what is vision in business plan

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What Is a Vision Statement?

Follow these tips, steps and examples to construct a meaningful vision statement.

Table of Contents

Writing a vision statement for your business can be challenging because it must define your company, values and future goals. While many established companies focus on their mission statement , a vision statement is a valuable tool for inspiring your team and forging a corporate identity. 

We’ll explore vision statements and their importance, as well as offer tools and best practices for crafting an inspiring vision statement that powers your growth strategy. 

What is a vision statement?

A vision statement is a written declaration clarifying your business’s meaning and purpose for stakeholders, especially employees. It describes the desired long-term results of your company’s efforts. For example, an early Microsoft vision statement was “a computer on every desk and in every home.” 

“A company vision statement reveals, at the highest levels, what an organization most hopes to be and achieve in the long term,” said Katie Trauth Taylor, owner and CEO of Untold Content, a writing consultancy. “It serves a somewhat lofty purpose – to harness all the company’s foresight into one impactful statement.” 

A vision statement matters because it outlines the common goal of everyone in the company. Businesses that are working toward a higher aspiration are more appealing to current and future employees. 

A vision statement can affect a company’s long-term success, so take the time to craft one that synthesizes your ambition and mobilizes your staff.

What’s the difference between a vision statement and a mission statement?

Mission statements are based in the present and convey to stakeholders and community members why a business exists and where it currently stands. Vision statements are future-based, and they are meant to inspire and give direction to employees. 

“The vision is about your goals for the future and how you will get there, whereas the mission is about where you are now and why you exist,” said Paige Arnof-Fenn, founder and CEO of Mavens & Moguls, a global strategic marketing consulting firm. “The vision should motivate the team to make a difference and be part of something bigger than themselves.” 

Mission statements and vision statements are both crucial for building a brand . “While a mission statement focuses on the purpose of the brand, the vision statement looks to the fulfillment of that purpose,” said Jessica Honard, co-CEO of North Star Messaging + Strategy, a copywriting and messaging firm that serves entrepreneurs. 

Although mission and vision statements should be core elements of your organization, a vision statement should serve as your company’s guiding light. 

“A vision is aspiration; a mission is actionable,” said Jamie Falkowski, chief creative officer at marketing and communications company Day One Agency.

Creating the perfect vision statement may seem overwhelming, but it doesn’t have to be. Follow these suggestions and best practices when crafting your vision statement. 

Determine who will shape your vision. 

The first step in writing a vision statement is determining who will craft it. In a small business, you may be able to ask everyone for their insight. In a larger operation, you may need to be more selective while still capturing a range of employee voices.

Evaluate your company’s published materials. 

Your company likely already has published goals and established values in its employee handbook , marketing materials and other publications. Use this information to guide your work, suggested Alison Brehme, an author and content, marketing and media strategist.

“A company’s mission, purpose, goals and values are all involved in the creation of a company vision,” Brehme said. “Weave these concepts and beliefs into your vision statement.”

Hold workshops to brainstorm your vision. 

Brandon Shockley, former vice president of market research at branding and marketing firm 160over90 and now head of investor research and insights at Vanguard, recommended hosting workshops with key stakeholders representing a cross-section of your organization. Then, he said, assemble teams and use collaboration tools to create alternate versions of the statement, and gather employee feedback about how each version resonates. 

Get individual input. 

Falkowski also suggested conducting interviews with individual stakeholders to encourage honest feedback. Employees can identify common themes, describe the organization’s future in words or use visual branding tools as a basis for the vision statement. 

Check out competitors’ vision statements. 

Look at your competitors’ vision statements to determine how you can differentiate your business from theirs. [Related article: How to Do a Competitive Analysis ]

Keep it short but meaningful. 

A vision statement should be concise – no longer than a sentence or two. You want your entire organization to be able to repeat it quickly and, more importantly, understand it. However, a vision statement must be more than a catchy tagline.

“[It] can be smart and memorable, but this is for your team and culture, not for selling a specific product,” Falkowski said. 

Create a longer version for leadership’s eyes only. 

Don’t fret if you feel that a short vision statement doesn’t fully express the intricacies of your vision. You can create a longer version, but it should not be the one you broadcast to the world.

“Let’s be honest – most business leaders, not to mention boards of directors, won’t be able to sum up their vision in a pithy sentence or two. That’s OK,” said Shannon DeJong, owner of brand agency House of Who. “Have a full-length version of your vision for the leadership’s eyes only. Think of the long version as your reference guide to why you’re in business in the first place.” 

Map out your business’s biggest goals. 

When you’re crafting your vision statement, start by mapping out your business’s most audacious goals, Taylor suggested. “Reviewing your long-term goals in a collaborative setting will help you then zoom out on what your organization and the world will look like if you achieve them. That zoomed-out view of your success is really the heart of your vision statement.”

Consider your company’s potential global impact. 

Ask questions that reflect your business’s eventual scale and impact, Honard advised. “Once you’ve answered these questions, you’ve created a roadmap between your present and your future.”

These are a few of the questions Honard uses in guiding clients to identify their vision statement:

• What ultimate impact do I want my brand to have on my community, my industry or the world?
• In what way will my brand ultimately interact with customers and clients?
• What will the culture of my business look like, and how will that play out in employees’ lives? 

Dream big. 

Don’t be afraid to dream big once you gather all the information and get down to writing. Don’t worry about practicality for now; what initially looks impossible may be achieved down the road with the right team and technologies. Work on shaping a vision statement that reflects the specific nature of your business and its aspirations. 

Be daring, not generic. 

Shockley said there’s nothing wrong with a vision statement that is daring, distinct or even disagreeable. “If a vision statement sets out a generic goal that anyone can agree with, it is likely to produce mediocre results. A goal like ‘delivering an exceptional experience’ applies equally to a hospital, bank or fitness club.” 

Consider creating a brand vision board. 

If you’re interested in taking your vision one step further, create a brand vision board, Taylor suggested. A vision board includes your company’s tagline, a “who we are” statement, a “what we do” section, a business vision statement, an overview of your ideal clients, client pain points, your content mission statement, advertising, products and SEO keywords.

“A vision board serves as a one-page business plan that anyone in a company can reference quickly to remember the key concepts that drive the work,” Taylor said.

Quick tips for your vision statement

Here’s a quick breakdown of what to do when formalizing your vision statement:

• Project five to 10 years into the future.
• Dream big, and focus on success.
• Use the present tense.
• Use clear, concise, jargon-free language.
• Infuse it with passion, and make it inspiring.
• Align it with your business values and goals.
• Create a plan to communicate your vision statement to your employees.
• Prepare to commit time and resources to the vision you establish. 

Your completed vision statement should offer a clear idea of your company’s path forward. Honard said many of her clients have used their vision statements to direct their overall plans for the future. For example, they’ve adopted new marketing initiatives to move them closer to their vision, pivoted their focus to clearly reflect their desired outcome, or doubled down on one particular aspect of their brand that is working to serve their vision.

What to avoid when writing a vision statement

• Don’t mix up your mission statement and vision statement. Mission statements are generally easier to write because they reflect what you’re doing now. Remember, a mission statement is what you are working to accomplish today, while a vision statement is what you want to accomplish in the future.
• Don’t overthink your wording. One of the hardest parts of creating a vision statement is coming up with the right wording. You may find yourself endlessly rewriting and fretting about getting it right. Does this sentence or two define your values and shine a light on your corporate identity without sounding too vague? Don’t get lost in the pressure of perfect wording; a specific and unique vision statement is a good place to begin distinguishing your business from the rest of the industry. 

How to use your vision statement

Determine where your vision statement will appear and what role it will serve in your organization. This will make the process more than an intellectual exercise, Shockley said. It’s pointless to hang a vision statement in the lobby or promote it via your business’s social media channels if you never genuinely integrate it into your company culture . 

“The vision business statement should be thought of as part of your strategic plan,” Shockley said. “It is an internal communications tool that helps align and inspire your team to reach the company’s goals.” 

As such, you should view a vision statement as a living document that will be revisited and revised. Most importantly, it must speak directly to your employees. 

“If your employees don’t buy into the vision, you’ll never be able to carry it out,” said Keri Lindenmuth, director of marketing with the Kyle David Group, a web and tech solutions provider. “The vision statement should be something your employees believe in. Only then will they make decisions and take actions that reflect your business’s vision.”

20 examples of inspiring vision statements

Some memorable and distinct vision statements may be all the inspiration you need to write your own. Here are some of the best examples of inspiring vision statements: 

• Amazon: “Our vision is to be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.”
• Ben & Jerry’s: “Making the best ice cream in the nicest possible way.”
• Caterpillar: “Our vision is a world in which all people’s basic needs – such as shelter, clean water, sanitation, food, and reliable power – are fulfilled in an environmentally sustainable way, and a company that improves the quality of the environment and the communities where we live and work.”
• Cradles to Crayons: “Provides children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive – at home, at school, and at play.”
• Google: “To provide access to the world’s information in one click.”
• Habitat for Humanity: “A world where everyone has a decent place to live.”
• Hilton Hotels & Resorts: “To fill the earth with the light and warmth of hospitality by delivering exceptional experiences – every hotel, every guest, every time.”
• IKEA: “To create a better everyday life for the many people.”
• Intel: “If it’s smart and connected, it’s best with Intel.”
• LinkedIn: “Create economic opportunity for every member of the global workforce.”
• Oxfam: “To be a self-organized people actively creating a just democratic and sustainable world where power and resources are shared, everyone lives in dignity, and poverty and inequality are no more.”
• Patagonia: “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
• Prezi: “To reinvent how people share knowledge, tell stories, and inspire their audiences to act.”
• Samsung: “Shape the future with innovation and intelligence.”
• Southwest Airlines: “To become the world’s most loved, most flown and most profitable airline.”
• Sweetgreen: “To inspire healthier communities by connecting people to real food.”
• TED: “We believe passionately in the power of ideas to change attitudes, lives, and, ultimately, the world.”
• Walgreens: “To be America’s most-loved pharmacy-led health, well-being and beauty company.”
• Warby Parker: “We believe that buying glasses should be easy and fun.”
• Wyeth: “Our vision is to lead the way to a healthier world.”

Can vision statements change?

Many companies benefit from having a vision statement from their inception, but it’s perfectly acceptable not to commit to one specific vision immediately. 

“Getting too tied into one master statement can really mess with the learning and creation process in the early stages,” said Sonia Elyss, president of marketing and communications collective Round Twelve. She encourages her clients to write a vision statement monthly, save the previous drafts, and see what sticks and what doesn’t over time. 

“After the first year, you can look back and see how much you have evolved,” Elyss said. “What parts or words within the statement stuck around, and what was dropped? Those key words tend to end up being major brand pillars you can always come back to and eventually become part of the brand ethos.” 

Tying yourself to a particular vision statement in the early days of your business may limit your opportunities for growth or blind you to the need for change. 

“At the end of the day, trust your gut; test and check; look at the analytics; invest in the feedback your customer is giving you,” Elyss said. “If you aren’t willing to step outside of your initial vision for your business, you might miss a huge opportunity!” 

Regardless of how many years you have been in business or how long you have had your vision statement, you’re not stuck with it. Don’t be afraid to change it – even if you spent time and money developing it – if it stops feeling right. 

The vision for your vision statement

A vision statement is a tool that can help your business grow and achieve brand success. Along the journey of growing your business, you’ll face good months, rough months, and every detour and roadblock imaginable. 

Above all, your vision statement should constantly remind you and your team of the end goal. This message is important to hold on to, especially on the most challenging days. 

Bassam Kaado and Paula Fernandes contributed to the writing and reporting in this article. Source interviews were conducted for a previous version of this article.

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Vision Statement

Describes what a company desires to achieve in the future

What is a Vision Statement?

A vision statement describes what a company desires to achieve in the long-run, generally in a time frame of five to ten years, or sometimes even longer. It depicts a vision of what the company will look like in the future and sets a defined direction for the planning and execution of corporate-level strategies .

Key Elements of a Good Vision Statement

While companies should not be too ambitious in defining their long-term goals, it is critical to set a bigger and further target in a vision statement that communicates a company’ s aspirations and motivates the audience. Below are the main elements of an effective vision statement:

• Forward-looking
• Motivating and inspirational
• Reflective of a company’s culture and core values
• Aimed at bringing benefits and improvements to the organization in the future
• Defines a company’s reason for existence and where it is heading

Let’s look at Microsoft Corp.’s Vision Statement. Microsoft Corp. is an American multinational company that develops, manufactures, licenses, and sells technology products, including computer software, electronics, and personal computers. It is also one of the largest corporations in the world, alongside companies such as Apple, Inc. and Amazon.com, Inc.

