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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: 

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:

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:

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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How to write a vision statement: Steps and examples

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

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

What is a vision statement?

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

Vision statement vs. mission statement

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

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

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

[inline illustration] Vision vs. mission statement (infographic)

Characteristics of a great vision statement

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

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

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

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

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

[inline illustration] Characteristics of a great vision statement (infographic)

Vision statement writing tips

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

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

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

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

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

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

7 steps to write your company's vision statement

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

1. Identify important stakeholders

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

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

Board members

Partner organizations

Different customer personas

Shareholders

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

2. Start with a list of keywords

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

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

Your product or service

Your mission and values

Your company's goals and initiatives

Your company's long-term strategic plan

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

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

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

3. Answer foundational company questions

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

What is our organization’s main purpose?

What are our company’s main strengths?

What are our company values?

Why does what we’re building matter?

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

What is our vision for our company culture ?

What are our most ambitious goals?

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

What are our company wants? What about company needs?

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

4. Sort your answers by importance

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

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

5. Write your company's vision out longform

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

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

6. Step back and evaluate

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

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

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

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

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

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

7. Write your final vision statement

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

Here are a few ways to shorten your vision paragraph:

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

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

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

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

Vision statement examples

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

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

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

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

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

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

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

Southwest Airlines

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

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

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

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

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

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

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

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

Use your vision statement to help you grow

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

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

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What Is a Vision Statement? 25 Vision Statement Examples to Inspire You

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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, strategic planning , culture and core values. 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.

The business vision of an organization might change over time, as companies adapt to their business environment and external factors that might affect their ability to achieve their mission.

Related: Free Project & Tracking Templates for Excel

A vision statement doesn’t have any particular length. However long it is, the vision statement is formally written and is used as a reference in company documents to serve as a guide for short and long-term strategic planning. 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.

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.

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 core values and end goal of the project. 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 the product team. 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.

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.

Gantt chart timeline view

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.

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 couldn’t work.

4. Identify Current Strategic Goals

Before you think about future goals, you must understand where your organization currently stands. Your vision might be a long-term plan that sets goals for the next 5 to 10 years, but those goals need to be realistic.

5. Define Future Goals

Think about what you’d like your company to achieve in the next 5-10 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.

example of a vision statement for a business plan

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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:

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.

example of a vision statement for a business plan

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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By Vanessa Leikvoll Leaders Staff

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Updated Jan 5, 2023

Reviewed by Dr. Josh Axe

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Dr. Josh Axe

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20 Powerful Vision Statement Examples for Success in 2023

What is a vision statement, how does a vision statement differ from a mission statement, examples of vision statements vs. mission statements, what are the key components of a good vision statement, things to avoid when writing a vision statement, how to write a vision statement in 5 steps, 5 best practices for writing a vision statement, top 20 vision statement examples, get started on your vision statement today, key takeaways.

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

In this article, learn to distinguish the importance of having a vision statement, mission statement, core values, goals, and strategy. Then, explore how to craft a powerful vision statement that fosters business success by learning from 20 examples of the world’s top companies. 

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

Vision statements are short, clear, and specific while conveying what makes the organization unique. Ultimately, vision statements serve to inspire employees to work together to achieve company goals by connecting to an organization’s core values. 

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

Mission statements, by contrast, communicate tangible details and plans. Mission statements are grounded in the present, conveying the daily steps an organization promises to take to achieve the bigger vision. 

An organization’s mission statement, vision statement, goals, and strategy should all work in tandem to achieve a common outcome. 

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

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

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

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

Mission Statement: “To bring the best personal computing products and support to students, educators, designers, scientists, engineers, businesspersons, and consumers in over 140 countries around the world.”

Southwest Airlines

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

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

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

A good vision statement:

To craft a powerful vision statement that is clear and compelling, avoid: 

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

1. Get Clear on Your “Why”

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

Start determining your “why” by:

For continued learning, read Start with Why: A Powerful Way to Lead with Purpose .

2. Visualize the Future

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

Questions to ask yourself while visualizing:

3. Draft Your Statement

Once you have your “why” and ultimate clarity on the vision supporting it, it’s time to draft your vision statement. To do this, identify the three main points you want your statement to convey. What must be communicated about your organization’s vision? Picking only three points will help remove any unnecessary language while establishing the foundation of your statement. 

