What Is a Vision Statement?

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what is a business plan vision

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

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

What is a vision statement?

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

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

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

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

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

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

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

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

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

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

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

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

Determine who will shape your vision. 

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

Evaluate your company’s published materials. 

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

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

Hold workshops to brainstorm your vision. 

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

Get individual input. 

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

Check out competitors’ vision statements. 

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

Keep it short but meaningful. 

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

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

Create a longer version for leadership’s eyes only. 

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

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

Map out your business’s biggest goals. 

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

Consider your company’s potential global impact. 

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

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

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

Dream big. 

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

Be daring, not generic. 

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

Consider creating a brand vision board. 

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

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

Quick tips for your vision statement

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

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

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

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

What to avoid when writing a vision statement

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

How to use your vision statement

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

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

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

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

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

20 examples of inspiring vision statements

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

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

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

Can vision statements change?

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

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

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

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

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

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

The vision for your vision statement

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

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

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

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How to write a vision statement: Steps and examples

Julia Martins contributor headshot

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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22 vision statement examples to help you write your own.

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

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

What is a vision statement? 

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

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

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

Why it’s important to have a vision statement.

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

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

How to write a vision statement.

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

1. Determine who will help write your vision statement.

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

2. Project your goals for the future.

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

The following questions can help you clarify your vision: 

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

3. Stick to the specifics.

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

4. Keep it short and simple.

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

Revisit your vision often as your company evolves.

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

Constantly communicate your vision.

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

Vision statement examples.

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

Concept-based vision statements.

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

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

Quality-based vision statements.

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

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

Keep a clear vision.

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

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

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

What is a Mission and Vision Statement?

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

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

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

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

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

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

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

Why Your Business needs a Mission Statement

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

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

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

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

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

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

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

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

3 Components of a Mission and Vision Statement

1.  a vision.

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

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

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

2.  A mission statement

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

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

Here’s another example of a mission statement:

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

3. Core values

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

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

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

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

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

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

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

2.  Ask yourself how best you can serve your customers

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

3. Brainstorm for your vision statement

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

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

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

4.  Get down your mission statement

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

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

5.  List your core values

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

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

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

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

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

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The Keys to Writing a Company Vision Statement

How to Define and Convey Your Company's Vision

what is a business plan vision

The Purpose of a Vision Statement

Who is the vision statement for.

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

What to Avoid

Frequently asked questions.

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

Key Takeaways

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

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

Strategizing

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

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

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

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

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

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

Vision Statement vs. Mission Statement

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

Writing Your Own Company Vision Statement

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

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

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

Keep your vision statement optimistic but based in reality.

Brainstorming With Stakeholders

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

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

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

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

What are 3 guidelines for a vision statement?

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

How do you brainstorm a vision statement?

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

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What Is a Vision Statement? 25 Vision Statement Examples

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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, business plan , strategic plan, and organizational culture. A vision statement isn’t only used in business; nonprofits and government offices also use them to set strategic goals.

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

what is a business plan vision

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

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

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

Related: Free Project & Tracking Templates for Excel

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

Free Vision Statement Template

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

Vision statement template for Word

Why Is it Important to Have a Vision Statement?

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

Types of Vision Statements

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

Project Vision Statement

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

Product Vision Statement

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

Personal Vision Statement

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

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.

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

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

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

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

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

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

1. What Are the Core Values of Your Company?

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

2. What’s Your Company Mission?

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

3. Understand Your Company Culture

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

4. Identify Current Strategic Goals

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

5. Define Future Goals

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

6. Write Your Vision Statement

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

Best Practices for Writing a Vision Statement

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

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

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

Using ProjectManager to Write a Vision Statement

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

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

what is a business plan vision

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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What Is a Business Plan?

Understanding business plans, how to write a business plan, common elements of a business plan, how often should a business plan be updated, the bottom line, business plan: what it is, what's included, and how to write one.

Adam Hayes, Ph.D., CFA, is a financial writer with 15+ years Wall Street experience as a derivatives trader. Besides his extensive derivative trading expertise, Adam is an expert in economics and behavioral finance. Adam received his master's in economics from The New School for Social Research and his Ph.D. from the University of Wisconsin-Madison in sociology. He is a CFA charterholder as well as holding FINRA Series 7, 55 & 63 licenses. He currently researches and teaches economic sociology and the social studies of finance at the Hebrew University in Jerusalem.

what is a business plan vision

A business plan is a document that details a company's goals and how it intends to achieve them. Business plans can be of benefit to both startups and well-established companies. For startups, a business plan can be essential for winning over potential lenders and investors. Established businesses can find one useful for staying on track and not losing sight of their goals. This article explains what an effective business plan needs to include and how to write one.

Key Takeaways

  • A business plan is a document describing a company's business activities and how it plans to achieve its goals.
  • Startup companies use business plans to get off the ground and attract outside investors.
  • For established companies, a business plan can help keep the executive team focused on and working toward the company's short- and long-term objectives.
  • There is no single format that a business plan must follow, but there are certain key elements that most companies will want to include.

Investopedia / Ryan Oakley

Any new business should have a business plan in place prior to beginning operations. In fact, banks and venture capital firms often want to see a business plan before they'll consider making a loan or providing capital to new businesses.

Even if a business isn't looking to raise additional money, a business plan can help it focus on its goals. A 2017 Harvard Business Review article reported that, "Entrepreneurs who write formal plans are 16% more likely to achieve viability than the otherwise identical nonplanning entrepreneurs."

Ideally, a business plan should be reviewed and updated periodically to reflect any goals that have been achieved or that may have changed. An established business that has decided to move in a new direction might create an entirely new business plan for itself.

