business plan vision statement example

22 vision statem ...

Journal Home

@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.

@media(min-width: 1024px){.css-hqxvux{max-width:100%;}} Ready to bring your vision to life? Brex can help.

• Product overview
• All features
• Latest feature release
• App integrations

CAPABILITIES

• project icon Project management
• Project views
• Custom fields
• Status updates
• goal icon Goals and reporting
• Reporting dashboards
• workflow icon Workflows and automation
• portfolio icon Resource management
• Capacity planning
• Time tracking
• my-task icon Admin and security
• Admin console
• asana-intelligence icon Asana AI
• list icon Personal
• premium icon Starter
• briefcase icon Advanced
• Goal management
• Organizational planning
• Campaign management
• Creative production
• Content calendars
• Marketing strategic planning
• Resource planning
• Project intake
• Product launches
• Employee onboarding
• View all uses arrow-right icon
• Project plans
• Team goals & objectives
• Team continuity
• Meeting agenda
• View all templates arrow-right icon
• Work management resources Discover best practices, watch webinars, get insights
• Customer stories See how the world's best organizations drive work innovation with Asana
• Help Center Get lots of tips, tricks, and advice to get the most from Asana
• Asana Academy Sign up for interactive courses and webinars to learn Asana
• Developers Learn more about building apps on the Asana platform
• Community programs Connect with and learn from Asana customers around the world
• Events Find out about upcoming events near you
• Partners Learn more about our partner programs
• Asana for nonprofits Get more information on our nonprofit discount program, and apply.

Featured Reads

• Business strategy |
• How to write a vision statement: Steps ...

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.

Related resources

15 creative elevator pitch examples for every scenario

How Asana streamlines strategic planning with work management

How to create a CRM strategy: 6 steps (with examples)

What is management by objectives (MBO)?

Our Recommendations

• Best Small Business Loans for 2024
• Businessloans.com Review
• Biz2Credit Review
• SBG Funding Review
• Rapid Finance Review
• 26 Great Business Ideas for Entrepreneurs
• Startup Costs: How Much Cash Will You Need?
• How to Get a Bank Loan for Your Small Business
• Articles of Incorporation: What New Business Owners Should Know
• How to Choose the Best Legal Structure for Your Business

Small Business Resources

• Business Ideas
• Business Plans
• Startup Basics
• Startup Funding
• Franchising
• Success Stories
• Entrepreneurs
• The Best Credit Card Processors of 2024
• Clover Credit Card Processing Review
• Merchant One Review
• Stax Review
• How to Conduct a Market Analysis for Your Business
• Local Marketing Strategies for Success
• Tips for Hiring a Marketing Company
• Benefits of CRM Systems
• 10 Employee Recruitment Strategies for Success
• Sales & Marketing
• Social Media
• Best Business Phone Systems of 2024
• The Best PEOs of 2024
• RingCentral Review
• Nextiva Review
• Ooma Review
• Guide to Developing a Training Program for New Employees
• How Does 401(k) Matching Work for Employers?
• Why You Need to Create a Fantastic Workplace Culture
• 16 Cool Job Perks That Keep Employees Happy
• 7 Project Management Styles
• Women in Business
• Personal Growth
• Best Accounting Software and Invoice Generators of 2024
• Best Payroll Services for 2024
• Best POS Systems for 2024
• Best CRM Software of 2024
• Best Call Centers and Answering Services for Busineses for 2024
• Salesforce vs. HubSpot: Which CRM Is Right for Your Business?
• Rippling vs Gusto: An In-Depth Comparison
• RingCentral vs. Ooma Comparison
• Choosing a Business Phone System: A Buyer’s Guide
• Equipment Leasing: A Guide for Business Owners
• HR Solutions
• Financial Solutions
• Marketing Solutions
• Security Solutions
• Retail Solutions
• SMB Solutions

Business News Daily provides resources, advice and product reviews to drive business growth. Our mission is to equip business owners with the knowledge and confidence to make informed decisions. As part of that, we recommend products and services for their success.

We collaborate with business-to-business vendors, connecting them with potential buyers. In some cases, we earn commissions when sales are made through our referrals. These financial relationships support our content but do not dictate our recommendations. Our editorial team independently evaluates products based on thousands of hours of research. We are committed to providing trustworthy advice for businesses. Learn more about our full process and see who our partners are here .

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.

Building Better Businesses

Insights on business strategy and culture, right to your inbox. Part of the business.com network.

20 Powerful Vision Statement Examples for Success in 2023

Key takeaways.

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

What Is a Vision Statement?

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

How Does a Vision Statement Differ From a Mission Statement?

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

Examples of Vision Statements vs. Mission Statements

Vision Statement: “Create economic opportunity for every member of the global workforce.”

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

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

Southwest Airlines

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

What Are the Key Components of a Good Vision Statement?

The purpose of a vision statement is to communicate an organization’s mission and direction to both internal and external stakeholders. To do this effectively, it must contain several key components.

A good vision statement:

Things to Avoid When Writing a Vision Statement

How to write a vision statement in 5 steps, 1. get clear on your “why”.

Identifying your organization’s “why” for existing is the first step in determining how to create a vision . In Start with Why , leadership and business expert Simon Sinek shares, “Very few people or companies can clearly articulate why they do what they do. By why, I mean your purpose, cause, or belief.” Yet, identifying and articulating your organization’s purpose is critical to its success. This is because people connect—as consumers, partners, clients, or employees—with organizations they trust and understand. Without clarity of purpose, there can be no trust or understanding. 

2. Visualize the Future

Questions to ask yourself while visualizing:

3. Draft Your Statement

The vision statement for Adidas, for example, is “To be the design leaders with a focus on getting the best out of the athletes with performance-guaranteed products in the sports market globally.”

4. Revise for Clarity

5. implement, communicate, and intentionally restate it.

Tips for communicating your vision statement:

5 Best Practices for Writing a Vision Statement

Top 20 vision statement examples, 3. make-a-wish.

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

9. Facebook

12. netflix, 13. habitat for humanity, 16. pandora music, 18. planet fitness, 19. audible, get started on your vision statement today.

