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32 Mission and Vision Statement Examples That Will Inspire Your Buyers

Published: May 11, 2023

100 Mission Statement Examples & Templates

Mission statements from 100 companies and templates to create one for your business.

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Think about the brands you purchase from over and over. Why do you choose to buy products and or services from them even when cheaper options exist?

Well, there's a good reason for it — because of their values which are expressed in their mission statement. As consumers, we like to patronize businesses that have values we believe in.

Still, Loyalty doesn’t happen overnight. Building brand loyalty , like creating mission and vision statements, takes time. If you’re in a bit of a time crunch, use this table of contents to find precisely what you’re looking for to inspire the development of your company’s mission:

What is a mission statement?

Mission vs Vision Statements

Best Mission Statement Examples

Best Vision Statements Examples

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A mission statement is a simple statement about the goals, values, and objectives of an organization. It helps a company respond to change and make decisions that align with its vision.

This brief description helps customers, employees, and leadership understand the organization's top priorities.

As a company grows, it may reach its early goals, and they'll change. So, it's important to revise mission statements as needed to reflect the business's new culture as it achieves its goals and develops new targets.

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What makes a good mission statement?

The best brands combine physical, emotional, and logical elements into one exceptional customer (and employee) experience that you value as much as they do. A good mission statement will not only explain your brand’s purpose, but will also foster a connection with customers.

When your brand creates a genuine connection with customers and employees, they'll stay loyal to your company, thereby increasing your overall profitability.

Mission statements also help you stand out in the marketplace, differentiating your brand from the competition.

What are the 3 parts of a mission statement?

Your mission statement should clearly express what your brand does, how it does it, and why the brand does it. You can quickly sum this up in your mission statement by providing the following:

• Brand Purpose: What does your product or service do, or aim to offer and for whom?
• Brand Values: What does your company stand for? For example, are you environmentally conscious and provide a more sustainable solution to solve a problem? Values are what make your company unique.
• Brand Goals: What does your company accomplish for customers? Why should they purchase from you instead of other competitors?

With these three components, you can create a mission that is unique to your brand and resonates with potential customers. Next, we’ll guide you step by step on how to write a proper mission statement to build on as your company evolves.

How to Write a Mission Statement

• Explain your company’s product or service offering.
• Identify the company’s core values.
• Connect how your company's offering aligns with your values.
• Condense these statements into one.
• Make sure it’s clear, concise, and free of fluff.

1. Explain your company’s product or service offering.

You want prospects to understand what your company does in a literal sense. This means explaining your offering in basic, clear terms. Your explanation should answer the most basic questions like:

• Are you selling a product or service?
• Why would customers buy it?
• How does your offering solve for the customer?

Record your answers and focus on how your product or service brings value to your buyer personas , otherwise known as your target audience.

2. Identify the company’s core values.

Now, this is where you can start thinking bigger. You didn’t just make a product or service at random. Instead, you’re most likely motivated by a set of core values .

Core values are deeply ingrained principles that guide a company’s actions. Take HubSpot’s culture code, HEART , for example:

• Transparent

These are principles that not only company employees respect, but are principles that our customers appreciate as well. By identifying core values that hold meaning on personal and organizational levels, you’ll have an appealing set to add to your mission statement.

3. Connect how your company's offering aligns with your values.

So how can your company offering serve your core values? You need to draw a connection between the two in a way that makes sense to the public.

For example, if one of your core values centers on innovation, you want to frame your product or service as pushing boundaries and explaining how it helps customers innovate their lives or business practices. Essentially, you’re taking the literal benefit of the offering and expanding it to serve a higher purpose.

4. Condense these statements into one.

A mission statement can be as short as a single sentence, or as long as a paragraph, but it’s meant to be a short summary of your company’s purpose. You need to state the what, who, and why of your company:

• What: The company offering
• Who: Who you’re selling to
• Why: The core values you do it for

Once you have successfully conveyed your message, it’s time to refine and perfect your statement.

5. Make sure it’s clear, concise, and free of fluff.

Above all, your mission statement is a marketing asset that is meant to be clear, concise, and free of fluff. It should clearly outline the purpose of your company offering and show the common goals the company is working to achieve. You should also have other team members or advisors read the mission statement and make adjustments if needed according to their recommendations.

Vision Statement

A vision statement is aspirational and expresses your brand’s plan or “vision” for the future and potential impact on the world. They often serve as a guide for a brand’s future goals and explain why customers and employees should stick around for the long haul.

What makes a good vision statement?

A good vision statement should be bold and ambitious. They’re meant to be inspirational, big-picture declarations of what your company strives to be in the future. They give customers a peek into your company’s trajectory and build customer loyalty by allowing them to align their support with your vision because they believe in the future of your brand as well.

What are the 3 parts of a vision statement?

Your company vision is meant to be inspirational while also aligning with the company’s mission. A vision statement should have the following characteristics:

• Aspirational and Ambitious: Have a lofty outlook for what you want your business to accomplish? Here’s the place to put it. Your vision statement should be aspirational and showcase how your business will grow in the future.
• Practical and Achievable: While your statement should be ambitious, it shouldn’t be impossible. Set a goal that is both challenging and practical.
• General: Your vision should be broad enough to encompass all of your brand’s overall goals. Think of it as umbrella for your mission statement and company objectives to nest under.

Both mission and vision statements are often combined into one comprehensive "mission statement" to define the organization's reason for existing and its outlook for internal and external audiences — like employees, partners, board members, consumers, and shareholders.

The difference between mission and vision statements lies in the purpose they serve.

Mission Statement vs. Vision Statement

A mission statement clarifies what the company wants to achieve, who they want to support, and why they want to support them. On the other hand, a vision statement describes where the company wants a community, or the world, to be as a result of the company's services. Thus, a mission statement is a roadmap for the company's vision statement.

A mission statement is a literal quote stating what a brand or company is setting out to do. This lets the public know the product and service it offers, who it makes it for, and why it’s doing it. A vision statement is a brand looking toward the future and saying what it hopes to achieve through its mission statement. This is more conceptual, as it’s a glimpse into what the brand can become in the eyes of the consumer and the value it will bring in longevity.

In summary, the main differences between a mission statement and a vision statement are:

• Mission statements describe the current purpose a company serves. The company's function, target audience, and key offerings are elements that are often mentioned in a mission statement.
• Vision statements are a look into a company’s future or what its overarching vision is. The same elements from the mission statement can be included in a vision statement, but they'll be described in the future tense.

Now that we know what they are, let’s dive into some useful examples of each across different industries.

Mission and Vision Statement Template

Free Guide: 100 Mission Statement Templates & Examples

Need more examples to build your mission statement? Download our free overview of mission statements – complete with 100 templates and examples to help you develop a stand-out mission statement.

Create a mission statement with these useful templates , like this example below:

• Life Is Good: To spread the power of optimism.
• sweetgreen: Building healthier communities by connecting people to real food.
• Patagonia: Build the best product, Cause no unnecessary harm, Use business to protect nature, Not bound by convention.
• American Express: Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.
• Warby Parker: To inspire and impact the world with vision, purpose, and style.
• InvisionApp: Transform the way people work together by helping them collaborate better. Faster. On everything. From anywhere.
• Honest Tea: To create and promote great-tasting, healthy, organic beverages.
• IKEA: To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them
• Nordstrom: Offering customers the very best service, selection, quality, and value.
• Cradles to Crayons: Provides children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive – at home, at school, and at play.
• Universal Health Services, Inc.: To provide superior quality healthcare services that: PATIENTS recommend to family and friends, PHYSICIANS prefer for their patients, PURCHASERS select for their clients, EMPLOYEES are proud of, and INVESTORS seek for long-term returns.
• JetBlue: To inspire humanity – both in the air and on the ground.
• Workday: Our core values guide everything we do — Employees, Customer Service, Innovation, Integrity, Fun, Profitability.
• Lowe's: Together, deliver the right home improvement products, with the best service and value, across every channel and community we serve.
• Tesla: Accelerating the world's transition to sustainable energy.
• Invisible Children: Partners with local peacebuilders across central Africa to end violent conflict through locally-led solutions.
• TED: Spread ideas, foster community and create impact.
• Microsoft: To empower every person and every organization on the planet to achieve more.
• Disney: To entertain, inform and inspire people around the globe through the power of unparalleled storytelling.
• Meta: Giving people the power to build community and bring the world closer together.
• Vista Equity Partners: By providing technology expertise, operational guidance and capital for sustainable growth, we empower organizations across all industries to stay ahead in the digital economy.
• Dunkin': Everything we do is about you. We strive to keep you at your best, and we remain loyal to you, your tastes and your time. That’s what America runs on.

1. Life Is Good : To spread the power of optimism.

Image Source

The Life is Good brand is about more than spreading optimism — although, with uplifting T-shirt slogans like "Seas The Day" and "Forecast: Mostly Sunny," it's hard not to crack a smile.

There are tons of T-shirt companies in the world, but Life is Good's mission sets itself apart with a mission statement that goes beyond fun clothing: to spread the power of optimism.

This mission is perhaps a little unexpected if you're not familiar with the company's public charity: How will a T-shirt company help spread optimism? Life is Good answers that question below the fold, where the mission is explained in more detail using a video and with links to the company’s community and the Life is Good Playmaker Project page . We really like how lofty yet specific this mission statement is — it's a hard-to-balance combination.

2. sweetgreen : Building healthier communities by connecting people to real food.

Notice that sweetgreen's mission is positioned to align with your values — not just written as something the brand believes. We love the inclusive language used in its statement.

The language lets us know the company is all about connecting its growing network of farmers growing healthy, local ingredients with us — the customer — because we're the ones who want more locally grown, healthy food options.

The mission to connect people is what makes this statement so strong. And, that promise has gone beyond sweetgreen's website and walls of its food shops: The team has made strides in the communities where it's opened stores as well. Primarily, it offers education to young kids on healthy eating, fitness, sustainability, and where food comes from.

3. Patagonia : Build the best product, Cause no unnecessary harm, Use business to protect nature, Not bound by convention.

Patagonia's mission statement spotlights the company’s commitment to help the environment and save the earth. The people behind the brand believe that among the most direct ways to limit ecological impacts is with goods that last for generations or can be recycled so the materials in them stay in use.

In the name of this cause, the company donates time, services, and at least 1% of its sales to hundreds of environmental groups worldwide.

If your company has a similar focus on growing your business and giving back, think about talking about both the benefit you bring to customers and the value you want to bring to a greater cause in your mission statement.

4. American Express : Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.

Customers will never love a company until the employees love it first.

— Simon Sinek (@simonsinek)

The tweet above is from Simon Sinek , and it's one that we repeat here at HubSpot all the time. American Express sets itself apart from other credit card companies in its list of values, with an ode to excellent customer service, which is something it’s famous for.

We especially love the emphasis on teamwork and supporting employees so that the people inside the organization can be in the best position to support their customers.

5. Warby Parker : To inspire and impact the world with vision, purpose, and style.

In one sentence, the brand takes us to the root of why it was founded while also revealing its vision for a better future.

The longer-form version of the mission reads: "We're constantly asking ourselves how we can do more and make a greater impact—and that starts by reimagining everything that a company and industry can be. We want to demonstrate that a business can scale, be profitable, and do good in the world—without charging a premium for it. And we've learned that it takes creativity, empathy, and innovation to achieve that goal." This further shows how Warby Parker doesn't hold back on letting its unique personality shine through. Here, the mission statement's success all comes down to spot-on word choice.

6. InvisionApp : Transform the way people work together by helping them collaborate better. Faster. On everything. From anywhere.

We love the way this statement is emphasized by bringing it back to InVision’s customers — top brands like Google, Zillow, and Slack — and linking to those stories. This mission statement is brief, authentic, and business babble-free — which makes the folks at InvisionApp seem trustworthy and genuine.

7. Honest Tea : To create and promote great-tasting, healthy, organic beverages.

Honest Tea's mission statement begins with a simple punch line connoting its tea is real, pure, and therefore not full of artificial chemicals. The brand is speaking to an audience that's tired of finding ingredients in its tea that can't be pronounced and has been searching for a tea that's exactly what it says it is.