There are numerous benefits to creating (and sticking to) a well-conceived business plan. These include being able to think through ideas before investing too much money in them and highlighting any potential obstacles to success. A company might also share its business plan with trusted outsiders to get their objective feedback. In addition, a business plan can help keep a company's executive team on the same page about strategic action items and priorities.

Business plans, even among competitors in the same industry, are rarely identical. However, they often have some of the same basic elements, as we describe below.

While it's a good idea to provide as much detail as necessary, it's also important that a business plan be concise enough to hold a reader's attention to the end.

While there are any number of templates that you can use to write a business plan, it's best to try to avoid producing a generic-looking one. Let your plan reflect the unique personality of your business.

Many business plans use some combination of the sections below, with varying levels of detail, depending on the company.

The length of a business plan can vary greatly from business to business. Regardless, it's best to fit the basic information into a 15- to 25-page document. Other crucial elements that take up a lot of space—such as applications for patents—can be referenced in the main document and attached as appendices.

These are some of the most common elements in many business plans:

  • Executive summary: This section introduces the company and includes its mission statement along with relevant information about the company's leadership, employees, operations, and locations.
  • Products and services: Here, the company should describe the products and services it offers or plans to introduce. That might include details on pricing, product lifespan, and unique benefits to the consumer. Other factors that could go into this section include production and manufacturing processes, any relevant patents the company may have, as well as proprietary technology . Information about research and development (R&D) can also be included here.
  • Market analysis: A company needs to have a good handle on the current state of its industry and the existing competition. This section should explain where the company fits in, what types of customers it plans to target, and how easy or difficult it may be to take market share from incumbents.
  • Marketing strategy: This section can describe how the company plans to attract and keep customers, including any anticipated advertising and marketing campaigns. It should also describe the distribution channel or channels it will use to get its products or services to consumers.
  • Financial plans and projections: Established businesses can include financial statements, balance sheets, and other relevant financial information. New businesses can provide financial targets and estimates for the first few years. Your plan might also include any funding requests you're making.

The best business plans aren't generic ones created from easily accessed templates. A company should aim to entice readers with a plan that demonstrates its uniqueness and potential for success.

2 Types of Business Plans

Business plans can take many forms, but they are sometimes divided into two basic categories: traditional and lean startup. According to the U.S. Small Business Administration (SBA) , the traditional business plan is the more common of the two.

  • Traditional business plans : These plans tend to be much longer than lean startup plans and contain considerably more detail. As a result they require more work on the part of the business, but they can also be more persuasive (and reassuring) to potential investors.
  • Lean startup business plans : These use an abbreviated structure that highlights key elements. These business plans are short—as short as one page—and provide only the most basic detail. If a company wants to use this kind of plan, it should be prepared to provide more detail if an investor or a lender requests it.

Why Do Business Plans Fail?

A business plan is not a surefire recipe for success. The plan may have been unrealistic in its assumptions and projections to begin with. Markets and the overall economy might change in ways that couldn't have been foreseen. A competitor might introduce a revolutionary new product or service. All of this calls for building some flexibility into your plan, so you can pivot to a new course if needed.

How frequently a business plan needs to be revised will depend on the nature of the business. A well-established business might want to review its plan once a year and make changes if necessary. A new or fast-growing business in a fiercely competitive market might want to revise it more often, such as quarterly.

What Does a Lean Startup Business Plan Include?

The lean startup business plan is an option when a company prefers to give a quick explanation of its business. For example, a brand-new company may feel that it doesn't have a lot of information to provide yet.

Sections can include: a value proposition ; the company's major activities and advantages; resources such as staff, intellectual property, and capital; a list of partnerships; customer segments; and revenue sources.

A business plan can be useful to companies of all kinds. But as a company grows and the world around it changes, so too should its business plan. So don't think of your business plan as carved in granite but as a living document designed to evolve with your business.

Harvard Business Review. " Research: Writing a Business Plan Makes Your Startup More Likely to Succeed ."

U.S. Small Business Administration. " Write Your Business Plan ."

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30 Noteworthy Vision Statement Examples (+ Free Template)

Download our free Vision Statement Toolkit Download this toolkit

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

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

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

Why Do You Need A Good Vision Statement?

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

  • Vision Statement Template And Resources

Turn Your Vision Into Reality With Cascade 🚀

Free Download Download the best Vision Statement Toolkit available Download this toolkit

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

mission vs vision statement infographic

Let’s settle this battle once and for all: 

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

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

Vision statement example: 

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

Mission statement example: 

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

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

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

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

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

Step 1 - The outcome

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

Step 2 - The twist

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

Step 3 - The quantification

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

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

Step 4 - The human connection

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

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

Vision Statement Example

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

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

Free Download Download our Vision Statement Examples Ebook Download this ebook

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

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

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

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

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

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

Let’s look at some popular company vision examples: 

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

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

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

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

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

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

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

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

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

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

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

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

McDonald's

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

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

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

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

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

American Express

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

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

Warby Parker 

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

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

Southwest Airlines 

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

The Nature Conservancy

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

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

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

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

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

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

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

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

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

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

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

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

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

Vision Statement Template And Resources 

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

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

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

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

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

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

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

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

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

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

What’s the difference between vision statement and purpose?

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

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

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what is a business plan vision

What is a vision statement?

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

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

What is the purpose of a vision statement?

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

A vision statement answers three key questions:

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

How to create a vision statement

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

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

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

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

Brainstorming

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

Components of a good vision statement

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

Make sure your vision statement is:

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

Examples of vision statements

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

Using your business vision statement

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

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

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Create a business vision

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

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

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

Business vision statements

The purpose of a business vision statement is to:

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

Consider the following when creating your business vision statement:

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

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

Examples of business vision statements

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

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

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

Writing a business vision statement

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

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

Tips for business vision statement writing

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

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

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

Template for business vision statement

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

Also consider...