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

How To Write A Vision Statement In 4 Steps + Tips & Examples

In this comprehensive guide, we'll cover the basics of a vision statement —what is it, why is it important, what a good one looks like— and provide you with a bullet-proof step-by-step formula and tips on how to write a vision statement. We will also provide inspiring vision statement examples from top organizations.

🎁As a bonus, you can download our free Vision Statement Tookit with all the resources you need to create a great business vision statement that rallies your whole organization towards achieving your ultimate goal.

Here's what you will discover inside:

What Is A Vision Statement?

• Why Is A Vision Statement Important For Company Goals?

Vision Statement Vs Mission Statement: What's The Difference?

Key characteristics of great vision statements, helpful tips for writing your own vision statement, fail-proof formula: how to write a vision statement in 4 simple steps, what to avoid when writing a vision statement, bad vision statement examples (and why), great vision statement examples for inspiration.

• How To Effectively Communicate Your Company Vision?
• Turn Your Vision Into A Strategic Advantage

A company vision statement describes the desired future state of the organization in the long term —generally within a 5 to 10-year timeframe— and guides the direction of the business's efforts. It serves as a guiding framework for the business's strategic efforts being a critical component of a highly effective business strategic plan .

🎥 If you’re more of a visual learner, watch our video on how to write a vision statement for a straightforward, step-by-step guide:

Why Is A Vision Statement Important For Company Goals? 

By clearly defining the long-term aspirations of your business, a vision statement outlines a roadmap for the future. It guides decision-making , aligns efforts, and inspires stakeholders to work towards common goals.

Here’s a detailed look at the critical functions of a vision statement:

Drives strategic decision-making

A well-defined vision statement acts as a filter for strategic initiatives , ensuring that every decision aligns with the company's ultimate goals. This focused approach optimizes r esource allocation and prevents distractions.

Aligns teams and fosters unity

A shared vision statement creates a sense of purpose and belonging among employees enabling organization-wide alignment . When everyone understands the company's direction, collaboration improves, and teams become more effective.

Enhances organizational culture

A strong vision statement contributes to a positive company culture by defining shared company values and aspirations. It inspires employees to go above and beyond, fostering a sense of pride and commitment.

Influences external stakeholders

A clear and compelling vision statement attracts investors, customers, and partners. It communicates the company's ambition and potential, building trust and credibility.

As you can see, a company’s vision statement isn't just a nice-to-have; it's a critical component of every business plan and strategy discussion. Including it in the strategic planning process ensures that the organization and its departments remain aligned with the vision and avoid getting sidetracked.

The most common mistake we see across the internet and with our customers is that most people do not understand the difference between a company's mission and vision statements. Mistaking one for another can prevent an organization from reaching its full potential.

While we covered this a bit more in-depth in this article , here's a short recap: 

• A vision statement describes a long-term, idealistic state of your company’s FUTURE. 
• A mission statement describes a roadmap to a specific destination (your VISION) that explains how will you achieve it.

Let’s see an example from LinkedIn:

• Vision statement : To create economic opportunity for every member of the global workforce.
• Mission statement : To connect the world's professionals to make them more productive and successful.

LinkedIn's mission and vision statements clearly articulate their long-term goals and the practical steps they are taking to achieve those goals, serving as a best practice for distinguishing between the two.

💡Tip from our Cascade strategy experts: If you're in doubt about what is a vision statement and what is a mission statement, do this simple test with two questions. 

• What do they want to achieve? To create the most compelling car company of the 21st century… (vision statement)
• How? … by driving the world's transition to electric vehicles (mission statement)

Crafting your company’s vision statement involves more than just jotting down a few inspiring sentences and sharing them with your teams. A well-constructed vision statement should have several key characteristics to effectively guide and inspire your organization.

Evocative and inspiring

Powerful vision statements stir emotions and ignite imagination. They tap into the human spirit, creating a sense of purpose and excitement that resonates with employees at every level. Think memorable and inspiring—something that leaves a lasting impression.

Customer-centric

An effective vision statement puts the customer first, showing a deep understanding of their needs, desires, and challenges. It should clearly articulate how your organization will create value for customers and build lasting relationships.

Future-oriented

Your vision statement should look beyond the present to imagine a better future. It should challenge the status quo and inspire innovation, providing a clear path toward progress and growth for the entire organization.

Differentiating and unique

A great vision statement sets your organization apart from the competition. It should highlight what makes your company unique, showcasing your value proposition and competitive advantages. What makes your company special and different? Make sure to include that in your vision.

Action-oriented

Vision statements should be more than just a statement of intent; they should inspire action and provide clear direction and motivation for employees, empowering them to contribute to actually achieving that vision. Remember, even if your vision is the best one yet, without effective execution, it remains just words on paper. It's the daily actions, decisions, and strategies driven by that vision that turn it into reality.

By incorporating these characteristics, your vision statement will become a powerful tool for driving growth and success.

Keep in mind that vision creation doesn't begin with sitting behind a desk and writing black on white. Reach out to your stakeholders and team members who will play a role in realizing the company's vision. Organize a workshop, or more if necessary, to brainstorm ideas and gather their feedback.

Our free Vision Statement Toolkit includes a template and workbook designed to guide you through brainstorming exercises and streamline the entire vision creation process.

As a result, including other stakeholders in the vision-creation process will not only yield ideas but also get buy-in from the beginning since it will be their vision too. 

Here are 8 tips to help you write an inspiring vision statement:

Tip #1 Keep it short

Your vision statement should be punchy and easy to remember. Aim for a maximum of two sentences to ensure it is concise and impactful.

Tip #2 Make it specific

Tailor your vision statement to your business and describe a unique outcome that only your organization can provide. This specificity sets your vision apart and makes it more relatable.

Tip #3 Write in the present tense

Craft your vision statement in the present tense to create a sense of immediacy and relevance. This approach makes the vision feel more attainable and actionable.

Tip #4 Avoid ambiguity

Steer clear of words that are open to interpretation. For instance, stating that you will maximize shareholder return in 2022 is vague unless you specify what that means. Be precise in your language to avoid misunderstandings.

