organization's existence beyond financial gain, representing its deeper meaning, societal impact, and core mission. It goes beyond profitability and focuses on making a positive difference in the world.

How does the vision statement relate to company culture?

The vision statement sets the direction for the company's future and defines the core values that need to be aligned across the organization. It provides a clear purpose, guiding employee behaviors and decisions to foster a cohesive and motivated work environment. By aligning with the vision, the company culture ensures that all actions and strategies are consistent with the shared goals and values, driving overall success and unity within the team.

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How to Write a Business Plan Mission and Vision Statement [Sample Template]

Are you currently writing a business plan? If YES, here’s an in-depth guide and sample template on how to write a workable mission & vision statement for a business. A vision and mission statement are some of the most important requisite for business success and sustainability, but unfortunately, most entrepreneurs and small business owners run their business without these two thing out of ignorance.

What is a Mission and Vision Statement?

A mission and vision statement ( more commonly called a mission statement or a vision statement ) is a brief sentence that declares the goals that a business plans to achieve in the future. Like a compass guides a ship, it guides a business to success by providing continuously inspiring its stakeholders in their daily operations and strategic moves.

A mission statement helps you plan your business effectively. It provides the destination for your journey to business success. Of course, without a destination, you can’t plan a route. Before we discuss the steps involved in developing a mission statement for your business, let’s look at the components of a mission statement and why you really need a mission statement for your business.

Today, I will be sharing with you an underground secret to building a business from scratch. This secret is one of the contributing factors to the success of any business; yet, it’s often ignored. This secret is nothing more than a “ Business Mission Statement. ”

“The thing I really care about is the mission; making the world open.” – Mark Zuckerberg

The importance of a mission statement can never be over emphasized. I have seen so many startups without a mission; even some established firms also make the mistake of operating without a mission.

“Being an entrepreneur, I have come to realize that all successful businesses are driven by three fundamentals. One is the cash flow, two is the team and three is the mission. Of these three, the mission is the most important.” – Ajaero Tony Martins

Now what has a mission statement got to do with building a business? What’s the impact of a mission statement on an entrepreneur undergoing the entrepreneurial process? Is a mission statement a source of ? While I am not going to answer these questions directly, the following points will help you further understand why you need to develop a mission statement for your business?

Why Your Business needs a Mission Statement

1. The mission is the foundation on which your business will be built. It’s the true purpose of your business and that purpose is reflected in the mission statement. Without a strong mission statement, you don’t have a true business. All you have is just a profit making venture that will soon be wiped out with time.

“To turn really interesting ideas and fledging ideas into a company that can continue to innovate for years, it requires a lot of disciplines.” – Steve Jobs

2. The entrepreneurial spirit is found in the mission statement. When I look at the mission statement of any business, I get a peep into the life of the entrepreneur that founded that business. The entrepreneurial spirit is what drives the entrepreneur forward. If the mission is strong, your spirit will be strong towards the pursuit of your goal.

“The IKEA spirit is strong and living reality. Simplicity in our behavior gives us strength. Simplicity and humbleness characterize us in our relations with each others, our suppliers and our customers.” – Ingvar Kamprad

3. Your mission statement is the bond binding you, your team, employees and your customers to the business. Take away the mission and other key elements will fall apart. Your mission also has the power to attract other like-minded individuals and entities to your cause. The reason is that people with the same mission align together; more like birds of the same feather flocking together.

4. With a strong mission, your business will weather any storm. Take a look at businesses that has been around for over 100 years and you will see businesses with a strong mission. As an example:

• General Electric has stood the test of time because the spirit of its founder “ Thomas Edison ” continues to guide the company through its mission.
• Henry Ford’s mission statement was: “ To democratize the automobile ” and that mission has kept the Ford Motor Company going.
• Aliko Dangote’s mission statement goes: “ Providing your basic need ” and this mission drives the Dangote Group to dominate the commodities market of
• The Rich Dad Company; founded by Robert Kiyosaki keeps waxing strong because of its mission, which is “ To elevate the financial well being of humanity .”

By contrast; I have come to observe that when a company forgets its mission, its starts to lose its relevance. The bond holding the business will be broken and good customers will leave, employees will resign and the business will dwindle. Just as the case of the Dot com burst, many profitable Dot com companies went under because they forgot their mission.

3 Components of a Mission and Vision Statement

1.  a vision.

This, simply put, states the impact you envision your business having on the world in years to come. You can have more than a single statement in here, but don’t go beyond three. Gloss it over to make sure anyone who reads it feels at least one of inspiration, hope, commitment, and awe.

In addition, your vision statement must be compelling, detailed, and reflective of the intended end outcome. Avoid one that is bland, generic, uninspiring, or unreasonable. An example of a good vision statement is that of 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.”