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

How to Write a Mission Statement + 10 Great Examples

Gym owner assisting a client with exercising and reminded of what his mission is.

16 min. read

Updated November 30, 2023

Why is an effective mission statement so valuable? It’s worth taking a minute to ask what it is about certain brands that keep us coming back. What is it about them that makes us spend more time, money, or effort over other options? Is it the price? Maybe the convenience? Or is it something more?

The brands and businesses that we really connect with do more than just supply a product or service . They showcase a purpose, a mission that we can get behind. This can be displayed in how they interact with customers, the organizations and communities they support, and even the way they develop their products.

And there’s no better way for a business owner to showcase this purpose, than through a well-written mission statement.

On this page

  • What is a mission statement?

Mission statement or vision statement?

  • Why write a mission statement?
  • How to write a great mission statement
  • 10 Examples of Great Mission Statements

A mission statement is a simple action-oriented statement that explains your company’s purpose. It summarizes what your company does for customers, employees, and owners, and typically includes general descriptions of your organization, its core function, and its goals. In short, you’re explaining what you do and why you do it within a mission statement.

Depending on the focus of your business, your mission statement may be even broader. Explaining not just how you serve your customers and employees, but your community and the world at large. Some businesses even opt to separate this larger aspiration into what’s known as a vision statement.

A vision statement is exactly what it sounds like. It’s a vision for the direction of your company and what it aspires to be. 

These two statements aren’t really interchangeable. They both reflect the purpose and goals of your business, but serve completely different purposes. Your mission statement is the roadmap to achieve your vision. Your vision statement is a much broader picture of the aspirations for your business. 

These can be completely separate written statements for your business, or they can be combined into a more comprehensive mission statement. Having all three does allow you to utilize them for different business purposes, so it may be worth developing variations over time.

Speaking of variations, it’s important to note that your mission statement will likely evolve over time as your business grows and changes. So, don’t be afraid to make adjustments when it seems necessary, and avoid looking for the perfect version of your mission statement. 

What’s your biggest business challenge right now?

I’ve had a 30-year love-hate relationship with mission statements. I’ve read thousands. I love it when a mission statement defines a business so well that it feels like strategy—which does happen—and I hate it when a mission statement is generic, stale, and completely useless. 

Just because a traditional business plan often includes a mission statement isn’t a reason to do one. If it’s not going to be useful for you and help guide your business, don’t bother. The vast majority of the mission statements are just meaningless hype that could be used to describe any business.

Don’t fall into the trap of writing a mission statement just because some checklist or expert said you had to. There are actually sites that poke fun at how most mission statements use vague, high-sounding phrases to say nothing. You should write a mission statement if you want to add clarity to your business goals and you want to get your employees, investors, and customers to understand what your organization is all about. 

Developing your company’s first mission statement, or writing a new or revised one, is your opportunity to define the company’s goals, ethics, culture, and norms for decision-making. The daily routine of business gets in the way sometimes, and a quick refresh with the mission statement helps you take a step back and remember what’s most important: the organization has a purpose. 

So how do you make a useful mission statement? Over the decades I’ve spent reading, writing, and evaluating business plans , I’ve come up with a process for developing a useful mission statement, and it boils down to these five steps.

1. Start with a market-defining story

A really good market-defining story explains the need, or the want, or—if you like jargon—the so-called “why to buy.” It defines the target customer or “buyer persona .” And it defines how your business is different from most others, or even unique. It simplifies thinking about what a business isn’t, what it doesn’t do.

Imagine a real person making the actual decision to buy what you sell. Why do they want it? How did they find your business? What does it do for them? The more concrete the story, the better. And keep that in mind for the actual mission statement wording: “The more concrete, the better.”

This isn’t literally part of the mission statement. Rather, it’s an important thing to have in your head while you write the mission statement. It’s in the background, between the words. If you’re having trouble getting started, make a quick list of what your company does and doesn’t do.

2. Define what your business does for its customers

Start your mission statement with the good you do. Use your market-defining story to suss out whatever it is that makes your business special for your target customer .

Don’t undervalue your business: You don’t have to cure cancer or stop global climate change to be doing good. Offering trustworthy auto repair, for example, narrowed down to your specialty in your neighborhood with your unique policies, is doing something good. So is offering excellent slow food in your neighborhood, with emphasis on organic and local, at a price premium.

This is a part of your mission statement, and a pretty crucial part at that—write it down.

If your business is good for the world, incorporate that here too. But claims about being good for the world need to be meaningful, and distinguishable from all the other businesses. Add the words “clean” or “green” if that’s really true and you keep to it rigorously. Don’t just say it, especially if it isn’t important or always true.

For example, Apple Computer’s 2020 mission statement is:

“Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with iPhone, iPad, Mac, Apple Watch, and Apple TV. Apple’s four software platforms—iOS, macOS, watchOS, and tvOS—provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay, and iCloud. Apple’s more than 100,000 employees are dedicated to making the best products on earth, and to leaving the world better than we found it..”

That one obviously passes the test of defining the company with flying colors. Nobody could mistake that mission for generic hype. And it’s an interesting change from the early mission as defined by founder Steve Jobs:

“To make a contribution to the world by making tools for the mind that advance humankind.”

Ikea, on the other hand, starts its mission statement with something that could be any company anywhere. “Our vision is to create a better everyday life for the [sic] many people.” To its credit, it goes on to define a “rest of the mission” that could only be IKEA:

“We make this possible by offering 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.”

And note, in this mission statement, how Sweetgreen incorporates a world vision into a product-oriented mission statement:

“Founded in 2007, Sweetgreen is a destination for delicious food that’s both healthy for you and aligned with your values. We source local and organic ingredients from farmers we know and partners we trust, supporting our communities, and creating meaningful relationships with those around us. We exist to create experiences where passion and purpose come together.”