Tip #5 Simplicity is key

There is a tendency to overcomplicate vision statements, but clarity is essential. Make your vision clear enough for both internal and external audiences to understand. Avoid jargon, metaphors, and business buzzwords.

Tip #6 Be ambitious yet realistic

Your vision statement should be ambitious enough to inspire excitement, but not so unrealistic that it seems impossible to achieve. Find a balance that motivates without discouraging.

Tip #7 Allow for evolution

A vision statement should evolve with your business. When brainstorming your future vision, consider a five-year timeframe. This period is long enough to set an ambitious goal but short enough to maintain focus and commitment.

Tip #8 Align with core values

Ensure your vision statement aligns with your company's core values. Once you have established your company values, review your vision to confirm that they are in sync. This alignment reinforces your organization's identity and purpose.

💡 If anything, you should memorize these 4 words before you go into crafting your own vision statement: Short, Specific, Simple , and Ambitious

There are hundreds of articles out there that give examples of good and bad vision statements. There are also plenty of articles that give a high-level overview of what to consider when creating your own.

However, what we noticed was lacking was a concrete step-by-step process to go through to help you create one. As such, we've outlined a process that we often use with our customers that might work for you too.

There are plenty of great vision statements out there that will not conform to the process below. But if you're struggling or just need a place to start, then hopefully this will help.

Step 1: Define what you do as an outcome

Start by being exceptionally clear about what it is your organization actually does. Be careful to remain 'outcome focused' rather than 'output focused' .

For example, Microsoft famously had a vision statement to “ Put a Microsoft-powered computer on every desk in the world” (slightly paraphrased).

Strictly speaking, what Microsoft 'does' is make computer software, but for the purposes of their vision, they looked forward to the actual outcome of this process - i.e. computers on desks.

Let's look at some other vision statement examples:

• A bakery makes bread. But the outcome is consumers enjoying that bread.
• A consulting company gives advice. But the outcome is the success of others based on that advice.
• A government department does...lots of things. But the outcome is better lives for the citizens they serve.

Whilst this process may seem obvious, you would be surprised by how rarely organizations actually go through this process in a formal, written way.

Doing so will take you a long way towards creating your vision statement—BUT it's not enough alone. If it was, all bakeries, for example, would have the same vision statement which is hardly inspiring!

💡TIP: If you are not sure where your organization wants to be in the future, you can use different tools, like SWOT or SOAR analysis , that will help you formulate your vision and future-oriented goals.

Step 2: Define what unique twist your organization brings to the above outcome

Very few products or services these days are truly new—most are more like reinventions of something that exists already, but with a different approach, focus, or spin.

At some point in your organization's lifespan, someone will have believed that the reason that THIS organization would be successful where others have failed, was because of.........something.

You need to define that something!

Let's take our bakery example. So far, our vision statement looks pretty generic, along the lines of customers enjoying our bread. But why will they enjoy our bread more than the bread from the place next door?

Is it because we use centuries-old traditions passed through generations of our family? Because we only use premium grade locally sourced ingredients? Whatever your unique selling point is, let it shine through in your vision statement.

Step 3: Apply some high-level quantification

Ironically, a common problem with a vision statement is that it's too visionary. With no possible end in sight (or a totally unrealistic one) the initial inspiration derived from a solid vision statement can quickly turn to frustration or even cynicism among employees and customers.

That said, this doesn't mean you should put numbers or any financial metrics in your vision statement —this will come later in your planning process .

However, you still want to add some high-level quantification to make it achievable.

Sticking with our bakery example, we might want to refine our target audience to 'every customer who walks through the door' . That's fine, or maybe we want to be bolder: 'every customer within walking distance of a store'.

The quantification we apply could also be industry-specific. If you're a B2B, are you shooting for small businesses or multinationals, for example?

Step 4: Add relatable, human, 'real world' aspects

Your vision statement by this point should be getting pretty close to finished. But one final trick you can apply to help make it even more memorable is to add a real-life aspect.

This will allow people to conjure up a solid mental image to associate with your vision statement.

Let's look at two different vision statement examples. Which of the following do you think is likely to be more memorable?

a) To have every working person in the world using Microsoft product

b) A Microsoft-powered computer on every desk

We would argue that (b) is more memorable because as you read this, you're actually visualizing a computer sitting on a wooden desk in a room.

There's nothing wrong with (a), but it's highly conceptual and thus difficult to transform into a mental picture. Let's look at another example:

"Ensure that every customer who leaves our store does so smiling." 

Here, using the word 'smiling' instead of 'happy' is powerful because it conjures a mental image of a person smiling.

It won't always be possible to bring this level of tangibility to a vision statement, but if it is, we strongly encourage you to do so.

Putting it all together

Following our 4-step process, the final vision statement of our bakery would look something like this:

Producing and selling locally sourced cakes and pies that are so delicious and satisfying , that every customer who leaves our store does so with a smile.

If we deconstruct it into the various steps, we can see each at work as follows:

Step 1 - The output Step 2 - The twist Step 3 - The quantification Step 4 - The human connection

Even if yours doesn't look like this at the end, following the process above will help you to bring structure and purpose to your effort.

Final check

Our tip for creating a good vision statement is to use our formula, which we explain below, in conjunction with the 4-step framework. 

Ask yourself the following questions to check if your vision statement checks all the boxes of a good vision: 

• Is it C lear? 
• Is it A mbitious, but not seemingly unattainable? 
• Is it S timulating? 
• Is it C oncise?
• Is it too A bstract? 
• D uration: Is it limited to a specific time range? 
• Does it E ncourage you to take action?

While it’s essential to focus on what makes a vision statement effective, it's equally important to be aware of common pitfalls to avoid.

Here are some key mistakes to steer clear of when writing your vision statement:

Mixing up vision and mission statement

One of the most common errors is confusing the mission statement with the vision statement. Remember, a mission statement outlines what your organization does today and how it plans to achieve its goals, while a vision statement describes where you see your company in the future . Keep these distinct to ensure clarity and effectiveness.

Combining vision and mission statement into one

Avoid the temptation to merge your vision with your mission statement. This can dilute the purpose of each and create confusion. A vision statement should inspire and provide a long-term view, whereas a mission statement should be more action-oriented and focused on the present.