Microsoft’s vision is:

Microsoft’s vision statement is forward-looking because delivering growth and impact in every community would conceivably take a lifetime or many lifetimes to achieve. It also brings the message of leading to changes and improving the quality of living standards all around the world, which strongly reflect Microsoft’s values of innovation, diversity and inclusion, corporate social responsibility, and environment.

The Rise of a Purpose Statement

The mission statement , vision, and values are traditionally the three most common descriptions of a business that explains why a company exists. In recent years, another type of statement has also emerged in the business world and is gaining more popularity. This type of statement is called the Purpose Statement.

A Purpose Statement conveys a company’s reason for existence, just as the mission statement and vision do, but it also shows the connection between the brand identity and workplace culture of the company. It combines the components of a mission statement, vision, and values into a single statement.

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How to write a vision statement: Steps and examples

The vision statement is designed to inspire employees, compel investors, and engage the imaginations of your customers. It paints a picture of your company's future and the impact you want your business to have on the world.

It takes work and creativity to write an inspiring vision statement. Here, we'll break down the elements of a great vision statement, guide you through the process, and walk through a few examples of excellent vision statements and explain what makes them great.

What is a vision statement?

A vision statement is your company’s guiding beacon. It zooms out to give perspective on the overarching reasons for your company's mission. Rather than articulating the specifics of your business operations, the vision statement describes how your company seeks to impact and improve the world around it.

Vision statement vs. mission statement

While both statements help define your company's character and personality, there are some key differences between a vision statement and a mission statement.

The mission statement describes what your company does in the present. It's comprised of three parts: what you do, how you do it, and why you do it. 

A vision statement outlines the company's long-term goals and aspirations for the future in terms of its long-term growth and impact on the world. Your mission defines what your organization does and what you stand for, while your vision statement speaks to your goals and ideals for the future. 

Characteristics of a great vision statement

Vision statements are like snowflakes—each one is unique to its company in length, form, structure, and scope. Your vision statement should reflect your company's personality. However, there are a few traits that all great vision statements share. No matter how unique a statement is in terms of size, shape, or structure, a good vision statement should be:

The purpose of a vision statement is to inspire employees, investors, and customers to believe in your company's mission. Great vision statements are aspirational and ambitious. They convey a sense of passion for the ideal future toward which the company is working.

Though your vision needs to be ambitious in order to be inspiring, it shouldn't be so far out of reach that it feels impossible. You want to choose something that your company will have to strive for, but a completely unattainable goal isn't a vision—it's a fantasy.

A vision statement connects your company mission to your goals, but it isn’t a goal in and of itself. If your vision statement feels too finite or specifically achievable, try to zoom out and broaden the scope of your vision.

Don’t try to cram every detail of your vision into your vision statement—be strategic in selecting the ideas that feel the most relevant and compelling to your stakeholders . You might dream of someday having offices in every major city in the world, but your vision statement should focus on aspirations that speak to your company's mission and purpose.

Vision statement writing tips

Here are a few best practices to keep in mind as you start writing your vision statement:

Collaborate. The vision statement should reflect the character of your entire company, and there's no better way to accomplish this than to write the statement alongside key members of your team. Gather leaders from across the organization to participate in vision statement brainstorms, and run drafts by these same people to get buy-in on your final vision statement.

Write first, edit later. Don't try to write a succinct, well-crafted vision statement right out of the gate. Put everything you think of down on paper, no matter how small. You may not see the value in a particular idea when it crosses your mind, but if you write it down anyway, it may spark better ideas later on.

Keep your own vision statement separate. Many people have personal vision statements that reflect their individual goals, and if you're a business owner, our own vision statement may overlap strongly with the vision of your company. It's important to keep your personal aspirations and your company's vision separate, so that your company's vision statement is something that your entire company can relate to and feel represented by. 

Avoid buzzwords and jargon. Using "industry-speak" makes a brand feel aloof and inaccessible, even to people within the industry. Plain language is always more powerful than jargon, so if you find yourself falling back on buzzwords, isolate the phrase in question and picture a friend or family member asking, "What does this actually mean?" Write or record the explanation you would give to that person and use that language to replace the buzzwords in your vision statement.

Avoid ambiguity. Vision statements don't have to be concrete the way a mission statement should be, but you want to avoid using words that could potentially be interpreted in a way that changes the entire vision statement's meaning. You won't be there to clarify or offer context to everyone who reads your statement, so it needs to be able to stand on its own.

7 steps to write your company's vision statement

There's a lot more to crafting a great vision statement than just writing a few sentences. In order to create a statement that's truly aspirational and inspiring, you're going to need to do a little bit of work. Here's our seven-step process to write a great vision statement:

1. Identify important stakeholders

Your vision statement speaks on behalf of your entire company, so make a list of co-founders, fellow executives, and high-level employees who can help you craft and refine your statement so that it represents your organization as a whole. Getting buy-in from company leaders is also a smart strategic move—the more they believe in the vision statement, the better they'll model it in their daily work and communicate it to their own departments and teams.

Make a second list of stakeholders that represent your vision statement's audience. This list may consist of personas rather than actual people, and should include:

Board members

Partner organizations

Different customer personas

Shareholders

Depending on your industry, this list may be longer or shorter; the main point is to write down a basic overview of the group of people you're writing for. If you're only thinking about your customers, your vision statement may not feel as relatable to employees or might not inspire potential funders to invest. Check your drafts against this list to make sure it feels applicable to all of your key stakeholders.

2. Start with a list of keywords

Ultimately, you're aiming to craft a few concise sentences—and the process of crafting those sentences will be a lot easier if you have a "word bank" of sorts to draw from as you write. Hold an open brainstorming session with your internal stakeholders to come up with a keyword list. 

Make sure your keyword list is comprehensive by subdividing it into smaller categories and making sure you have a good list of keywords for each. At a minimum, you should collect keywords related to:

Your product or service

Your mission and values

Your company's goals and initiatives

Your company's long-term strategic plan

Adjectives that describe your company, product, teams, community, and ideal future (e.g. expert, innovative, affordable, inspiring)

Adverbs that describe the way in which your company operates (e.g. flexibly, sustainably, cooperatively, fearlessly)

Just like your list of stakeholders, the number and type of keyword lists you should generate will vary depending on your industry and company. The important thing is to create a document filled with keywords that you can draw from as your writing, if you get stuck trying to communicate an idea, or if you need to replace some jargon-y text.

3. Answer foundational company questions

In addition to your keywords document, take time during your brainstorm to answer the following questions:

What is our organization’s main purpose?

What are our company’s main strengths?

What are our company values?

Why does what we’re building matter?

How do we want to make a difference as a company?

What is our vision for our company culture ?

What are our most ambitious goals?

What impact do we want our company to have on the world?

What are our company wants? What about company needs?

If our company succeeded in everything it set out to do, how would the world be different?

4. Sort your answers by importance

By the time you're finished brainstorming, you should have a lot of stuff written down.Put all of this content aside for a few days, so that your mind is clear when you return for the next step: deciding what goes in your vision statement and what gets left on the cutting room floor.

Sit down with your vision statement tiger team and a highlighter and review everything you have written down. Highlight ideas and phrases that your group feels are the most important to your company, and cross out items that you're ready to eliminate from consideration (however, don't throw this content out entirely—everything you brainstormed can be helpful in creating other important documents, like your core values, roadmap, or business plan). 

5. Write your company's vision out longform

At the end of step four, you'll have a smaller "word bank" of your most important phrases, ideas, keywords, and answers to foundational company questions. Your next step will be to organize these ideas into sentences that flow logically and are ordered according to your company's priorities.

Right now, don't worry about length—focus instead on communicating your vision in a way that makes sense, touches all of the key points you want to include, and feels relatable to your stakeholders and your audience. It's much easier to edit a long but comprehensive statement than it is to bulk up a statement that's missing pieces.

6. Step back and evaluate

Before you go through the work of editing your vision down to size, take a step back and look at your vision paragraph from afar. This is another point where you may benefit from setting it aside for a few days and returning with fresh eyes.

As you review your vision paragraph, check for the following things:

Is it ambitious enough? Your paragraph should feel aspirational, not like a finite goal to be accomplished.

Is it too ambitious? Make sure you strike a balance between idealistic and unrealistic.

Does it accurately reflect your organization? Run your paragraph by internal stakeholders who weren’t involved in creating it, and as for their feedback on what may be missing, what parts may be unnecessary, or how certain ideas may be phrased more effectively.

Does it make sense? Have friends and family members read your paragraph to confirm that it makes sense to the average reader.

7. Write your final vision statement

Once you've adjusted your vision paragraph and made the changes you wanted to make, it's time to edit your vision paragraph down to a vision statement. In many cases, your paragraph may naturally shrink as you solicit and implement feedback from others, and you may even want to specifically ask for opinions on how your paragraph could be more concise.

Here are a few ways to shorten your vision paragraph:

Eliminate what's unnecessary. Now that you've stepped away from your paragraph a few times and gotten a few rounds of feedback, are there any phrases or ideas that don't feel as necessary as they did when you wrote it? Cut any parts that feel lackluster or less impactful than the rest of the paragraph.

Look for synonyms. Are there any areas where you used several words to say something that there's already a word for? For example, you might replace the phrase "give people the ability to," with "provide access."

Edit each concept individually. Chop your paragraph into sentences and chop your sentences into phrases. Pick up each small segment on its own and see if you can come up with a shorter way to phrase it. It helps if you evaluate the smaller segments out of order—hopping around or going backwards piece by piece will help you notice things that your brain smooths over when you're reading a full sentence.

When your vision statement is finished, bring it back around to your stakeholders to get final feedback and make any finishing tweaks. 

Vision statement examples

There's no way around it—writing a vision statement is hard, especially if it's your first time doing so. Before you get started, or if you get stuck and need to spark some new ideas, take a look at some of these example vision statements for inspiration. 

Note that not all companies have both a mission and a vision statement. Some companies combine the two into a single small paragraph that touches on tangible objectives (mission) as well as more long-reaching aspirations (vision). In some cases, companies won't label either statement, encasing them in a broader page dedicated to "purpose," "who we are," or another similar title.

Here, we've gathered mission and vision statements for a few companies that have publicly set both. 

Mission: To act in the public interest, BBC serves all audiences through the provision of impartial, high-quality and distinctive output and services which inform, educate and entertain.

Vision: To be the most creative company in the world.

Mission: IKEA offers a wide range of well-designed, functional home furnishing products at low and accessible prices.

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

Southwest Airlines

Mission: Southwest connects people to what’s important in their lives through friendly, reliable, and low-cost air travel.

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

Mission: Hasbro creates the world's best play and entertainment experiences.

Vision: To make the world a better place for all children, fans and families.

Mission: To make things universally accessible and useful, Google organizes the world's information.

Vision: To significantly improve the lives of as many people as possible.

Mission: To harness the next wave of innovation and solve customers’ toughest challenges, VMware uses disruptive technologies like edge computing, AI, blockchain, machine learning, Kubernetes, and more.

Vision: To build a sustainable, equitable and more secure future for all.

Use your vision statement to help you grow

A company's vision statement is a living document—it should adapt and change as your company achieves its business goals and sets new ones, grows in size, expands its offerings, and updates its mission. Revisit your vision statement once every year or so to make sure it still accurately reflects your company's ideal future; if not, adjust it! 

But for now, enjoy the fact that your vision statement is written. Share it with your team, announce it to your customers, and use it to proudly guide your company forward.

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Small Business Trends

What is a vision statement and how to write one (+examples and template).

If you buy something through our links, we may earn money from our affiliate partners. Learn more .

A vision statement is an integral part of the foundation of any business. A well-crafted vision statement should be inspiring, meaningful, and easy to remember while clarifying the organization’s ambitions and values.

In this article, we will examine what exactly a vision statement is, explore how to write one effectively, and provide access to examples and templates to help you get started. Let’s dive in!

Table of Contents

What is a Vision Statement?