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

The three main points of this vision statement are:

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

4. Revise for Clarity

Now that you have a draft of your business vision, examine it more closely. Is it clear to others? Does it effectively communicate your organization’s three main vision points? Are there any statements or words that can be eliminated without compromising the message? Taking time to sharpen your vision statement will help ensure it’s meaningful without being confusing. 

Tips for refining your vision statement:

5. Implement, Communicate, and Intentionally Restate It

Once your vision statement is finalized, begin putting it into action. Start by presenting the vision statement to team members and internal stakeholders. Then, communicate the company vision to external stakeholders and consumers. For your employees to align deeply with the vision, it must be part of daily, weekly, and quarterly conversations. There can’t be any question as to what the vision is. Ultimately, the more prevalent it is, the more powerful it will be. 

Tips for communicating your vision statement:

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

Reading the vision statements of successful businesses is a great way to glean inspiration for crafting your own. Here are 20 powerful company vision examples to explore. 

“Reddit is the world’s largest and best platform for online communities to share and connect.”

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

3. Make-A-Wish

“That people everywhere will share the power of a wish.”

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

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

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

“To make the movement and management of money as simple, secure, and affordable as possible.”

“To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America.”

9. Facebook

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

“To accelerate the world’s transition to sustainable energy.”

“Spread ideas.”

12. Netflix

“Becoming the best global entertainment distribution service.”

13. Habitat for Humanity

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

“To make people happy.”

“To organize the world’s information and make it universally accessible and useful.”

16. Pandora Music

“To enrich people’s lives by enabling them to enjoy music they know and discover music they’ll love, anytime, anywhere.”

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

18. Planet Fitness

“To provide a workout environment in which anyone and everyone can be comfortable.”

19. Audible

“We will build a new medium that will redefine and enhance the nature of spoken information, education, entertainment, and other modes of verbal expression we will help create ourselves.”

“Make work-life simpler, more pleasant, and more productive.”

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

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

To begin crafting your business vision, fill in the blanks on these questions:

As Simon Sinek shares , “For me, vision is about just cause—a cause so just that we would willingly sacrifice in order to help advance this cause.” What greater cause do you want your organization to have an impact on?

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

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32 Mission and Vision Statement Examples That Will Inspire Your Buyers

Lindsay Kolowich Cox

Published: May 11, 2023

100 Mission Statement Examples & Templates

example of a vision statement for a business plan

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?

Mission statement graphic with a hand holding a compass and lightbulbs to represent forward movement and ideas

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.

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:

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

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:

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:

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:

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:

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:

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:

Create a mission statement example: HubSpot Nonprofit Mission Statement Template

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

Best Missions Statement Examples: Life is Good

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.

Best Missions Statement Examples: sweetgreen's

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.

Best Missions Statement Examples: Patagonia

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.

Best Missions Statement Examples: American Express

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.

Best Missions Statement Examples: Warby Parker

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.

Company mission statement examples: InvisionApp

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.

Best Missions Statement Examples: Honest Tea's

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.

Best Missions Statement Examples: Nordstrom

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.

Best Missions Statement Examples: Cradles to Crayons

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.

Best Missions Statement Examples: Universal Health Services

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.

Best Missions Statement Examples: JetBlue

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.

Best Missions Statement Examples: Workday

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.

Best Missions Statement Examples: Tesla

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.

Best Missions Statement Examples: Invisible Children

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.

Best Missions Statement Examples: TED

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.

Best Mission Statement Examples: Microsoft

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.

Best Mission Statement Examples: Disney

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.

Company mission statement examples: Meta

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.

Company mission statement examples: Vista Equity Partners

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.

Best Vision Statement Examples: Dunkin'

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.

Best Vision Statement Examples: Alzheimer's Association

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.

Best Vision Statement Examples: Teach for America

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.

Best Vision Statement Examples: Creative Commons

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.

Best Vision Statement Examples: Australia Department of Health

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-Oct-26-2022-07-20-51-2448-PM

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.

Best Vision Statement Examples: Southwest

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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How to Write a Vision Statement for Your Business

Why your business needs a vision statement, when should you write a vision statement.