Being too vague or generic

A vision statement that is too broad or generic fails to inspire and guide. Avoid using vague language or clichés that could apply to any organization. As we saw in our step-by-step formula, make your vision statement specific to your company, highlighting what sets you apart and where you aim to be in the future.

So, while keeping all these tips in mind, let's look at some vision statement examples and analyze where they fit so you can either use them as inspiration or use them to avoid making the same mistake when crafting your own vision statement.

Here are some real-life examples of vision statements that, in our opinion, could do with a little tweaking. For each, we will explain what could be done better.

"Provide maximum value for our shareholders whilst helping our customers to fulfill their dreams."

If this was your vision statement → Well, let's hope it isn't. That's a classic mission statement example that describes HOW the company will achieve its vision. 

"Our company vision is to make every brand more inspiring and the world more intelligent by 2023."

If this was your vision statement → You would want to make it more specific and relatable. Is it realistic that 'every brand' will use the services of this company? How about 'making the world more intelligent.' Can you be more specific on which brands? What does it mean to make the world more intelligent? That said, 'making brands more inspiring' has potential—it’s specific and meaningful.

"We aspire to be the most admired and valuable company in the world."

If this was your vision statement → We’d suggest rethinking it. This is too vague and generic.  Which company doesn't want to be the most admired and most valuable? Your vision statement should be more specific than that. 

"We are committed to achieving new standards of excellence by providing superior human capital management services and maximizing the potential of all stakeholders - clients, candidates, and employees - through the delivery of the most reliable, responsive..." [and it goes on, but that's probably enough]...

If this was your vision statement → You’d want to make it clearer and more tangible. Phrases like 'new standards of excellence,' 'superior human capital management,' and 'maximizing potential' are full of buzzwords and vague concepts. A good vision statement should be memorable and inspiring, not filled with jargon.

We know we’re being a bit harsh, but hopefully, these examples highlight some common pitfalls to avoid when creating your own vision statement.

First, let's revisit the bakery vision statement example from the previous sections:

"Producing and selling locally sourced cakes and pies that are so delicious and satisfying, that every customer who leaves our store does so with a smile."

This is a great example that follows our 4-step fail-proof formula, but there are many ways to craft an effective vision statement. Let’s explore some other inspiring vision statements that, while they don’t adhere to our exact formula, still manage to create an engaging and memorable company vision: 

Vision statement: To be Earth's most customer-centric company, Earth's best employer, and Earth's safest place to work. 

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

Vision statement : A global force for Learning-through-Play. 

We love this one because it's short, sweet and easy to remember.

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

📚Want to see more examples of a great vision statement? Check this article with 35 vision statement examples from top companies, such as Patagonia, Microsoft, Netflix, and Starbucks. 

How To Effectively Communicate Your Company Vision? 

Let's say you've finally crafted the perfect vision statement that makes everyone in the C-suite proud. Marketing updated the website, ran a PR campaign, and posted across all company social media and internal channels. The new direction is making waves in the company, but as time passes, everyone forgets about it and gets on with their business-as-usual. 

If you have a vision but take no action, your organization has no future.

In other words, you need to keep the company's vision top of mind 24/7/365 if you want to achieve it. Consistent communication is the key to success.

Cascade is a powerful strategy execution tool designed to help organizations plan, execute, and track their strategy in one central location. Having everything in one place, enables organizations to keep their vision, mission, and company values top of mind.

In Cascade, you can add your vision statement, mission statement, and company values not only at the company level but also at the team level. This flexibility allows different teams to have specific elements tailored to their unique goals and challenges while still aligning with the overall organizational strategy.

Different teams within an organization may have unique functions and objectives that require tailored vision and mission statements. For example, the Marketing team might focus on being the most innovative in brand strategy, while the Sales team might aim to be the most customer-centric in the industry. These specific visions help teams align their daily activities with their broader goals and maintain a strong sense of purpose.

Another best practice is to integrate your vision into daily operations and decision-making processes. Encourage leaders at all levels to reference the vision statement when setting goals , planning projects, and making strategic decisions. This integration helps embed the vision into the organizational fabric, making it a constant guide for all activities.

You can also include your vision in every company-wide meeting. Here at Cascade, we make sure to run the all-hands meeting every week. Here's what our agenda usually looks like: 

• Drive alignment around company vision and overall strategy 
• Communicate the strategy priorities 
• Share updates and progress toward key business goals
• Celebrate our accomplishment 
• Establish two-way communication between employees and executives 

Turn Your Vision Into A Strategic Advantage 

You may have a top-flight board and a great executive team, but the success of your organization depends on your leadership. Your vision for the future needs to be clear and strong so people can understand it and join forces behind it.

In short, unity and a laser-sharp focus are what separate winning businesses from losers these days.

To ensure your vision drives business growth, use Cascade to centralize your strategy so that you can be 100% sure that every team and department aligns with the overarching vision. This focus on strategy execution transforms your vision from a statement into actionable steps that drive business growth.

See Cascade in action! Create a free forever account or schedule a call with our strategy experts for a personalized tour and discover how you can transform your vision into reality.

🎁Don’t forget to download our free Vision Statement Toolkit and our eBook with +100 vision statement examples for inspiration!

Editor's note:

This article is part of our ‘How to Write a Strategy' series:

• How To Write A Strategic Plan: The Cascade Model
• How to Write a Good Vision Statement (This Article)
• How To Create Company Values
• Creating Strategic Focus Areas
• How To Write Strategic Objectives
• How To Create Effective Projects
• How To Write KPIs

Popular articles

6 Steps To Successful Strategy Execution & Best Practices

How To Create A Culture Of Strategy Execution

McKinsey GE Matrix: Importance & How To Use It (2024)

How To Be More Strategic: 7 Tips & Best Practices For Leaders

Your toolkit for strategy success.

ZenBusinessPlans

Home » Business Plans

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

More on Business Plans

Looking for AI in local government? See our newest product, Madison AI.

More Like this

Vision statement template and 47 vision statement examples, a vision statement is a clear articulation of your organization’s bold future state—meaning where you want your organization to be in 5-10 years..