Not only does Honest Tea have a punny name, but it also centers its mission around the name. For some time, the company even published a Mission Report each year in an effort to be "transparent about our business practices and live up to our mission to seek to create and promote great-tasting, healthier, organic beverages."

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

The folks at IKEA dream big. The vision-based mission statement could have been one of beautiful, affordable furniture, but instead, it's to make everyday life better for its customers. It's a partnership: IKEA finds deals all over the world and buys in bulk, then we choose the furniture and pick it up at a self-service warehouse.

"Our business idea supports this vision ... so [that] as many people as possible will be able to afford them," the brand states .

Using words like "as many people as possible" makes a huge company like IKEA much more accessible and appealing to customers.

9. Nordstrom : Offering customers the very best service, selection, quality, and value.

When it comes to customer commitment, few companies are as hyper-focused as Nordstrom is. Although clothing selection, quality, and value all have a place in the company's mission statement, it’s clear that it’s all about the customer: "Nordstrom works relentlessly to give customers the most compelling shopping experience possible."

If you've ever shopped at a Nordstrom, you'll know the brand will uphold the high standard for customer service mentioned in its mission statement, as associates are always roaming the sales floors, asking customers whether they've been helped, and doing everything they can to make the shopping experience a memorable one.

10. Cradles to Crayons : Provides children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive – at home, at school, and at play.

Cradles to Crayons divided its mission and model into three sections that read like a game plan: The Need, The Mission, and The Model. The "rule of three" is a powerful rhetorical device called a tricolon that's usually used in speechwriting to help make an idea more memorable. A tricolon is a series of three parallel elements of roughly the same length — think "I came; I saw; I conquered."

11. Universal Health Services, Inc. : To provide superior quality healthcare services that: PATIENTS recommend to family and friends, PHYSICIANS prefer for their patients, PURCHASERS select for their clients, EMPLOYEES are proud of, and INVESTORS seek for long-term returns.

A company thrives when it pleases its customers, its employees, its partners, and its investors — and Universal Health Services endeavors to do just that, according to its mission statement. As a healthcare service, it specifically strives to please its patients, physicians, purchasers, employees, and investors. We love the emphasis on each facet of the organization by capitalizing the font and making it red for easy skimming.

12. JetBlue : To inspire humanity – both in the air and on the ground.

JetBlue's committed to its founding mission through lovable marketing, charitable partnerships, and influential programs — and we love the approachable language used to describe these endeavors. For example, the brand writes how it "set out in 2000 to bring humanity back to the skies."

For those of us who want to learn more about any of its specific efforts, JetBlue offers details on the Soar With Reading program, its partnership with KaBOOM!, the JetBlue Foundation, environmental and social reporting, and so on. It breaks down all these initiatives really well with big headers, bullet points, pictures, and links to other web pages visitors can click to learn more. JetBlue also encourages visitors to volunteer or donate their TrueBlue points.

13. Workday : Our core values guide everything we do — Employees, Customer Service, Innovation, Integrity, Fun, Profitability.

Workday, a human resources (HR) task automation service, doesn't use its mission statement to highlight the features of its product or how it intends to help HR professionals improve in such-and-such a way.

Instead, the business takes a stance on values. There's a lot of great tech out there. But at Workday, it revolves around the people. We love how confident yet kind this mission statement is. It observes the state of its industry — which Workday believes lacks a human touch — and builds company values around it.

14. Lowe's : Together, deliver the right home improvement products, with the best service and value, across every channel and community we serve.

Sometimes the best way to communicate is direct. Lowe's mission statement hones in on the who, how, what, and why behind this powerful home improvement brand.

It's also a great lesson in how the words and phrases you choose show your audience the force behind your mission. This mission statement begins with the word "together." So, no matter what location, products, or channel, the top priority of its mission is that it happens as a team.

That focus on togetherness also creates a foundation for the volunteer, scholarship, and charitable work that this organization does.

15. Tesla : Accelerating the world's transition to sustainable energy.

A car company's punny use of the word "accelerating" is just one reason this mission statement sticks out. But Tesla makes this list because of how its mission statement describes the industry.

It may be a car company, but Tesla's primary interest isn't just automobiles — it's promoting sustainable energy. And, sustainable energy still has a "long road" ahead of it (pun intended) — hence the world's "transition" into this market.

Ultimately, a mission statement that can admit to the industry's immaturity is exactly what gets customers to root for it — and Tesla does that nicely.

16. Invisible Children : Partners with local peacebuilders across central Africa to end violent conflict through locally-led solutions.

Invisible Children is a non-profit that raises awareness around the violence affecting communities across Central Africa, and the company takes quite a confident tone in its mission.

The most valuable quality of this mission statement is that it has an end goal. Many companies' visions and missions are intentionally left open-ended so that the business might always be needed by the community. But Invisible Children wants to "end" violent conflict facing African families with local solutions. It's an admirable mission that all businesses — not just nonprofits — can learn from when motivating customers.

17. TED : Spread ideas, foster community and create impact.

We've all seen TED Talks online before. Well, the company happens to have one of the most concise mission statements out there.

TED, which stands for "Technology Education and Design," has a succinct mission statement that shines through in every Talk you've seen the company publish on the internet. That mission statement starts with "Spread ideas." Sometimes, the best way to get an audience to remember you is to zoom out as far as your business's vision can go. What do you really care about? TED has recorded some of the most famous presentations globally. Then, it hones in on what great ideas can do — foster community and create impact.

18. Microsoft : To empower every person and every organization on the planet to achieve more.

Microsoft is one of the most well-known technology companies in the world. It makes gadgets for work, play, and creative purposes on a worldwide scale, and its mission statement reflects that. Through its product offering and pricing, it can empower every person and organization.

19. Disney : To entertain, inform and inspire people around the globe through the power of unparalleled storytelling.

Disney’s mission statement goes beyond providing ordinary entertainment. It intends to tell stories and drive creativity that inspires future generations through its work. This is an exceptional mission statement because it goes beyond giving consumers programs to watch, but ones that excite and change the way people see them and the world around them.

20. Meta : Giving people the power to build community and bring the world closer together.

Meta, formerly known as Facebook, is a major social media platform with a concise vision statement. It provides a platform to stay in touch with loved ones and potentially connect to people around the world.

21. Vista Equity Partners : By providing technology expertise, operational guidance and capital for sustainable growth, we empower organizations across all industries to stay ahead in the digital economy.

Some businesses sell a clear and easy-to-understand product or service. But many companies need to combine branding with product education. This means that some mission statements need to not only communicate how a brand does business but also make it easy to see what it's selling.

Vista Equity Partners is a leading technology brand that supports a wide range of people, technologies, and products. In its mission statement, it clarifies what its company offers and why. It does this using the terms its audience uses most often to describe how it can help.

22. Dunkin' : Everything we do is about you. We strive to keep you at your best, and we remain loyal to you, your tastes and your time. That’s what America runs on.

Dunkin’s mission goes beyond remaining a large coffee chain. Rather, the brand wants to be the consummate leader in the coffee and donut industry. It wants to become a place known for fun, food, and recreation.

Now that we’ve gone over successful mission statements, what does a good vision statement look like? Check out some of the following company vision statements — and get inspired to write one for your brand.

Vision Statement Example

“Our vision is to improve sustainable farming practices across the globe.” This vision statement is ambitious and broad enough to be an umbrella statement in line with a brand's mission.

1. Alzheimer's Association : A world without Alzheimer's and all other dementia.

The Alzheimer’s Association conducts global research and gives quality care and support to people with dementia. This vision statement looks into the future where people won’t have to battle this now incurable disease. With the work that it's doing in the present, both employees and consumers can see how the organization achieves its vision by helping those in need.

2. Teach for America : One day, all children in this nation will have the opportunity to attain an excellent education.

Teach for America creates a network of leaders to provide equal education opportunities to children in need. This organization’s day-to-day work includes helping marginalized students receive the proper education they otherwise wouldn’t have access to. Its vision statement is what it hopes to see through its efforts — a nation where no child is left behind.

3. Creative Commons : Help others realize the full potential of the internet.

This nonprofit’s vision statement is broad. It helps overcome legal obstacles to share knowledge and creativity around the world. By working closely with major institutions, its vision is an innovative internet that isn’t barred by paywalls.

4. Chipotle : We believe that food has the power to change the world.

Delicious tacos, burritos, and bowls aren't the only things that Chipotle is passionate about. Many fast food brands differentiate with products. But Chipotle offers a belief instead. This idea fuels practices like using local and organic produce, using responsibly raised meat, and cutting greenhouse emissions. Chipotle’s vision statement makes it clear what inspires and drives the actions of this international brand.

5. Australia Department of Health : Better health and wellbeing for all Australians, now and for future generations.

This government department has a clear vision for its country. Through health policies, programs, and regulations, it has the means to improve the healthcare of Australian citizens.

6. LinkedIn : Create economic opportunity for every member of the global workforce.

LinkedIn is a professional networking service that gives people the opportunity to seek employment. Its vision statement intends to give employees of every level a chance to get the job they need.

7. Purely Elizabeth : We believe that food can heal.

Purely Elizabeth is a food brand selling granola, oatmeal, and cereal products. Its extended vision statement reads: "When you eat better, you feel better. It’s that simple. That's why we use superfoods with vibrant flavors and rich textures to create delicious foods to help you thrive on your wellness journey."

Food brands have a lot of competition, and this brand's broad and inspiring vision offers a chance to connect more deeply with customers. Its podcast, blog, and recipe resources offer useful tools and tips for anyone looking to heal their bodies with their food choices.

8. AllHere : Connecting All Families with the Right Support at the Right Time

Attendance is a big challenge for schools and families, especially with students in middle and high school. AllHere offers AI services like mobile messaging to overcome administrative and communication challenges. This helps students, parents, and teachers get the support they need for student success.

This vision statement emphasizes that this challenge is bigger than individual habits. It's an empowering vision of an educational system that works for everyone.

9. Southwest : To be the world's most loved, most efficient, and most profitable airline.

Southwest Airlines is an international airline that strives to serve its flyers with a smile. Its vision statement is unique because it sees itself not just excelling in profit but outstanding customer service, too. Its vision is possible through its strategy and can lead its employees to be at the level they work toward.

10. Supergoop! : Change the way the world thinks about sunscreen.

For a vision statement to excite, but not overwhelm, it should be both broad and specific. Company mission statement examples like the one above from Supergoop! show that it may be tricky, but it's also possible to balance those two extremes.

This vision says that sunscreen is important AND that sunscreen is more than sunscreen. This simple statement helps the audience think more about what its products are and what they should expect from those products. It's about education, awareness, and quality. And this vision statement keeps the tone positive, bright, and direct.

Inspire Through Brand Values

Brand values play a much more significant role in customer loyalty than you think. Showing that your business understands its audience — and can appeal to them on an emotional level — could be the decision point for a customer’s next purchase. We hope you found some insight in this post that can help you brainstorm your inspiring vision and mission statements for your business.

Editor's note: This post was originally published in August 2014 and has been updated for comprehensiveness.

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100 examples and templates of mission statements to help you build your own.

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22 vision statement examples to help you write your own.

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

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

What is a vision statement? 

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

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

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

Why it’s important to have a vision statement.

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

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

How to write a vision statement.

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

1. Determine who will help write your vision statement.

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

2. Project your goals for the future.

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

The following questions can help you clarify your vision: 

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

3. Stick to the specifics.

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

4. Keep it short and simple.

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

Revisit your vision often as your company evolves.

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

Constantly communicate your vision.

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

Vision statement examples.

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

Concept-based vision statements.

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

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

Quality-based vision statements.

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

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

Keep a clear vision.

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

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What Is a Vision Statement? 25 Vision Statement Examples

Table of Contents

What is a vision statement, what is the purpose of a vision statement, vision statement vs. mission statement, vision statement vs. purpose statement, 25 vision statement examples, how to write a vision statement.

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.

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

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

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

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

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.

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.

In the video below, expert leadership coach Susanne Madsen explains the importance of leading teams with vision, which can be achieved with a well-crafted vision statement.

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.