The Bottom Line

Luis Alvarez / Getty Images

Creating strategies for your business takes time and dedication. As a business owner with many responsibilities, you may prioritize items that you deem profitable. And when you hear the term vision statement, it’s probably a task that many entrepreneurs write off as an unimportant step toward success. 

However, this statement is one of the most vital items you can produce for your brand. A strong vision statement creates a concrete foundation for your company’s growth, motivates everyone connected to the business, and provides direction to make smart decisions for long-term success. 

Continue reading for a step-by-step guide on how to write a strong vision statement.

A vision statement is a key motivator behind your business’s success, according to brand strategist and motivational speaker Rich Keller. “It’s the desired future outcome you want to achieve with your company,” Keller told The Balance by phone. “Having the end goal means you can work backward and set yourself up for success.” 

Research shows employees work harder when they feel connected to a bigger purpose, yet just about half (51%) of employed Americans say they get a sense of identity from their job, while 47% say their job is simply what they do for a living, according to recent data from Pew Research Center. With a vision statement, employees can get an idea of where your company’s brand is going, further building that connection between an individual and the business. 

“The vision is emotional—it’s the Oz for the entrepreneur and what keeps the company moving forward,” Keller explained.

As the founder, you can be similarly inspired by the vision statement. “Great brands always begin with the end in mind. They have a vision of what they want the world to be and how their brand fits in,” Keller said. 

By keeping your business’ end goal in mind, you can be more strategic in making decisions, leveraging the vision statement to build your company. 

According to employment site Indeed, if used correctly, a vision statement can be a vital tool while a company is growing and developing. The Indeed staff suggests treating it as a ruler used to measure and compare the company’s decisions and future successes.   

With that in mind, it’s important to note that a vision statement can be created and implemented regardless of your business’s age or size. While starting your business off with a vision statement allows you to be aligned from the beginning, writing it years in will allow you to reset strategies and make smarter future decisions. 

Five Tips to Create Your Company Vision Statement

A vision statement shares the long-term goals, produces a narrative for marketing, and creates a strategic framework. It also builds alignment and connection between the business and its people.

A vision statement should only be a few sentences but have everlasting power in its meaning. This may sound like a lofty task to complete, but the five simple tactics below can help get you there.  

Your business’s vision acts as a lens into the future, pinpointing the outcomes you are working toward. Dream big for your company and focus on the long term. “Write the vision statement in the present tense as though it has already happened,” Keller suggested. 

This is a key principle of positive thinking, which has been proven to have both mental and physical health benefits. According to recent research from Johns Hopkins Medicine, people who are more positive may be better protected against the inflammatory damage of stress, and also have a higher likelihood of making better health and life decisions.  

Imagine you are being interviewed years from now, speaking about your company’s success. Use these potential interview questions to start thinking big: 

“It's like answering the question ‘what do you want to be when you grow up?’ for your business,” Keller said. Answering questions that speak to massive scale allow you to visualize the future of your business and articulate your most audacious goals. If you need more inspiration to get started, here are a few vision statements from well-known brands: 

Follow a Formula

You can be a visionary for your company by using a simple formula for how to write a vision statement. In a paper published in the Journal of Business Strategy, researchers Sooksan Kantabutra and Gayle C. Avery outline a few strategies for getting there. Consider these steps:

This is a straightforward way to distill your business vision into a single message that shares the highest goals. Already have a vision statement? Run it through these steps and see if it still speaks to your company’s long-term aim.

Commit to and Interact With Your Vision

A vision statement creates the framework to ensure all your goals and strategies can ultimately become a reality. Give your vision statement prominent placement within the company workspace. You can do this by using it to open strategy meetings, kick off a new quarter, and encouraging employees to take ownership over it. 

Your vision should be a living entity among your team, community, and industry. Once written, you need to actively commit to your vision, both internally and externally. 

If your employees believe in your vision statement as much as you do, that passion will shine through to clients or customers. To get employees more involved with the concept, consider creating incentives by rewarding employees when you catch them embracing and exemplifying said vision. 

Be True to Your Vision

“Visionaries can think of and have faith in the future. That’s who you’re encouraged to be when you write your vision statement,” Keller said. If you don’t have faith in your ability to achieve the vision, you won’t be able to find sustainable, long-term success. Your statement must reflect the greatest truth you can see for your business.