2.  A mission statement

This is a brief statement that states the important goal or purpose that your business is poised to achieve. In other words, it’s a single sentence stating why your business exists in a convincing manner. Keep your mission statement specific and concise ( the shorter it is, the better ), make it connect with both employees and stakeholders, and make it highlight your value proposition. Don’t make it too long, generic, or confusing. An example of a good mission statement is that of Nike:

“To bring inspiration and innovation to every athlete in the world.”

Here’s another example of a mission statement:

“To contribute to development of value-added agricultural businesses . ”

3. Core values

These outline the principles and values that the stakeholders in a business will follow in their bid to achieve their vision. They also specify the bounds or limits that the stakeholders must watch while trying to actualize the mission. The following are examples of core values:

• Respect and protect the environment
• Offer high quality products that are safe for consumers
• Meet the ever-changing needs of consumers
• Practice highly ethical business standards

If your business is going to stand the test of time, then you will have to build it upon a strong mission. With the above in mind, let’s now look at the steps involved in developing a mission and visions statement.

How to Write a Mission and Vision Statement for a Business Plan

Please bear in mind that you are learning as much of yourself each day as you are about your customer. So, don’t feel that anything you state here is etched in stone and cannot be changed. The more you understand your customer and the market, the more necessary it would become for you to shift grounds accordingly. But you need to state here what you have to offer at the moment. This will be a starting point for any changes you may need to effect later ( as your business grows ).

1.  Sit down in a quiet spot and reflect upon your thoughts

Ask yourself what drives you forward? What keeps you motivated? When you have figured out the answer to these questions, put it down in writing.

2.  Ask yourself how best you can serve your customers

What will your business stand for in the heart of your customers? What will be the ultimate benefit your customers can derive from your business? When you figure the answer to these questions out, put it down in writing.

3. Brainstorm for your vision statement

The vision is the most important component of your mission statement. Simply put, this is a picture or idea of what you plan to achieve in future . A vision statement is always concise and easy to remember, and for this reason, every stakeholder in a business can easily focus on it; and their decisions and activities are directed towards achieving the vision. Here is a good example of a vision statement:

“ Creating a vibrant rural economy driven by value-added agriculture. “

Once you get one down, then getting other components becomes very easy. To find the best vision statement for your business, simply ask yourself the question, “Why does this business exist?” Present answers from various angles, and you will find your mission statement among them.

4.  Get down your mission statement

As stated earlier, your mission statement is that action sentence that describes how you will achieve your vision. Finding this is much easier once you have found your vision statement. If you are stuck, just do it this way: If your vision is “A diabetes-free society” , then simply add the word “ To ” and another suitable verb to convert it to an action sentence. And there you will have your mission statement.

Using the same vision, you will get “To bring about a diabetes-free society .” You can go further by tweaking it, so that you will have something like: “To manufacture products that can cure diabetes effectively and permanently.” You get it now?

5.  List your core values

First off, you need to clarify your values. This means taking into account all the various stakeholders that your business is ( or will be ) accountable to—including investors, customers, employees, and suppliers. Now, consider how you would like to ideally conduct business with each of these stakeholders. Start making a list and your core values should start to emerge.

These are the various steps you will follow in your quest to achieve your vision. Brainstorm for as many as possible, list them down, and the prune your list down to as few as possible without leaving out any important ones. Now, let’s look at some additional tips that you will need to keep in mind when preparing your mission and vision statement.

4 Extra Success Tips for Developing a Business Plan Mission and Vision Statement

• Your mission statement must be brief and simple. Being succinct as demanded by a mission statement isn’t easy. And you may need to go through several hours of tweaking and editing before arriving at the perfect sentence. Though short, your mission statement must capture the very essence of what your business plans to achieve. The fewer words the better. Use just only the few words needed to pass the message without leaving out any vital details.
• Your mission statement must be in tune with your vision, and both sentences must blend to form a single thought.
• There’s no rule that says you must get it perfectly at once. You can keep review your mission statement later, if necessary.
• Your mission and vision statements must give the reader an insight, a covert one, at least into what you offer. This is more important if the name of your business doesn’t suggest what products or services you’re offering.

If you follow the guidelines I shared in this post, you will prepare a perfect vision and mission statement that will drive your business to success. Now I want you to know that no one can help you develop a mission statement. You alone can develop your mission and as a final note, it’s worthwhile you know that of the entire business system, the mission is the most important.

• Go to Chapter 8 Part C: Writing your Business Plans Goals and Objectives
• Go Back to Chapter 7 : H ow to Write a Business Plan Executive Summary
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60+ Vision Statement Examples to Inspire Your Own

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Vision statements come in all shapes and sizes depending on the business, but they all have one thing in common – they provide hope, inspiration, and direction, to those who follow them.