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

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

Once you have your company mission and vision statements in place, the hard work begins. Now you can create a strategic plan and begin executing your projects. Project management software helps you achieve your goals and objectives. ProjectManager does this with one of the most robust Gantt charts on the market. Our work management tool creates a visual timeline, links task dependencies and sets milestones. Now you know what tasks are essential and whether your actual progress aligns with what you planned. Make your vision a reality by trying our work management software free today.

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.

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.”

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.

This free business plan template for Word allows entrepreneurs and business managers to describe the key aspects of their business such as their vision and mission statement, marketing strategy, operational plan and financial projections.

Best Practices for Writing a Vision Statement

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

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

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

Using ProjectManager to Write a Vision Statement

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

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

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

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30 Noteworthy Vision Statement Examples (+ Free Template)

The vision statement is the North Star of your overall company strategy, it is where you want to be as a business in the future. A good vision statement acts as motivation for employees and provides guidance on long-term goal setting.

Wondering why it matters? According to a January 2022 survey by Gartner, 52% of surveyed employees said the pandemic made them question the purpose of their day-to-day job. What can you get from unmotivated employees? Well, probably wasted money and slower business growth. But that’s a story for another day.

Let’s dive into this article, where you’ll discover:

Why Do You Need A Good Vision Statement?

What is a vision statement, vision vs. mission statement: what's the difference, how to write a company vision statement example, tips for creating your vision statement, 30 vision statement examples from top companies.

• Vision Statement Template And Resources

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Do you think a vision statement is just fluff with its only purpose to look good in the “About Us” section on the website?

Well, we beg to differ and so does Ryan Saundry, a General Manager in charge of Strategy & Value Creation at Asahi Beverages. Here’s why he believes a vision statement is crucial for business:

"If you look at many of the great examples of super successful companies over the last 10,15 or 20 years, there's one thing they have in common. And that’s a really simple, clear vision their business and people can understand and coalesce behind."

The reason why a good vision statement matters is that the people you are leading want to know the “why” behind your decision-making before they follow you.

If you are a disruptive business, your vision will have to be bigger and more badass than any other. And you need to figure it out to create engagement and followership from your stakeholders and team members.

On top of that, a vision statement plays an important role in the strategic planning process.

Vision statements have a directional role , meaning they guide the organization’s plans and strategies. In other words, a clear vision acts as your North Star that helps you set strategic initiatives and objectives while keeping the focus on the big picture. That’s why a vision statement should be a part of the company’s every strategic plan.

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

The bottom line is that people follow leaders with vision and customers are loyal to companies with good vision statements that deeply resonate with them . That’s why your company’s vision shouldn’t be just an afterthought. After all, a memorable and engaging vision statement engages your people emotionally, causing them to work around and through obstacles, and inspires change.

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

In short, a vision statement describes the desired future state of a business within a 5-10 year timeframe and guides the direction of the business's efforts. It is essentially the future objectives of a business. The vision statement is also the first step in building a highly-effective business strategic plan, since it sets the foundation to understand the direction of your business in the long-term.

While this is more of a general definition, let’s dig a bit deeper into it by looking at the difference between a vision statement and a mission statement.

If you hear 10 different people talking about mission and vision, you will most likely hear 10 different definitions. Taking a look at some of the websites and social media accounts, it's clear that many people confuse one for another. 

But here’s how Anita Stubenrauch, ex-Apple creative veteran, explains why you shouldn’t ignore the difference : 

Here’s what’s at stake: if we mistake mission for vision, we just might accomplish what we set out to do — and then stop there.

In other words, mistaking the vision for a mission statement might just stop your organization from achieving its true growth potential.

Let’s settle this battle once and for all: 

• A vision statement is a long-term, idealistic state of the FUTURE that doesn’t exist yet. It’s an inspiring, rallying cry that invites everyone who believes in it to contribute and become a part of it. 
• A company's mission statement is how the company chooses to pursue its vision - like a roadmap . It is more specific and relates directly to the company’s products and services.

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

Vision statement example: 

• HYBE’s vision: “To be the world’s top music-based entertainment lifestyle platform company.”  

Mission statement example: 

• Google’s mission statement: “Our mission is to organize the world’s information and make it universally accessible and useful.” 
• Walt Disney’s mission: “The mission of The Walt Disney Company is to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world’s premier entertainment company.”

So, let’s repeat the key difference. A vision statement is a definition of a company’s future, while a good mission statement represents a roadmap that tells what the company will do to achieve its vision.

Here at Cascade, we've come across a LOT of vision statements while working with thousands of teams of all shapes and sizes, helping them execute strategies . Some of these vision statements are good, some are bad, and most come somewhere in between.

And that’s why we outlined a step-by-step process that will help you craft an effective vision statement.

You can check a complete guide here , but here’s a short recap of each step:

Step 1 - The outcome

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

Step 2 - The twist

What’s your unique selling point? Make sure to include it in your vision statement.

Step 3 - The quantification

One of the common problems with a vision statement is too specific. If we return to the basic definition, your vision statement should be a long-term, idealistic state of the FUTURE that doesn’t exist yet. That said - don't be too specific or apply specific metrics at this stage. 

You might want to refine your target audience or target market, but avoid adding financial projections or any numbers.

Step 4 - The human connection

One final trick you can apply to help make your vision even more memorable is to add a real-life aspect. This will allow people to conjure up a solid mental image to associate with your vision statement.

Below is a vision statement example we've created for a fictional bakery place using our vision statement formula !

Vision Statement Example

Our vision is to "produce and sell locally sourced cakes and pies that are so delicious and satisfying , that every customer who leaves our store does so with a smile ."

Can you imagine yourself standing in the middle of the bakery surrounded by the smell of fresh pastry, and with a smile on your face? We certainly can! And that’s the whole point. Your vision should be imaginable and desirable, like the one above.

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

• Keep it short - max 2 sentences.
• It must be specific to your business and describe a unique outcome that only you can provide. 
• Use the present tense . 
• Keep it simple enough for people both inside and outside your organization to understand. No technical jargon, buzzwords, or metaphors.
• It should be ambitious enough to be exciting but not too ambitious that it seems unachievable. Here at Cascade, we recommend thinking 5 years into the future.
• Vision needs to align with the company’s core values that you want your people to exhibit as they perform their work. 

Following these tips and best practices should give you a solid starting point for creating a vision statement. 

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

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

There are many good vision statement examples that have become widely recognized because they have some pretty amazing companies behind them. You should keep in mind that these are just a starting point. There is much more to the creation process of these vision statements than meets the eye. 

Let’s look at some popular company vision examples: 

Microsoft is one of the most well-known technology companies in the world. Their vision is to help people and businesses throughout the world realize their full potential. 

This e-commerce giant’s vision is to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online. 

Tesla ’s vision is to create the most compelling car company of the 21st century by driving the world's transition to electric vehicles. Their mission is to accelerate the world's transition to sustainable energy.

This world’s largest furniture retailer’s vision is to create a better everyday life for many people. 

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

Patagonia stands out among companies for consistently aligning its actions with its mission, values, and company culture around sustainability. Their mission statement is “We're in business to save our home planet.” However, they don’t have any official release on their vision statement. 

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

LinkedIn’s vision statement is “Create economic opportunity for every member of the global workforce,” and their mission statement is “connect the world’s professionals to make them more productive and successful.”

There is no official release of Starbucks ' vision statement, but here's one example of what it could look like: “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow." 

For inspiration, we are also adding their official mission statement: “To inspire and nurture the human spirit - one person, one cup, and one neighborhood at a time.”

Disney 's vision statement is “to be one of the world's leading producers and providers of entertainment and information.”

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

McDonald's

This multinational fast food chain’s vision statement is “to be the world's best quick service restaurant experience,” and its mission statement is “to make delicious feel-good moments easy for everyone.” 

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

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

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

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

American Express

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

Zoom’s vision is “Video communications empowering people to accomplish more.” Yikes . It could definitely be more memorable and inspiring, right?

Warby Parker 

Warby Parker’s vision is to be one of the most impactful brands in the world by inspiring the next generations of entrepreneurs and consumers to transform the eyewear and eyecare industry through design and innovation. 

Oxfam is a global organization with a vision of a world that is just and sustainable. 

Southwest Airlines 

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

The Nature Conservancy

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

Astellas’s vision is to be at the forefront of healthcare change to run innovative science into VALUE for patients.

This giant beauty company’s vision is  “to be the most inclusive beauty leader and contribute to a society in which everyone can live safely, peacefully, and equally.”

NASA , the National Aeronautics and Space Administration, embarks on a bold and awe-inspiring vision of “Exploring the secrets of the universe for the benefit of all.”

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

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

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

Leading global food company, Danone , is driven by a powerful vision ignited by words from their founder, Antoine Riboud: "There is only one earth, we only live once." Guided by this ethos, Danone is committed to bringing health to our planet and generations of people. 

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

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

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

This global automotive supplier’s vision is to accelerate profitable growth and enhance our technology offer to become a leader in sustainable mobility and smart life on board. Its mission is to create and deliver high-quality and innovative products which comply with legal constraints and customer quality requirements.

In this example above, the difference between vision and mission is obvious.

Vision Statement Template And Resources 

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

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

• Retail vision statement examples
• Healthcare & Pharmaceuticals vision statement examples 
• Food & Beverages vision statement examples
• Automotive vision statement examples
• Vision statement examples for Financial Services
• Manufacturing vision statement examples
• Airlines, Aerospace & Defense vision statement examples

Want to start working on your own vision statement? Look no further and download our vision statement toolkit that includes all resources you need to create an inspiring vision statement. Inside you’ll also find a vision statement template and a special workbook we’re using with our customers to align their vision with company values and company strategic goals.

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

As Jack Welch, former Chairman and CEO of General Electric, said :

“Good business leaders create a vision, articulate the vision, passionately own the vision and relentlessly drive it to completion.”

Every business needs an inspiring vision to spread ideas and make a difference in the world. However, even the greatest vision means nothing without execution.

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

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

What’s the difference between vision statement and purpose?

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

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

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What Is a 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.

A vision statement can increase employee engagement while making it easier to hire new employees for a cultural fit .

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

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

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

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

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

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

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

Determine who will shape your vision. 

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

Evaluate your company’s published materials. 

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

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

Hold workshops to brainstorm your vision. 

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

Get individual input. 

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

Check out competitors’ vision statements. 

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

Keep it short but meaningful. 

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

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

Create a longer version for leadership’s eyes only. 

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

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

Map out your business’s biggest goals. 

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

Consider your company’s potential global impact. 

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

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

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

Dream big. 

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

Be daring, not generic. 

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

Consider creating a brand vision board. 

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

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

Quick tips for your vision statement

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

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

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

When you’re setting business goals and taking actionable steps to achieve them, take time to visualize what your goal achievement will look like.

What to avoid when writing a vision statement

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

How to use your vision statement

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

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

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

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

Help employees take ownership of the vision by asking them to identify ways they could incorporate the vision statement into their daily jobs. Reward employees with cool job perks when you catch them exemplifying the vision.

Vision statement templates and resources

If you need a little more guidance and direction, consult a broad array of downloadable worksheets and templates that offer a framework for developing a vision statement. 

These five resources can help you refine your vision statement:

• Smartsheet vision statement worksheet
• Diggles Creative brand vision worksheet
• Whole Whale nonprofit vision and mission statement worksheet
• Lone Star College System worksheets for developing mission and vision statements
• Khorus mission, vision and values worksheets  

These free resources offer step-by-step instructions to help you identify your company’s key values, priorities and goals, thereby bringing you closer to articulating your unique vision. Use them yourself or collectively with your staff.

20 examples of inspiring vision statements

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

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

Often, the hardest part of creating a vision statement is coming up with wording that truly defines your values and shines a light on your corporate identity without sounding too vague.

Can vision statements change?

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

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

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

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

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

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

The vision for your vision statement

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

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

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

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17 Seriously Inspiring Mission and Vision Statement Examples (2024)

Money is a by-product of value .

So, to thrive in the long run, businesses must remain focused on producing value.

However, it’s easy to lose sight of value creation and get sidetracked by other things like profit margins, expanding your product catalogs , or competitors.

To become a runaway success, businesses must have a purpose that unites and inspires people – “make more money” won’t do the trick. As the author Simon Sinek said , “People don’t buy what you do, they buy why you do it.”