Writing your vision statement should force you to be both honest and audacious about how much you want to succeed. Ensure you are speaking to goals that are fundamental to your ambition and foresight. 

Revisit Your Company Vision Statement Regularly

One of the most common misconceptions about vision statements is that they are created once in the company’s lifetime and never touched again. You are failing at living your vision if you don’t allow yours to grow and evolve with you and your business. 

A vision statement is a living, breathing document that you should regularly revisit and revise. Once your company reaches the goals it has set for itself, look ahead and create a new pathway for success. Your statement needs to reflect your company’s current strategies, purpose, and goals. As you accomplish goals or pivot your brand, the vision statement must morph along with it.

Vision is not static—it changes over time just as you and your company grow. Use the above tips for how to write and revise your vision statement as frequently as needed. 

Your company has big aspirations, and you should find excitement in writing those down for all to see. Your statement needs to reflect those big dreams to inspire you and your team, customers, and community to action.

Pew Research Center. " How Americans View Their Jobs ." Accessed April 30, 2021. 

Indeed. " Guidelines for Writing a Vision Statement for Company Goals ." Accessed April 30, 2021. 

Johns Hopkins Medicine. " The Power of Positive Thinking ." Accessed April 30, 2021. 

Panmore. " Tesla, Inc.’s Mission Statement & Vision Statement (An Analysis) ." Accessed April 30, 2021.

Panmore. " Nike Inc.’s Mission Statement & Vision Statement (An Analysis) ." Accessed April 30, 2021.

ASPCA. " Vision ." Accessed April 30, 2021.

Journal of Business Strategy. “ The Power of Vision: Statements that Resonate .” Accessed April 30, 2021. 

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example of a vision statement for a business plan

17 Seriously Inspiring Mission and Vision Statement Examples

Money is a by-product of value .

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

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

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

This is why organizations create mission and vision statements.

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

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

Now, let’s dive in.

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What is a Mission Statement?

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

What is a Vision Statement?

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

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

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

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

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

Does Your Business Need Mission and Vision Statements?

Mission and vision statements are signposts.

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

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

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

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

Now, let’s look at some examples.

Mission and Vision Statement Examples

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

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.

Tesla Vision statement

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.

Nike Vision Statement

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.

MVMT Vision statement

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

Warby Parker Vision statement

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.

Shopify Vision statement

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

Patagonia Vision Statement

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.

IKEA Vision statement

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

Southwest Airlines Vision Statement

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.

example of a vision statement for a business plan

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.

ASOS Vision statement

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 .

Loreal Vision Statement

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

Bulletproof Vision statement

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

Honest Vision Statement

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

starbucks' vision statement

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

passionfruit vision statement

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

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

Table of Content

What is a Mission and Vision Statement?

1.  a vision, 2.  a mission statement, 3. core values, 1.  sit down in a quiet spot and reflect upon your thoughts, 2.  ask yourself how best you can serve your customers, 3. brainstorm for your vision statement, 4.  get down your mission statement, 5.  list your core values, 4 extra success tips for developing a business plan mission and vision statement.

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

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

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

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

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

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

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

Why Your Business needs a Mission Statement

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

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

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

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

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

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

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

3 Components of a Mission and Vision Statement

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

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

“Our vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.”

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

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

Here’s another example of a mission statement:

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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How to Write a Vision Statement (With Examples, Tips, and Formulas)

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example of a vision statement for a business plan

This comprehensive guide will take you through the entire process of writing a well-thought-out and compelling business vision statement. 

Here’s what you will discover inside: 

Vision Statement vs Mission Statement: What’s the difference?

Helpful Tips for Writing your Vision Statement

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What is a Vision Statement?

In short, a vision statement describes the desired future state of a business within a 5-10 year timeframe and guides the direction of the business's efforts. It is essentially the future objectives of a business. The vision statement is also one of the key elements in a highly-effective business strategic plan.

Why is a vision statement important for company goals? 

We explained the real purpose of the vision statement  in this article , but here’s a quick reminder of what we're trying to achieve with a company vision statement:

The bottom line is that a vision statement isn't just a nice-to-have. It should be included in every business plan and strategy discussion, especially during the strategic planning process , to ensure the organization and its departments stay aligned with its vision and don’t get sidetracked.