When you are writing your own epic vision statement as part of your brand strategy , it can be helpful to see how other brands have written the visions that they have for their business, customers, industry, or the world.

Here are over 60 examples that you can use to inspire your own vision statement.

And if you're looking for mission statement examples, you can find those here .

Changing the world through digital experiences

Belong anywhere

Air New Zealand

To create an organisation that is proudly representative of Aotearoa, a place where Air New Zealanders can be themselves and thrive.

Alibaba Group

To build the future infrastructure of commerce. We envision that our customers will meet, work and live at Alibaba and that we will be a company that lasts at least 102 years.

To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavours to offer its customers the lowest possible prices.

American Diabetes Association

a life free of diabetes and all its burdens

American Heart Association

To be a relentless force for a world of longer, healthier lives.

American Hospital Association

A society of healthy communities, where all individuals reach their highest potential for health.

American Red Cross

The American Red Cross, through its strong network of volunteers, donors and partners, is always there in times of need. We aspire to turn compassion into action.

Amnesty International

A world in which every person enjoys all of the human rights enshrined in the Universal Declaration of Human Rights and other international human rights standards.

To make the best products on earth, and to leave the world better than we found it.

To become the number 1 fashion destination for 20-somethings globally.

The United States is a humane community in which all animals are treated with respect and kindness.

Fully functional ecosystems and landscapes and healthy, well-managed habitats that support viable populations of birds and other wildlife.

To be the most creative organisation in the world.

Best Friends Animal Society

A better world through kindness to animals

Boy Scouts of America

The Boy Scouts of America will prepare every eligible youth in America to become a responsible, participating citizen and leader who is guided by the Scout Oath and Law.

We seek a world of hope, tolerance and social justice, where poverty has been overcome and people live in dignity and security.

Changing the way we work, live, play, and learn.

Cleveland Clinic

be the best place for care anywhere and the best place to work in healthcare.

To craft the brands and choice of drinks that people love, to refresh them in body & spirit. And done in ways that create a more sustainable business and better shared future that makes a difference in people’s lives, communities and our planet.

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.

Defenders of Wildlife

A future where diverse wildlife populations in North America are secure and thriving, sustained by a network of healthy lands and waters. 

To be one of the world’s leading producers and providers of entertainment and information

Ducks Unlimited

Wetlands sufficient to fill the skies with waterfowl today, tomorrow and forever

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.

Feeding America

Advance change in America by ensuring equitable access to nutritious food for all in partnership with food banks, policymakers, supporters, and the communities we serve.

Make design accessible to everyone.

To provide access to the world's information in one click

To give this fragile Earth a voice.

Habitat for humanity

A world where everyone has a safe and decent place to live

Human Rights Campaign

A world where lesbian, gay, bisexual, transgender and queer people are ensured equality and embraced as full members of society at home, at work and in every community.

The Humane Society

A humane society

To create better everyday life for the many people.

Ready to write your own?

To be the trusted performance leader that unleashes the potential of data

A world without type 1 diabetes

A world where technology is no longer a barrier to building a successful business online

a financially inclusive world where all people hold the power to improve their lives.

The LEGO name is associated not only with our products and with the company. And it is not limited within the confines of specific goals and strategies. The LEGO name has become something universal. A concept which can be defined by the words: Idea, exuberance and values.

Create economic opportunity for every member of the global workforce.

Create the beauty that moves the world

Make-A-Wish Foundation

To grant the wish of every eligible child.

Mayo Clinic

Transforming medicine to connect and cure as the global authority in the care of serious or complex disease.

To help people and businesses throughout the world realize their full potential

To discover and expand knowledge for the benefit of humanity.

National Multiple Sclerosis Society

A world free of MS

No Kid Hungry

No kid hungry

A just and sustainable world

To build the Web’s most convenient, secure, cost-effective payment solution.

To make the world healthier and more sustainable through innovation, with the goal of improving the lives of 2.5 billion people a year by 2030

Make it possible for everyone to earn a living from their passion

Ronald McDonald House Charities

A world where all children have access to medical care and their families are supported and actively involved in their children’s care.

The Rotary Foundation 

Together we see a world where people unite and take action to create lasting change across the glove in our communities and in ourselves

Save the Children

A world in which every child attains the right to survival, protection, development and participation.

Smithsonian

By 2022, the Smithsonian will build on its unique strengths to engage and to inspire more people, where they are, with greater impact, while catalyzing critical conversation on issues affecting our nation and the world.

Susan G Komen

A world without breast cancer.

Teach for America

One day, all children in our nation will have the opportunity to attain an excellent education

Create the most compelling car company of the 21st century by driving the world's transition to electric vehicles

In business, we thrive when we care about each other. It all starts by getting to really know someone

Smarter transportation with fewer cars and greater access. Transportation that's safer, cheaper, and more reliable; transportation that creates more job opportunities and higher incomes for drivers.