3. Define what your business does for its employees

Good businesses are good for their employees too or they don’t last. Keeping employees is better for the bottom line than turnover. Company culture matters. Rewarding and motivating people matters. A mission statement can define what your business offers its employees.

My recommendation is that you don’t simply assert how the business is good for employees—you define it here and then forever after make it true.

Qualities like fairness, diversity, respect for ideas and creativity, training, tools, empowerment, and the like, actually really matter. However, since every business in existence at least says that it prioritizes those things, strive for a differentiator and a way to make the general goals feel more concrete and specific.

Don’t worry about being fully unique

With this part of the mission statement, there’s a built-in dilemma. On the one hand, it’s good for everybody involved to use the mission statement to establish what you want for employees in your business. On the other hand, it’s hard to do that without falling into the trap of saying what every other business says.

Stating that you value fair compensation, room to grow, training, a healthy, creative work environment, and respect for diversity is probably a good idea, even if that part of your mission statement isn’t unique. That’s because the mission statement can serve as a reminder—for owners, supervisors, and workers—and as a lever for self-enforcement.

If you have a special view on your relationship with employees, write it into the mission statement. If your business is friendly to families, or to remote virtual workplaces, put that into your mission.

You may not need to focus on employees

And this is rare in mission statements. The vast majority are focused on messaging for customers. My recommendation here is not the norm. I include it because it’s good practice, even though not common.

While I consulted for Apple Computer, for example, that business differentiated its goals of training and empowering employees by making a point of bringing in very high-quality educators and presenters to help employees’ business expertise grow. That was part of the culture and, to my mind, part of the mission; but it wasn’t part of the mission statement. It could have been.

American Express, however, includes the team in its mission:

“We have a mission to be the world’s most respected service brand. To do this, we have established a culture that supports our team members, so they can provide exceptional service to our customers.”

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4. Add what the business does for its owners

In business school, they taught us that the mission of management is to enhance the value of the stock. And shares of stock are ownership. Some would say that it goes without saying that a business exists to enhance the financial position of its owners, and maybe it does. However, only a small subset of all businesses are about the business buzzwords of “share value” and “return on investment.”

In the early years of my business, I wanted peace of mind about cash flow more than I wanted growth, and I wanted growth more than I wanted profits. So I wrote that into my mission statement. And at one point I realized I was also building a business that was a place where I was happy to be working, with people I wanted to work with; so I wrote that into my mission statement, too.

However, this element too, as with the suggestion about including employees, is unusual. Few mission statements do it. That’s understandable, since most mission statements are outward-facing only, aimed at customers and nobody else.

Still, some of the best mission statements incorporate a much broader sense of mission that includes, or at least implies, the mission of ownership.

Warby Parker, an eyewear company, does a great job at voicing a higher mission that includes customers, employees, and owners.

“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 business.”

5. Discuss, digest, cut, polish, review, and revise

Good mission statements serve multiple functions, define objectives, and live for a long time. So, edit. This step is worth it.

Start by considering developing a full mission statement for internal use and using a customer-facing subset for general publication. That’s common. Many companies have segmented mission statements, with sections set aside and categorized by type or goal. Use bullet points or sections if that works for you. Part of the reason people confuse mission with mantra and vision is that many businesses use them together, and many others also redefine them to fit their context. So what a company does for customers is often called vision, despite the formal definition.

Remember, form follows function, in mission statements, as in all business writing. Make it work for your business. Or don’t do it at all. If you want to call it a vision, and that works for employees and customers, then do that.

Cut out general terms

As you edit, keep a sharp eye out for the buzzwords and hype that everybody claims. Cut as much as you can that doesn’t apply specifically to your business, except for the occasional special elements that—unique or not—can serve as long-term rules and reminders. Unique itself, the word, means literally, the only one in the world. Use it sparingly. Phrases such as “being the best possible,” “world-class,” and “great customer service” mean little because everybody uses them. Having great customer service is way harder than writing that into a mission statement.

Read other companies’ mission statements, but write a statement that is about you and not some other company. Make sure you actually believe in what you’re writing—your customers and your employees will soon spot a lie.

Then, listen. Show drafts to others, ask their opinions and really listen. Don’t argue, don’t convince them, just listen. And then edit again.

And, for the rest of your business’s life, review and revise it as needed. As with everything in a business plan, your mission statement should never get written in stone, and, much less, stashed in a drawer. Use it or lose it. Review and revise as necessary, because change is constant.

  • Great Mission Statements: 10 Examples

If you’re looking for some inspiration to get you started on your own mission statement, here are a few of my favorites.

1. Southwest Airlines

“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.”

What’s most interesting about Southwest’s mission statement is that they don’t mention anything about getting from point A to point B. Their mission is all about how they differentiate what, these days, can be seen as a commodity experience. They also focus on their own employees and the “spirit of the company”, not just the customer experience.

2. Urban Outfitters

“A lifestyle retailer dedicated to inspiring customers through a unique combination of product, creativity and cultural understanding. Founded in 1970 in a small space across the street from the University of Pennsylvania, Urban Outfitters now operates over 200 stores in the United States, Canada, and Europe, offering experiential retail environments and a well-curated mix of women’s, men’s, accessories and home product assortments.”

Urban Outfitters focuses on the experience that they deliver and the focus on what they do. Their mission drives what their stores look like and what their goal is: to inspire. They also nod to their heritage of starting small and growing.

“At Recreational Equipment, Inc. (REI) we believe a life outdoors is a life well-lived. We believe that it’s in the wild, untamed and natural places that we find our best selves, so our purpose is to awaken a lifelong love of the outdoors, for all.”