A company vision statement is a crucial element in defining an organization’s identity and aspirations. It is an important cornerstone that informs a company’s strategy, operations, and culture. Here is an expanded explanation of what a vision statement is:

• Declaration of Purpose : A vision statement is a declaration of an organization’s mission and purpose. It outlines the company’s primary objectives and provides an overview of its ultimate goals. This helps inform all business decisions and strategies, ensuring that they align with the company’s purpose.
• Represents Brand Values : The vision statement embodies the brand values that the organization upholds. It communicates what the company stands for and believes in, helping to establish its reputation and image in the eyes of stakeholders.
• Identifies Desired End State : A vision statement clearly identifies the desired end-state of the business. It describes where the company aspires to be in the future, serving as a beacon to guide all its efforts.
• Road Map for Future Goals : The vision statement acts as a road map for how to achieve the organization’s future goals. It’s not overly specific, leaving room for innovation and adaptation as the business environment changes. This general but forward-looking nature distinguishes it from a business plan, which tends to be more detailed and specific.
• Inspires and Motivates : An effective vision statement is inspiring, motivating employees, customers, and stakeholders alike. It paints an optimistic picture of the company’s future, stirring enthusiasm and commitment among those associated with the company.
• Provides Direction and Clarity : A vision statement provides direction and clarity to stakeholders, helping them understand what the company aims to achieve in the long run. This clear sense of direction can be a powerful tool in decision making and strategy formulation.
• Brief and Memorable : Ideally, a vision statement should be brief and memorable so that it can be easily communicated and understood. This ensures that it remains at the forefront of everyone’s mind, acting as a constant reminder of the company’s ultimate goals.

When you write a business plan , it should be more detailed and concrete, providing the specific steps your company will take to achieve the goals outlined in your vision statement. It should articulate the path towards the company’s vision, outlining the strategies, tactics, and resources needed to get there. Thus, a vision statement is not only a reflection of a company’s aspirations but also a key component that shapes its future actions and strategies.

How to Write a Vision Statement

Writing a vision statement can be a daunting task, but it doesn’t have to be. This guide will walk you through the process step-by-step and equip you with the knowledge and skills needed to write an effective, inspiring vision statement.

Step 1: Identify Your Goals

The first step in writing a vision statement is to identify your long-term goals for the company. You may refer to your business plan, mission, and personal brand statement for ideas. The following questions can also help you identify relevant points. What do you want to achieve? What does success look like three, five, or ten years from now? These questions will help you define the core purpose of your business.

It’s also important to consider any short-term objectives or milestones that have been set. You may find that some objectives are more achievable than others and must be adjusted accordingly. By taking this into account, you can create a realistic yet ambitious vision statement that will keep everyone motivated throughout the journey.

Step 2: Gather Input From Others

Once you’ve identified your goals, it’s time to get input from other stakeholders in the company such as employees, customers, and shareholders. Ask them what they think should be included in the vision statement and how they would like to see their individual contributions reflected in it.

Gathering input from others helps provide perspective on different aspects of your business and ensures that everyone is working towards the same end goal.

Step 3: Write It Down

Now comes the fun part – writing down your vision statement! Start by summarizing what you’ve learned so far such as what are your core values as a business, who are your customers, what you offer them, and where you want to go in the future.

Be sure to use concise language that speaks directly to these topics, as well as evokes emotion by showcasing why this journey matters for both yourself and those involved with you along the way.

Step 4: Finalize & Publish Your Vision Statement

When crafting and editing your vision statement, make sure it’s something you can easily explain and believe in wholeheartedly. This is key for providing direction when making decisions down the line.

Once finalized, don’t forget to share it with all stakeholders so that everyone knows what lies ahead and how they can contribute towards achieving those goals. By keeping the vision statement visible and alive, it will serve as a reminder of the company’s purpose and inspire everyone to keep pushing forward.

Vision Statement Template

A vision statement template provides a framework for creating an inspiring and effective vision statement. It asks questions about your company’s goals, values, and intended audience to help you create a statement that is meaningful and motivating.

Once you have answered the questions in the template, you can fill in the necessary sections in the template below to form the statement itself.

Our vision is to (describe goal/long-term objective) , while providing (describe services provided) , as well as striving towards (describe values) . We will inspire our (audience) by upholding our commitment to (list specific objectives or values) , ultimately leading to our success in achieving (key results or desired outcomes) .

22 Vision Statement Examples

How are some of the world’s most successful organizations defining their own visions? What do you think of their inspiring vision statements?

Check out the following 22 examples of good vision statements from famous companies that you can use as inspiration to create your own vision statement:

Ikea’s vision statement reads , “Our vision is to create a better everyday life for many people.”

2. Linkedin

In its vision statement, LinkedIn defines what sets the company apart from other social media platforms when it says , “Create economic opportunity for every member of the global workforce.”

3. Patagonia

Patagonia’s vision statement states : “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”

The Ford Motor Company’s vision statement says , “People working together as a lean, global enterprise to make people’s lives better through automotive and mobility leadership.”

5. Southwest Airlines

Southwest’s vision statement states , “To be the world’s most loved, most efficient, and most profitable airline.”

Tesla’s vision statement reads, “Create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.”

7. San Diego Zoo

The San Diego Zoo’s vision statement says, “To become a world leader at connecting people to wildlife and conservation.”

8. The Nature Conservancy

The Nature Conservancy’s vision statement looks to the company’s future and encompasses its values : “To leave a sustainable world for future generations.”

9. AT&T

AT&T’s vision statement reads , “To build a new global communications network that allows human resources to reallocate to more complex and productive activities – within a decade.”

10. Johnson & Johnson

Johnson & Johnson uses the following vision statement to inspire healthier communities: “For every person to use their unique experiences and backgrounds, together – to spark solutions that create a better, healthier world.”

The BBC ‘s vision statement is short and sweet: “To be the most creative organization in the world.”

12. Ben & Jerry’s

Ben & Jerry’s defines its core values in the following mission statement: “Making the best ice cream in the nicest possible way.”

Short Business Vision Statement Examples

Creating a strong and concise vision statement can be difficult, even though the companies on our list make it look easy.

Here are some short business vision statement examples that you can use to model your own unique vision statement.

13. Feeding America

Feeding America’s short business vision statement describes the organization’s efforts: “A hunger-free America.”

The TED organization presents the world’s information and uses a short vision statement: “Spread ideas.”

Zoom’s short vision statement reads , “Video communications empowering people to accomplish more.”

Oxfam’s vision statement is simple and describes the company’s commitment: “A just world without poverty.”

17. Whole Foods

Whole Foods’ inspiring vision statement says , “To nourish people and the planet.”

In its vision statement, the world’s premier entertainment company says its vision is, “To be one of the world’s leading producers and providers of entertainment and information.”

Amazon’s vision statement shows the company isn’t afraid to dream big; it reads, “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.”

IBM uses a vision statement detailing its overarching vision, saying, “To be the world’s most successful and important information technology company. Successful in helping our customers apply technology to solve their problems. Successful in introducing this extraordinary technology to new customers. Important because we will continue to be the basic resource of much of what is invested in this industry.”

21. McDonald’s

McDonald’s vision statement describes its values : “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.”

22. Warby Parker

The Warby Parker vision statement confirms the company’s direction is to offer designer eyewear; it reads, “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.”

Why Vision Statements are so Important for Businesses

A vision statement is undeniably one of the vital parts of a strategic planning process in business. It serves as the guiding light, providing both direction and energy to all business operations. Here are the reasons why a vision plan is so important for businesses:

• Clear Direction : A vision statement provides a clear direction of where the organization wants to go. It outlines the end goal, helping employees understand the path the company is taking and align their individual efforts accordingly.
• Guidance and Motivation : Vision statements offer guidance to employees, stakeholders, and even customers about the long-term objectives of the organization. They are inspirational, meant to encourage and motivate everyone involved with the company.
• Foundation for Marketing Plan : A vision statement can serve as the basis for your company’s marketing plan . It can inform branding, messaging, and strategic initiatives, ensuring your marketing efforts are aligned with your company’s future goals.
• Informs the Action Plan : A vision statement supports the company’s action plan. By clarifying the ultimate goal, it ensures that all new initiatives and strategies are supporting the company’s vision. This helps maintain coherence and focus in the business operations.
• Decision-Making Tool : Having a vision statement simplifies decision-making processes. When faced with options, the question becomes, “Which choice better aligns with our vision?” This can prevent the company from straying off course or getting distracted by short-term gains.
• Sets Expectations and Energizes Teams : A strong vision statement creates a sense of purpose, stimulates commitment, and energizes teams to work towards the set vision. It can help in building a unified team working in sync for a common goal.
• Enhances Business Growth and Success : A well-defined vision statement sets the stage for business growth and success. It helps in identifying opportunities, improving performance, and inspiring innovation, all crucial for the company’s expansion and profitability.

Thus, having a well-crafted vision statement is not just a good practice, but a necessity for any business aiming for long-term success. It serves as a constant reminder of what the company wants to achieve, steering all business operations in the same direction.

Mission Statement Vs Vision Statement

The company mission statement and the vision statement are two distinct concepts, but both mission and vision statements have one major thing in common – they are each used to define the future goals and values of a business.

A company’s mission statement describes what an organization does in the present day, while a vision statement outlines an ambitious goal for what it wishes to achieve in the next five to ten years.

Both vision and mission statements should be concise, inspiring, and achievable, enabling everyone in the organization to share a unified purpose and move forward together toward success.

Characteristics of Amazing Vision Statements

A vision statement is a guiding document that helps to articulate the future aspirations of an organization.

For example, the Starbucks vision statement is “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.” A great vision statement should have four key characteristics:

Clarity is essential when crafting a compelling vision statement. It should communicate what the organization wants to accomplish in an easy-to-understand manner, avoiding any complex language or jargon.

Clarity allows everyone involved in the organization to clearly comprehend the what, why, and how of the statement and serves as a rallying cry for all stakeholders. A clear, concise, and compelling vision statement can help shape the direction of an organization for the better.

Having a focused vision statement is essential for any organization’s future aspirations. It should define the specific goals and objectives of the organization, and how they plan to achieve them.

It should also help make sure that everyone involved in the organization is on the same page and working towards a shared goal.

A focused vision statement should be detailed enough for people to understand what their role is in contributing to the success of the organization, but broad enough to leave room for growth and development.

Inspiration

Inspiration is a key component of an amazing vision statement. It allows the reader to get an idea of what the company stands for and why they are striving to reach its goals.

A great vision statement should inspire and motivate people to take action, while also providing a clear sense of direction. Inspiration can come from the company values, or from stories of real-world successes.

When done correctly, inspiring statements can help build trust and strengthen relationships between consumers and businesses.

Feasibility

Feasibility is an important characteristic of an amazing vision statement. The statement should be realistic and achievable, while still pushing the boundaries of what is possible.

The vision must have a balance between ambition and practicality to ensure that it will be taken seriously by stakeholders. It must also align with the company’s current capabilities and resources in order to be believable.

In addition, it should address any potential obstacles that may occur on the way to achieving the goals set by the vision.

Tips on How to Write a Good Vision Statement

How can you describe your entire business’s vision in just a few words? It is possible to create the perfect vision statement for your small business with creativity, focus, and effort. The following few tips for writing a vision statement should help:

• Don’t be afraid to dream big and focus on the future of your organization. What can the company be in the years to come? What do you want to be known for?
• Ensure that your vision statement reflects the core values and ethos of your business. It should be a true representation of what your business stands for and its fundamental beliefs.
• Make it memorable and bring inspiration. What sets your organization apart from the competition? Be sure and highlight what makes your small business unique, and choose a language that inspires those within the organization to achieve its goals.
• Highlight the impact you want your business to have on your customers, community, or even the world. This adds depth to your vision, showing that your goals extend beyond just profitability.
• While it’s important to dream big, your vision should still be within the realm of possibility. It should challenge and motivate your team but remain achievable.
• input from your employees or team members. Their insights can provide different perspectives and help craft a vision statement that resonates with everyone in the organization.
• Consider what makes your business different and superior to competitors. Your vision statement should mirror these unique aspects, setting you apart in the industry.
• Choose clear and specific language . Dreaming big doesn’t have to mean being vague, and the perfect vision statement should be specific enough to influence future decisions. Remember, you aren’t talking about the past, so be sure and write the vision statement in the present tense.
• Consider how you want your business to be remembered in the long term. A good vision statement often encapsulates the legacy you aim to leave.
• Your vision statement should be dynamic enough to evolve as your business grows and adapts to changing market conditions or customer needs.
•  After drafting your vision statement, test it with a small group of stakeholders. Gather feedback and refine the statement to ensure it clearly communicates your intended message and resonates with your audience.
• Keep it short . The best vision statements are not longer than a sentence or two, and many of the most memorable consist of just a few words.