The most common mistake we see across the internet and with our clients is that most people do not understand the difference between a company's vision and mission. 

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

Mistaking one for another can prevent an organization from reaching its full potential. 

So, while keeping this in mind, let’s look at some “vision” statements examples and analyze where they fit so you can avoid doing the same mistake when crafting your own vision statement.

Bad Vision Statements Examples (and why)

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

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

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

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

If this was your vision statement  → You would want to make it more specific and relatable. Is it realistic that 'every brand' will use the services of this company? How about 'making the world more intelligent.' Can you be more specific on which brands? What does it mean to make the world more intelligent? Not to be too harsh though - there are strong elements here; 'making brands more inspiring' makes a lot of sense and has some depth.

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

If this was your vision statement  → We would suggest you rethink your decision. Can you even make it more empty than it is? Which company doesn’t want to be the most admired and most valuable? Your vision statement should be more specific than that. 

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

bad vision statement infographic

If this was your vision statement  → you’d want to make sure it is less tangible and subjective. 'New standards of excellence'. 'Superior human capital management. 'Maximizing the potential'. There are simply far too many buzzwords, intangibles, and vagueness here for this to be either memorable or inspiring.

We are, of course, being rather harsh. But hopefully, the above examples illustrate well some of the pitfalls to avoid when creating your own vision.

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

This toolkit with a template and workbook can help you with brainstorming exercises and navigating the whole process.

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

Here are 8 tips to help you write a memorable vision statement: 

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

Fail-proof formula: Write your vision statement in 4 simple steps

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

However, what we noticed was lacking was a concrete process to go through to help you create one. As such, we've outlined a process that we have used with clients in Cascade that might work for you too.

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

Step 1: Define what you do as an outcome

Start by being exceptionally clear about what it is your organization actually does. Be careful to remain 'outcome focused' rather than 'output focused'. For example, Microsoft famously had a vision statement to Put a Microsoft powered computer on every desk in the world (slightly paraphrased).

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

Let's look at some other hypothetical examples:

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

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

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

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

define vision statement

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

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

You need to define that something!

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

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

Step 3: Apply some high-level quantification

how to write a vision. statement quantification step

Ironically, a common problem with a vision statement that isn't as good is that it's too visionary! With no possible end in sight (or a totally unrealistic one) - the initial inspiration derived from a solid vision statement can quickly turn to frustration or even cynicism among employees and customers.

That said - this doesn’t mean you should put numbers or any financial metrics to your vision statement. This will come later in your planning process.

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

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

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

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

vision statement human element

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

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

Let's look at an example - which of the following statements is likely to be more memorable:

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

b) A Microsoft-powered computer on every desk.

I would argue that (b) is more memorable because as I read this, I'm actually visualizing a computer (in my case) sitting on a wooden desk in a room.

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

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

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

It won't always be possible to bring this level of tangibility to a vision statement - but if it is, I would strongly encourage doing so.

Final check

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

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

Does it  E ncourage you to take action?

Great Vision Statement Examples for inspiration

First, let’s look at the vision statement on an example of the bakery we used in the previous section.

Following our 4-step process, the final vision statement looks like this:

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

If we deconstruct this into our various steps, we can see each at work as follows:

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

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

Of course - there are other ways to write a well-thought-out and effective vision statement. So let’s look at some other examples of great vision that don’t match our vision statement formula but still make an engaging and memorable company vision: 

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

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

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

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

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

Note: If you look closely, you’ll see that their vision statement is a mix of vision and mission statement. Let’s remember the difference between these two: Vision shows your business desired future state, while the company’s mission describes how you will get there. 

Cascade tip:  If you’re in doubt about what is a vision statement and what is a mission statement, do this simple test with two questions: 

Want to see more examples of a great vision statement? Check  this article with 17 vision statement examples  from top companies, such as Patagonia, Ikea, LinkedIn, and Disney. 

How to effectively communicate the company vision? 

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

If you have a vision but take no action - your organization has no future. In other words, you need to keep the company's vision top of mind 24/7/365 if you want to achieve it. Consistent communication is the key to success.

communicate your vision statement

Keep your vision statement in a place where everyone can see it on a daily basis.