REI’s mission focuses mostly on what it wants to do for its customers, but hidden in the mission statement is a mission to preserve the environment as well. Their focus on “getting outside” is what creates a connection between them and their customers.

4. Starbucks

“To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”

Starbucks expands on its mission statement by stating its core values. This is really an extension of the mission statement and explains how they focus on their customers, how they grow their company, and how they work with employees. You can read their values here .

5. Walgreens

“Walgreens’ mission is to be America’s most-loved pharmacy-led health, well-being, and beauty retailer. Its purpose is to champion everyone’s right to be happy and healthy.”

Walgreen’s mission really defines their goals: what they want to achieve and in what product categories they want to achieve it in. They also bring in their broader purpose when they talk about “everyone’s right to be happy and healthy.”

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

While Slack’s mission statement is short, it implies a lot. “Work” doesn’t just mean their customer’s work, it means their own work at their company. Their mission statement serves them both internally and externally.

7. The Coca Cola Company

“Refresh the world. Make a difference.”

Coca Cola takes a slightly different approach with a statement of purpose and then a vision statement. Their purpose is essentially their mission statement and says a lot for being so short. They want to refresh people in both body and spirit while making a positive impact on the world. Their vision also implies their goal of serving the entire world’s population which hits on their corporate and shareholder goals.

8. Patagonia

“We’re in business to save our home planet.”

Another short mission statement that says so much more than you would think at first glance. First and foremost, Patagonia doesn’t say that they are a non-profit – they state that they’re a business. And, this implies that they need to be a strong, healthy business to meet their goal of saving the planet. Their mission applies to their employees, their customers, their products, and their activism.

9. charity: water

“charity: water is a nonprofit organization bringing clean and safe drinking water to people in developing countries.”

charity: water’s mission statement is clear and to the point – it simply describes what it does and who it does it for. For most non-profit mission statements, this is enough.

 10. Asana

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

Similar to other mission statements, Asana blends a message about what they do with a higher goal of enhancing the world outside of their company. Yet, they still hint at their target market and goals of being a world-wide company, thus improving the lives of their employees and shareholders.

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5 Top Vision Statement Examples For Your Business Plan

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Free Mission and Vision Statement Templates

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Vision Statement Examples

Example 1: A vision statement by Microsoft

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

Microsoft Corporation is an American multinational technology company with headquarters in Redmond, Washington. It develops, manufactures, licenses supports, and sells computer software, consumer electronics, personal computers, and related services. Its best-known software products are the Microsoft Windows line of operating systems, the Microsoft Office suite, and the Internet Explorer and Edge web browsers. Its flagship hardware products are the Xbox video game consoles and the Microsoft Surface lineup of touchscreen personal computers. Microsoft ranked No. 21 in the 2020 Fortune 500 rankings of the largest United States corporations by total revenue; It was the world’s largest software maker by revenue as of 2016. It is considered one of the Big Five companies in the U.S. information technology industry, along with Google, Apple, Amazon, and Facebook.

Information Courtesy: Wikipedia

Ratings by experts: 4 / 5

  • This mission statement communicates the intention of the empowerment of people and organizations.
  • It also indicates the vision of catering to the world’s unity and productivity.
  • However, the [How] is missing.

Example 2: A vision statement by Harley Davidson

Harley-Davidson, Inc. is an action-oriented, international company, a leader in its commitment to continuously improve our mutually beneficial relationships with stakeholders (customers, suppliers, employees, shareholders, government, and society). Harley-Davidson believes the key to success is to balance stakeholders’ interests through the empowerment of all employees to focus on value-added activities.

Harley Davidson , Inc. is the fifth-biggest motorcycle manufacturer of heavyweight motorcycles in the world.

  • The mission statement shows the company is looking forward to expanding its business. Moreover, they have shown interest in the stakeholder’s leadership.
  • No user benefit is shown.

Example 3: A vision statement by Google LLC

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

Google LLC is an American multinational technology company that specializes in Internet-related services and products, which include online advertising technologies, a search engine, cloud computing, software, and hardware. It is considered one of the Big Five technology companies in the U.S. information technology industry, alongside Amazon, Facebook, Apple, and Microsoft.

Ratings by experts: 5 / 5

  • Clear communication on the intention.
  • Short, simple, and catchy.
  • Relevant to the audience and their services.

Example 4: A vision statement by KFC in the year 2013

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

KFC stands for Kentucky Fried Chicken. It is an American fast-food restaurant chain headquartered in Louisville, Kentucky, that specializes in fried chicken. It is the world’s second-largest restaurant chain after McDonald’s

Ratings by experts: 3 / 5

  • Clear mention of the target customer.
  • Can’t be used for branding purposes.
  • The reason why the statements fall back is that their actions as a brand did not completely align with their mission.

Example 5: A vision statement by Unilever

To make sustainable living commonplace. We believe this is the best long-term way for our business to grow.

Unilever plc is a British multinational consumer goods company headquartered in London, England. Unilever products include food, confections, energy drinks, baby food, soft drinks, cheese, ice cream, tea, cleaning agents, coffee, pet food, bottled water, toothpaste, chewing gum, frozen pizza, pregnancy tests, juice, margarine (Upfield), beauty products, personal care, breakfast cereals, pharmaceutical, and consumer healthcare products. Unilever is the largest producer of soap in the world. Unilever’s products are available in around 190 countries.

Information courtesy: Wikipedia

  • This statement targets the current requirement of the world community. Which is very relevant to the industry in which the company serves.
  • This is a long-term vision and can even concrete vision statement
  • Good use of vocabulary.

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Vision Statement in a Business Plan

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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 .

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.

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Workplace Benefits

What Is Vision Insurance & How Does It Work?