This is why organizations create mission and vision statements.

These statements unify the organization and keep everyone focused on what really matters – because if you get these things right, the profits will follow.

This post will give you an introduction to the two statements. Plus, we’ll share some great mission and vision statement examples to help inspire your own. 

Now, let’s dive in.

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What is a Mission Statement?

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

What is a Vision Statement?

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

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

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

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

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

Does Your Business Need Mission and Vision Statements?

Mission and vision statements are signposts.

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

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

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

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

Now, let’s look at some examples.

Mission and Vision Statement Examples

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

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

17 Inspiring Mission and Vision Statements Explained

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

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

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

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

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

It’s simple and it works.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

The statement then goes on to explain the mission.

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

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

4.  Warby Parker

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

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

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

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

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

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

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

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

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

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

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

6. Patagonia

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

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

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

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

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

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

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

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

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

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

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

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

Mission statement: Spread ideas.

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

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

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

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

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

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

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

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

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

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

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

10. Southwest Airlines

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

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

Southwest Airlines is all about customer service .

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

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

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

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

Take note of the last word: “useful.”

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

Their mission statement is brilliant.

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

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

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

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

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

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

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

Loreal’s mission statement comprises two key parts.

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

This is key.

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

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

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

14. Bulletproof

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

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

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

Sure, it’s a little wordy.

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

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

15. Honest Tea

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

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

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

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

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

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

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

16. Starbucks

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

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

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

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

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

17. Passionfruit

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

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

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

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

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

Done right, mission and vision statements are powerful things.

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

The key to great mission and vision statements is clarity.

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

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

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

What’s your business’s mission or vision statement? Let us know in the comments below!

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125+ Example Company Vision Statements to Blow Your Mind

A huge collection of Company Vision statements for ideas and inspiration… 👀

17 min read

Table of Contents

Do you ever wonder why some brands have a larger portion of the market than others and gain their customers’ trust and loyalty?

Today we will showcase some of the best Customer-centric company vision statement examples that will give you an insight into the values of the world’s leading companies.

What is a Company Vision Statement?

A vision statement is a one-sentence statement that explains the company’s core values, the culture, the direction of your company’s long-term growth, the company mission, or what you want your company to become. This needs to be clearly understood by the employees, customers, and investors alike. This statement helps to set the direction for the company.

How to write a Vision Statement

Your vision statement should be clear, and concise. Keep in mind that you only have one sentence to get your point across.

They work best when they are simple and memorable – both remembered and understood by the target audience.

Best Vision statement examples

We’ve gathered over 125 different and inspiring vision statement examples for you to view, gain inspiration from, and perhaps judge a little! Enjoy this list and remember, we’ve created a full guide to Vision statements if you wish to see more resources on creating your own.

A good and just world where people are not just fed but fulfilled. Kellogg Company

To be the World’s Favorite travel Company. Marriott International

The World’s Premier Toy Brands – Today and Tomorrow. Mattel

A great home for everyone. The Hyde Group

We lead in the creation and delivery of services that enable our clients to win in the changing world of work. ManpowerGroup

To be the most trusted provider of part-time HR Directors in the UK. People Puzzles

To enhance the lives of our customers, by providing quality products at market leading value, whilst ensuring that customer satisfaction is at the heart of everything we do. Lidl

To be a high growth global provider, empowering security services through innovation and intelligence The Security Bureau

Our vision is to be the leading provider of water and wastewater services. Northumbrian Water UK

To be the first choice of consumers and customers around the world by bringing together innovative ideas, continuous process improvement and people who make things happen. Sara Lee

To be the safest, most progressive North American railroad, relentless in the pursuit of customer and employee excellence. CSX

Our vision is to be one of the best food and agricultural companies in the world. Land O’Lakes

Our vision is to be one of the top-performing property and casualty companies in the industry. Safeco

Innovating for our customers to power their success. Cummins

Our vision is delivering happiness to customers, employees and vendors. Zappos

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. Carerpillar

We will provide customer-valued solutions with the best prices, products and services to make Lowe’s the first choice for home improvement. Lowe’s

Be the global leader in supporting our customers’ missions, strengthening security and advancing scientific discovery Lockheed Martin

We are on a journey to be the trusted performance leader that unleashes the potential of data. Intel

Be the best kitchen and laundry company, in constant pursuit of improving life at home. Whirlpool

A compelling place to work, a compelling company to partner. Westgrove

Our vision is to establish Staples as the single-source product authority for millions of businesses. Staples

To be the company that best understands and satisfies the product, service and self-fulfillment needs of women—globally. Avon

Our vision is to lead the future of housebuilding by putting customers at the heart of everything we do. Barratt

To be the leader in engineering intelligent switchgear solutions through excellence in customer service and innovation. Lucy Electric

To grow our business, while decoupling our environmental footprint from our growth and increasing our positive social impact. Unilever

To unlock the full potential in surplus. Company Shop Group

The American Boat & Yacht Council, ABYC, will maximize customer satisfaction with the boating experience through safety standards for products, service and repair. The American Boat & Yacht Council

To be the world’s most advanced law firm. Allen & Overy

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

Get the 500,000 parents who have no life insurance insured. Oomph

We will radically shift the global economy toward small business by empowering people to easily start, confidently grow and successfully run their own ventures. GoDaddy

A world in which every single person is given free access to the sum of all human knowledge. Wikipedia

A data-literate world. Where people, businesses, organizations, and governments tackle their most complex challenges with data. That’s what excites us here at Qlik. Qlik

To be a global leader in eForensics and Data Recovery. Aspiring to excellence in all that we do. Griffin Forensics

To fill the earth with the light and warmth of hospitality. Hilton Hotels

Together, we will make the most of time and improve quality of life for everyone in the North East living with an incurable condition and their families. St Oswald’s Hospice, UK

Working TOGETHER, we will be one of the top ten critical access hospitals in the Country, by providing the most compassionate, highest quality care to OUR community. Androscoggin Valley Hospital

Our vision is to be the trusted advocate for U.S. consumers and businesses by protecting what matters most and building a secure financial future.

All of our customers will regard Fairoak Housing as their first choice provider of supported housing. Fairoak Housing

Our vision is simple. We want to be the number one pizza company in the world and in every neighbourhood. Dominos

To build an executive search network of offices to service fast growing economies. We will be recognised as delivering a market leading recruitment service that is honest, ethical and highly professional. Monroe Consulting Group

Bravely, we dream of a day when no one in Martin County goes to bed hungry. We dream of strong, successful families. We dream of a UNITED community where everyone is healthy and has the opportunity to succeed, reaching their fullest potential in a safe and secure place. United Way of Martin County

Earn Trust, Every Day Schering-Plough

Empower, inspire, connect. Lincolnwood Library

Minneapolis is an intentionally compassionate city where each of us can reach our full potential while caring for one another, eliminating racial disparities, improving our environment and promoting social well-being. We lead in innovative and creative ways, focused not only on our present needs, but also the success of future generations. City of Minneapolis

To enrich people’s lives with programmes and services that inform, educate and entertain. BBC

Our vision for Cleveland Clinic is to be the best place for care anywhere and the best place to work in healthcare. Cleveland Clinic

Better health and wellbeing for all Australians, now and for future generations. Australia Department of Health

To work with industry partners and stakeholders to deliver a safe, secure, reliable and expanding transport system. British Transport Police

We strive to be a global leader in fashion-knit and fashion outerwear by empowering innovation and design to provide total customer satisfaction. Active Clothing

Our vision is of a nation swimming and we strive to inspire everyone to enjoy the water in the way that suits them. Swim England

Ingram Micro will be universally regarded as the best way to deliver technology to the world. Ingram Micro

The ultimate ice cream experience. Cold Stone Creamery

To be a leading, competitive, Nutrition, Health and Wellness Company delivering improved shareholder value by being a preferred corporate citizen, preferred employer, preferred supplier selling preferred products. Nestle

Progressive’s vision is to reduce the human trauma and economic costs associated with automobile accidents. Progressive

To Be The Best Food Company, Growing a Better World. Heinz

To sell food in a fast, friendly environment that appeals to price conscious, health-minded consumers. KFC

Hand in hand we learn, we grow, we soar. St Bartholomew’s Primary Academy

Our vision is of NUS as a pioneering, innovative and powerful campaigning organisation: the national voice of students. NUS

Enable marketers to be the best they can be. Pure360

Our vision and our brand promise are to Make Health Care Work For You. HealthNet

To offer the best available examples of carefully selected, realistically priced and exciting wines in a friendly, down-to-earth style. Butlers Wine

Style shouldn’t break the bank. MVMT

To build together the first choice airline and global alliance network with the best people; each committed to exceeding our customers’ expectations every day. Northwest Airlines

Build a better society. Skipton Building Society

We are committed to make every interaction with our customers and community an experience that is noticeably different and more exceptional than any they have ever encountered. The Uncommon Bank

We want to live in a sustainable world, and we want to play our part – with MultiSeal we have a bold opportunity not just to provide a superior product but, to significantly reduce the environmental impact. MultiSeal

Wachovia’s vision is to be the best, most trusted and admired financial services company. Wachovia Corp.

Our vision is to become the premier crude oil transportation and marketing company in the United States and Canada by providing the utmost in value-added services to our customers, and in doing so, delivering superior returns to our stakeholders. Plains All American Pipeline

Our vision is to be the most trusted retailer, where people love to work and shop. We’ll do this by putting our customers at the heart of everything we do and investing in our stores, our colleagues and our channels to offer the best possible shopping experience. Sainsburys

An exemplary and enthusiastic source of Canadian military air power knowledge and support The Air Force Association of Canada

We will lead the fight against extinction. San Diego Zoo

To be the most creative, insightful, and agile talent company, committed to uniting vital talent with great organizations where, together, we thrive. Kelly Services

We’re a Company of Doers. There are no shortcuts. We believe in taking responsibility and owning the results. That’s why we’re constantly raising the bar and are never satisfied with “good enough.” We know that together we can achieve our Dream of a Better World. Anheuser-Busch

Our vision for the future is to be the customer’s first and best choice in the products and services we provide. State Farm Insurance

To be the safest, most progressive North American railroad, relentless in the pursuit of customer and employee excellence CSX

To measurably support one million people to significantly improve their lives. Liberty Services, Brisbane

To be the best performing industrial gases company in the world as determined by our customers, employees, shareholders, suppliers and the communities in which we operate. Praxair

Putting our customers at the heart of everything we do. Escape Recruitment

Our vision is to be the client’s most trusted business partner in providing them the best workforce solution. In order to achieve that we have created a team of highly skilled professionals that bridges the gap between our clients and top talents. We have built and will continue to nurture our business ecosystem where there will be consistent yield for our clients, employees and investors. Generís Tek

To be the real estate adviser of choice in the markets we serve. We do not wish to be the biggest, just the best (as judged by our clients). Savills

We are trusted partners in total health, collaborating with people to help them thrive and creating communities that are among the healthiest in the nation. Kaiser Permanente

Our vision is to be the quality leader in everything we do. Wendy’s International

Ducks Unlimited is wetlands sufficient to fill the skies with waterfowl today, tomorrow and forever. Ducks Unlimited

To be recognised as one of the South’s leading heating and electrical contractors South Heat & Electrical

Our vision statement reflects the values and principles that we hold true to our hearts here at Benchmark. No fluff; no hype. Just a group of quality people doing our absolute best for our clients. Every day. Benchmark Reality

To be the most admired defense and aerospace systems supplier through world-class people and technology. Raytheon

Kolano Funeral Home vows to be a progressive and innovative leader in low-cost funeral and cremation services. We will continue to be family owned and operated, and dedicated to the highest ethical standards while providing meaningful & personalized service to each family’s individual needs. We strive to help families acknowledge and cope with the death of their loved one in positive and healthy ways. Kolano Funeral Home

Our vision is to support and motivate energy users to reduce their costs and greenhouse emissions Bryson Energy

Be the safest, most customer-focused and successful transportation company in the world Norfolk Southern

Clean, free-flowing rivers. Plentiful salmon runs. Vibrant farms and forests that provide livelihoods and habitat. From the Cascade Mountains to the Pacific Ocean, we envision a future in which conservation lands are at the core of community efforts to sustain clean water, abundant fish and wildlife, and diverse natural resource economies in western Oregon. McKenzie River Trust