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

Turn your vision into a strategic advantage 

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

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

Cascade has your back, offering speedy and agile  business transformation  to help you align teams behind a shared vision and drive business growth.  See Cascade in action  to discover how you can turn your vision into reality.

Editor’s note:

This article was originally part of our ‘How to Write a Strategy’ series:

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Vision statement example and template, your vision statement template and 37 vision statement examples.

It can be difficult to know where to start when creating your vision statement . Follow our vision statement template and guide, and view vision statement examples from the top 37 companies and organization. First, to create your vision statement, you must first answer these two questions:

Once you have answered these questions, you can use the vision statement template we’ve created as a guide to write your own . Fill in the blanks to help write your vision statement:

How to Write a Vision Statement

How to Build a Vision Statement

After completing your core vision statement, we also recommend writing supporting descriptors to help your organization clearly understand what that future vision statement looks like. Use the template provided in the free guide and video from above to complete the following vision descriptors:

Vision Descriptors Template

How Values, Culture, and Vision Connect Your Team to the Big Picture Strategy Stories

37 Vision Statement Examples

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

#1 – Experience Kissimmee’s Vision

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

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

#2 – bright path labs’ vision.

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

#3 – Keystone Health Care’s Vision

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

#4 – Patagonia’s Vision

Making the best product matters for saving the planet.

#5 – Cleveland Metropolitan’s School District Engagement Division’s Vision

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

#6 – The City of Reno’s Vision

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

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

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

#8 – Charlotte-Mecklenburg Police Department’s Vision

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

For-Profit Vision Examples

#9 – honda’s vision.

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

#10 – Hyundai’s Vision

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

#11 – Porsche’s Vision

The brand for those who follow their dreams.

#12 – Kia’s Vision

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

#13 – Microsoft’s Vision

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

#14 – Hulu’s Vision

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

#15 – Netflix’s Vision

Becoming the best global entertainment distribution service.

#16 – Verizon’s Vision

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

Healthcare Vision Statement Examples

#17 – renown health’s vision.

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

#18 – Blue Cross Blue Shield Minnesota’s Vision

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

#19 – Merk’s Vision Statement

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

#20 – Johnson & Johnson’s Vision

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

#21 – Mizuho’s Vision

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

#22 – CVS’ Vision

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

#23 – AstraZeneca’s Vision

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

Education Vision Statement Examples

#24 – harvard’s vision.

Harvard College sets the standard for residential liberal arts and sciences education. We have committed to creating and sustaining the conditions that enable all Harvard College students to experience an unparalleled educational journey that is intellectually, socially, and personally transformative.

#25 – Brown’s Vision

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

#26 – Stanford’s Vision

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

#27 – Michigan State College of Literature, Science, and Arts’ Vision

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

#28 – The University of Nevada, Reno

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

#29 – Los Angeles Unified School District’s Vision

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

#30 – Clark County School District’s Vision Statement

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

Non-Profit Vision Examples

#31 – global fund for children’s vision.

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

#32 – St. Jude’s Vision

To accelerate progress against catastrophic disease at a global level.

#33 – Big Brothers Big Sisters of America

All youth achieve their full potential.

#34 – Nevada Humane Society’s Vision

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

#35 – Boys and Girls Club of America’s Vision

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

#36 – Habitat for Humanity’s Vision

A world where everyone has a decent place to live.

#37 – American Red Cross’ Vision

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

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

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31 Vision Statement Examples for Business

Index of Article (Click to Jump)

What is a Vision Statement?

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

How to Write a Vision Statement?

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

Visions Statement vs Mission Statement

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

Vision Statement Examples for Business

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

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

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

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

3. McDonald’s

We’re here to feed and foster communities.”

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

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

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

5. Facebook

People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.”

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

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

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

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

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

Video communications empowering people to accomplish more.”

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

9. LinkedIn

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

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

10. Ben & Jerry’s

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

11. Caterpillar Inc.

Our vision is a world in which all people’s basic needs such as shelter, clean water, sanitation, food and reliable power are fulfilled in an environmentally sustainable way, and a company that improves the quality of the environment and the communities where we live and work.”