It probably doesn’t surprise you that visions conditions are common. But did you know that in the U.S., 79% of adults use a form of vision correction, including eyeglasses, prescription sunglasses, reading glasses, and contact lenses? 1 

It’s easy to overlook routine eye exams. Vision changes are usually gradual, so many of us don’t even take notice until they interfere with our daily lives. However, routine eye exams not only assess your vision and check for eye disease, but much like routine medical and dental exams, they can also help detect diseases (e.g., diabetes and glaucoma) even if you have perfect vision. 2

Although it’s hard to put a price tag on the importance of clear, healthy vision, the cost of vision exams, corrective lenses, and other vision treatments can add up – especially for families. That’s where vision insurance can help. 

Vision insurance plans can help reduce the cost of routine preventive eye care (eye exams) and prescription eyewear (glasses and contact lenses). Some plans offer discounts on elective vision correction surgery, such as LASIK. Vision insurance can help you save on vision services. Let’s see how it works and explore some coverage options.

How does vision insurance work?

Vision insurance is a type of insurance that can help you manage the costs of eye care and eyewear. It provides coverage for various vision-related services and treatments, such as routine eye exams, glasses, and contact lenses — helping to reduce out-of-pocket expenses. In addition to individual coverage, many vision insurance policies have family plans that offer coverage to your dependents.

Most vision insurance plans require monthly or annual premiums paid to an insurance provider. Monthly rates are typically less than the cost of a medium coffee once a week. 3

Vision insurance terms and definitions

Similar to other types of insurance , your vision plan may include cost sharing factors, such as a copayments and allowances.

Copayments are fixed fees you pay at the time of receiving a specific service, such as an eye exam or contact lens fitting.

Allowance is the amount your insurance provides toward the cost of your eye exam or eyewear. 

Cost sharing factors can vary depending on if you have a vision insurance plan or a vision discount plan (more on this below). Carefully review your plan details or speak with your employer to learn how premiums and cost sharing work for your particular plan.

What are the different types of vision insurance?

Vision insurance typically falls into one of two categories: vision benefits plans (simply referred to as vision insurance) and vision discount plans.

Vision benefits plans

Vision benefits plans are standard insurance plans offered through employers or other groups.A vision benefits plan can also often be included with preferred provider organizations (PPOs) or health maintenance organizations (HMOs).

  • Vision PPOs: These plans allow you to visit an in-network provider of your choice. They may also provide coverage for out-of-network providers. You’ll pay lower out-of-pocket costs when you visit an in-network provider, though.
  • Vision HMOs: These plans provide access to in-network eye doctors and specialists, but, you’ll have to choose a primary care physician to coordinate care. These plans typically have lower premiums than PPO plans. 

Vision discount plans

Unlike traditional vision insurance plans, you pay discounted fees for covered exams and eyewear. 

When choosing between a vision benefits plan and a vision discount plan, consider your eye care needs and preferences. Vision benefit plans offer more comprehensive coverage and substantial benefits for those who need or anticipate frequent vision care. On the other hand, vision discount may be better suited for those with fewer vision needs.

"> Don’t Neglect Your Eye Health

What are the benefits of having vision insurance.

Vision insurance can save you money on essential vision services. But even if you don’t currently have vision issues, vision insurance may still be worthwhile. Annual exams can help keep your vision sharp and identify potential problems.

Other potential benefits of vision insurance may include: 

  • Access to eye care services while reducing the financial burden on individuals
  • Regular eye checkups, which can help detect eye-related issues or signs of underlying health conditions 2
  • Potential savings on eyewear, such as frames and lenses
  • Potential savings on lens coatings, corrective surgery, and more
  • Family plans that extend coverage to dependents

What does vision insurance cover?

Vision insurance typically covers the following basic services and products:

  • Comprehensive eye exam
  •  Prescription eyewear (contact lenses or glasses)

Some plans may also offer coverage or potential savings on additional services and products, such as:

  • Eyeglass lens enhancement options — e.g., anti-reflective, UV, or scratch-resistant coatings
  • Prescription sunglasses
  • Progressive or transitional lenses
  • Laser vision correction — e.g., LASIK or photorefractive keratectomy (PRK)

These benefits can vary by insurance provider, so check your plan details to learn what it covers.

What does vision insurance not cover?

Vision insurance typically doesn’t cover eye problems and treatments that are considered a medical condition. 4 This may include eye diseases, such as glaucoma and cataracts, or conditions like eye floaters or dry eyes. However, treatments for eye injuries, illness, or infections may be covered by your health insurance policy.

 Depending on the plan, some coverage exclusions may include:

  • More than one eye exam per year
  • Non-prescription glasses and contacts
  • Cost of frames and lenses beyond the allowance
  • Major medical treatments or surgery (these may be covered by health insurance instead)
  • Prescription or non-prescription medications
  • Missed appointments
  • Any services and/or materials not specifically indicated in the schedule of benefits as being covered

Again, it’s important to consult with your plan provider to determine what is and isn’t covered, as coverage can vary.

Vision insurance FAQs

How much is vision insurance.

Monthly premiums can vary, but it’s typically less than the cost of one medium cup of coffee per week. 3

How do I get vision insurance?

You can get vision insurance through your employer if they offer it as part of your employee benefits . You can also purchase an independent vision plan directly from an insurance company or on the health insurance marketplace. 

Does health insurance cover vision services?

Vision insurance is typically a stand-alone policy that differs from health insurance . If you have a medical issue related to your eyes or need eye surgery, your health plan most likely covers it. Some health insurance plans have vision insurance imbedded with the health plan.

Do I need vision insurance if I don’t have eye problems?

Everyone can benefit from vision insurance, even if you don’t have a history of eye problems. Annual eye exams can act as a preventative measure to catch any issues early and help maintain your vision.