As you embark upon your strategic planning process, your company’s vision statement is the foundation of your organization’s long-term goals and day-to-day activities. Knowing where to start when creating your vision statement can be tricky, but we’ve got you covered! We’ll cover the basics of vision statements, how they differ from mission and values statements, and how you can build your own using our vision statement template. As you work through the creation of your own vision, browse 37 of our favorite vision statement examples and learn some best practices.

Pro Tip: Without a clear vision statement, you’ll have a difficult time communicating that vision of your future to your team and to the people around you.

What is the Purpose of a Vision Statement?

Your vision statement is the big, bold declaration that defines what you seek to accomplish or where you want to be in the next 5-10 years. It is foundational to your strategic plan and should not be overlooked in the planning process as a vision statement describes and crystalizes your future state.

What is the difference between a vision statement, a mission statement, and guiding principles?

While this is a common mistake, an organization’s vision can be confused with its mission statement and company’s core values/guiding principles.

Mission statements and vision statements work together, but they are not interchangeable. Mission and vision statements each have a clear purpose – missions express why you exist and what you do, a good vision statement paints a bold picture of your future, and company values outline how you expect your team to behave.

A company’s vision articulates where you’re going.

A company’s vision statement outlines your organization’s aspirations for the future, typically spanning multiple years. It asks (and answers) the fundamental question, “Where are we going?”

Your vision statement is your big, bold, lofty aspirations wrapped up in a clear and memorable sentence. It may feel, in some ways, a bit out of reach and overly ambitious. It’s okay; vision statements are supposed to be! The primary purpose of creating a vision statement is to provide direction and inspiration, setting a clear and ambitious target for what the organization aims to achieve.

Pro Tip: You need to create a unique vision statement! It needs to be distinct and paint a picture of the world if you reach your future goals. How will you change people’s lives? How will you change your organization? A great vision statement describes where you are going with clarity.

A company’s mission statement articulates why you exist.

Unlike a vision statement, which answers the question, ‘Where are we going?’ a company mission statement focuses on it’s core purpose. A mission statement asks the question, “Why do we exist?”. Think of a mission statement like a purpose statement. It should provide the context for all the decisions made within the organization and be useful for both internal and external audiences.

It describes the organization’s current purpose and reason for its creation. Your mission is essentially your statement that defines the purpose of the work you do. It should provide the context for all the decisions made within the organization and be useful for both internal and external audiences. To better understand the impact of a mission statement, consider various mission statement examples that clearly articulate a company’s core purpose and values.

Pro Tip: A good mission statement clearly communicates your higher purpose and reason for existing. It should also guide business’s vision!

Again, this statement would ideally be clear, succinct, and memorable, as it will be something that you’d share with your customers, employees, and stakeholders.

Guiding principles define how you will behave.

Your guiding principles or company’s core values are the uncompromising principles or standards by which you guide your decision-making. They inform your approach to growth and impact. These can also serve as the clear guardrails and principles that keep your organization growing with quality and integrity.

They define the clear behaviors you expect of your organization and your team as you pursue your big, bold vision.

These elements make up essential aspects of your strategic plan and are not interchangeable. Each element is foundational and has a clear purpose. Missions are what you do conversationally, visions paint a bold picture of your future, and values outline how you expect your team to behave.

In summary, you need a vision and mission statement to articulate where you are going and why you exist. Core values help define your company culture and how you expect your team to behave. All three of these are necessary to create your company’s future.

What are the Benefits of a Compelling Company Vision Statement?

There are several benefits to incorporating your vision statement into your strategic plan. Some key benefits that a well-defined business vision statement provides are:

• Directional Guidance: Your vision statement acts as a compass, guiding strategic planning and decision-making by defining the desired end state.
• Motivation and Inspiration: A compelling vision can inspire and motivate stakeholders, including employees, customers, and investors, by providing a sense of purpose and direction.
• Unity and Alignment: A vision statement helps align the efforts of all team members, fostering a sense of unity and shared purpose.
• Strategic Framework: Your vision statement serves as a foundational element in the strategic planning process and helps to shape the objectives, strategies, and action plans that will drive the organization toward its envisioned future state.
• Decision-Making Clarity: With a clear vision, decisions can be evaluated based on their alignment with the desired future, ensuring that actions contribute to long-term success.
• Differentiation: A distinct and ambitious vision can set an organization apart from its competitors.

Does every organization need a vision statement? Absolutely!

A vision statement is not just a declaration of long term future intentions that is only shared during yearly board meetings or during fund-raising events; an inspiring vision statement is a strategic tool that benefits an organization by providing direction, inspiring stakeholders, fostering unity, guiding decision-making, and differentiating the organization from its competitors.

Vision Statement Template & Visioning Canvas

Coming up with a big, bold vision that encompasses your goals for the next 5 to 10 years may seem like a daunting task. Prior to drafting your vision statement, you need to go through a few ‘visioning’ exercises to determine what your vision for your organization actually is. To help you build a vision statement that matters, we’ve created a visioning guide and attached an easy-to-follow visioning template. Click here to download !

How to write a vision statement

The first step to narrowing down your vision for your organization is to ask yourself and your team these two questions:

• What does success look like for us in the future?
• How will that differ from how it looks today?

When thinking of your ideal future state, consider how your vision can impact a global workforce, connecting professionals and enhancing productivity on a worldwide scale.

These questions are a good way to put your team in the mindset of thinking about where you are today versus where you want to be tomorrow.

When thinking of your ideal future state, it may help to think about your team’s common goals in relation to four specific areas: people and organizational suitability, operational excellence and innovation, customer growth and retention, and financial results and impact.

Pro Tip:You may recognize these four areas in a balanced scorecard, which is exactly what it is. When you outline what the future would look like in these four areas, it will paint a clear and well-balanced picture of your overall vision for your organization and provides some guidance of where you want to focus your development efforts.

The best way to do this exercise is to follow this canvas to guide your exercise and with each matrix, ask yourself two questions; “What does success look like (in this area)” and “How is it different from today?” For each perspective you explore, write supporting vision descriptors, aka “min-visions,” that will ultimately support your larger vision of success.