United Nations

Peace, dignity and equality on a healthy planet

a world where everyone can create powerful, flexible websites, and apps as easily as they create documents today. Because the only thing better than the internet is an internet we can all create for.

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20+ Templates for Writing a Vision Statement for a Company

By Status.net Editorial Team on September 24, 2024 — 5 minutes to read

In this article, we are sharing templates and examples for startups, nonprofits, and established companies to craft compelling vision statements.

Vision Statement Templates and Examples

• “To be the global leader in [industry] by [approach].” Example: “To be the global leader in electric vehicles by continuously innovating battery technology.”
• “We aim to [achieve goal] for our customers through [method].” Example: “We aim to simplify financial management for small businesses through user-friendly cloud accounting software.”
• “Our vision is to [create impact] in [industry] by [unique approach].” Example: “Our vision is to revolutionize healthcare by developing unique diagnostic tools.”
• “To set the standard for [quality/innovation] in [industry] through [method].” Example: “To set the standard for sustainability in the fashion industry through circular economy practices.”
• “We strive to [achieve goal] for [stakeholder group] while [secondary goal].” Example: “We strive to provide unparalleled customer service for our clients while fostering a culture of innovation.”
• “To transform [industry] by [innovative approach] that [benefit].” Example: “To transform manufacturing by implementing smart factories that increase efficiency and reduce waste.”
• “We envision a future where [ideal scenario] is possible through our [product/service].” Example: “We envision a future where space travel is accessible to all through our reusable rocket technology.”
• “To lead the [industry] in [specific area] by consistently [action].” Example: “To lead the hospitality industry in guest satisfaction by consistently exceeding expectations through personalized experiences.”

Vision Statement Templates and Examples For Startups

• “To [solve specific problem] for [target audience] through [innovative approach].” Example: “To revolutionize urban transportation for commuters through electric scooter sharing.”
• “We aim to [disrupt industry] by [unique value proposition].” Example: “We aim to disrupt the food delivery industry by using autonomous drones for faster, eco-friendly deliveries.”
• “We strive to [achieve goal] for [beneficiary] using [technology/method].” Example: “We strive to provide affordable healthcare for rural communities using telemedicine platforms.”
• “We envision a world where [ideal scenario] is possible through [company’s contribution].” Example: “We envision a world where clean energy is accessible to all through our affordable solar technology.”
• “Our goal is to [specific achievement] for [target group] in [geographic area].” Example: “Our goal is to empower small businesses in Canada with user-friendly e-commerce solutions.”
• “To pioneer [new approach/technology] in [industry] that will [desired outcome].” Example: “To pioneer technology in supply chain management that will ensure transparency and efficiency.”
• “We aim to be the [superlative] in [industry] by [unique approach].” Example: “We aim to be the most customer-centric fitness app by leveraging technology for personalized workout plans.”
• “To create a future where [ideal scenario] is a reality through [company’s solution].” Example: “To create a future where language barriers don’t exist through our real-time translation earbuds.”

Vision Statement Templates and Examples For Nonprofit Organizations

• “We envision a world where [social issue] is [desired state].” Example: “We envision a world where every child has access to quality education.”
• “Our vision is to [create positive change] for [beneficiary group] through [approach].” Example: “Our vision is to end hunger for low-income families through community-supported agriculture programs.”
• “To build a future where [ideal scenario] is possible for [target population].” Example: “To build a future where sustainable housing is possible for all urban residents.”
• “We strive to [achieve goal] in [geographic area] by [method].” Example: “We strive to protect endangered species in Africa by creating wildlife corridors.”
• “Our goal is to [address issue] for [beneficiary group] through [solution].” Example: “Our goal is to improve mental health for veterans through art therapy programs.”
• “To create a society where [social change] is achieved through [organization’s efforts].” Example: “To create a society where gender equality is achieved through education and policy advocacy.”
• “We aim to [solve problem] for [target group] by [approach].” Example: “We aim to reduce plastic pollution in coastal communities by promoting zero-waste lifestyles.”
• “To empower [beneficiary group] to [achieve goal] through [method].” Example: “To empower rural women to become entrepreneurs through microfinance and skills training.”
• “Our vision is a world free from [social issue] through [organization’s solution].” Example: “Our vision is a world free from human trafficking through prevention, rescue, and rehabilitation programs.”
• “To be a catalyst for [positive change] in [sector/area] by [approach].” Example: “To be a catalyst for sustainable agriculture in developing nations by promoting permaculture techniques.

Creating Your Vision Statement

Brainstorming.