12. Habitat for Humanity

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

13. Hilton Hotels & Resorts

To fill the earth with the light and warmth of hospitality.”
If it’s smart and connected, it’s best with Intel.”

15. Microsoft

 Microsoft is a technology company whose mission is to empower every person and every organization on the planet to achieve more. We strive to create local opportunity, growth, and impact in every country around the world. Our strategy is to build best-in-class platforms and productivity services for an intelligent cloud and an intelligent edge infused with artificial intelligence.”
A world without poverty.”

17. Patagonia

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

18. PepsiCo

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

20. Starbucks

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

21. Samsung

Inspire the world, create the future.”

22. Smithsonian

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

23. Southwest Airlines

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

24. Sweetgreen

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

26. Walgreens

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

27. Warby Parker

To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.”
To lead the way to a healthier world. By carrying out this vision at every level of our organization, we will be recognized by our employees, customers and shareholders as the best pharmaceutical company in the world, resulting in value for all”
To entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world’s premier entertainment company.”

30. Coca-Cola

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

31. Mondelez Internationals

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

Visions Statements Ideas for Different Businesses

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

1. Product-based Company

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

2. Spa and Saloon

To provide the best services and comfort that will bring the clients back again and again”
To make the nation fit and healthy”

4. Service-based Company

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

5. Restaurants

To provide the best and quality food”

6. E-commerce

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

7. Beauty Parlour

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

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Mission Statement Examples

Example 1: A Mission Statement by Hubspot

There’s this notion that to grow a business, you have to be ruthless. But we know there’s a better way to grow. One where what’s good for the bottom line is also good for customers. We believe businesses can grow with a conscience, and succeed with a soul — and that they can do it with inbound. That’s why we’ve created a platform uniting software, education, and community to help businesses grow better every day.

Hubspot is a company that develops and offers a fully functioning systematic platform for sales, marketing, and CRM management. They also offer the right measures to grow your business through consultations and courses.

Expert’s rating on the mission statement: 4 / 5

Some of you might find this statement a little longer than usual. But what’s best is that they managed to add all the values, ethics, and culture with a friendly vocabulary. All of it, in just 4 to 5 sentences. And if you look closely, it’s not so long.

Example 2: A Mission Statement by Microsoft

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

Microsoft Corporation is an American multinational technology company. It develops, manufactures, licenses key supports, and sells computer software, consumer electronics, personal computers, and related services.

Expert’s rating on the mission statement: 5 / 5

Example 3: A Mission Statement from Tesla

To accelerate the world’s transition to sustainable energy.

Tesla, Inc. is an American electric vehicle and clean energy company based in Palo Alto, California. Tesla’s current products include electric cars, battery energy storage from home to grid-scale, solar panels, and solar roof tiles, as well as other related products and services.

Example 4: A Mission Statement by Asos

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

ASOS plc is a British online fashion and cosmetic retailer. The company was founded in 2000 in London, primarily aimed at young adults. The website sells over 850 brands as well as its own range of clothing and accessories, and ships to all 196 countries from fulfillment centers in the UK, Subcontinent, and Europe.

Their ambition, their service, and their target audience, everything put together in one sentence. The statement can’t get clearer than this!

Example 5: A Mission Statement by Disney

To be one of the world’s leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products.

The Walt Disney Company , commonly known as Disney, is an American diversified multinational mass media and entertainment conglomerate headquartered at the Walt Disney Studios complex in Burbank, California.

Expert’s rating on the mission statement: 3 / 5

Example 6: A Mission Statement by Sony

To be a company that inspires and fulfills your curiosity.

Sony Corporation is a Japanese multinational conglomerate corporation headquartered in Konan, Minato, Tokyo.

example of a vision statement for a business plan

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Vision Statement in a Business Plan

Table of Contents

Every business begins with an inspiration or a concept for a fresh endeavor. It may have started as a thought or a discussion you had with a possible business partner. You must create a business strategy before considering launching a new enterprise. You can think of a business plan as your company’s road map. You’ll find it simpler to move your company in the direction you want it to go if you have a strategy in place. Making or revising a business plan is a crucial task for long-term success. This is regardless of how long you have been in company or how new you are. An excellent business plan aids in directing you through each phase of founding, running, and expanding your company. The job that your business plans to undertake is specified in your business strategy. One component, the vision statement, introduces the plan’s purpose, needs, and objectives. In order to effectively articulate your goals, developing a vision for your strategy requires understanding your company requirements. You’ll be able to get corporate support by doing this. That’s why, in this post, we are going to take a look at vision in business plan .