These help your organization clearly understand your ideal future in all areas of your organization. Use the template provided in the canvas above to complete the following vision descriptors to include in your business plan and strategic plan.

People and Organizational Suitability

The first perspective is internally focused based on our equity in our people and organizational stability. This includes areas such as organization structure, size, and capabilities, as well as overall company culture and skills.

What does success look like for your people? Think about your organization’s structure, size, capabilities, and culture.

Mini Vision Statement: Have a growing team of 200 people who are passionate about changing our industry.

Operational Excellence and Innovation

The second area focuses on operational excellence, and innovation. This includes such concerns like facilities, processes, technology, innovation and environmental impact.

What facilities, technology, innovations, or environmental impact are needed to achieve that vision? How will it help you get there?

Mini Vision Statement: Scale our infrastructure to increase output by 50%.

Customer Growth and Retention

This area focuses on the market/customer-facing perspective of growth and impact. Areas of concern could include the services, customer service, products, benefits, and value proposition that your organization brings to the market.

What does the volume, number of customers, geographies, or products/services look like once you reach your destination?

Mini Vision Statement: Become a top player in our market, positioned as ‘innovators’ in the minds of our customers.

Financial Results and Impact

Finally, this perspective focuses on a financial perspective, and includes concerns such as social impact, sustainability, profitability, and revenue growth.

What is the revenue growth, profitability, or social and community impact achieving this vision will help achieve?

Mini Vision Statement: Achieve sustainable, profitable growth by increasing profits by 10% year over year over the next 5 years.

OnStrategy Vision Statement Example

Now that you have the four areas filled out, , you can use the vision statement template we’ve created as a guide to write your own . Begin by setting a target date or year to accomplish, followed by the phrase ‘we envision’ paired with your organization’s desired future state. Finally, end your statement with a ‘why’ to give your team vision a reason and purpose. Fill in the blanks to help write your own vision statement:

• By: Insert the year or timeframe

This doesn’t have to be explicitly stated in your vision statement, but you should have a timeline in mind as you draft it.

• We envision: A phrase that helps frame your vision statement.

Again, you don’t have to explicitly keep this phrase in your vision statement once you’ve drafted it. But starting your vision statement drafting process with this phrase can help put you in the right frame of mind.

• Verb: An action verb in future tense
• Impact: Description of future impact on the world

We envision being the #1 choice for premier organic, sustainable foods by changing the way produce is grown and sold in North America.

6 Characteristics of a great vision statement:

• An ideal vision statement at least five years in nature or longer, but no longer than 10 years. You need to have flexibility to pivot if your company or end goal changes, so 10-year vision might be too long.
• Your company’s vision statement needs to be unique to your organization, sound like no one else’s, and stays true to what sets your organization apart.
• Vision statements are set in the future tense and have a powerful action verb.
• A great company vision statement is directional. Again, we’re not there today but are moving towards our ideal future with forward momentum.
• A good vision statement is audacious. Visions are big and broad with high-reaching thoughts.
• Finally, a your company’s vision statement must be descriptive.

40 Sample Vision Statements

Now that you have a template to help create your vision statement, we’ve put together a list of 37 of our favorite vision statement from organizations around the globe. First, we will jump into some of our favorite vision statement’s from OnStrategy client’s:

OnStrategy Clients Vision Statement Examples

#1– Experience Kissimmee

To be the recognized leader in destination marketing by promoting Kissimmee and Central Florida’s tourism experiences to the world.

Get the Free Guide to Create a Clear Vision and Future State

#2– bright path labs.

Bright Path Labs’ vision is to bring our advanced manufacturing technologies to the entire pharmaceutical industry where our cutting edge and proprietary chemical production techniques can significantly contribute to solving some of today’s biggest healthcare challenges, including:

• Improving the resiliency of domestic supply chains and the affordability of medicine
• Reducing the risk of life-saving drug shortages
• Supplying increased access to medicine for underserved and overlooked patient populations.

#3– Keystone Health Care

To become the preferred provider of Emergency Medicine and Hospital Medicine services by embracing dynamic healthcare challenges and focusing on controlled growth in select markets.

#4– Patagonia’s Vision Statement

Making the best product matters for saving the home planet.

#5– Cleveland Metropolitan’s School District Engagement Division

CMSD is the number one choice in Cleveland; families enroll and remain with the District because they feel welcomed, valued, supported, and meaningfully engaged as partners in students’ success.

#6– The City of Reno

We are a thriving urban center known for our world-class colleges, vibrant culture, diverse outdoor activities, and innovative industries.

#7– City and County of San Francisco Department of Technology

We envision being a trusted leader and global example in providing innovative technology services and solutions to all CCSF agencies, the people of San Francisco and worldwide.

#8– Charlotte-Mecklenburg Police Department

We envision becoming the trusted, respected, and sought-after community partner by serving our citizens and taking care of our employees.

For-Profit Vision Examples

Serve people worldwide with the joy of expanding their life’s potential by leading the advancement of mobility and enable people everywhere in the world to improve their daily lives.

#10– Hyundai

Progress for humanity. We’re here do the right thing for humanity.

#11– Porsche

The brand for those who follow their dreams.

Providing a new space that makes life more convenient and enjoyable by realizing superlative mobility based on innovative people-oriented, eco-friendly technologies and comprehensive services.

#13– Microsoft

Microsoft’s vision statement is to help people and businesses throughout the world realize their full potential.

Lead the future of Streaming TV by creating new and familiar experiences for our viewers, amplifying bold voices, and challenging our diverse builders and creators to push the boundaries of storytelling and technology.

#15– Netflix

Becoming the best global entertainment distribution service.

#16– Verizon

We create the connections that shape the future. Verizon is transforming how people, businesses and technologies interact, setting the stage for the next Industrial Revolution.

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

#18– Google

Google’s vision is to provide access to the world’s information in one click.

To create a better everyday life for the many people.

This vision goes beyond home furnishing. We want to have a positive impact on the world– from the communities where we source our raw materials to the way our products help our customers live a more sustainable life at home.

#20– LinkedIn

LinkedIn’s vision is to create economic opportunity for every member of the global workforce. Our Economic Graph insights help us achieve this vision.