Brainstorming is key to creating a powerful vision statement. Gather your team and set aside time to think big. Ask questions like: Where do you see the company in 5 or 10 years? What impact do you want to make on the world?

Don’t hold back – encourage wild ideas and build on each other’s thoughts. Write everything down, even if it seems silly at first. Sometimes the best ideas come from unexpected places.

Try different brainstorming techniques like mind mapping or the “6-3-5” method. This can help you generate lots of ideas quickly.

Using Examples

Look at examples from successful companies in your industry and beyond. What stands out to you? How do they convey their goals and values? Check out this article: 1500+ Best Company Vision and Mission Statements [by Industry]

Customizing for Your Company

Your vision statement should reflect what makes your company unique. Think about your brand identity and core values. What sets you apart from competitors?

Consider your company’s mission and how it ties into your long-term goals. Your vision should align with and expand on your mission.

Test your draft vision statement with employees and stakeholders. Does it resonate with them? Does it feel authentic to your company culture?

Tips and Best Practices

How to craft an effective vision statement for a company.

Start by thinking about your company’s long-term goals. What do you want to achieve? How do you want to impact the world? Write down your ideas and refine them into a clear, inspiring statement. Keep it short – aim for 1-2 sentences, and make sure it’s easy to understand and remember.

Key elements to include in a compelling company vision statement

Your vision statement should be:

• Future-focused
• Clear and concise
• Aligned with your company values
• Ambitious yet achievable

Include what you want to accomplish and how you’ll make a difference. Think big, but keep it realistic!

Structure of a strong vision statement

A strong vision statement often follows this structure:

• Start with “To” or “We aim to”
• State your main goal or purpose
• Add how you’ll achieve it or who you’ll impact

For example: “To [main goal] by [how you’ll do it] for [who you’ll impact]”

What makes a powerful and engaging vision statement?

A powerful vision statement is:

• Unique to your company
• Easy to understand
• Focused on the future

It should excite your team and customers about where your company is headed.

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17 Seriously Inspiring Mission and Vision Statement Examples (2024)

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.

What is a Mission Statement?

A mission statement is a short summary of an organization’s core purpose, focus, and aims. This usually includes a brief description of what the organization does and its key objectives.

What is a Vision Statement?

A vision statement is a short description of an organization’s aspirations and the wider impact it aims to create. It should be a guiding beacon to everyone within the organization and something which underpins internal decision-making and determines the intended direction of the organization.

Mission Statement vs Vision Statement: What’s The Difference?

In short: The mission is the “ what ” and the “ how ,” and the vision is the “ why .”

The mission statement defines what an organization does and includes tangible goals which the organization strives to accomplish. The vision statement, meanwhile, should clarify the aspirations of the organization and define the direction it’s heading in.

Many organizations combine the two statements to form one clearly defined reason for existing that unites the efforts of everyone involved.

Does Your Business Need Mission and Vision Statements?

Mission and vision statements are signposts.

Effective mission and vision statements will unify the focus of an organization – for the organization and their target audience .

Okay, but what if you’re only just starting a business ?

Well, whether you’re a massive corporation or a solopreneur , you can use mission and vision statements to gain clarity and ensure that you consistently make decisions in line with your ultimate goals.

These statements also help you develop a stronger brand that differentiates you from the competition.

Now, let’s look at some examples.

Mission and Vision Statement Examples

For quick reference, here are 17 examples of mission and vision statements from highly successful businesses:

• Tesla : To accelerate the world’s transition to sustainable energy.
• Nike : Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.
• MVMT : Style shouldn’t break the bank.
• Warby Parker : To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.
• Shopify : Make commerce better for everyone, so businesses can focus on what they do best: building and selling their products.
• Patagonia : Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
• IKEA : To create a better everyday life for the many people.
• TED : Spread ideas.
• Amazon : To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.
• Southwest Airlines : To become the world’s most loved, most flown, and most profitable airline.
• Google : To organize the world’s information and make it universally accessible and useful.
• Asos : Become the world’s number-one destination for fashion-loving 20-somethings.
• Loreal : To provide the best in cosmetics innovation to women and men around the world with respect for their diversity.
• Bulletproof : Help people perform better, think faster, and live better.
• Honest Tea : Create and promote great-tasting, healthy, organic beverages.
• Starbucks: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
• Passionfruit: Create inclusive clothing and accessories that enable you to show your pride all year round while giving back to our community.

17 Inspiring Mission and Vision Statements Explained

Now you know what they are and how they serve organizations, let’s take a closer look at these mission and vision statement examples and draw out the key components.

Mission statement: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.

Vision statement: To accelerate the world’s transition to sustainable energy.

Tesla’s mission and vision statements are a class act.

Their mission statement clearly defines their core goal: “To create the most compelling car company of the 21st century.” Then it tells you how they intend to accomplish that goal: “By driving the world’s transition to electric vehicles.”