Lead the World in Essentials for a Better Life Kimberley-Clarke

Dedication to safely producing the highest quality steel products for our customers. AK Steel

To be the global energy company which is most admired for its people, partnerships and performance Chevron

In 2020 we transform the baking industry and expand our global leadership to better serve more consumers. Grupo Bimbo

We are a driving force for the further globalization and concentration of our industry Minebea Intec

To become the most competitive and leading aviation group in Africa by providing safe, market driven and customer focused passenger and cargo transport, aviation training, flight catering, MRO and ground services by 2025. Ethiopian Air

To be the most trusted leader in investment services. Charles Schwab

Oceana seeks to make our oceans as rich, healthy and abundant as they once were. Oceana

We will be the preferred and trusted provider of the energy our customers need. Xcel Energy

Our vision is to use what we’ve learned winning races at the most demanding venues worldwide – Indy, Le Mans, Daytona, Sebring, Dakar, and many more – to develop, build, and deliver the best engines and vehicle components and packages available anywhere. Katech

To lead the transformation of the electric power industry toward a clean energy future. Through our subsidiaries, we generate and distribute electric power, as well as provide energy services and technologies, including renewable energy. Edison International

We want to satisfy all of our customers’ financial needs and help them succeed financially. Wells Fargo

To become the highest performing regional provider of energy products and services, strengthening our region’s security, stability and vitality. Northeast Utilities

Our vision is to be trusted and respected by our families, clients, and profession as the model financial advisory firm that helps others as they transition through life’s financial cycles. Regions Financial

Be the first choice for pharmacy, well-being and beauty – caring for people and communities around the world. Walgreens

Dedicated people improving the health of patients through unsurpassed diagnostic insights and innovation. Quest Diagnostics

Dream, Achieve and Flourish Horsendale Primary School, UK

Our vision is to double our business and grow our profit margins by 2023, through the relentless pursuit of excellence for everyone; our people, our customers, our clients, our partners and our stakeholders. Ulster Hall

Our vision is a sustainable and thriving cocoa sector – where farmers prosper, cocoa-growing communities are empowered, human rights are respected, and the environment is conserved. World Coco Foundation

Become the customers’ favourite for food-on-the-go. Greggs

As the most admired and knowledgeable provider of Risk Management, Insurance and Financial Services we guide our clients safely through a world of risk and opportunity. Marshell & Sterling

Engineers Ireland: a community of creative professionals delivering solutions for society. Engineers Ireland

To provide high quality and trend setting watches that combine performance with value pricing HMT

To be the leader in the provision of quality products and excellent services; meeting the needs of our customers always. Melchy & Penny

The leading college for progression and employability Manchester College

Be the global leader in bearings and mechanical power transmission, continually improving performance, reliability and efficiency. Timken

Dedicated to provide a locally based, professional veterinary service that seeks to safeguard animal health and welfare within our community. Donald S McGregor & Partners Ltd

To be the world’s pre-eminent designer/builder of unique, architectural memorial structures. Milne Construction Co.

Building America. Union Pacific

Provide the world’s best customer experience every day. American Express

In partnership with our customers, we are transforming the way food is processed. Our vision is of a world where quality food is produced sustainably and affordably. Marel

We imagine a healthy, prosperous world in which societies are forever committed to caring for and valuing nature, for the long-term benefit of people and all life on Earth. Conservation International

Fitz Service Company is dedicated to providing its Customers with the highest level of service and ensuring the Customer’s Safety at all times. Fitz Service

3M Technology Advancing Every Company. 3M Products Enhancing Every Home. 3M Innovation Improving Every Life. 3M

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

Our vision statement is to be the foremost beverage supplier in exceeding our customer’s needs to improve their business. To balance our partner’s concerns by building personal relationships with sales, service and appreciation. Eagle Beverage

Our vision is to be an employee-owned cooperative that fosters a joyful community in which creativity and craftsmanship thrives. Southtown Guitars

To be the best positioned, most trusted choice for electricity in competitive markets. Reliant Energy

To be the model and reference company for quality agrochemicals, seeds, farm equipment, public health and crop nutrition products in Africa. Greenlife Crop Protection Africa

Our vision is to be recognised as an international centre of research and teaching excellence, achieving global impact through our alumni, research and strategic partnerships. University of Bath

We exist to accelerate our customers’ progress, keeping them relevant in the digital economy and directly contributing to their success. Logicalis

To be a leading international research and consultancy company, addressing society’s key challenges. Ecorys

Ferrari, Italian Excellence that makes the world dream. Ferrari

A world where tourism drives positive change for people and wildlife. Terra Incognita

Looking for even more? Check out our list of Charity Vision Statements .

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Create a business vision

A business vision is your goal for what your business will be in the future. It will align with your business goals and aspirations.

Your business vision is the formal way of communicating your business goals and commitments to others. The business vision statement should capture the key elements of what business success looks like to you.

Defining the business vision will guide you while you are planning to start a business and provide a sense of purpose and direction for your staff.

Business vision statements

The purpose of a business vision statement is to:

• define what the business does and why it is important
• inspire and create a sense of optimism about the business for the future.

Consider the following when creating your business vision statement:

• The business why —what is the purpose of the business? Why is the business important? Who thinks the business is important?
• The business what —what products or services does the business provide? What do you want the business to achieve? What do you want the business to look like in the future?

The business vision should be the starting point for business planning . The vision outlines the goals and aspirations for your business.

Examples of business vision statements

Large companies often have grand vision statements linked to large-scale global goals. But businesses of all sizes can benefit from a business vision statement.

Some examples of vision statements from global companies and small businesses with local goals are:

• 'Create economic opportunity for every member of the global workforce.' (LinkedIn)
• 'To accelerate the world's transition to sustainable energy' (Tesla)
• 'There will be a personal computer on every desk running Microsoft software.' (Microsoft's original vision statement)
• 'To create a better everyday life for the many people.' (Ikea)
• 'To build a community of coffee lovers in Rockhampton, by serving the best coffee at the best possible prices.' (Local café)
• 'Our salon will change the way you think about a haircut, and leave you glowing both inside and out.' (Local hairdresser)

Writing a business vision statement

The following steps can help you write a business vision statement for your business.

• Develop your vision (with co-owners or partners), or invite staff, business advisers and mentors to a business vision workshop.
• Start by considering the 'why' of the business. Clearly define why the business matters to staff and customers.
• Consider the 'what' of the business. Clearly define what the business does (e.g. what are the business products and services?).
• Try using our business model canvas to capture all the key points that can help you identify what to include in your vision statement.
• Summarise the why and what into a single statement (1 to 2 sentences).
• Ensure that the statement is clear and concise, written in plain English and easy for someone outside of the business to interpret.
• displaying the vision statement in staff common areas
• including it in your code of conduct and other key policy documents
• using it as a tool in staff performance review
• displaying it publicly (e.g. in marketing material and on your website).
• Review and update your vision statement as needed. It can help to test the vision statement with business contacts, friends or at business networks. Respond to feedback and review and adjust the statement as required.

Tips for business vision statement writing

These tips can help you develop a high-impact business vision statement.

• Align it with the broader goals, values and mission of your business.
• Avoid too many inclusions—don't obscure the message or clutter the statement with too much detail.
• Keep the statement short—it should say a lot in few words.
• Ensure that it covers the key purpose of your business.
• Make it passionate, powerful and memorable.
• Ensure that the vision is realistic in terms of resources, capabilities and growth potential. Be aspirational but not unrealistic.
• Use language that is clear, concise and free of jargon.
• Aim to make it inspiring and motivating—it should capture the audience's attention and prompt them to action.

A vision statement should be used across various areas of your business, including any brand development and marketing strategies , as well as part of your staff induction and with customers and suppliers.

Template for business vision statement

Use the following template to help you create a business vision statement.

Also consider...

• Learn about establishing business values .
• Read about writing a business plan .
• Explore business processes, procedures and standards .
• Last reviewed: 8 Dec 2022
• Last updated: 20 Dec 2022

296 Vision Statement Examples

By timothy max, why do we choose one company over another in today's world - with so much parity between products and services - it's rarely down to a usp or differentiating factor. instead, we buy from brands that share our values and vision statement..

More and more customers are buying (and boycotting) based on beliefs. You need to connect with customers that share your values. You won’t just make more sales, you’ll create lifelong fans.

These fans will follow your journey. They’ll share in your successes as if they’ve got a stake in your company. They’ll act as shareholders. Every milestone you reach will be a shared achievement.

There are few things more important to building brand loyalty than vision. And there’s nothing more important to employee engagement.

A well-defined vision statement aligns everyone behind a common direction. That includes your customers, buyer personas , employees, and stakeholders. It’s a shared story that everyone plays a part in.

In this article, we explore what a vision statement is, how it differs from a mission statement, and the best examples from some of the world’s biggest companies.

But first, let’s look at the definition of a vision statement.

Vision Statement vs. Mission Statement

One thing marketers often confuse is the difference between a mission statement and a vision statement.

Here’s what separates the two:

• Vision: Where you want to be.
• Mission: What you want to do in order to get there.

It sits on top of your mission, strategy, and activities – giving purpose and direction to each.

Below is the definitive list of vision statement examples from the world’s biggest companies. Out of the Fortune 500 list, 296 have released official vision statements.

We brought every single one together to create the definitive list of the very best vision statements. You can view them all in one big Slideshare. We’ve also made a spreadsheet of vision statements you can download.

Walmart: Be THE destination for customers to save money, no matter how they want to shop.

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.

ExxonMobil: To safely and responsibly meet the world’s growing needs for energy and high-quality chemical products.

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

CVS Health: Helping people on their path to better health.

“Be the destination for customers to save money, no matter how they want to shop.” Walmart

Berkshire Hathaway: Be the provider of choice in our communities for comprehensive real estate and financial solutions

UnitedHealth Group: To be the most competitive and the most productive service organization in the world.

McKesson: To bring together clinical knowledge, process expertise, technology and the resources of a Fortune 15 company to fundamentally change the cost and quality of available health care services.

AT&T: To enrich our customers’ personal lives and to make their businesses more successful by bringing to market exciting and useful communications services, building \r\nshareowner value in the process.

Ford Motor: To become the world’s most trusted company, designing smart vehicles for a smart world.

Chevron: To be the global energy company most admired for its people, partnership and performance.

Cardinal Health: To be healthcare’s most trusted partner by building upon our scale and heritage in distribution, products and solutions, while driving growth in evolving areas of healthcare through customer insights, data and analytics, and focusing our resources on what matters most.

JPMorgan Chase: To be the best financial services company in the world. Because of our great heritage and excellent platform, we believe this is within our reach.

General Motors: To become the world’s most valued automotive company.

Walgreens Boots Alliance: Be the first choice for pharmacy, well-being and beauty – caring for people and communities around the world.

“To become the world’s most valued automotive company.” General Motors

Verizon: To inspire tomorrow’s creators to use technology to build brighter futures for themselves, their families and the world.

Microsoft: To be at the centre of tomorrow’s transformations.

Marathon Petroleum: To be recognized as a trustworthy, high performing team by our internal business partners; be respected by our suppliers; be admired by our competitors; and be considered the employer of choice by our employees.

Kroger: To be a leader in the distribution and merchandising of food, pharmacy, health, and personal care items, seasonal merchandise, and related products and services.

Fannie Mae: To be America s most valued housing partner.

Home Depot: To provide a one-stop shopping for the do-it-yourselfer.

Phillips 66: To provide energy and improve lives, and we back that up with core company values of safety, honor and commitment.

Anthem: To be the most innovative, valuable and inclusive partner.

Wells Fargo: To satisfy our customers’ financial needs and help them succeed financially.

Valero Energy: The world needs reliable, affordable and sustainable energy. We are advancing the future of energy through innovation, ingenuity and unmatched execution.

“To be the most innovative, valuable and inclusive partner.” Athem

General Electric: To become the world’s premier digital industrial company, transforming industry with software-defined machines and solutions that are connected, responsive and predictive.