Final Words

A well-crafted vision statement is a key component of any successful business. It outlines an inspiring goal that everyone in the organization can strive toward, provides guidance for decision-making, and helps to ensure that initiatives are focused on achieving the ultimate mission.

With some planning and creativity, anyone can craft a great vision statement using examples or templates as a starting point. When done right, it can ignite passion and motivation in employees and stakeholders alike – setting your business up for success.

However, if done incorrectly and without the proper care and consideration, it can do the opposite. So, take your time and create something that you and everyone else in your organization can believe in.

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@media(min-width: 1024px){.css-hqxvux{max-width:100%;}} 22 vision statement examples to help you write your own.

When launching a startup, founders typically have an idea of what they want to achieve — a vision of what success will look like. During the strategic planning process, it’s important to put this vision into concrete terms. Not only does a vision statement clarify your thoughts, but it helps employees and stakeholders understand what the business has set out to accomplish. No matter what the business, a good mission and vision statement can inspire and motivate employees to make that vision a reality.

Whether it’s your first or fifth business, writing a compelling vision statement can be challenging. Below, we'll share how to write a vision statement — one that inspires your employees and positively impacts your business — and we'll look at a few vision statement examples to help you get started. 

What is a vision statement? 

A personal mission statement and personal vision statement can be used to guide our decision-making and help us stay focused to meet our long-term goals. Company statements are no different. A company vision statement is one of your most important business documents, along with your mission statement and core values. Although it’s easy to confuse the three, each one is unique and serves its own purpose. 

Core values are the organization’s long-term beliefs and principles that guide employee behavior. A mission statement deals with “why” an organization exists, while a vision statement outlines “what” that existence will eventually look like. A mission statement has to do with what the organization is doing in the present, while a vision statement focuses on the future. Mission statement examples include L’Oreal’s “Offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy, and safety.” Conversely, Disney’s vision for itself is “to be one of the world’s leading producers and providers of entertainment and information.”

Primarily intended for internal employees and shareholders, a vision statement describes what an organization aspires to be. It helps to think of a vision statement as part roadmap, part inspiration. By outlining a long-term vision, rather than just short-term goals, a vision statement helps give the organization shape and purpose. 

Why it’s important to have a vision statement.

Despite the importance of a vision statement, many companies choose to operate without one. Some simply combine their mission and vision into one general document. Others do away with the idea altogether, thinking that corporate visions are vague statements that serve no actual purpose. 

Furthermore, studies show that highly aligned organizations grow revenue 58% faster, and are 72% more profitable than ones that are unaligned. If an organization doesn’t have a vision or a clear idea of what it wants, it will greatly limit its opportunities and have a difficult time inspiring employees to stay committed.  

How to write a vision statement.

Writing a vision statement may seem like a daunting task. It’s read by every employee and shareholder, and greatly impacts the success of the organization. And a vision statement takes time and thought. When done well, a vision statement can provide the encouragement your company needs to achieve its goals. To streamline the process, keep the following steps in mind while crafting your vision statement:

1. Determine who will help write your vision statement.

When starting out, it’s likely you and your partners will be responsible for writing your company’s vision statement. Once you start hiring, you can ask managers and employees to contribute additional insights. Interviewing a range of individuals will help create a vision statement that integrates and speaks directly to the entire organization. 

2. Project your goals for the future.

Imagine your company five or ten years down the line. The outcome you envision — your dream for the future, your success as a company — should be captured in the vision statement. Keep in mind that the statement should only include the vision, not an actual step-by-step plan for implementing solutions. 

The following questions can help you clarify your vision: 

• Where do we want the organization to go? 
• What can we realistically achieve?
• What problem does the organization intend to solve?
• What are the changes we believe the organization can make for individuals? For the industry? 
• How will things be different if the vision is realized?
• What phrases or keywords describe the type of organization and outcome we want?

3. Stick to the specifics.

A generic vision statement — one that sounds like it could apply to any company — will not be enough to motivate your team. Vision works best when it’s specific and describes an end goal only your organization can provide. Don’t be afraid to dream big. A lukewarm vision will only yield lukewarm results. So it’s important to be bold, and even risky, when writing your vision statement. 

4. Keep it short and simple.

While it should be specific, a vision statement shouldn’t be overly detailed. It should be concise. Start by jotting down all of your ideas, and then pare those down to the essentials. Keeping just one or two key points helps create a clear vision that’s easy for everyone to focus on and fulfill. Stay away from technical terms and jargon, and use the present tense. Rather than trying to write something catchy, aim for clarity. A great vision statement works best when it’s simple, memorable, and inspirational. 

Revisit your vision often as your company evolves.

A vision statement sets an organization’s sights on the future. However, once that future is reached, the vision needs to continue moving forward. Your vision statement is a living document, not a set of static sentences. It plays an important part in your overall strategic plan for a certain time frame. It should therefore be regularly updated to reflect your organization’s current purpose. 

Constantly communicate your vision.

Once you have a vision statement that articulates your end goal, make sure it’s clearly communicated. A vision is more effective when your entire organization takes it to heart. Commit the proper resources and time toward realizing the vision you’ve set. This can mean investing in seminars and training or launching a new product. It can also include offering the lowest possible prices, entering new markets, or exploring other areas of opportunity. A good way to help everyone align with a company's vision statement is by inviting them into the process. Ask for employees’ input, and suggest ways to incorporate the vision into their work. Then, make sure to recognize or reward individuals for their standout contributions.

Vision statement examples.

Sometimes, seeing what works for notable companies is just the inspiration you need to create your own vision statement. Below are some inspiring vision statements from today’s top companies:

Concept-based vision statements.

Some vision statements are based on concepts of what the company hopes to be or achieve in the future. This can be a general statement focused on customers, or a position the company wants to hold within the industry. Below are a few examples of concept-based vision statements:

• BBC: “To be the most creative organization in the world”
• Disney: “To make people happy.”
• Google: “To provide access to the world’s information in one click”
• IKEA: “To create a better everyday life for the many people”
• Instagram: “Capture and share the world’s moments”
• LinkedIn: "Create economic opportunity for every member of the global workforce”
• Microsoft: “To help people throughout the world realize their full potential”
• Nike: “To bring inspiration and innovation to every athlete in the world”
• Oxfam: “A just world without poverty”
• Shopify: “To make commerce better for everyone”
• Sony: "To be a company that inspires and fulfills your curiosity.”
• TED: “Spread ideas”
• Tesla: “To accelerate the world’s transition to sustainable energy”
• Uber: “We ignite opportunity by setting the world in motion”
• Whole Foods : “To nourish people and the planet.”

Quality-based vision statements.

Other common vision statements are focused on internal goals. These include the type of products and services the company hopes to provide as they grow. Quality-based vision statements can also relate to company culture and operations. The following are some examples from actual United States companies in different industries:

• Amazon: “Our vision is to be earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”
• Avon: “ To be the company that best understands and satisfies the product, service, and self-fulfillment needs of women—globally.”
• Ben & Jerry’s: “Making the best ice cream in the nicest possible way”
• Ford: “People working together as a lean, global enterprise to make people’s lives better through automotive and mobility leadership.” 
• IBM: “To be the world’s most successful and important information technology company. Successful in helping our customers apply technology to solve their problems. Successful in introducing this extraordinary technology to new customers. Important because we will continue to be the basic resource of much of what is invested in this industry.”
• McDonald’s: “To move with velocity to drive profitable growth and become an even better McDonald’s serving more customers delicious food each day around the world.”
• Nordstrom: “To serve our customers better, to always be relevant in their lives, and to form lifelong relationships”
• Starbucks: “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.” 
• Warby Parker: “We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.”
• Zappos: “To provide the best customer service possible. Deliver 'WOW' through service”

Keep a clear vision.

Even if it’s just a few sentences, a vision statement provides a lot of value. Not only does it outline the company’s desired outcome, but it can communicate intentions and hopes for the future. The best part is that a vision statement changes with your organization. When a vision is reached or updated, it’s time to create a new vision statement. This encourages everyone toward greater goals, and opens your company to more possibilities.

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What Is a Vision Statement? 25 Vision Statement Examples

A vision statement almost sounds mystical. But it’s not supernatural, far from it. Rather, a vision statement is a foundational business document.

There’s a lot of paperwork that clutters the office of any organization, but the vision statement is unique from the rest. Often confused with a mission statement , the vision statement has a different purpose. A vision statement looks toward the future, but a mission statement talks about what the company is doing in the present.

What Is a Vision Statement?

A vision statement is a business document that states the current and future objectives of an organization. A company’s vision must align with its mission, business plan , strategic plan, and organizational culture. A vision statement isn’t only used in business; nonprofits and government offices also use them to set strategic goals.

Vision statements aren’t necessarily set in stone. They can be returned to, reviewed and revised as necessary. Any changes should be minimal, however, because a vision statement is a guideline for a company’s strategic plan , so it must be thoroughly reviewed.

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The business vision of an organization might change over time, as companies adapt to their business environment and external factors that might affect their ability to achieve their mission. Using a SWOT analysis is a good way to gauge the internal and external factors that shape the business environment of a company.

A vision statement doesn’t have any particular length. However long it is, the vision statement is formally written and is used as a reference in company documents to serve as a guide for short and long-term strategic planning. The best way to learn about vision statements is to look at examples. We’ve gathered 25 vision statement examples from the best companies in the world to help you write your own.

What Is the Purpose of a Vision Statement?

As stated above, a vision statement is an integral part of an organization because it aligns with its mission, core values, and culture. It also guides the strategic plan because it sets future goals. Similar to a mission statement, a vision statement it’s a living document that’s referred to as a lodestar to lead a company to its next innovation and so, all the projects and programs executed by the project management office (PMO) should be aligned with it.

Related: Free Project & Tracking Templates for Excel

There are different approaches when it comes to writing a vision statement, as companies have unique core values. For example, a motivational vision statement will both motivate existing employees and also drive talent to the company. They’ll want to work at a place with a business vision that aligns with their personal values. A strong vision statement also works to help differentiate your company. All companies want to become profitable, but a company can create a unique vision statement that’s appealing to its customers and employees.

Free Vision Statement Template

Feel inspired? Ready to make your own vision statement? Download our free vision statement template for Word and start refining your vision. There’s even guiding questions to help you get started.

Why Is it Important to Have a Vision Statement?

Vision statements are one of the most important documents you can create for your business because they set a common goal for everyone in your organization. Once you get your employees on the same page, it will be easier to lead them toward success.

Types of Vision Statements

In addition to the traditional business vision statement, there are other types of vision statements, such as project, product and even personal vision statements.

Project Vision Statement

A project vision statement is used to guide a project, motivate the project team and further inspire those involved. Like any vision statement, it’s short but should be powerful to communicate the project’s aim. It’s not specific or directional but delivers the end goal of the project which must be aligned with the strategic goals of a company. In that sense, the project team can use the project vision statement as a guide to follow and help them make decisions that align with the overall project vision.

Product Vision Statement

A product vision statement is also a guide and a tool to motivate and inspire product development teams. It tends to look toward the future to expose where the product will be in a number of years. Therefore, a product vision statement goes beyond what the product is currently, but its vision shouldn’t be unrealistic. While there’s no standard length, like any vision statement, the product vision statement should be short and to the point.

Personal Vision Statement

A vision statement isn’t restricted to the realm of industry, you can make one for your own purposes. A personal vision statement simply focuses on your personal values, strengths and goals. While you can use a personal vision statement for your professional life, it’s also commonly focused on life-long goals. As with any vision statement, use it to keep you on track and make the right decisions to direct you to that transformational achievement. Then, you should make an action plan to make your personal vision come true.

Vision Statement vs. Mission Statement

The vision statement and mission statement are both equally important for a company as they complement each other and guide the direction of your company. The main difference between them is that the mission statement describes what your company does, while your vision statement explains what the company attempts to achieve in the future.

On the other hand, their main similarity is that they both need to align with your company’s core values and culture because all these elements make up your company’s identity and differentiation factors.

Vision Statement vs. Purpose Statement

The vision statement comes before the purpose statement and it outlines where you want to be. First, you have to conjure it. You’re not there yet, but keeping the vision in sight allows you to get there in time.