It’s simple and it works.

However, it’s Tesla’s vision statement that stands out.

The car company’s clever use of the world “accelerate” helps to enliven their lofty aspiration. This vision statement also showcases their drive (pun intended) for sustainable energy and how it steers (pun intended) the business.

It also allows them room to explore and develop their other set of energy solutions, Powerwall, Powerpack and Solar Roof.

All in all, Tesla’s vision for sustainable energy is one that resonates with countless people around the world.

Mission statement: Create groundbreaking sports innovations, make our products sustainably, build a creative and diverse global team, and make a positive impact in communities where we live and work.

Vision statement: Bring inspiration and innovation to every athlete* in the world.

*If you have a body, you are an athlete.

Nike’s mission statement might sound run-of-the-mill, but it effectively sums up what they aim to do and how they aim to do it.

Take note of the words that declare Nike’s underlying company values: Innovation, sustainability, diversity, and community.

However, it’s Nike’s vision statement that has captured the hearts of millions.

“To bring inspiration and innovation to every athlete in the world” sounds a little vague at first. It’s Nike co-founder Bill Bowerman’s addition that hits you right in the feels: “If you have a body, you are an athlete.”

Bowerman’s statement staunchly stands up against body-shaming and is a powerful call for inclusion. And it’s not hard to see this shape Nike’s philosophy and marketing:

As a result, Nike’s vision statement is transformed into a moving sentiment that impacts every person who reads it. It’s also one of the best vision statement examples for business owners to use for inspiration.

Mission and vision statement: We were founded on the belief that style shouldn’t break the bank. Our goal is to change the way you think about fashion by delivering premium designs at radically fair prices.

MVMT have combined their company mission statement and vision statement and addressed it directly to customers.

It begins with the vision: “Style shouldn’t break the bank.”

This business vision statement cuts straight to the point and perfectly sums up MVMT’s key selling proposition of high-quality fashion watches at low prices.

The statement then goes on to explain the mission.

First, they tell you what they aim to achieve: “Change the way you think about fashion.” Then, they tell you how they intend to do it: “By delivering premium designs at radically fair prices.”

It’s short, punchy, and music to customers’ ears.

4.  Warby Parker

Mission statement: Warby Parker was founded with a rebellious spirit and a lofty objective: To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.

Vision statement: We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.

Warby Parker’s mission statement reminds us of why it was founded and then reveals its aims for a better future.

Note their core business aim: “Offer designer eyewear at a revolutionary price.”

In the vision statement, they address the core problems consumers face when purchasing glasses: It can be annoying, boring, costly, and still leave you anxious about whether or not they look good.

Instead, they aim to solve these problems and make buying glasses easy, fun, pleasing, and inexpensive.

Both statements also mention Warby Parker's dedication to providing glasses to people in need around the world.

Vision statement: Make commerce better for everyone, so businesses can focus on what they do best: building and selling their products.

Shopify’s vision statement begins with their overarching vision: to make commerce better for everyone.

Then they promote the reason why they’re driven to remove the hassle and complications of managing an ecommerce website: so businesses can focus on what’s most important to them.

Shopify’s business mission statement and vision are clear: empower businesses.

6. Patagonia

Mission and vision statement: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

Patagonia starts with the basis of their success in business: high-quality products .

Then they explain their environmental stance in three points which explain their aim to make their business as environmentally friendly as possible and actively combat the environmental crisis.

Patagonia goes on to say, “a love of wild and beautiful places demands participation in the fight to save them.”

And the business isn’t afraid to put their money where their mouth is. The company donates at least 1% of its sales to hundreds of grassroots environmental groups around the world.

If you’re looking for vision and statement examples that clearly articulate a company’s values and goals, this is one right here.

Mission statement: Offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.

Vision statement: To create a better everyday life for the many people.

IKEA’s mission statement is clear and to the point.

Note the use of the words, “wide range,” “well-designed,” “functional,” and “prices so low.” If you’ve ever been to IKEA you’ll know how well they’ve managed to embody these attributes.

IKEA’s vision statement focuses their mission statement into one singular purpose: “To create a better everyday life for the many people.”

Both statements use inclusive phrasing that solidifies IKEA’s commitment to being accessible to “as many people as possible.”

Mission statement: Spread ideas.

Vision statement: We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.

TED , which stands for “technology, education, and design,” managed to boil down their entire mission into two simple, yet powerful words: “Spread ideas.”

With such a simple, highly focused mission, it’s easy to see how the TED brand has become a global phenomenon in recent years.

It’s a truly great mission statement that focuses all of their efforts.