"> Explore Vision Insurance During Open Enrollment

Related reads.

1 “The Consumer inSights Q1 2022 Report,” The Visions Council. Accessed Feb 2, 2024 

2  “Kelley, OD, MS, Sonia, “Are eye exams just as imporant as other health exams?,” AllAboutVision.com, April 2022. Accessed Feb 2, 2024

3 “Cost of Living in United States,” Numbeo, update Feb 2024. Accessed Feb 2, 2024

4 “Medical Insurance vs. Vision Insurance,” Missouri Eye Institute. Accessed Feb 13, 2024

Nothing in these materials is intended to be advice for a particular situation or individual. These materials are for general information purposes only.

Business Review at Berkeley

Javier Milei’s Dollarization Vision: A New Era for Argentina’s Economy

Author: Valentina Alvarez Demalde

The BRB Bottom Line: Argentina, a country often plagued by economic turmoil and political instability, is no stranger to the challenges of managing its domestic currency. The nation’s history is marked by cycles of hyperinflation, currency devaluation, and economic crises. In this context, the concept of dollarization, which involves adopting the US dollar as a substitute or parallel currency to the domestic peso, emerges as a compelling proposition.

Introduction

What is dollarization.

To evaluate this shift, we must first understand why dollarizing an economy arises as a solution. This method represents the adoption of the US dollar as the primary medium of exchange or official currency in a country. It can be implemented as an official government policy or embraced de facto by the people. While this shift is often considered in situations where a nation’s domestic currency faces severe depreciation or becomes unreliable due to hyperinflation and instability, it’s important to note that dollarization is just one of several potential responses to such economic challenges. It may also be the case that domestic authorities have proven themselves incompetent to manage their own monetary policy, which Milei argues is the case for Argentina’s political landscape.

Argentina’s Political Landscape

In recent times, this political stage has witnessed a shift. The traditional divide between the center-left Peronist coalition and the center-right opposition has been disrupted by the emergence of a new political force led by Javier Milei, a self-proclaimed liberal economist and author. Milei, representing the independent political party “La Libertad Avanza” (Liberty Advances), managed to secure over 30% of the votes in both the primary and general elections, ending up first and second place and heading for a “ballotage” with the center-left. The far-right has won this ballotage against the center-left, clearing 56% and 44% respectively, meaning Javier Milei will be the president of Argentina starting December 10th. This surprising political shift can be attributed to a growing discontent with past governments, seen as ineffective and corrupt (as Vice-President Cristina Kirschner faces charges of “fraudulent administration” ). This context has created an opening for Milei, presented as a political outsider and symbol of opposition to corruption, to pose a vision for the country’s future, one that includes the potential adoption of the US dollar as the national currency.

Discussion & Findings

Argentina’s economic history.

Argentina’s economic history, marked by cycles of instability, is key to understanding the significance of dollarization and Milei’s vision. The country’s early prosperity , based on agricultural exports, gave way to economic shifts through the 20th century. The Great Depression impacted commodity prices, leading to Perón’s protectionist policies . Later, political turmoil and policy fluctuations characterized the mid-century. The 1980s and 1990s saw hyperinflation and currency crises, culminating in the Convertibility Plan’s failure and a severe debt crisis . Recent presidencies, from Mauricio Macri’s market liberalization to Alberto Fernández’s interventionist policies, have continually grappled with inflation and fiscal challenges. This backdrop underscores the potential of unconventional strategies like dollarization to address persistent economic issues and government mistrust. The paper employs a thorough methodology, including data analysis, literature review, and expert insights, to assess dollarization’s viability for Argentina.

Javier Milei’s Plan

Javier Milei’s vision for Argentina is centered on abolishing Argentina’s Central Bank, which stems from his belief that this entity has a history of “robbing the people” by ineffectively managing monetary policy and printing more money, devaluing the peso. He emphasizes a gradual approach to dollarization, driven by individual and business choices, with an automatic shift once two-thirds of the monetary base adopts the U.S. dollar . This flexible approach allows the transition to align with the preferences of the Argentine population. Milei suggests funding this transition using the government’s financial reserves and the sale of Central Bank bonds. In terms of political processes, Milei’s plan is unique in that he proposes allowing the people to decide through a plebiscite if Congress previously rejects the plan. He also emphasizes a focus on free trade, peace, freedom, and aligning with Western countries, particularly the US and Israel, while showing reluctance toward relations with communist nations like China and Venezuela.

Dollarization Pros & Cons

Dollarization as a potential economic strategy for Argentina presents several compelling advantages. Foremost, it promises currency stability and inflation control, a precious commodity in a nation with a history of hyperinflation and devaluation. This stability can instill trust among investors and the public, offering a predictable economic environment. With a stable U.S. dollar, Argentina may enjoy lower interest rates, a boon for businesses and individuals alike, making borrowing more affordable. Furthermore, adopting the U.S. dollar can attract foreign investment, with investors favoring countries with stable and widely accepted currencies. This influx of foreign capital can stimulate economic growth. Additionally, businesses engaged in international trade would benefit from reduced transaction costs, as they would no longer need to navigate currency exchange. Finally, dollarization can promote financial integration with the global economy, potentially increasing trade and investment in Argentina.

Dollarization in Argentina presents several potential drawbacks. Most notably, it entails relinquishing control over domestic monetary policy, a vital tool for governments to manage economic challenges— Milei sees this as an advantage due to a lack of trust in the government’s management. The prospect of dependence on the U.S. economy is concerning, as it would make Argentina vulnerable to U.S. economic fluctuations and shocks. However, Milei’s plan to increase trade with the U.S. aims to address this issue. Dollarization also carries a risk of exacerbating short-term social inequality, as those with access to U.S. dollars may initially benefit, although proponents like Milei argue that the long-term effects of a stable economy will ultimately improve the overall situation of society. The loss of seigniorage, while viewed as a pro by some, poses a significant drawback as it could limit the government’s capacity to fund public spending. Finally, the transition to a dollarized economy could trigger political unrest and opposition from stakeholders invested in maintaining the status quo.