Healthcare Vision Statement Examples

#21– Renown Health

Renown Health, with our partners, will inspire better health in our communities.

#22– Blue Cross Blue Shield Minnesota

Be the customer’s first choice by reinventing ourselves and the system.

We aspire to be the premier research-intensive biopharmaceutical company in the world.

#24– Johnson & Johnson

To help people see better, connect better, live better.

#25– Mizuho

Our aim is to be a world-leading medical equipment supplier committed to meeting and exceeding the expectations of our clients.

Guided by our purpose, CVS Health® is building an entire world of health care around each and every person we serve, no matter where they are on their journey.

#27– AstraZeneca’s Vision

Driven by innovative science and our entrepreneurial culture, we are focused on the delivery of life-changing medicines that are fueling growth and contributing value to patients and society.

#28– Harvard

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.

We will be an innovative and adaptable community of educators that creates a seamless and transformative experience for all Brown students by equipping them to succeed academically, empowering them to be in community together as their authentic selves, and supporting them in developing skills for life after Brown.

#30– Stanford’s Vision

We are expanding avenues of discovery across all fields while creating new pathways for applying knowledge where it is needed in the world.

#31– Michigan State College of Literature, Science, and Arts

We are a diverse intellectual community, working together to reimagine the world and create positive, purposeful change.

#32– The University of Nevada, Reno

The University of Nevada, Reno ‘s vision is to educate and graduate the best-prepared, confident leaders for the state, national, and global community; to be a nexus for research and creativity that focuses on vital issues of our time; and to serve as a catalyst for the betterment of our society.

#33– Los Angeles Unified School District

L.A. Unified will be a progressive global leader in education, providing a dynamic and inspiring learning experience where all students graduate ready for success.

#34– Clark County School District

Our vision is for all students to graduate from high school having the knowledge, skills, attitudes, and values necessary to achieve academically, prosper economically, and contribute in a global society.

Non-Profit Vision Statement Examples

#35– Global Fund for Children

The Global Fund for Children, envision a world where all children have the opportunity to learn, grow and thrive. This vision can be turned into reality with the help of grassroots organizations.

#36– St. Jude

To accelerate progress against catastrophic disease at a global level.

#37– Big Brothers Big Sisters of America

All youth achieve their full potential.

#38– Nevada Humane Society

Our vision is that all pets have a healthy, happy life.

#39– Boys and Girls Club of America

Provide a world-class Club Experience that assures success is within reach of every young person who enters our doors, with all members on track to graduate from high school with a plan for the future, demonstrating good character and citizenship, and living a healthy lifestyle.

#40– Habitat for Humanity

A world where everyone has a decent place to live.

#41– American Red Cross

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

• …all people affected by disaster across the country and around the world receive care, shelter and hope;
• …our communities are ready and prepared for disasters;
• …everyone in our country has access to safe, lifesaving blood and blood products;
• …all members of our armed services and their families find support and comfort whenever needed; and
• …in an emergency, there are always trained individuals nearby, ready to use their Red Cross skills to save lives.

#42– The King’s Center Vision Statement

We envision the Beloved Community where injustice ceases and love prevails.

#43– St. Jude’s Vision Statement

St. Jude has the obligation and the ability to help children around the world. Because of St. Jude’s success, we have the opportunity and the responsibility to establish an agenda that is aimed toward achieving the mission of St. Jude Children’s Research Hospital.

#44– One Tree Planted’s Vision Statement

We want to make it simple for anyone to help the environment by planting trees. Together we can restore forests, create habitat for biodiversity, and make a positive social impact around the world.

#45– Goodwill’s Vision Statement

Every person has the opportunity to achieve his/her fullest potential and participate in and contribute to all aspects of life.

#46– Special Olympics Vision Statement

To transform communities by inspiring people throughout the world to open their minds, accept and include people with intellectual disabilities and thereby anyone who is perceived as different.

#47– World Wildlife Foundation Vision Statement

We seek to save a planet, a world of life.

For a deep dive on Vision Statements, check out our Vision Statements post.

Comments Cancel

Join 60,000 other leaders engaged in transforming their organizations., subscribe to get the latest agile strategy best practices, free guides, case studies, and videos in your inbox every week..

Leading strategy? Join our FREE community.

Become a member of the chief strategy officer collaborative..

Free monthly sessions and exclusive content.

Do you want to 2x your impact.

Small Business Trends

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

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:

How to Write a 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.

Step 2: Gather Input From Others

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

Step 4: finalize & publish your vision statement.

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

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?

2. Linkedin

3. patagonia.

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

7. san diego zoo, 8. the nature conservancy, 9. at&t, 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.”

12. Ben & Jerry’s

Short business vision statement examples, 13. feeding america, 17. whole foods.

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.”

21. McDonald’s

22. warby parker, 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:

Mission Statement Vs Vision Statement

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

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.

Inspiration

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.

Feasibility

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:

Final Words

Ownr Blog  > Ownrship 101  > Business Stages  > Before You Start  > Before You Start a Business  > Vision Statement Examples & Guide

Vision Statement Examples & Guide

Starting a business is a challenging process. If you want your project to go far, be successful, and stay on target, a business plan is an essential tool in your arsenal. Part of that plan may be crafting a vision statement. In this article, we’ll take a look at several vision statement examples and identify what makes a strong, compelling statement. This guide will then help you create a powerful and inspiring vision statement. With our easy steps and helpful tips, you’ll have everything you need. Now—let’s craft your vision!

• What is a Vision Statement?

A vision statement is a short passage that encapsulates a business’ philosophical and emotional goals as determined by the founder(s) or other high-level stakeholders. It is rarely longer than one to three sentences, and should quickly inspire the spirit and core values of the company in anyone who reads it.

Vision statements help clarify your company’s purpose and direction. They also provide a guide for employees and customers who may not know exactly what you do, which will help them care about your success.A crafty vision statement is also an important part of your business plan. That’s why we’ve included a section to create your own as part of Blueprint, our free business plan generator . Blueprint will work with you to answer a series of questions about your business, covering everything from vision statements and team information to financial overviews and sales analysis. At the end, you’ll get a professionally designed business plan to print, download and share.