“Everything we do – from our Conferences to our TED Talks to the projects sparked by The Audacious Project, from the global TEDx community to the TED-Ed lesson series – is driven by this goal: How can we best spread great ideas?”

In what could be considered their vision statement, TED goes on to explain that they “believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.”

Mission statement: We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.

Vision statement: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.

Amazon ’s mission statement sums up the three things that have made them loved by millions: low prices, a huge selection, and incredible convenience.

Like all great mission statements, it shines a light on the values that bring success.

Amazon’s vision statement brings these elements together into one unified goal: “To be Earth’s most customer-centric company.”

10. Southwest Airlines

Mission statement: The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.

Vision statement: To become the world’s most loved, most flown, and most profitable airline.

Southwest Airlines is all about customer service .

Their mission statement summarizes this dedication to customers and highlights the importance of one-to-one interactions between staff and customers.

So it’s no surprise that Southwest’s vision statement is “to become the world’s most loved, most flown airline.”

However, although they heavily emphasize customer service , they don’t forget to mention the thing which allows the company to exist in the first place: profit.

Google’s mission statement perfectly summarizes what they aim to do.

Take note of the last word: “useful.”

Google understands that it doesn’t matter how well organized or accessible information is if it can’t be readily applied in life.

Their mission statement is brilliant.

But unfortunately, Google doesn’t seem to have a vision statement that clarifies the reasons why they want to organize the world’s information for everyone to use.

Mission statement: Become the world’s number-one destination for fashion-loving 20-somethings.

Asos’ mission statement solidifies their purpose by voicing exactly what they want to achieve.

In what could be considered their vision statement, they go on to say, “We focus on fashion as a force for good, inspiring young people to express their best selves and achieve amazing things. We believe fashion thrives on individuality and should be fun for everyone.”

The addition gets a little vague in places, such as wanting young people to “achieve amazing things” – I mean, don’t we all?

However, it successfully showcases their brand image and their passion for individuality and expression .

Mission statement: To provide the best in cosmetics innovation to women and men around the world with respect for their diversity.

Loreal’s mission statement comprises two key parts.

The first lays out their dedication to providing the best in cosmetics innovation. The second is all about inclusivity.

This is key.

They aim to include people from all over the world, “with respect for their diversity.”

And despite most companies marketing cosmetics solely to women, Loreal is looking to the future as gender stereotypes break down.

This type of sensitivity and awareness will position Loreal for long-term success.

14. Bulletproof

Mission and vision statement: “Help people perform better, think faster, and live better using a proven blend of ancient knowledge and brand new technologies, tempered by research, science, and measured results from our customers, top athletes, and medical professionals.”

Bulletproof has combined their vision and mission in one short paragraph.

It starts with their purpose: “Help people perform better, think faster, and live better.” Then it goes on to explain exactly how they plan to do it: Using ancient knowledge, brand new technologies, and science.

Sure, it’s a little wordy.

But it gets to the heart of why Bulletproof exists and how they plan to make an impact on the world as a business.

As a result, Bulletproof’s mission and vision statement is well-suited to unify everyone in the company and guide their decisions.

15. Honest Tea

Mission statement: Honest Tea seeks to create and promote great-tasting, healthy, organic beverages. We strive to grow our business with the same honesty and integrity we use to craft our recipes, with sustainability and great taste for all.

Honest Tea’s mission statement aims to live up to their brand name.

It starts by explaining what it is they do, and by doing so, they also tell you what they don’t do: chemical-laden, artificially produced beverages.

They’re talking directly to their target market and conferring their key selling proposition: beverages that are great-tasting and healthy.

They go on to showcase their values by using words like honesty, integrity, and sustainability.

And this brand doesn’t just talk the talk – they walk the walk.

Each year, the company publishes a Mission Report in an effort to be transparent about their business practices.

16. Starbucks

Mission statement: To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.

Another short and sweet mission statement that tells a lot about the company.

Starbucks doesn’t use big sentences or fancy words to communicate its goals. It uses clear, simple, and direct language to express what the company wants to be and for whom.  

They aspire to be known for more than just coffee by creating a culture of warmth and exclusivity.

In other words, Starbucks wants to ensure that anyone who comes through its doors feels welcomed and at home.

17. Passionfruit

Mission statement : We strive to create inclusive clothing and accessories that enable you to show your pride all year round while giving back to our community.

The folks at Passionfruit strive to promote the idea that pride is not just a one-day event.

Rather than making their mission statement about trendy clothes for the LBGTQ+ community, they promote the idea that pride is an everyday expression of oneself.

And by doing so, they remind people that the brand is aligned with LBGTQ+ values and supports the community by giving back.

All in all, it’s clear that Passionfruit wants everyone to recognize the truth for the queer community and spread inspiration – we’ll take it.

Done right, mission and vision statements are powerful things.