Johnson & Johnson: For every person to use their unique experiences and backgrounds, together – to spark solutions that create a better, healthier world.

State Farm Insurance: To be the customer’s first and best choice in the products and services we provide. We will continue to be the leader in the insurance industry and we will become a leader in the financial services arena. Our customers’ needs will determine our path.

IBM: To be the world’s most successful and important Information Technology Company. Successful in helping out customers apply technology to solve their problems. Successful in introducing this extraordinary technology to new customers.

Raytheon Technologies: To be the most admired defense and aerospace systems supplier through world-class people and technology.

Lowe’s: To provide customer-valued solutions with the best prices, products and services to make Lowe’s the first choice for home improvement.

Intel: To be the trusted performance leader that unleashes the potential of data.

Proctor & Gamble: To be, and be recognized as, the best consumer products and services company in the world. In this corporate  vision , the term “best” characterizes what the company aims to achieve in the global consumer goods market.

PepsiCo: Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. This reflects our ambition to win sustainably in the marketplace and accelerate our top line growth, whilst keeping our commitment to do good for the planet and our communities.

Prudential Financial: To distinguish Prudential as an admired multinational financial services leader, trusted partner, and provider of innovative solutions for growing and protecting wealth.

“To be, and be recognized as, the best consumer products and services company in the world.” P&C

Archer Daniels Midland: To be one of the world’s leading agricultural processors, ADM plays a pivotal role in meeting all of these needs.

Albertsons: Albertsons is a unified team of energized associates obsessed with creating the world’s number one food and drug retailer in the areas of market value, scale, profitability, customer service and associate satisfaction.

Sysco: To be our customers’ most valued and trusted business partner.

Lockheed Martin: Be the global leader in supporting our customers’ missions, strengthening security and advancing scientific discovery.

HP: To create technology that makes life better for everyone, everywhere — every person, every organization, and every community around the globe. This motivates us — inspires us — to do what we do. To make what we make. To invent, and to reinvent.

Goldman Sachs Group: To be the advisor of choice for our clients and a leading participant in global financial markets. 

Caterpillar: 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.

Cisco Systems: Changing the way we work, live, play, and learn.

Pfizer:  Innovate every day to make the world a healthier place

American International Group: To be the world’s first-choice provider of insurance and financial services. We will create unmatched value for our customers, colleagues, business partners and shareholders as we contribute to the growth of sustainable, prosperous communities. Develop diverse talent. Reward excellence.

“To be the world’s first-choice provider of insurance and financial services.” American International Group

American Express: Provide the world’s best customer experience every day.

Delta Air Lines: To be the World’s Most Trusted Airline.

American Airlines Group: To be a world’s most reliable, affordable, and profitable airline.

Allstate: To deliver substantially more value than the competition by reinventing protection and retirement to improve customers’ lives.

New York Life Insurance: To provide counsel designed to help you make prudent financial decisions that are in harmony with your goals and to deliver personal satisfaction and lasting peace of mind.

United Airlines Holdings: To become recognized as an airline where: leaders embrace diversity and inclusion as a business advantage, employees feel highly valued, are actively engaged and are treated with dignity and respect and customers value our inclusive approach to delivering flyer-friendly service.

Liberty Mutual Insurance Group: When you think about Liberty General Insurance, think of a company which aims to help people live safer, with more security. To go beyond what other health insurance companies or the car insurance companies in India might offer; to become an attentive and empathetic insurer of choice for the citizens of the country.

Dow: We want to become the most innovative, customer-centric, inclusive and sustainable materials science company in the world. Our goal is to deliver value growth and best-in-class performance.

Tyson Foods: To be the world’s first choice for protein solutions while maximizing shareholder value.

TIAA: To be the #1 provider of lifetime financial security for those who serve others.

“To become the most innovative, customer-centric, inclusive and sustainable materials science company in the world.” Liberty Mutual Insurance Group

General Dynamics: A safer world through smarter platforms and missions.

Deere: A planet in which people, the land, and technology work in harmony. Together, we’ll create a healthy, sustainable future.

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

Tech Data: To be the vital link in the technology ecosystem, enabling our channel partners to bring to market the products and solutions the world needs to connect, grow and advance.

World Fuel Services: Become the world’s leading provider of credit, finance, services, and logistics to our business partners in the energy market.

Honeywell International: To continuously improve the way we do things so that we can capture greater value not just for us, but also for our customers.

ConocoPhilips: Our vision is to be the E&P company of choice for all stakeholders by pioneering a new standard of excellence.

USAA: Be authentic and build trust. Create conditions for people to succeed. Purposefully include diverse perspectives for superior results. Innovate and build for the future.

Exelon: At Exelon, we believe that reliable, clean, and affordable energy is essential to a brighter, more sustainable future. That’s why we’re committed to providing innovation, best-in-class performance and thought leadership to help drive progress for our customers and communities.

Northrop Gumman: To be the most trusted provider of systems and technologies that ensure the security and freedom of our nation and its allies. As the technology leader, we will define the future of defense – from undersea to outer space, and in cyberspace.

“To be the most trusted provider of systems and technologies that ensure the security and freedom of our nation and its allies.” Northrop Gumman

Plains GP Holdings: To become the premier crude oil and NGL transportation and marketing company in the United States and Canada by providing the utmost in  value -added services to our customers, and in doing so, delivering superior returns to our stakeholders.

Northwestern Mutual: We aim to be the pre-eminent financial security firm by consistently focusing on one ambition: to have a meaningful impact on our financial professionals and staff, our clients and our communities that will create a legacy for future generations.

3M: 3M Technology Advancing Every Company. 3M Products Enhancing Every Home. 3M Innovation Improving Every Life

Abbott Laboratories: To be the world’s premier health care company. Simply put, we want to be the best – the best employer, the best health care supplier, the best business partner, the best investment and the best neighbor.

Raytheon: One global team creating trusted, innovative solutions to make the world a safer place.

Hewlett Packard Enterprise To create technology that makes life better for everyone, everywhere — every person, every organization, and every community around the globe. This motivates us — inspires us — to do what we do. To make what we make. To invent, and to reinvent.

ViacomCBS: To be the world’s leading, branded entertainment company across television, motion pictures and digital media platforms. We focus on our consumers, enhancing our existing brands, developing new brands and executing on our multiplatform strategy to reach this objective and sustain growth.

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

Bristol-Myers Squibb: To be the world’s leading biopharma company that transforms patients’ lives through science.

Macy’s: To operate Macy’s and Bloomingdale’s as dynamic national brands while focusing on the customer offering in each store location.

“To be the world’s leading, branded entertainment company across television, motion pictures and digital media platforms.” ViacomCBS

Jabil: To be the most technologically advanced and trusted manufacturing solutions provider.

Kraft Heinz: TO BE THE BEST FOOD COMPANY, GROWING A BETTER WORLD.

Qualcomm: Each day, your vision of what tomorrow might hold inspires us. Each day, we work to bring that vision to life as we lay the foundation for a new world of wireless communication. So while no one can be absolutely certain what tomorrow will bring, we have a pretty good idea. After all, with your help, we re building it.

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

CBRE Group: Deliver superior outcomes for occupiers, residents and the communities in which we build. Deliver market-leading financial returns to our investment partners. Attract and retain top talent by upholding an entrepreneurial and rewarding work environment.

Synnex: The highest performing IT solutions are available, delivered, enabled and supported for all.

Cummins: Innovating for our customers to power their success

United Natural Foods: Better for our World. Better for Our Communities. Better for Our People

Micron Technology: Transforming how the world uses information to enrich life for all.

Visa: To be the best way to pay and be paid for everyone, everywhere.

“To be the best way to pay and be paid for everyone, everywhere.” Visa

Nucor: to become the world’s safest steel company

Gilead Sciences: To create a better, healthier world for all people.

Southwest Airlines: To become the world’s most loved, most flown, and most profitable airline

Halliburton: To deliver a customer experience second to none, as globally competitive, creative, and ethical thought-leaders.

CenturyLink: To improve lives, strengthen businesses and connect communities by delivering advanced technologies and solutions with honest and personal service.

Eli Lilly: To make significant contribution to humanity by improving global health in 21st century

Aflac: To help make the path to getting there a little clearer

Occidental Petroleum: To achieve excellence in our industry as the​ leader, globally respected, financially sound and positioned to generate future value for Occidental’s stakeholders

Union Pacific: Build America for all generations by connecting our nation’s businesses and communities to each other and the world.

Rite Aid: Customers confidently choose us first for their everyday health and wellness needs because we consistently understand and exceed their expectations.

“Build America for all generations by connecting our nation’s businesses and communities to each other and the world.” Union Pacific

DuPont: To be the world’s most dynamic science company, creating sustainable solutions essential to a better, safer, healthier life for people everywhere.

AutoNation: To be America’s best place to buy and service cars and trucks.

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.

Marriott International: To be the World’s Favorite travel Company

ManpowerGroup: To lead in the creation and delivery of innovative workforce solutions and services that enable our clients to win in the changing world of work.

Whirlpool: Be the best kitchen and laundry company, in constant pursuit of improving life at home

Netflix: Becoming the best global entertainment distribution service.

Kohl’s: To be the leading family-focused, value-oriented specialty department store offering quality exclusive and national brand merchandise to the customer in an environment that is convenient, friendly, and exciting

Lear: To be consistently recognized as the supplier of choice, an employer of choice, the investment of choice and a company that supports the communities where we do business

Altria Group: Responsibly lead the transition of adult smokers to a non-combustible future.

“Becoming the best global entertainment distribution service.” Netflix

Performance Food Group: Be the best at providing customer satisfaction. Be the leader in creating distinctive customer relationships. Be the leader in creating a distribution network focused on customer needs

Synchrony Financial: To build a future where every ambition is within reach. And we work towards that each day by creating financial and technology solutions to move our customers and partners forward – we consider this our Mission

NextEra Energy: To be the largest, most profitable clean energy provider in the world with the best skills and capabilities across the industry

CarMax: An iconic experience — Every time. Everywhere.

Tenet Healthcare: To consistently deliver the right care, in the right place, at the right time and to be a premier organization to work, where patient care and saving lives remain our focus

Kimberly-Clark: Lead the World in Essentials for a Better Life

WestRock: To be the premier partner and unrivaled provider of winning solutions for our customers

CDW: To be the leading IT solutions and services provider in the markets we serve.

Jones Lang LaSalle: To make JLL a world-leading, sustainable professional services firm by creating spaces, buildings, and cities where everyone can thrive

Sherwin-Williams: To be the world leader in the paint industry committed to satisfying customer needs through quality products, excellent service and a highly trained and professional workforce.

“Lead the World in Essentials for a Better Life” Kimberly-Clark

Fluor: To be the preferred choice in our industry through our commitment to safety, cost-competitive innovation and execution excellence.

PayPal Holdings: We believe every person has the right to participate fully in the global economy. We have an obligation to empower people to exercise this right and improve financial health.

D.R. Horton: We believe in a vision of home ownership for everyone, a home for every stage in life.

HollyFrontier: To be the premier North American petroleum refining, lubricants and logistics company as measured by superior financial performance and sustainable, profitable growth.

Tenneco: Pioneering global ideas for cleaner air, and smoother, quieter and safer transportation.

Becton Dickinson: We envision a world where our solutions advance healthcare and improve worker and patient safety. To make this world of difference, we leverage who we are as people and what we do as professionals to provide products when and where our customers need them.

PG&E: To be the leading utility in the United States

SalesForce: We believe that the business of business is to improve the state of the world, and we work to make sure Salesforce is a platform for change through serving the interests of all our stakeholders — employees, customers, partners, communities and the environment.

Mastercard: A World Beyond Cash

Molina Healthcare: Molina Healthcare is an innovative national health care leader, providing quality care and accessible services in an efficient and caring manner.

“A World Beyond Cash.” Mastercard

Marsh & McLennan: To be the world-class leader, revolutionizing our industry and our colleague and client experience

Western Digital: We thrive on the power and potential of diversity. As a global company, we believe the most effective way to embrace the diversity of our customers and communities is to mirror it from within. We believe the fusion of various perspectives results in the best outcomes for our employees, our company, our customers, and the world around us. We are committed to an inclusive environment where every individual can thrive through a sense of belonging, respect and contribution.