A purpose statement is the why, it’s the reason you want to achieve the vision that’s your goal. You have to answer the question of why you want to achieve this vision. Therefore, the purpose statement is about the overall values.

There’s also a mission statement, which often joins these other two statements. The mission statement is about how you’ll achieve your goals. This allows you to make a plan, create steps to implement it and track your progress towards achieving that vision statement.

25 Vision Statement Examples

The best way to learn about vision statements is to look at real-life vision statement examples. We’ve gathered 25 vision statement examples from the best companies in the world to help you write your own. These examples prove that a vision statement isn’t a templated document that only differs from other organizations by the branded logo on top of it.

• IKEA: “Our vision is to create a better everyday life for many people.”
• Nike: “Bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)”
• McDonald’s: “To be the best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness and value, so that we make every customer in every restaurant smile.”
• Amazon: “We strive to offer our customers the lowest possible prices, the best available selection and the utmost convenience.”
• Walmart: “Be the destination for customers to save money, no matter how they want to shop.”
• Google: “To provide access to the world’s information in one click”
• Microsoft: “To help people and businesses throughout the world realize their full potential.”
• 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.”
• Coca-Cola: “Our vision is to craft the brands and choice of drinks that people love, to refresh them in body and spirit.”
• Starbucks: “Treat people like family, and they will be loyal and their all.”
• Tesla: “To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.”
• Samsung: “Inspire the world with our innovative technologies, products and design that enrich people’s lives and contribute to social prosperity.”
• Netflix: “Becoming the best global entertainment distribution service.”
• Zoom: “Zoom is for you.”
• Patagonia: “We’re in business to save our home planet.”
• Oxfam: “A world without poverty.”
• Disney: “To be one of the world’s leading producers and providers of entertainment and information.”
• Instagram: “Capture and share the world’s moments.”
• LinkedIn: “Create economic opportunity for every member of the global workforce.”
• Meta: “Give people the power to build community and bring the world closer together.”
• Shopify: “To make commerce better for everyone.”
• Uber: “We ignite opportunity by setting the world in motion.”
• TED: “Spread ideas”
• American Express: “Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.”
• Sony: “To be a company that inspires and fulfills your curiosity.”

How to Write a Vision Statement

Every company has a unique vision statement, but the process is similar for most of them. Here are some steps to help you write your own.

1. What Are the Core Values of Your Company?

The core values of your company define its identity and how it interacts with the communities and the environment. It’s important to understand them to define your company vision.

2. What’s Your Company Mission?

Understanding what your company does and how it operates is essential to planning for the future.

3. Understand Your Company Culture

A strong company culture is an essential part of the success of any business. That’s why your vision must be aligned with it, otherwise, your strategic planning won’t work.

4. Identify Current Strategic Goals

Before you think about future goals, you must understand where your organization currently stands. Your vision might be a long-term plan that sets goals for the next 5 to 10 years, but those goals need to be realistic. You can use a SWOT matrix to get a better idea of the competitive environment of your business.

5. Define Future Goals

Think about what you’d like your company to achieve in the next 5-10 years based on the current status of your business and create a strategic plan to achieve your goals.

6. Write Your Vision Statement

Now that you have an idea of the main elements that are involved in the process of writing your vision statement, you can create one that fits your organization.

Best Practices for Writing a Vision Statement

There’s no template for writing a vision statement, however, a common structure for successful ones includes these traits:

• Be concise: This isn’t the place to stuff a document with fluff statements. It should be simple, easy to read and cut to the essentials so that it can be set to memory and be repeated accurately.
• Be clear: A good rule of thumb for clarity is to focus on one primary goal, rather than trying to fill the document with many ideas. One clear objective is also easier to focus on and achieve.
• Have a time horizon: A time horizon is simply a fixed point in the future when you’ll achieve and evaluate your vision statement. Define that timeline .
• Make it future-oriented: Again, the vision statement isn’t what the company is presently engaged in but rather a future objective of where the company plans to be.
• Be stable: The vision statement is a long-term goal that should, ideally, not be affected by the market or technological changes.
• Be challenging: That said, you don’t want to be timid in setting your goals. Your objective shouldn’t be too easy to achieve, but also it shouldn’t be so unrealistic as to be discarded.
• Be abstract: The vision statement should be general enough to capture the organization’s interests and strategic direction.
• Be inspiring: Live up to the title of the document, and create something that will rally the troops and be desirable as a goal for all those involved in the organization.

Because the vision statement is a foundational business document that will guide the company’s strategic planning direction for years to come, consider using project planning tools and brainstorming techniques to get input from everyone on the team. That way, you’ll get greater buy-in from the company, and you’ll widen your net for collecting business vision ideas.

Using ProjectManager to Write a Vision Statement

Writing a vision statement is a project in itself, and one that should be treated with some weight. A vision statement informs the direction, morale and spirit of the organization: you need it to be inspiring.

To help you craft the ideal vision statement, try ProjectManager . Our subscription model gives you several entry points. Then you can create collaborative task lists, so you can brainstorm with other leaders in the organization regarding your direction. Create a task, and add subtasks, so you can take everything into account when making your vision statement. Plus, you can add comments and files to tasks, so collaboration can stay focused and localized.

Once you’ve crafted a vision statement that inspires your team, the real work begins. To achieve that vision, you’ll need the right tools. ProjectManager is online project management software with tools like online Gantt charts, task lists and kanban boards to help you complete projects and make a name for yourself. Take a free trial of our award-winning software and see how it can help you realize your vision .

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One of the first steps in establishing a new organization is generating a vision statement that reflects the initial inspiration many founders feel when they decide to create their nonprofits. It’s purpose cannot be minimized, the vision statement speaks to the organization’s intention and why the organization needs to exist.

All organizations, including for-profit companies, nonprofits, charities and other groups, use vision statements to guide them with their essential work. They need to be clear on what role they will serve in the organization. Here, you’ll discover the following:

• Vision statement definition
• What is the purpose of a vision statement and why is it important?
• Vision vs. mission statement
• How to write a vision statement
• 25 vision statement examples

What Is a Vision Statement?

So what is the meaning of ‘vision statement’? A vision statement is a written document that describes where an organization is going and what it will look like when it gets there.

The length of a business vision statement is not generally a consideration. It can be short, long or anywhere in between. The important thing is to write it clearly and thoughtfully. Why? Because a it is a basis for everything a nonprofit does. For example, the board relies on the vision statement when making strategic plans and decisions. Moreover, the staff and volunteers also look to the vision statement for long-term direction, and donors will read your it when deciding whether to support your nonprofit.

Because your board will be referring to your business vision statement often, be sure to store it with your nonprofit’s mission statement in your  BoardEffect  board management system so board members can refer to it as needed.

Why Is a Vision Statement Important?

The board of directors needs to understand the importance of creating a thoughtful vision statement — it is at the heart of everything else they do.

A vision statement is meant to be shared and proud of. The vision communicates your organization’s value and commitment to achieving its goals.

Has your board considered the following reasons for taking sufficient time to create a meaningful vision statement?

• Provides a clear picture of the value your nonprofit gives to the community.
• Makes the contributions of your donors, staff, and volunteers more meaningful and inspires them.
• Helps attract and engage passionate, engaged people outside your regular networks.
• Clarifies the scope of your nonprofit’s work.
• Stands as a public commitment to following through on achieving your nonprofit’s goals.

A long-term approach to business means that the company desires to serve like-minded customers. A vision statement caters to the characteristics and lifestyle of the customers they serve as well as the market conditions.

Vision vs. Mission Statement: What’s the Difference?

While the two terms are closely related, there is a distinct difference between a vision and a  mission statement . Each statement has a reason for existing and should not get used interchangeably

The most notable difference between a vision and a mission statement is the timeframe — a vision statement reflects the hopes of the future, and the mission statement reflects what is happening now.

The mission statement defines the nonprofit’s  purpose , and it speaks to the original inspiration for the nonprofit. The length of mission statements varies from a short sentence to a few short sentences. A mission statement describes what the nonprofit is currently doing, who it serves and the benefits it provides.

Unlike a mission statement, which speaks to current programs and activities, a vision statement says where the nonprofit hopes to be once it fulfills its mission. Good vision statements are forward-thinking statements that sketch out what the nonprofit hopes to see in the future through its work.

How to Write a Vision Statement

Nonprofit board members should consider themselves visionary leaders who can communicate the nonprofit’s vision to others.

Writing a vision statement is a critical step in building a nonprofit. For that reason, nonprofit boards use their planning time wisely and give the process of writing sufficient time to create a statement that is clear and inspiring.

In forming your vision statement, your board may want to consider the following questions:

• What is our nonprofit’s true purpose?
• What do we hope our nonprofit can achieve?
• What are the core values that should be reflected in our vision statement?
• In what ways does the mission statement align with the core values of our nonprofit?
• How does the vision statement align with our nonprofit’s culture?
• Will our strategic goals for the next 5-10 years enable our statement to come to fruition?

As challenging as the process is, being part of a group that creates a nonprofit vision statement is rewarding. In creating a good statement, members of the group can give their nonprofit’s vision life by articulating it in words.

A quality vision statement has the following characteristics:

• Forward-thinking
• Aligned with the nonprofit’s mission, core values, and culture

When creating your vision statement, avoid using jargon and make it inspiring.

Creating a Compelling Vision Statement: Step-by-Step

• Assemble a Team  — Get input from outside the team. Ask for ideas from the founders, staff, volunteers, donors, and members of the community.
• Be Clear on the Nonprofit’s Purpose  — Keep the nonprofit’s purpose at the center of your work. Write it in large letters and display it in your team’s work area.
• Create a Backward Roadmap  — Start at your end goal of what you want to see and start working backward toward the present. Next, write out detailed steps that create a timeline that takes you from the current time to 5-10 years in the future.
• Make It Concise  — While it’s important to have an ambitious vision, the vision statement must be powerful, yet realistic. Narrow it down to a few sentences.
• Get Feedback and Revise — A vision statement typically sounds awesome to the work team, but the first draft does not always translate as proficiently to others. Get feedback from others, consider it carefully, and revise it as necessary.

We can learn a lot from current examples of vision and mission statements from existing nonprofits and corporations.

25 Examples of Vision Statements

We’ve compiled the following vision statement examples to inspire the creation of your own:

• Avon  — To be the company that best understands and satisfies the product, service and self-fulfillment needs of women—globally.
• Tesla  — To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.
• Meta (Facebook)  — To bring the metaverse to life and help people connect, find communities, and grow businesses.
• Goodwill  — Our vision is to transform lives and communities through the power of work.
• Alzheimer’s Association  — A world without Alzheimer’s and all other dementia.
• Feed the Children  — To create a world where no child goes to bed hungry.
• Habitat for Humanity  — A world where everyone has a decent place to live.
• Mayo Clinic  — Transforming medicine to connect and cure as the global authority in the care of serious or complex disease.
• Cross International  — Christians united in overcoming physical and spiritual poverty.
• Oceana  — Oceana seeks to make our oceans as rich, healthy, and abundant as they once were.
• Ford  — To become the world’s most trusted company, designing smart vehicles for a smart world.
• IBM  — To be the world’s most successful and important information technology company.
• Google  — To provide access to the world’s information in one click.
• IKEA  — To create a better everyday life for the many people.
• LinkedIn  — To create economic opportunity for every member of the global workforce.
• Sony  — Using our unlimited passion for technology, content, and services to deliver groundbreaking new excitement and entertainment, as only Sony can.
• TED University  — TED University aims to be inspiring and unique in providing a transforming and liberating educational experience; and produce knowledge and create solutions through interaction with the town and society.
• Harvard College  — Harvard College sets the standard for residential liberal arts and sciences education. We have committed to creating and sustaining the conditions that enable all Harvard College students to experience an unparalleled educational journey that is intellectually, socially, and personally transformative.
• Southwest Airlines  — To be the world’s most loved, most efficient, and most profitable airline.
• NAMI  — NAMI envisions a world where all people affected by mental illness live healthy, fulfilling lives supported by a community that cares.
• Astellas  — Create innovative new drugs and medical solutions by leveraging our core capabilities.
• American Express  — Provide the world’s best customer experience every day.
• UHS  — UHS, the region’s leading integrated healthcare system, will demonstrate exceptional value in the delivery of coordinated, patient-centered care.
• Asana  — To help humanity thrive by enabling the world’s teams to work together effortlessly.
• Coca-Cola  — Our vision is to craft the brands and choice of drinks that people love, 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.