They can unify an entire organization’s efforts and be the signpost that continually focuses everyone’s efforts on the things that truly matter.

The key to great mission and vision statements is clarity.

Remember, a mission statement is the “ what ” and the “ how ,” and the vision statement is the “ why .”

Plus, it doesn’t matter how large or small your business is, every business can benefit from strong mission and vision statements.

If you’re considering writing a mission or vision statement for your business, start with your core values. Then, consider the wider impact you hope to have on the world through your customers.

What’s your business’s mission or vision statement?

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How to Write an Impactful Vision Statement for Your Business Plan

Kurt Graver November 19, 2023 Business Plan

A compelling vision statement is essential for any startup or established business. Your vision statement describes your company’s aspirations and the future state you aim to achieve.

Crafting an inspiring yet achievable vision statement directs your business strategy and motivates your team. This guide will cover tips for writing a vision statement and examples from top companies.

What is a Vision Statement?

A vision statement outlines where an organization wants to be in the future – your “vision of success.” It expresses the company’s goals and ambitions for the long term, usually for the next 5-10 years.

While a mission statement focuses on why a company exists and its overall purpose, the vision statement looks ahead to what the business hopes to become.

Your vision statement is a guiding star that unites team members around shared dreams and objectives. It injects passion and gives direction for strategic decision-making.

Benefits of a Strong Vision Statement

A clearly defined vision statement offers many benefits for organizations, including:

• Provides direction – Gives team members a unifying goal to work towards
• Aids decision making – Helps determine which opportunities align with the vision
• Inspires action – Motivates employees and keeps them engaged with meaningful work
• Attracts talent – Top candidates want to work for companies with inspiring visions
• Secures investment – Investors look for strategic vision and direction
• Differentiates your brand – A unique vision makes your business stand out

With so many advantages, crafting an exceptional vision statement is a worthwhile investment for any company.

How to Write an Impactful Vision Statement

Follow these tips when writing or revising your vision statement:

Imagine the Future

Envision an ambitious yet realistic picture of where you want your business to be years from now. Imagine the pinnacle of success for your company. This could relate to growth, innovation, market leadership, social impact, or another important aspect of your business.

Focus on Long-Term Goals

Your vision statement should describe the long-term change you want to make in the world or your industry. Consider how your company will transform its field over the next decade. Focus on big, far-reaching goals versus short-term objectives.

Align with Values

Ensure your vision statement aligns with your organization’s core values. The ideals expressed in the vision should mirror the beliefs that guide your company culture. Authenticity is key.

Use Inspirational Language

Write your vision statement using vivid, inspirational language that energizes people. Describe your boldest ambitions for the future. But avoid unrealistic hype or generic phrases.

Keep It Concise

The most impactful vision statements are concise, usually 2-3 sentences or about 50 words. They provide clarity and direction without unnecessary details. Being too wordy dilutes the power.

Make It Memorable

Use poetic language, evocative descriptions and even clever rhymes or alliteration to make your vision statement stick in people’s minds. An unforgettable statement has more impact.

With focus, imagination and inspiration, you can craft a vision statement that resonates and provides a guiding star for your business.

Vision Statement Examples

Here are vision statement examples from successful startups and Fortune 500 companies:

To accelerate the world’s transition to sustainable energy.

To create a world where you can belong anywhere.

To make people happy by providing the finest in entertainment.

To bring inspiration and innovation to every athlete in the world.

Becoming the best global entertainment distribution service.

To provide access to the world’s information in one click.

Empower every person and organization on the planet to achieve more.

McDonald’s

To be our customers’ favourite place and way to eat and drink.

Build the best product, cause no unnecessary harm, and use business to inspire solutions to the environmental crisis.

These vision statements use vivid language to describe ambitious, iconic brands of the future. Use them as inspiration when crafting a vision for your own unique company.

Tips for Communicating Your Vision

Don’t just relegate your vision statement to a plaque on the wall. Actively communicate it to unite your team around shared goals. Ways to share your vision include:

• Company meetings – Regularly reinforce the vision with employees
• Internal communications – Feature the vision prominently on your intranet, newsletters, etc.
• External communications – Share your vision publicly on your website and press releases
• Performance reviews – Ensure employees understand how their work ladders up to the vision
• New hire onboarding – Introduce new employees to the vision from day one
• Leadership repetition – Have managers frequently reference and reinforce your vision statement.

Consistently communicating your vision inspires teams, aligns strategic priorities, and differentiates your brand as forward-thinking in your industry.

Bring Your Business Vision to Life

A well-crafted vision statement can drive an organization toward its highest aspirations. It ignites team passion, focuses direction, and differentiates your brand.

With an ambitious yet achievable vision and strategic communication, you can propel your startup or established business to new heights of success.

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