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The Role of Vision in Business Plan

Vision Statement in a Business Plan

A vision statement is a written proclamation that outlines the meaning and goals of your company for all parties involved, particularly workers. It outlines the long-term outcomes that your business hopes to achieve.

Because it explains the company’s overall objective, a vision statement is important. Businesses that have greater goals are more desirable to both present and potential workers.

Take the time to create a vision statement that captures your passion and inspires your team. This may have an impact on the long-term success of your business.

A company’s mission statement demonstrates the entrepreneur’s enthusiasm for a brand-new business. Entrepreneurs who are looking to raise funds from venture capitalists or angel investors should demonstrate enthusiasm and excitement in their work.

They may decide not to invest if the entrepreneur isn’t passionate about the venture in which they are investing.

The company’s ultimate goals should be stated in the vision statement , which should be a declaration of the future. Vision statements that claim, “Our firm aims to be number one in the industry,” are frequently seen by bankers and other investors.

The mission statement applies to more than just lenders and investors. It serves as the company’s guiding philosophy while dealing with both external and internal stakeholders.

Customers and workers of the firm are also stakeholders. The corporation occasionally uses parts of its vision statement in its advertising.

When employees can relate to their employer’s vision statement, it makes them feel better. Employees who support the long term vision will be more committed to their work than those who only work for the money.

Difference Between Vision and Mission Statements

The purpose of a firm and its current status are communicated to stakeholders and members of the community through mission statements. Mission statements, by their nature are interested in the present. Future-focused vision statements are created to motivate staff members and provide guidance.

The mission focuses on where you are right now and why you exist. On the other hand the vision discusses your long-term objectives and how you plan to achieve them. The team should be inspired by the goal to change the world and contribute to a cause greater than themselves.

Both mission and vision statements are essential for developing a brand. The brand’s fulfillment of its purpose is the emphasis of the vision statement rather than its mission statement, which focuses on the brand’s purpose.

A vision statement should be your company’s compass even if its purpose and vision statements should be its fundamental components.

It may seem intimidating to write the ideal vision statement, but it doesn’t have to be. You just have to follow some basic rules and procedures and you will be all set.

How to Write a Statement of Vision in Business Plan?

Know the many categories of needs. Your company aim is defined by the business needs. The tasks a user must be able to complete with your product or service are listed under user requirements. Functional requirements outline how your product will act in particular circumstances.

Perform a competitive analysis. Analyze the descriptions of similar or existing items. Read up on industry norms or governing bodies’ rules. To find support issues, analyze problem complaints from the help desk. For inspiration, talk to your stakeholders or possible investors. Determine what numerical or statistical information you can use in your vision statement to support it.

Develop methods for acquiring, analyzing, specifying, and validating requirements. To find out what demands potential consumers have, conduct surveys or focus groups with user group representatives. Make sure you comprehend the duties and goals of the customer. Recognize the relative significance of the features of the product from their point of view. Prioritize the implementation of your ideas so that you can transform the requirements of your clients into detailed written instructions. Together with your development team, go through your results.

Describe your vision in writing. Provide information about your target audience, including who they are, what they want, the name of your product or service, and the main advantage. Additionally, you should describe your main rival and how your product or service is sufficiently unique in your statement.

In Conclusion

The vision of a business plan is the organization’s idea of what they hope to be like in five years time. It’s not something that can be accomplished in just the short time span of five years. But the goal should be to keep the vision in the mind and attempt to steer the business in that direction.

We hope you can easily draft up your own vision statement for your business plan after reading this. Vision in business plan is very important and mastering your vision statement will help you a lot in the future. If you have any questions, please let us know!

Vision Statement in a Business Plan

Abir Ghenaiet

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

Abir Ghenaiet LinkedIn

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    The job that your business plans to undertake is specified in your business strategy. One component, the vision statement, introduces the plan's purpose, needs, and objectives. In order to effectively articulate your goals, developing a vision for your strategy requires understanding your company requirements.