Key Takeaways on Leveraging Vision Statement Examples to Create One for Your Nonprofit

There are several key takeaways to consider as your nonprofit learns from the vision statement examples that we’ve listed here for existing corporations and nonprofits. Your nonprofit’s  mission statement  and vision statement serve different purposes and your team should understand the differences between them.

We have given you examples of good vision statements that are short and long for your review. Each of them is impactful in its own way.

Good vision statements should be a central part of strategic planning for nonprofits. Because it guides all aspects of a company, boards should take their time in developing it.

Once the vision statement is created, share it with the world and communicate it with a sense of pride.

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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
• Go Back to Introduction and Table of Content

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21 Vision Statement Examples (+ How To Write Yours)

Need a vision statement for your business? Here are the top company vision statements to inspire yours.

A vision statement is an aspirational statement made by a company that outlines long-term goals. A successful vision statement inspires employees and steers an organization’s efforts.

An inspiring vision statement motivates both employees and customers to be invested in their company’s journey toward achieving its desired plans. And inspired employees inspire customers, who can then inspire even more customers, helping make a business’s vision a reality.

Bottom line? Your vision statement is important when starting a business .

Ahead, take a look at some vision statement examples and strategies to inspire a vision statement for your business.

What is a vision statement?

A vision statement outlines a company’s long-term goals. It’s typically ambitious and communicates how the company plans to make a difference in the world. Think of it as a roadmap for making decisions that align with your company’s philosophy and objectives.

A good vision statement helps you:

• Inspire teams and keep them focused
• Connect with customers in niche markets
• Make smarter decisions
• Attract top talent

A vision statement is usually paired with a mission statement to guide planning. It doesn’t have a set length. You can craft a one-sentence statement or write a three-page document discussing the company’s future.

The goal of a vision statement is to differentiate yourself from competitors and focus efforts on achieving your objectives. 

Vision statement vs. mission statement

Mission and vision statements are both represent a company’s purposes, goals, and core values. They’re similar and oftentimes confused, but there are some differences:

Learn more: Mission vs. Vision Statement: What’s the Difference?

21 vision statement examples

Your vision statement is unique to your company, but it’s useful to see how popular brands express their future goals. Here are 21 examples:

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

Tesla ’s statement is focused on changing the car industry by fueling cars with sustainable energy. It’s a sweeping goal, and one that motivated Tesla to build one of the best car batteries ever created.

Vision statement: Produce less, produce well.

Abysse is a swimwear brand with a commitment to sustainability and quality, inspiring a respect for and connection with nature. The brand has high standards for its manufacturing processes, focusing on conscious materials and practices and integration with the local community where it’s headquartered in Tahiti.

Vision statement: To be Earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online. 

This statement communicates that Amazon wants to provide customers with anything they might want. Its aim is to build the company to be so expansive that any Amazon customer will never need to shop anywhere else again. This ambition to become every person’s one-stop shop has turned Amazon into the leading global ecommerce market.

4. United By Blue

Vision statement : A world without waste.

Sustainable goods brand United By Blue is another example of a brand with an environmentally conscious vision statement. United By Blue cleans up one pound of trash from the world’s waterways for every product purchased, in effort to support its vision.

5. Warby Parker

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

Warby Parker started with the grand vision of innovating eyewear through social media . The brand used social media to advertise its products and raise awareness of the need for glasses and exams for people without access to these services. 

Warby Parker’s vision statement conveys its belief that shopping for glasses shouldn’t be difficult or expensive and that everyone should be able to see. To that aim, it started the buy a pair, give a pair initiative. Every pair of glasses you purchase from Warby Parker will provide eye exams and glasses to those who wouldn’t otherwise have access to them.

6. SEPTEMBER

Vision statement: To be every woman’s first choice for confident and comfortable swimwear.

While Abysse leans into its conscious initiatives, SEPTEMBER has a different vision for its swimwear brand: to be approachable, comfortable, and the go-to bathing suit for women. Its products feature timeless designs for all body shapes and sizes.

Vision statement: To be one of the world’s leading producers and providers of entertainment and information.

Disney ’s statement declares its goal is to be the place people turn to for content. The vision statement is simple and provides the company with the direction it needs.

To that end, Disney has news and entertainment content makers like ESPN, ABC News, FOX News, and Marvel under its umbrella. 

Vision statement: To create essential modern classics while constantly evolving and being inventive.

RAEN is a sunglasses brand with a vision of creating products that strike the perfect balance of innovation and timelessness. It constantly tries new designs with high-quality materials, including optics manufactured by Zeiss. Every piece is made by hand and intended to deliver comfort, style, and durability.

9. Coca-Cola

Vision statement: To craft the brands and choice of drinks that people love.

Coca-Cola has chosen a globally appealing vision statement. True to its word, Coca-Cola has become the world’s leading soft drink brand . It has a presence in more than 200 countries and owns more than 200 other brands—like Vitaminwater, Fanta, Honest Tea, and AdeS soy-based beverages. 

Vision statement: To pave our own way as a leading alternative surf, swim and lifestyle brand in a market dominated by large commercial surf brands. To design premium products that are made for a coastal lifestyle and bring the brand story to life through products captured in an authentic, creative and realistic light.

Rhythm makes surf, swim, and streetwear for fashion-minded people who live at the beach and love to enjoy the ocean. Though this market is already saturated with brands like Billabong and Roxy, Rhythm had a specific vision to create its own distinctive identity with unique products.

Vision statement: Do everything possible to expand human potential.

Nike ’s vision statement shows its commitment to making people better. It invests in scientific and technological advances in gear and clothing. It also has programs supporting sustainability and inclusivity, and bringing awareness to social issues.

Vision statement: To create a world of timeless designs that honor the people who make them and the places they’re made.

Apparel brand Kotn is on a mission to change the way things are made in ways that are better for the planet and for people. Its first item? A classic t-shirt. Since then, Rami Helali has grown this vision into a certified B Corporation voted Best for the World, with the fourth-highest B Impact Score of apparel brands in North America. It actively invests in job creation, infrastructure, systems, and education to alleviate poverty and create growth for the communities in which it operates.

13. Nordstrom

Vision statement: To serve our customers better, to always be relevant in their lives, and to form lifelong relationships.

Nordstrom ’s statement centers on serving its customers for a lifetime. Its vision shows the company values its customers first and foremost and believes in high-quality service and constant improvement for the sake of those customers. 

14. Nude by Nature

Vision statement : In a world where everyone is striving for good—good food, good health, a good night’s sleep—make-up should be good for us too.

Australia-based cosmetics brand Nude by Nature doesn’t believe we should stop short of our commitment to clean, good-for-you ingredients when it comes to makeup. Just like health-conscious people are mindful of what they eat and do, they should be equally concerned about the ingredients in the products they put on their skin. Nude by Nature’s products are safe and clean, supporting its vision.

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

IKEA ’s statement shows its focus is the betterment of everyone’s life. As a company, it uses this vision statement to direct its ethics and what it calls the IKEA point of view .

The IKEA point of view includes initiatives on making its products in an environmentally friendly and sustainable way. It also includes the support of human rights and animal rights. 

16. Dirty Labs

Vision statement : To make conventional, petroleum-based cleaning obsolete by using advanced bio renewable alternatives.

Laundry care brand Dirty Labs was created by scientists who saw a need to go against the status quo when it comes to detergent. When they set out to formulate their own laundry cleaner, most other brands sold petrochemical-based cleaners.

17. Southwest Airlines

Vision statement: To be the world’s most loved, most efficient, and most profitable airline.

Southwest ’s vision statement makes it obvious that it wants to be a different kind of airline. While other airlines marketed themselves as exclusive and luxurious, Southwest promoted a company culture of love and acceptance. It even debuted with a love-themed marketing campaign and chose LUV as its stock market ticker symbol.

Vision statement: To transform the pet coat-care industry with products using safe, premium-sourced ingredients.

Rowan makes and sells products to keep pets’ coats clean, fresh, and healthy. Free of toxic ingredients, Rowan’s founders saw a gap in the market, as most pet care products used cheap, ineffective, or potentially harmful ingredients. They worked with certified veterinarians to create a safe and effective product line.

19. Patagonia

Vision statement: To use all of its resources to defend life on Earth.

Patagonia ’s vision statement shows it’s in it for the long haul in protecting the Earth. It even commits “all of its resources” to the cause. Patagonia makes it clear our well-being is directly connected to that of the planet. 

You can see Patagonia’s commitment to this vision statement by the 1% tax it imposes on itself. The brand takes 1% of all sales and donates it to environmental nonprofits. It also actively supports environmental activists.

20. Chubbies

Vision statement : To create the most well-rounded, custom-built-for-the-weekend apparel on the planet and, not only that, a brand built by, and for, our community and 100% centered on that Friday at 5pm feeling.

Chubbies coined its “Friday at 5pm feeling” through distinctive branding, while taking advantage of a gap in the market for men’s shorts. Its vision involves creating a relatable menswear brand that strikes the perfect balance between business and fun, without going too far to either end of the spectrum. It’s built a sizeable customer base and tons of brand recognition.

21. Microsoft

Vision statement: To help people and businesses throughout the world realize their full potential.

Microsoft ’s inspiring vision statement seeks to support people. You can see its intention isn’t about business, it’s about people and giving those people the tools to be their best selves. 

With this aim, Microsoft has numerous initiatives. It’s a big supporter of inclusivity, diversity, environmental issues, and corporate responsibility. And to put its money where its mouth is, it offers free health care to all employees, including vision and dental. 

Components of a vision statement

Aimed at the future, shows ambition, defines your direction, reflects company values, inspires customers.

Your vision statement is a clear big-picture template for you and your stakeholders. It shouldn’t be about your current objectives or short-term goals—leave that to your mission statement. It should describe something more significant.

A good example of this is the nonprofit Oxfam. Oxfam’s vision statement is to be “a self-organized people actively creating a just democratic and sustainable world where power and resources are shared, everyone lives in dignity, and poverty and inequality are no more.”

This is a very future-oriented goal. It not only seeks to alleviate individual poverty, Oxfam wants to change the way the world works so that poverty is completely eradicated.

Much like Oxfam, don’t be afraid to dream big with your vision statement. Remember, this is the long-term picture for your company, so it’s a good thing if that ideal is far reaching. 

A vision statement presents how your company is looking to grow and achieve more than just staying in business. If you don’t have a goal to aspire to, it will be difficult for your business to have any focused growth. 

It’s hard to get anywhere if you don’t even know which direction you want to head toward. Nailing down the projection you have for your ecommerce business enables you to make the right decisions to keep it on track as you grow. Decisions like what partnerships you make, whether or not you decide to make any collaborative initiatives, how and where you will expand—all of this will be guided by your vision statement. 

Your company values matter to your customers. Your vision statement describes what your company prioritizes and what sort of company culture you bring to your employees. 

Vision statements motivate your customers and employees. The best statements inspire people and make them identify with your vision statement as if it were their own. That way, your customers and employees become your allies in helping you achieve that dream.

How to write your own vision statement 

• Identify your goals
• Demonstrate your process
• Get feedback
• Provide a specific vision

1. Identify your goals

Your vision statement is not a strategic document like your business plan . It’s a clear vision that identifies your goals. Remember, these are not short-term goals.

Your vision statement goals should be:

• Long term (at least five to 10 years in the future)
• Aligned with your business values and short-term goals
• Focused on success
• Written in uncluttered, concise, jargon-free language

2. Demonstrate your purpose

Once you pinpoint your goal, show what you’ll do to achieve it. In essence, how committed are you to achieving your vision?

Let’s look again at Tesla: it wants to change the car industry by transitioning it to electric cars. This establishes its purpose is to revolutionize the car industry, and it’s going to do that by producing electric cars that make you want to give up your gas-guzzling vehicle.

3. Get feedback

After you’ve done the brainstorming and drafted your vision statement, ask around for feedback. Your employees are the first group of people to ask.

From there, ask friends, family, your social media following—anyone who you trust to share their honest opinion. 

Some questions to ask are:

• Is the vision clear?
• Do you feel inspired by this company’s vision?
• Is it memorable?
• According to the vision statement, what do you think the purpose of this company is?

After you’ve gotten feedback, make adjustments and try again. Repeat this process as many times as you need until your vision is being communicated effectively.

4. Provide a specific vision

One business mistake new entrepreneurs encounter is not having a specific purpose. Remember, you’re projecting five to 10 years in your future. So your vision can change and be adjusted as your business grows, but the point is to think about what you want things to look like. 