Gap: Creating opportunities for the people and communities touched by our business throughout the world

Aramark: To employ the best employees and have customers that recommend them to other companies

American Electric Power: Powering a new and brighter future for our customers and communities.

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

Jacobs Engineering Group: Providing solutions for a more connected, sustainable world.

C.H. Robinson Worldwide: Accelerating commerce through the world’s most powerful supply chain platform.

PPG Industries: To be the world’s leading coatings company by consistently delivering high-quality, innovative and sustainable solutions that customers trust to protect and beautify their products and surroundings.

Ecolab: To be the global leader in water, hygiene and antimicrobial technologies and services – providing and protecting what is vital: clean water, safe food and healthy environments.

“To be the global leader in water, hygiene and antimicrobial technologies and services.” Ecolab

Stryker: To make healthcare better for our customers by providing innovative products and services that meet regulatory requirements through our effective quality system.

Goodyear Tire & Rubber: To be first in the global tyre industry

Applied Materials: To being the innovation leader that pushes the boundaries of science, technology and engineering to solve the world’s toughest materials engineering challenges.

Stanley Black & Decker: We will become known as one of the world’s leading innovators, continue to deliver top quartile performance and elevate our commitment to corporate social responsibility, where we can be a force for good.

Freeport-McMoRan: We are pursuing a dynamic portfolio of expansion and growth projects, which we believe positions us well in the current economic environment of strong commodity prices and demand.

Texas Instruments: To become a premier electronics company providing world class leadership in digital solutions for the networked society–a society transformed by personalized electronics, all speaking the same digital language, all able to communicate anytime, anywhere.

Reinsurance Group of America: RGA is an integral and trusted partner, a respected leader, and a long-term value creator.

Howmet Aerospace: Innovation, Engineered

Uber Technologies: Transportation as reliable as running water, everywhere for everyone.

Illinois Tool Works: To reach our full potential and position ITW as one of the world’s best-performing, highest-quality and most-respected industrial companies.

“Transportation as reliable as running water, everywhere for everyone.” Uber

DaVita: To Build the Greatest Health Care Community the World Has Ever Seen through our commitment to upholding our Mission and Core Values for our patients, partners and teammates.

Discover Financial Services: To be the leading digital bank and payments partner

Land O’Lakes: To be one of the best food and agricultural companies in the world

Textron: To become the premier multi-industry company, recognized for our network of powerful brands, world-class enterprise processes and talented people.

Kellogg: A good and just world where people are not just fed but fulfilled.

Community Health Systems: Become the prominent, integrated healthcare system in Northwest Indiana.

Kinder Morgan: Delivering Energy to Improve Lives and Create a Better World.

State Street: Integrating the Investment Process.

Ameriprise Financial: To be the most respected and referred financial services brand.

United States Steel: World Competitive. Building Value.

“Delivering energy to improve lives and create a better world.” Kinder Morgan

DISH Network: To change the way the world communicates.

DTE Energy: To be the best-operated energy company in North America and a force for growth and prosperity in the communities where we live and serve.

American Family Insurance Group: To be the most trusted and valued customer-driven insurance company

Farmers Insurance Exchange: To Be the leader in delivering peace of mind, innovating for customers whenever and wherever they need us

LKQ: LKQ Corporation is a leading provider of alternative and specialty parts to repair and accessorize automobiles and other vehicles.

Sempra Energy: Delivering energy with purpose.

Edison International: To lead the transformation of the electric power industry toward a clean energy future.

CenterPoint Energy: To lead the nation in delivering energy, service and value.

Murphy USA: To build a reputation that makes Murphy the company that instantly comes to mind for the best choice in Insulation and Construction related services

Expedia Group: To be locally relevant on a global basis, be customer-centric, attract and engage the world of travel suppliers, power other industry partners, continuously improve our platform with data and tech, and be the place where exceptional people who share our passion for tech and travel want to do their best work.

“To lead the nation in delivering energy, service and value.” Edison International

Bed Bath & Beyond: To make an environmental impact in the community while providing an excellent walkway surface for staff recreation.

Unum Group: We will be the leading provider of employee benefits products and services that help employers manage their businesses and employees protect their families and livelihoods.

CSX: To be the best run railroad in North America

Charles Schwab: To be the most trusted leader in investment services

Crown Holdings: To be the only company with the breadth and depth of product lines in metal, the most sustainable material available, enabling our customers worldwide to build their brands.

Ally Financial: Be a relentless ally for your financial well-being

Xcel Energy: We will be the preferred and trusted provider of the energy our customers need

W.W. Grainger: To be the world leader in offering solutions that help businesses and institutions save time and money as they maintain, repair, and operate their facilities

Ball: Ball is your “Can Do.” “Let’s Do.” And “Will Do.”

Universal Health Services: UHS, the region’s leading integrated healthcare system, will demonstrate exceptional value in the delivery of coordinated, patient-centered care.

“We will be the preferred and trusted provider of the energy our customers need.” Xcel Energy

Norfolk Southern: Be the safest, most customer-focused, and successful transportation company in the world

Navistar International: It takes more than just a mission to succeed. It takes perseverance. It takes courage. And it takes drive. At Navistar we believe the world is propelled forward by new ideas, brave inventors and bold thinkers. That’s why we’re committed to giving our customers our best every day. We find new ways to help America’s workers go that extra mile. We pioneer technologies that burn cleaner fuel. And we use the latest innovations to protect our troops, so they ride more safely into conflict – and back home. Pushing our industry forward is more than just our passion. It’s our drive to deliver.

J.C. Penney: To win together with our customers, by building deeper, more enduring customer relationships

Keurig Dr Pepper: To be the best beverage business in the Americas

Leidos Holdings: Become the global leader in the development and application of technology to solve our customers’ most demanding challenges.

IQVIA Holdings: integrate advances in data science and technology with human science expertise to help people in healthcare make better decisions and advance human health.

Reliance Steel & Aluminum: To be a market leader, committed to setting industry leading standards in all measures of business performance and customer service.

Entergy: We power life.

eBay: To be the world’s favorite destination for discovering great value and unique selection.

Office Depot: to be the leading expert in workplace solutions for everyone, everywhere.

“To be the world’s favorite destination for discovering great value and unique selection.” eBay

Molson Coors Beverage: To be a top-performing brewer winning through inspired employees and great brands

Mutual of Omaha Insurance: For every customer a financial future imagined, planned, and secured

Alcoa: to be the best company in the world – in the eyes of our customers, shareholders, communities and people

Interpublic Group: to be one of the world’s most diverse and inclusive companies

AES: To be the world’s leading sustainable power company that safely provides reliable, affordable energy

Fiserv: to move money and information in a way that moves the world

BorgWarner: Worldwide Product Leadership ; to be the first choice for our customers

O’Reilly Automotive: To be the dominant supplier of auto parts in our market areas by offering our retail customers, professional installers, and jobbers the best combination of price and quality provided with the highest possible service level

Public Service Enterprise Group: People providing Safe, reliable, Economic, & Greener Energy

Calpine: To be the Premier Competitive Power Company

“To move money and information in a way that moves the world.” Fiserv

PVH: To be the most admired fashion and lifestyle company in the world.

NRG Energy: to be a regionally focused, multi-fuel, carbon-diversified scale generator with assets across the merit order, and around transmission in each of our core markets, with the capability to procure, transport and trade all of the commodities involved in our business

Fifth Third Bancorp: to be the One Bank people most value and trust

Hertz Global Holdings: We will be the first choice brand for vehicle and equipment rental / leasing and total mobility solutions.

Newmont: We will be recognized and respected for exceptional economic, environmental and social performance.

Cheniere Energy: Provide clean, secure and affordable energy to the world

Lam Research: Number one in customer trust; Number one in market share ; A company where successful people want to work ; Best in-class products and services ; Financial performance to fund the solutions our customers require and provide the return that our shareholders expect

Owens & Minor: To be part of the improvement and progress of healthcare, into the future

Equitable Holdings: In five years, we will be successful because: We are a financially solid mutual company and have achieved or exceeded the earnings, sales and expense management metrics from our strategic plan ; We have achieved an increase in market share by building our current business and positioning ourselves for growth opportunities in changing markets and new distribution channels. And . . .We have an engaged, motivated workforce and are considered an employer of choice with a reputation for attracting, developing and keeping top talent.; We are increasingly recognized by advisors and customers across Canada. ; We have secure, agile technology that meets the needs of customers and distribution partners, enables self-service and supports employee productivity. ; We are a visible and socially responsible corporate citizen committed to giving back to the communities in which we operate.

Conagra Brands: Conagra has the most impactful, energized and inclusive culture in food. Our diverse team embraces debate to challenge marketplace/business conventions. We are respected for our great brands, great food, great margins and consistent results.

“Number one in customer trust. Number one in market share.” Lam Research

Hormel Foods: Building upon our heritage of innovation and quality, together we will elevate the everyday experience by making Hormel Foods the favorite part of any eating occasion.

Hilton Worldwide Holdings: To fill the earth with the light and warmth of hospitality –by delivering exceptional experiences – every hotel, every guest, every time.

Univar Solutions: to redefine distribution and be the most valued chemical and ingredient distributor on the planet

Pioneer Natural Resources: to be America’s leading independent energy company, focused on value, safety, the environment, technology and our greatest asset, our people

Delek US Holdings: to merge the acquisition savvy of a private equity firm with the management and operational expertise of seasoned energy industry veterans. The result is a company that has become one of the more active acquirers of downstream energy assets.

Eastman Chemical: to improve the value, wealth and well-being of all its stakeholders, thereby becoming the most preferred supplier in every country it operates in

EMCOR Group: EMCOR is the most relevant, world-class, community-based organization that enables customers to achieve a better life by providing quality products and services through personalized care.

Avis Budget Group: We will lead our industry by defining service excellence and building unmatched customer loyalty

KKR: to generate attractive investment returns by following a patient and disciplined approach, employing high-quality people, pursuing the highest standards of excellence, and aligning our interests with those of our investment partners.

AGCO: Trusted partner for industry-leading, smart farming solutions.

“To lead our industry by defining service excellence and building unmatched customer loyalty.” Avis

Ryder System: to bring compelling value through outsourcing

Mosaic: We are the changing face of healthcare, passionate about serving the whole person and partnering for quality outcomes.

Huntington Ingalls Industries: To be a trusted, respected and dynamic technical services provider sought out by customers, partners and employess.

Berry Global Group: to continuously improve our operations, products, and services to be a global leader in sustainability.

Alaska Air Group: to be one of the most respected U.S. airlines by our customers, employees, and shareholders

Dick’s Sporting Goods: to build brands that serve and inspire athletes and outdoor enthusiasts also to create value for the shareholders through improvements of everything they do

Caesars Entertainment: Create memorable experiences, personalize rewards and delight every guest, every team member, every time.

Genworth Financial: Leading Global Mortgage Insurer. Competitive U.S. Life Insurer Focused On Life, LTC, Fixed Annuities

Dana: To be the global technology leader in efficient power conveyance and energy-management solutions that enable our customers to achieve their sustainability objectives.

Thrivent Financial for Lutherans: to be the organization that Lutherans, Lutheran congregations and Lutheran institutions seek first when pursuing their financial goals. More than creating financial solutions, we add the unique capability of enabling Lutherans to demonstrate their care and concern for others

“To create memorable experiences, personalize rewards and delight every guest, every team member, every time.” Caesars Entertainment:

Autoliv: Saving More Lives

SpartanNash: A best-in-class business that feels local, where relationships matter.

Darden Restaurants: Darden Restaurants strives to become the restaurant industry leader nationwide by offering a variety of culinary innovations, an inviting atmosphere, and superior customer service in its category-leading restaurant brands.

Chesapeake Energy: Chesapeake Utilities Corporation genuinely cares while turning aspirations into reality every day. We make meaningful connections with our peers, customers, communities, shareholders and partners.

Fidelity National Financial: To be the premier worldwide provider of high quality, information-based solutions that not only meet the business needs of our clients today, but also help them plan for the future.

WESCO International: to be the global leader of supply chain solutions by addressing customers’ MRO, OEM, and capital project demand streams

CommScope Holding: Customers will engage CommScope first, trusting us to solve their communication challenges, optimize their business and achieve success.