• Why It’s Important to Have A Vision Statement

A high-quality statement that quickly communicates goals and values is a critical cornerstone for any successful company. It can be useful when recruiting and training employees, when crafting marketing materials, and when communicating to new and existing customers.

In this modern digital age, most consumers and businesses have many options regardless of the product or service they’re seeking. Making a buying decision often boils down to which company has a clear offer and aligns with a customer’s values and principles.

The average buyer of most products and services will not be an expert regarding everything they purchase. Therefore if there are multiple companies with similar prices, reviews, and offers, connecting with their human spirit can often tip the scale in your favor.

• How to Write a Killer Vision Statement

Infusing emotional power into a single sentence is not easy, but if you follow our simple advice you’ll be able to write a company vision statement that will guide your brand into the future.

• Step 1: Envision what you want your brand to accomplish. Think about long-term goals rather than short-term. What value will you provide to the world over the next 5-10 years?
• Step 2: Determine why you are pursuing this particular goal. For example, if you’re creating a sustainable energy solution, what are the top reasons that you chose that mission?
• Step 3: Create a short list of words that exemplify your goals and reasons for pursuing them, and use those that resonate most with your purpose to craft a simple sentence explaining your company’s philosophical purpose.

Once you’ve created a working draft for your statement you can play with different versions of it and show it to other company stakeholders and/or friends and family who know you well. With a little feedback and positive reinforcement, you should be able to arrive at a simple sentence that is more than satisfactory.

• Difference Between a Vision Statement vs. a Mission Statement

There is often some confusion between these terms—while the two do cover some common ground, the difference is quite simple.

A vision statement is more philosophical and summarizes your company’s long term goals. It’s about where you’re going and why, and it will generally stay the same over long periods of time.

A mission statement is more tactical and explains how your business will accomplish its goals. It’s about where you are and what you’re doing right now, and may change every year or so as necessary.

• Strong Vision Statement Examples

Sometimes the best way to understand something is to see it exemplified, so here are some of our favorite statements that get straight to the point.

Enabling Canadian entrepreneurs to start, manage, and grow their businesses.

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

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.

To create a better everyday life for many people.

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

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

While none of these statements are the exact same length or follow a specific formula, they all address some or all of the points mentioned above. For example:

• Ownr’s vision statement expresses our desire to improve the quality of life for Canadian entrepreneurs of all experience levels.
• Tesla’s statement implies their focus on breaking into a difficult industry by introducing innovative technologies and superior products.
• Amazon describes both their company culture and their ambitious goals, which work together to make them the largest eCommerce stores on Earth as well as a growing entertainment company.
• Ikea keeps it simple while describing their main goal with a single broad stroke that’s easy to understand and match with their practices.
• Patagonia implies their uncompromising principles in a single sentence while hinting at both their current and future goals.
• Disney expresses their desire for unlimited growth by way of providing media and knowledge to consumers in a variety of formats.

Whether a company’s strength lies in innovation, quality of customer service, or elsewhere, a good vision statement gives business owners the opportunity to encapsulate their company spirit and their goals within a single phrase.

• Frequently Asked Questions about Vision Statements

Hopefully this article has helped you understand what a vision statement is, how to craft and implement one, and why they’re so important for internal and external use. Here are a few common questions and answers related to this topic.

• What is a good vision statement?

A good statement will use the power of ideas to turn the ideas and values of founders into company strategies that can be easily understood by new employees and potential customers alike.

• How do you write a simple vision statement?

To write a simple but effective phrase that will embody your brand, determine your company’s goals as well as why you want to achieve them and then express the two as coherently as possible in a single sentence.

• How do you write a strong vision statement?

If you’re having trouble creating a strong statement, first make a list of words that resonate with your goals and values. Next, use a thesaurus to expand the list and find new words that work well. Then pick your favorite words from the list and use them in a short phrase that expresses the spirit of your company.

This article offers general information only, is current as of the date of publication, and is not intended as legal, financial or other professional advice. A professional advisor should be consulted regarding your specific situation. While the information presented is believed to be factual and current, its accuracy is not guaranteed and it should not be regarded as a complete analysis of the subjects discussed. All expressions of opinion reflect the judgment of the author(s) as of the date of publication and are subject to change. No endorsement of any third parties or their advice, opinions, information, products or services is expressly given or implied by RBC Ventures Inc. or its affiliates.

• Business Startup Consultants
• Business Plan Writers
• Business Mentoring
• Business Growth Consultants
• Customer Case Studies
• Free Business Plan Template

How to Write an Impactful Vision Statement for Your Business Plan

Kurt Graver November 19, 2023 Business Plan

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

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

What is a Vision Statement?

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

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

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

Benefits of a Strong Vision Statement

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

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

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

How to Write an Impactful Vision Statement

Follow these tips when writing or revising your vision statement:

Imagine the Future

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

Focus on Long-Term Goals

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

Align with Values

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

Use Inspirational Language

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

Keep It Concise

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

Make It Memorable

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

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

Vision Statement Examples

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

To accelerate the world’s transition to sustainable energy.

To create a world where you can belong anywhere.

To make people happy by providing the finest in entertainment.

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

Becoming the best global entertainment distribution service.

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

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

McDonald’s

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

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

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

Tips for Communicating Your Vision

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

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

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

Bring Your Business Vision to Life

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

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

Related Posts

• How To Write A Business Plan That Gets Investment
• How To Write Your Business Plan: What Is Your Company’s Mission Statement?
• How to Start a Gym: A Step-by-Step Guide to Launching Your Fitness Business
• 8 Ways To Improve Business Performance
• The Ultimate Guide to Business Planning: Step-by-Step Strategies for Success
• Business Development
• Business Funding
• Business Ideas
• Business Plan
• Business Start-up Advice
• Business Start-up Guides
• Business Strategy
• Business Success Formula
• Leadership & Management
• Marketing & Sales
• Startups & Entrepreneurship

• Contact sales

Start free trial

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.

Get your free

Vision Statement Template

Use this free Vision Statement Template for Word to manage your projects better.

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 .

Deliver your projects on time and on budget

Start planning your projects.

Jump to navigation

• --> --> --> -->