If you’re vague, it’ll be harder to take concrete steps toward achievement. It’s much better to be specific and then pivot if things change.

For example, take Patagonia. Initially, the brand focused on sustainability. But as the company grew, Patagonia pivoted its vision and mission statements to be more active in saving the Earth. And now, it commits all of its resources to save life on this planet.

When to update your vision statement

A company's vision statement is its North Star. But just like stars shift in the night sky, your company's vision may need to change over time. 

Major shifts in your industry or market are clear signals it's time for a fresh vision. If new technologies, competitors, or customer needs change the landscape, your vision should reflect these new realities. For example, a video rental company that didn't update its vision when streaming took off would quickly find itself obsolete. 

Another key moment to revisit your vision is when your company reaches major milestones. As you expand into new markets, launch groundbreaking products, or hit significant revenue targets, your original vision might feel too limited. It's time to think bigger and bolder.

Some other situations that call for an update include:

• When there's a change in leadership or ownership
• If employee engagement or motivation is lagging
• When you're struggling to attract top talent
• If your current vision no longer differentiates you from competitors
• If your impact or reputation no longer aligns with your current vision

A good practice is to review your vision statement annually, even if you don't end up making changes every time. Involve your team in the process. Visions are more powerful when shared. 

Create the vision for your business today

Your company’s vision statement is an important aspect of your business and will aid you in achieving your long-term goals. It’ll keep you directed on the right path and inspire both your customers and your employees. 

Don’t be intimidated. With the tips and examples we’ve provided above, you’re well on your way to crafting a great vision statement and starting a successful business .

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Vision statement examples FAQ

What is a powerful vision statement, what is an example of a good vision and mission statement.

A good example of a vision and mission statement come from LinkedIn:

• Vision statement:  LinkedIn’s vision is to create economic opportunity for every member of the global workforce.
• Mission statement:  The mission of LinkedIn is simple: connect the world's professionals to make them more productive and successful.

How do you write a vision statement?

• Identify your goals.
• Demonstrate your purpose.
• Get feedback.
• Provide a specific vision.

What is Nike’s vision statement?

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How to Write a Vision Statement for Business Plan

Mission and Vision Statement Templates

• July 30, 2023

There is a famous quote by Simon Sinek “ People don’t buy what you do, people buy why you do it. ” This quote forces you to think deeply about the core purpose of your business.

Moreover, crafting a compelling vision statement helps you find and communicate this purpose.

By clearly stating why your business exists or what it aims to achieve in the future, you can create a shared vision for your customers and employees.

So ready to learn to write a vision statement for your business? Let’s get started.

What is a vision statement?

A vision statement is a clear, concise description of what an organization aims to achieve in the long term. It captures the essence of the organization’s future goals and serves as a guide for its growth and decision-making.

The statement focuses on the future and inspires and directs employees and stakeholders. It also highlights the desired impact the organization seeks to make in the world.

Why is a vision statement important?

Companies often combine their mission and vision statements into one. While as common as it is, it’s not advisable.

Because, a clear vision statement keeps a company focused and aligned, connecting everyone—investors and employees toward a common goal.

It helps in boosting employee engagement, making them more focused and productive. Vision statements also help you make strategic decisions, supporting the business to stay on track.

A good vision statement also outlines the business’s future goals, encouraging innovation and creativity as employees search for new ways to achieve them.

How to write a vision statement for your business plan?

A strong vision statement outlines your long-term goals, providing a clear direction for the future. Let’s see how to draft it:

1. Understand the purpose

The first step in crafting your vision statement is to understand the core purpose of the business. It involves diving into the mission of your business—thinking about the problem you solve, the need you fulfill, and the value you bring.

You can even merge the perspectives of the whole team, as Alfred Christ, a Digital Marketer, did for Robotime , to get the actual essence of the business.

“We engaged individuals from various departments to get an all-rounded outlook on what we stand for and where we want to go. Through this collaborative approach, we were able to capture the essence of our brand in such a way that everyone in the company could relate to it and strive towards,” says Alfred.

Knowing the core purpose of your business will help bring authenticity to the vision statement.

2. Start with the list of keywords

Next up, form a cloud of keywords that can reflect your business as well as trigger some emotion in your audience. Ultimately, you want to create sentences using those keywords to make an impact while promoting your business, its idea and purpose. And yes, you should also include your target audience.

For instance, we talked to Abhi Madan, Creative Director of Amarra , a high-end evening-wear fashion brand, discussing how they used this strategy for their vision statement, and he said,

“We made sure that our vision statement wasn’t just about what we do (creating enchanting attire), but also about how we make our customers feel (empowered, confident, and graceful).”

Besides that, keywords guide brainstorming sessions, providing a starting point for discussions and helping to generate ideas.

3. Answer the basic business questions

You can use Heilmeier Catechism to write a vision statement. It’s a set of questions that helps one consider and assess proposed research programs, determining if they’re worth the risk.

Let’s see how the questions can help:

• What are you trying to do? Articulate your objectives using absolutely no jargon.
• How is it done today, and what are the limits of current practice? Identify the current trends of the industry and the barriers your business will overcome.
• What is new in your approach and why do you think it will be successful? Highlight the unique aspects of your business that might help you understand its core value.
• Who cares? If you’re successful, what difference will it make? Determine the stakeholders and target audience who will benefit from the organization’s vision.
• How long will it take? Provide a timeframe for achieving the vision, ensuring it’s aspirational yet attainable.

Remarkably, by using these questions, you can craft a vision statement that clearly defines the organization’s long-term goals, unique approach, and potential impact while addressing challenges and the timeframe for success. Told you, it’ll help!

4. Envision the future

Imagine your company after five or ten years—capture that dream for your business and the success you envision in the vision statement.

It should inspire employees and stakeholders to work towards the common goal. It also differentiates your brand from other competitors.

For example, Microsoft’s vision statement is “To help people and businesses worldwide realize their full potential.” This vision statement is future-focused as it emphasizes the long-term goal of empowering individuals and organizations globally.

5. Write your vision first in long-form

Now, you’ve got keywords and the future goal for your business. It’s time for you to write the long form of your vision statement.

Writing your vision first in long-form helps you clearly outline your organization’s future goals and aspirations. This detailed approach allows you to capture all the essential details and the impact you want to make.

By starting with the long-form description, you ensure nothing important is missed when you later shorten it into a concise vision statement.

6. Make it short & evaluate

Once you have an extended version of your vision statement, take a few days and revisit it with a fresh perspective.

Evaluate the lengthy vision statement first. See if it makes sense or is ambitious enough. Then, identify the key points or ideas that sum up your business’s essence.

Done? Now, it’s time to review and shorten. Remove any redundancies or non-essential information to maintain clarity. Ensure that the shortened vision reflects your core values and aligns with your long-term aspirations.

Generally, the vision statement is one to two sentences long. So, keep the length in mind.

7. Review and revise

Once you’ve written your vision statement, reviewing and revising it to ensure its effectiveness is crucial.

Start by gathering employee, stakeholder, and customer feedback to get diverse perspectives. Assess the impact of the statement—consider whether it’s inspiring and motivating for your team and stakeholders.

Revise the statement based on feedback and assessments, and repeat the review process until it resonates well. Regular reviews help ensure the vision statement remains aligned with the organization’s mission and strategy.

What makes a good vision statement?

A good vision statement possesses several essential qualities that ensure it’s effective. Some of the qualities are:

Clarity & future-focused

It should be clear and easy to understand, avoiding jargon or complex language. Also, it should paint a picture of what the organization aspires to achieve in the long term, providing a clear direction.

Inspirational

A vision statement should inspire employees, stakeholders, and customers. A good vision statement should evoke a sense of purpose and drive people to work towards a common goal.

A great vision statement conveys a sense of passion for the future the company is working for. While it should challenge the organization, it must also be attainable to maintain credibility and drive progress.

Don’t try to cram every service or every detail of your business into your vision statement. Even in conversation with Mark Pierce—Founder and CEO of Wyoming Trust & LLC Attorney , he mentioned facing the same problem. He says:

“I faced the challenge of summarizing our multiple services and finally framed vision as: ‘To provide affordable, high-quality legal services that safeguard family assets and legacy,’ by focusing on the core issues our clients care about.”

The statement should highlight what makes the organization special and different from competitors. A good vision statement should reflect the unique aspects of the business’s identity.

Vision statement examples of popular brands

A well-written vision statement showcases the future goals of your business. Here are some examples of well-crafted vision statements by famous companies:

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

This vision statement emphasizes leadership in the industry through sustainable energy solutions.

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

The clearly articulated statement focuses on making information easily accessible and universally useful.

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

It combines a commitment to quality with environmental responsibility.

4. Coca-Cola

“To craft the brands and choice of drinks that people love, to refresh them in body & spirit.”

This vision statement is as refreshing as the drink! It focuses on creating beloved brands and refreshing beverages that uplift people.

“If it is smart and connected, it is best with Intel.”

Very smart way of Intel telling us that it’s the leader in technology solutions—today and tomorrow.

6. LinkedIn

“To create economic opportunity for every member of the global workforce.”

This vision statement aims to provide career opportunities and professional growth for everyone.

“Inspire the world, create the future.”

This statement focuses on innovation and inspires progress through technology.

“To be the world’s leading provider of premium products and premium services for individual mobility.”

BMW’s vision statement emphasizes leadership in the luxury automotive market with top-tier products and services.

“Using our unlimited passion for technology, content, and services to deliver groundbreaking new excitement and entertainment, as only Sony can.”

It emphasizes Sony’s commitment to innovation and excellence in technology and entertainment, delivering unique experiences.

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

This vision focuses on improving everyday living by offering affordable and well-designed home furnishings.

In summary, a vision statement paints a picture of your company’s future and aligns it with your core values. We hope this guide has helped you write your vision statement!

However, after crafting your vision statement, incorporating it into a comprehensive business plan is also crucial for your business.

Upmetrics can help make creating your business plan easier. With it, you can streamline the planning process and develop a well-structured plan that supports your vision.

So why wait? Try Upmetrics today.

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Frequently Asked Questions

How long should a vision statement be.

A vision statement should be brief, ideally one to two sentences long. It should be concise enough to be memorable and easily communicated, while effectively capturing the essence of the organization’s long-term goals and aspirations.

Can a vision statement change over time?

Yes, a vision statement can change over time. As the business adapts and evolves there are new opportunities and market conditions. Updating the vision statement when necessary ensures it’s relevant to the current situation.

Who should be involved in writing a vision statement?

The board members, employees, team leaders, stakeholders, marketing team, and even external advisors (if any) should be involved in writing a vision statement. This coordinated method ensures the vision reflects the entire organization’s perception.

How do you ensure a vision statement aligns with company values?

To ensure a vision statement matches the company values, involve key people in creating it, clearly define the core values, and craft a vision that shows a future where these values are evident. Regularly review and communicate the vision to ensure it’s part of the company’s culture and decisions.

About the Author

Upmetrics Team

Upmetrics is the #1 business planning software that helps entrepreneurs and business owners create investment-ready business plans using AI. We regularly share business planning insights on our blog. Check out the Upmetrics blog for such interesting reads. Read more

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The Keys to Writing a Company Vision Statement

How to Define and Convey Your Company's Vision

The Purpose of a Vision Statement

Who is the vision statement for.

• Vision vs. Mission Statement
• Writing Your Own Vision Statement
• Brainstorming With Stakeholders

What to Avoid

Frequently asked questions.

Daniel Truta/Getty Images

A vision statement is an important part of a company's business plan. A good vision statement should show others what your hope for the company is, and the direction you want to go in.

Key Takeaways

• Your vision statement should state your ultimate goal for the company
• Your vision statement should be optimistic, but realistic
• You can work on your vision statement with other stakeholders in your company and ask for their input

Even though a vision statement has to be general, it should indicate more excitement about the entrepreneur's dream of where the company's goals will take it several years in the future. The vision statement should define, in general, a company's planned future based on its core ideals.

Strategizing

A vision statement should be a long-term roadmap for the planning and accomplishment of a company's overall strategies. Company strategies are the actions taken to maximize the value of the business through controlling variables like the risk a company will assume to earn more return and how the resources available to the company are spread across it. Company strategies take a business-wide approach rather than looking at individual parts of the business. A company's strategies are the actions it takes to accomplish its vision.