Huntsman: Huntsman wants to be recognized as a highly responsible chemical company with a record of successful product stewardship performance that’s clear for all to see.

American Financial Group: Our vision is to deliver financial solutions that fulfill today’s needs and tomorrow’s dreams. We strive to create long-term value for our customers, employees and investors.

Masco: MASCO has planned its future to be aleading diversified investment company that participate in the kingdom’s development.

“To deliver financial solutions that fulfill today’s needs and tomorrow’s dreams.” American Financial Group

Westinghouse Air Brake: We will accelerate the future of transportation by building the safest, most reliable and sustainable freight, transit, signaling and logistics systems and services. Through our scale and innovation, we will drive average double-digit earnings growth and lead the transportation industry in unprecedented ways.

Westlake Chemical: to build a better future and we are committed to operating our business in a socially and environmentally sustainable way that positively impacts people, products and the planet

Constellation Brands: We push boundaries with a passion that allows us to provide more for consumers, shareholders, employees and the communities where we live and work.

Citizens Financial Group: to create a professional team selected for their knowledge, commitment, and devotion to client service

Raymond James Financial: to create a professional team selected for their knowledge, commitment, and devotion to client service

Cincinnati Financial: to be the best company serving independent agents

Western & Southern Financial Group: to be the absolute best at everything we do in order to reach our goal of becoming a world-class, best-in-class enterprise.

J.M. Smucker: Engage, delight, and inspire consumers through trusted food and beverage brands that bring joy throughout their lives. Our Vision is our long-term direction that guides business priorities and aligns our organization. As a Company of #1 and leading brands with emerging, on-trend brands, we will continue to drive balanced, long-term growth, primarily in North America.

PPL: Empowering economic vitality and quality of life

Insight Enterprises: Insight’s vision is to be the trusted advisor to our clients, helping them enhance their business performance through innovative technology solutions.

“To be the trusted advisor to our clients, helping them enhance their business performance through innovative technology solutions.” Insight Enterprises

Quest Diagnostics: Quest Diagnostics empowers people to take action to improve health outcomes. Derived from the world’s largest database of clinical lab results, our diagnostic insights reveal new avenues to identify and treat disease, inspire healthy behaviors and improve health care management. Quest annually serves one in three adult Americans and half the physicians and hospitals in the United States, and our 45,000 employees understand that, in the right hands and with the right context, our diagnostic insights can inspire actions that transform lives.

Veritiv: We operate as one team, giving our customers a competitive edge through exceptional service, innovative people, and consistent values. We are committed to these values—they shape our culture and how we do business.

DCP Midstream : Our vision is to be the safest, most reliable, low-cost midstream service provider. We believe this is achieved through a dedicated focus on operational excellence and sustainability, continuous innovation, and adherence to our cultural hallmarks.

American Tower: We make wireless communication possible everywhere.

Ulta Beauty: To be the most-loved beauty destination of our guests and the most-admired retailer by our Ulta Beauty associates, communities, partners and investors.

Devon Energy: To be the premier independent oil and natural gas company in North America.

Dean Foods: At Dean Foods, we aim to be the most admired and trusted provider of wholesome, great-tasting dairy products at every occasion.

UGI: At UGI, we believe that safe, reliable, affordable, and sustainable energy solutions are a necessity for our customers and communities. We strive to deliver this fundamental need through best-in-class safety, operations, products, and services while enhancing the quality of life of our employees, customers, and the communities we serve.

Builders FirstSource: Our vision is to make the dream of home ownership more achievable for everyone, making Builders FirstSource the most valuable partner in the industry.

Toll Brothers: Our ultimate goal is for you to move into a home built to the highest standards.

“To be the most admired and trusted provider of wholesome, great-tasting dairy products at every occasion.” Dean Foods

Old Republic International: Old Republic operates in a decentralized manner that emphasizes specialization by type of insurance coverage, as well as industries and economic sectors served.

Asbury Automotive Group: Old Republic operates in a decentralized manner that emphasizes specialization by type of insurance coverage, as well as industries and economic sectors served.

Magellan Health: We focus on the health and well-being of every individual that we serve. We connect behavioral, physical, pharmacy and social needs into a complete picture of care that’s personalized, coordinated and cost-effective. By turning fragmented care into focused care, we empower 1 in 10 Americans to lead healthier, more vibrant lives every day.

Avery Dennison: The pursuit of our vision has compelled us to align our businesses into a focused, customer-driven company that specializes in materials science. Our in-depth pool of expertise and global scale enable us to deliver insights, innovative products and intelligent solutions to customers all over the world.

Hanesbrands: To be the leading apparel essentials company in the world

M&T Bank: We strive to be the best company our employees ever work for, the best bank our customers ever do business with, and the best investment our shareholders ever make.

Northern Trust: To be our clients’ most trusted financial partner, delivering market-leading capabilities through exceptional people and technology.

Polaris: Our vision is to fuel the passion of riders, workers and outdoors enthusiasts around the world by delivering innovative, high-quality vehicles, products, services and experiences that enrich their lives.

CMS Energy: CMS Energy improves the quality of life and prosperity of its customers by providing energy and related services that are reliable, attractively priced and tailored to the needs of the customer.

Seaboard: to harness the competitive advantage of our uniquely connected food system to create the most sought-after pork products for our diverse global consumers.

“To be the best company our employees ever work for, the best bank our customers ever do business with, and the best investment our shareholders ever make.” M&T Bank

Intuit: To meet the needs of an increasingly connected world, we are moving aggressively on three fronts to create products and services that are available how, where and when customers want them.

Regions Financial: Regions aims to be the premier regional financial institution in America through being deeply embedded in its communities, operating as one team with the highest integrity, providing unique and extraordinary service to all of its customers, and offering an unparalleled opportunity for professional growth for its associates.

Advanced Micro Devices: High performance computing is transforming our lives.

Ovintiv: Ovintiv’s vision is to be the leading North American resource play company, known for our operational excellence, top tier assets, market fundamentals and strategic resource allocation.

Rockwell Automation: Be the most valued global provider of innovative industrial automation and information products, services and solutions.

Wynn Resorts: To be a world leader in luxury resorts in the gaming sector, with unbeatable world class customer service.

Weyerhaeuser: Working together to be the world’s premier timber, land, and forest products company.

Brighthouse Financial: Working with independent financial advisors, we are committed to providing everyone with the opportunity to achieve financial security. We believe that with our focus and dedication, we can provide solutions that help people secure brighter financial futures.

American Axle & Manufacturing: To POWER the future and provide value to our stakeholders.

Activision Blizzard: We strive to make the most fun, thrilling, and engaging entertainment experiences for our players, who live in a world with many entertainment options.

“To be a world leader in luxury resorts in the gaming sector with unbeatable world class customer service.” Wynn Resorts

GameStop: Together, we hold a passion for gaming, a commitment to our industry and a disciplined business perspective to continuously drive value with shareholders, customers, vendors and employees

Apache: Our VISION is to be the premier exploration and production company, contributing to global progress by helping meet the world’s energy needs.

Science Applications International: Powering and advancing the future of government

AK Steel Holding: Create innovative steel products and processes that surpass our customers’ needs today and for the future.

Ralph Lauren: To be a global leader in the design, marketing, and distribution of premium lifestyle products.

Celanese: Our Vision at Celanese is to improve the world and everyday life through our people, chemistry, and innovation.

R.R. Donnelley & Sons: Diversity and Inclusion is ingrained in our culture, driving business success and ensuring that all our employees feel they belong at RRD. Our clients, suppliers, and communities benefit from the wealth of ideas, innovations and focused solutions our diversity creates.

Zoetis: Our products, services and people will be the most valued by animal health customers around the world.

Clorox: Clorox’s vision to build on its industry leadership in technology-enabled consumer engagement.

Graphic Packaging Holding: Inspired Packaging. A World of Difference.

“To improve the world and everyday life through our people, chemistry, and innovation.” Celanese

NetApp: We’re shaping the future of cloud by taking a step back from what the technology looks like today. We spot opportunities that others in our industry miss, and we get to work on them first.

Robert Half International: It has been our longstanding belief that a specialized staffing services company is only as good as its reputation with clients and job candidates. Our focus at RHI is on providing unparalleled service. Our business is at once simple and complex: We aim to find the best talent in the industry for our clients, while offering the best employment opportunities to our job candidates.

EnLink Midstream: To become the future of midstream by leading in innovation and creating sustainable value.

Avantor: From discovery to delivery, we are a trusted global partner to customers and suppliers in the life sciences, advanced technologies and applied materials industries.

TD Ameritrade Holding: Where our purpose reflects our commitment to operate for a greater good, our values guide our behavior. They are the embodiment of our purpose. Regardless of our tenure or role on the TD Ameritrade team, our values guide us an bring us together to create something much greater than ourselves.

Analog Devices: Analog Devices is dedicated to enriching people’s lives through signal processing technologies. We transform people s experience with technology by bridging the analog and digital worlds.

Ameren : to be the recognized performance leader of the U.S. electric and gas utility industry

Williams-Sonoma: OUR VISION IS TO ENHANCE THE QUALITY OF OUR CUSTOMERS’ LIVES AT HOME. WE PUT THE CUSTOMER AT THE CENTER OF EVERYTHING WE DO, EVERY DAY, AND A SHORT BUT IMPORTANT LIST OF CORPORATE VALUES GUIDES OUR ACTIONS AND DECISIONS.

“To enhance the quality of our customers’ lives at home.” Williams-Sonoma

Rush Enterprises: Our customers expect more from a leader, and Rush Enterprises delivers. With unsurpassed expertise in our industry and a coast-to-coast network of state-of-the-art service centers, no other commercial vehicle dealer supports its customers as completely as Rush Enterprises. Our goal will always be to deliver best-in-class commercial vehicle solutions that enable our customers to keep the global economy up and running.

Levi Strauss: We are the embodiment of the energy and events of our times, inspiring people with a pioneering spirit.

Simon Property Group: Simon’s culture is driven by an obsession with excellence, integrity, innovation, and an entrepreneurial spirit that recognizes and rewards vision and hard work.

How to Write a Vision Statement

1. look a decade into the future..

Imagine what the world looks like in five to ten years. Ignore your company for now. Instead, focus on how the political, economical, social, technological, legal, and environmental landscape looks like.

2. Determine your company’s purpose and role.

Think about what your company’s role and purpose is in this future. Imagine a world where you’ve achieved your mission – where you’re the go-to leader for what you do.

3. Cut this down into a focused vision statement.

Keep it brief, to-the-point, and inline with what you stand for as a company.

4. Communicate your vision back to your company.

A great vision statement isn’t a meaningless marketing exercise. It should be a call to arms for everyone in your organisation – a checkbox with which to make better decisions.

What Makes a Great Vision Statement?

There are five factors that make for a great vision statement:

• Short: If you can’t convey your vision in a few sentences or fewer, then it’s too complicated. Keep it brief and to-the-point. Avoid unnecessary buzzwords and cliche phrases.
• High-level: Don’t make your vision statement too specific. Avoid focusing on any specific department. It should apply to all the functions across your department.
• Ambitious: Don’t be timid. No one in your team will be inspired by a pessimistic objective. And your customers won’t want to follow your journey if the. Think big and inspire people.
• Unique: Your vision statement is a chance to stand out from the crowd. Don’t fall into the trap of copying or imitating others in your sector.
• Authentic: Starbucks mission statement is to “inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” The easiest way to support local neighborhoods? By paying tax. Your vision statement isn’t a meaningless marketing exercise. Make sure you can stand by it.

Vision Statement FAQs

A vision statement describes the ideal future of your company. It’s the aspirational role that your product or service will play in a world where you’ve achieved your mission.

Vision is where you want to be – the ideal role you see your company playing in the future. The mission is how you’re going to get there.

Start with the problem your product or service solves. Then imagine a world where this problem is continuously being solved.

The 3 parts of a vision statement include your big-picture dream for the future, your company’s role in that future, and the direction that you will still be continuing in as a company.

A vision statement statement describes the ideal future of your company. It’s the aspirational role that your product or service will play in a world where you’ve achieved your mission.

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