A company's vision statement shows the passion the entrepreneur has for a new venture. If a business owner is trying to attract investors for the business, like venture capitalists or angel investors , those types of investors look for passion and excitement. They want the entrepreneur to be engaged in and passionate about the business in which they are investing, otherwise, they may not invest.

The vision statement should be a forward-looking statement about what the company hopes to ultimately achieve. Bankers and other investors often see vision statements that say, "Our company wants to be number one in the industry," or something similar to that. Such a statement leaves investors and financiers unimpressed. They are looking for more passion, excitement, and determination in a vision statement.

The vision statement isn't just for investors and financiers. It is the guiding principle the company shows to the world and all the company stakeholders.

Stakeholders also include the company's customers and its employees. Portions of the company vision statement are sometimes used in the company's advertising. When customers hear a vision statement, they should be able to identify the firm in a positive manner.

Employees feel better when they can identify with their employer's vision statement. Instead of just working for a paycheck, employees who believe in the company's vision statement will bring more dedication to the job. The difference in their engagement is measurable.

Vision Statement vs. Mission Statement

There is a difference between a company vision statement and its mission statement . The vision statement is where you articulate the overall goals of the company in the long run. The mission statement describes the company's purpose and direction for employees, customers, and other interested parties.

Writing Your Own Company Vision Statement

An entrepreneur can write the company vision statement, but it may be helpful to get input from a partner, board of directors, or other stakeholders. If you have a few people in your company, the best way to write a company vision statement is to brainstorm ideas.

You will be surprised at the plethora of useful and creative input you will get. Get everyone in your company together, tell them what you are doing, and start brainstorming. In order to write a vision statement, keep in mind the company's values statement . The company values statement defines the beliefs and principles by which you will operate your business.

The vision statement has to be in line with your company values statement.

Keep your vision statement optimistic but based in reality.

Brainstorming With Stakeholders

If you're writing your vision statement, there are some questions you should ask if you want to get input from other stakeholders in the business. The answers may become your vision statement.

• Question 1: What do you think the founder’s dream for the company is?
• Question 2: What should the company’s role in the world be?
• Question 3: What short phrases do you think should define the company’s future vision?
• Question 4: What do you think the vision should be for the company in three to five years?

There are several common mistakes sometimes made when vision statements are developed. Avoid the following mistakes:

• Don't engage in fantasy : A vision statement can incorporate an entrepreneur's dream while dealing with reality.
• Don't get too specific : A vision statement should be general in nature and illustrate the dream behind the business.
• Don't leave out input from other stakeholders : Other stakeholders like financiers, the board of directors, and even employees could give you valuable input for your vision statement.

What are 3 guidelines for a vision statement?

You should make sure that your company's vision statement will inspire employees, potential investors, and other key stakeholders. A vision statement should also define where your company is heading and be in alignment with the company's culture and values.

How do you brainstorm a vision statement?

When coming up with a vision statement, you should ask yourself some questions and write down the answers. First, write down what your dream for the company is and what the company's role in the world should be. Then write down any short phrases you think define the company's future, and what you think the vision should be for the company in three to five years.

SHRM. " What is the difference between mission, vision and values statements ?"

What is a vision statement?

Based on your goals and aspirations, a vision is the desired image of what you want your business to become in the future.

A vision statement provides you and your employees with direction, purpose, motivation and inspiration to achieve the desired outcome for your business.

What is the purpose of a vision statement?

A vision statement is an important part of your business strategy. It provides you with insights on where your business is heading by providing long-term direction. Your vision statement also aligns with the mission, core values and culture of your business.

A vision statement answers three key questions:

• Where do you want your business to be in the future?
• What is the purpose of your business?
• What impacts do you want your business to have on your customers, community and/or the world?

How to create a vision statement

Each business has a unique vision statement, but the process of preparing and writing a vision statement is similar for most of them. Let us look at some steps that will help you prepare a vision statement.

Writing a vision statement requires analysing both internal and external aspects of your business as well as the current state of your business and where you want it to be in the future.

Your vision should be aligned to fundamental aspects of your business. Answer the following questions to assist you with this process:

• What are the core values of your business?
• What is your business mission?
• What is the business culture that you want to cultivate?
• What are your business’s current and future goals?
• Where do you see your business in ten years' time?

Brainstorming

It’s important to get your staff involved in brainstorming and sharing ideas for a vision statement. Key staff can provide helpful insights on the business aspects mentioned above and the brainstorming process creates a sense of shared purpose, cohesiveness and direction.

Components of a good vision statement

Now that you have your answers ready, it’s time to develop your vision statement. Before you start writing, consider the following components which will aid you in writing an effective statement.

Make sure your vision statement is:

• concise and clear (make the vision statement simple and easy to read)
• brief (stick to the essentials)
• future-oriented (a vision statement focuses on the future long-term goals and destination)
• ambitious but realistic (keep in mind your resources)
• inspiring and emotive (you want the vision statement to inspire and motivate people).

Examples of vision statements

Regardless of your business size or industry, a vision statement tells you where you want your business to be in the future and clarifies the path forward to achieve your objectives. Below are some examples of vision statements from businesses:

Using your business vision statement

As your business grows and expands, revisiting your vision statement can provide you with insights into the direction your business is going and whether you are on the right path to achieving your desired aspirations.

You can also use your vision statement in your marketing and promotional materials, either by having it on display in your place of business, posted on the business webpage/social media accounts, or incorporated as part of your business brand.

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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'These values are what make me who I am:' Pooler City Manager shares vision, goals

New Pooler City Manager Heath Lloyd told a room of small business owners the most important thing to him right now is to listen.

As part of the small business trending topics series presented by Pooler Chamber of Commerce and its partners, Lloyd sat Tuesday morning with Chamber President Courtney Rawlins to discuss his vision for the city, residents and small business owners.

Lloyd was appointed city manager last month after a seven-month search, following the resignation of former City Manager Robert Byrd in December. He has nearly two decades of local government experience with master's degrees in public administration and civil engineering. He was previously the assistant city manager in Savannah.

The city manager oversees the daily administration of the city, and to implement the policies for mayor and council. Lloyd said he wants to advise them on things that will impact the city and the government and be a liaison between the mayor and council and the public.

Live work play and stay in the city of Pooler - that was the tagline that he said would set the foundation for the vision of Pooler.

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"If I have my way, you'll never want to leave my city; our city will have everything that you need right here," Lloyd said. "When you look at it, there's only a small section that get to stay here every day, and I want to increase that. Here's what I believe, if we have the right businesses, the right education, the right recreation; if we can do the things we want to do with our infrastructure, you'll never leave this city."

He continued, and said that meant, to him, a continuing investment in public safety, infrastructure, recreation.

"I want to see us have a real main street," Lloyd said. "I think for the city of Pooler when we talk about live, work, play and stay we need a signature main street where we can capture some of the historical character of our city, because that's what makes the city."

Lloyd also discussed development. When a city is growing as fast as Pooler is growing, he said, the development can outrun the infrastructure. He said the goal is to be more proactive and get in front of projects, and if that's not possible, do improvements on the same or similar timeline of the developments. His overall hope is that residents' quality of life will not be negatively impacted by development. It's also important to remember that new development bring jobs, which helps the community, he said.

Lloyd began the chat by introducing himself. He was raised in a small town in South Carolina, with a population of about 28,000 people. His priorities are his faith, friends, family, mental and physical health and his occupation. He said his values are responsibility, accountability, discipline, hard work, being humble and having empathy.

"These values are what make me who I am, and these are what I hope will help me to help you continue to be successful," Lloyd said. "I know that this city manager job in the very beginning is going to take a lot of effort, a lot of time, and I'm willing to do that."

Lloyd said he planned on being very open to businesses and residents, that they would see him frequently out and about. Rawlins challenged him to visit 20 businesses a month in Pooler, for 20 months, and by his sixth day as Pooler's official city manager he had already been to nine. He also mentioned having town halls as a way to open the lines of communication.

"I want to have a conversation with you about the challenges, and I do not plan to sit in city hall and do things from afar," Lloyd said. "It's important to me to get out and meet and hear from you directly. I get to come back and say, this is what I've done and heard."

Destini Ambus is the general assignment reporter for Chatham County municipalities for the Savannah Morning News. You can reach her at [email protected]

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Brian Niccol lays out his early vision for Starbucks

Brian Niccol laid out his vision for his first 100 days as the CEO of Starbucks on Tuesday, promising improvements to both operations and marketing while vowing to “get back to what makes Starbucks, Starbucks.”

In an open letter to Starbucks employees, customers and stakeholders one day after he officially became its chief executive, Niccol said he is a “long-time customer” of the brand and said he has already spent time inside stores talking with employees and customers.

He said that the company has lost some of what has made the brand special, notably its status as a “community center” as its shops focus more on getting large numbers of customers in and out.

“Many of our customers still experience this magic every day,” Niccol wrote. “But in some places—especially in the U.S.—we aren’t always delivering. It can feel transactional, menus can feel overwhelming, product is inconsistent, the wait too long or the handoff too hectic. These moments are opportunities for us to do better.”

“Today, I’m making a commitment,” he added. “We’re getting back to Starbucks.”

Niccol’s hiring was announced last month and comes at a crucial time for the Seattle-based company, which is experiencing its worst year since the Great Recession. Sales in both the U.S. and China, the chain’s two biggest markets, have been surprisingly weak.

The company lured Niccol away from Chipotle Mexican Grill, giving him the chairman title, a handsome pay package and funding his commutes to Seattle from his home in Southern California—though Niccol is expected to eventually get some housing closer to corporate headquarters.

His tenure will be closely watched, given Starbucks’ size and overall influence. Niccol’s plan for his first 100 days on the job will be mostly in the U.S.

Niccol listed four key areas that will have the biggest impact in the next 100 days: Empowering baristas to take care of customers; improving service in the morning; reestablishing Starbucks as the community coffeehouse; and “telling our story.”

On empowering the company’s baristas, Niccol said that the employees need “the tools and time to craft great drinks every time, delivered personally to each customer.” He said the company plans to make “Starbucks the best place to work, with career opportunities and a clear path to growth.”

Service in the morning, meanwhile, has been a key problem as the company’s popular mobile ordering app creates backups inside shops or the chain’s drive-thrus. “People start their day with us, and we need to meet their expectations,” Niccol said. “This means delivering outstanding drinks and food, on time, every time.”

Reestablishing Starbucks as a community coffeehouse is another key goal. Starbucks was built as a “third place” between work and home where people meet friends or business associates or do their homework.

Niccol is promising to elevate the in-store experience. “Our stores will be inviting places to linger, with comfortable seating, thoughtful design and a clear distinction between ‘to-go’ and ‘for-here’ service,” he said.

Marketing also appears to be one area Niccol wants to improve. “It’s time for us to tell our story again—reminding people of our unmatched coffee expertise, our role in communities and the special experience that only Starbucks can provide,” he said.

“We won’t let others define who we are.”

Most of Starbucks’ sales and traffic problems in the U.S. since November—when those sales problems first appeared—have been with “occasional” customers.

Boycotts of the brand, over the company’s alleged views on the Middle East conflict or its relationship with unionized workers, have apparently had some impact on some customers’ views of the brand.

Niccol clearly wants to change the narrative, something he did to great effect when he took the CEO job at Chipotle in 2018.

Niccol said the company is making investments in technology to improve the experience of employees and customers and its supply chain. He also said the company plans to evolve its mobile app and its ordering plan.

While much of the letter’s focus was on the U.S., Niccol also acknowledged that Starbucks is a global company that operates in 87 markets.

The biggest challenge among those markets is China, where sales have fallen precipitously in the past several months as the market is beset by rapidly growing local competitors that are offering low-priced coffee drinks.

“In China, we need to understand the potential path to capture growth and capitalize on our strengths in this dynamic market,” he said. He added that the company has “enormous potential for growth” internationally outside of China, including the Middle East, “where we’ll work to dispel misconceptions about our brand.”

Niccol also noted that Starbucks was founded on a love for coffee, suggesting the company will make coffee central to what it does.

He referred to the company’s coffee farm in Costa Rica and its network of farmer support centers where the company shares its research. And he also noted the company’s roasting facilities and its Starbucks Reserve Roasteries in Milan, Shanghai, Tokyo, New York City, Chicago and Seattle.

“Coffee is our heart,” Niccol said. “Each cup is more than a drink. It’s a handcrafted moment, made with care.”

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