Case studies: Ecuador & El Salvador

Two LATAM countries serve as valuable case studies for insights into the potential outcomes and challenges associated with the adoption of dollarization as an economic strategy.

Ecuador’s implementation of dollarization in 2000 followed a “Big Bang” approach. This involved replacing the former currency, the sucre, with the U.S. dollar at a fixed exchange rate of 25,000 sucres to 1 dollar. The transition was completed in a swift nine months. Ecuador’s experience demonstrates the feasibility of a rapid and decisive shift to the U.S. dollar as the official currency. On the other hand, El Salvador’s dollarization in 2001 pursued a more gradual approach, enacting the Monetary Integration Law. This law fixed the exchange rate at 8.75 colones to 1 U.S. dollar. This transition spanned approximately 24 months. While the former alternative could be executed faster, the latter resembles Milei’s more flexible, gradual, and less drastic plan for dollarization.

what is a business plan vision

Figure 1. Real GDP Growth (IMF) for Ecuador (green) and El Salvador (Purple)

The graph depicting the Real GDP growth of both countries over time is a helpful visual representation to analyze the impact of dollarization on these economies. For Ecuador, dollarization was implemented in the year 2000. Looking at the green line, we see a clear upward trend in growth rates which suggests a positive impact from dollarization. Similarly, El Salvador dollarized its economy in 2001. We can see reduced volatility and increased stabilization in the growth rate with a slow upward trend at first, indicating an improved economic condition. While dollarization can influence economic stability and growth, many other factors also play critical roles, including global economic conditions, domestic policies, and structural changes in the economy. For example, in both cases, the Global Financial Crisis of 2008 and the Global Pandemic of 2020 caused negative fluctuations in GDP Growth.

what is a business plan vision

Figure 2. Inflation Rate, Average Consumer Prices (IMF) for Ecuador and El Salvador

Upon examining the provided graph for the inflation rates in Ecuador and El Salvador, we observe the impact of dollarization on their economies through changes in the annual percent change of inflation. For Ecuador, which adopted the dollar in 2000, the graph’s green line demonstrates an indisputable downward trend and stabilization in inflation rates post-dollarization. This clear drop in inflation immediately following dollarization, transitioning into a stable, low rate in the subsequent years depicts the implementation’s success. The consistency of this trend reinforces the argument that dollarization contributed to inflation control in Ecuador. Turning to El Salvador, with the purple line representing its post-2001 dollarization inflation rates, we do not see an evident decrease in the rate of inflation but a slightly more stable trend.

what is a business plan vision

Figure 3. Unemployment Rate (IMF) for Ecuador and El Salvador

In terms of the unemployment rate, Ecuador reflects how dollarization helped stabilize the economy and lead to job creation, indicated by a declining trend in the unemployment rate after 2000. The period immediately following dollarization may show some volatility as the market adjusts, but the long-term decrease or stabilization at a lower unemployment rate suggests the positive impact of dollarization on the job market. Once again, in the case of El Salvador, after adopting the dollar in 2001, the purple line shows no evidence of clear decreased unemployment. This might suggest that dollarization alone was not sufficient to improve job creation, or that other significant economic or structural challenges offset the potential benefits of dollarization.

what is a business plan vision

Figure 4. Central Governmental Debt (IMF) for Ecuador and El Salvador

The central government debt as a percent of GDP for Ecuador (green) and El Salvador (purple) provides valuable insights into the fiscal impact of dollarization on these economies. For Ecuador, dollarization in 2000 was followed by a reduction in the debt-to-GDP ratio as seen on the green line on the graph. This decreasing trend suggests that the government’s fiscal health improved post-dollarization, possibly due to reduced borrowing costs or better access to international financial markets. In contrast, El Salvador’s purple line does not show a similar trend of stabilization indicating that other factors were at play that influenced the country’s debt levels. A reason might be that for El Salvador, if the debt was previously denominated in a local currency that depreciated, dollarization might instantly increase the local currency value of foreign debt.

what is a business plan vision

Figure 5. Gini index – El Salvador, Ecuador (The World Bank)

Lastly, the Gini coefficient is a measure of income or wealth distribution within a nation, where a lower Gini coefficient indicates a more equal distribution and a higher coefficient points to greater inequality. Based on the graph provided, it seems that Ecuador and El Salvador both show a downward trend over the years, suggesting a reduction in income inequality. However, attributing this solely to dollarization would require ruling out other influences like economic policy shifts, globalization, technological changes, demographic shifts, and educational access improvements. So without comprehensive analysis, it’s challenging to link these changes directly to dollarization.

In essence, dollarization has delivered mixed results in Latin America. As seen in the graphs, Ecuador found some stability through it, but El Salvador’s journey since 2001 suggests that dollarization alone doesn’t guarantee economic growth (as it was not struggling with hyperinflation in the first place). For Argentina, considering its hyperinflation dilemma, Ecuador’s experience becomes more relatable. Yet, El Salvador’s story is an example underscoring that without addressing underlying issues like social unrest, dollarization may not attract the investment or deliver the economic growth hoped for.

Conclusion & Alternative Policies

In conclusion, Argentina finds itself at a pivotal crossroads, grappling with persistent economic challenges and recurrent crises. The proposal of dollarization by Javier Milei represents a bold avenue for the nation. It offers the prospect of currency stability, which is vital given Argentina’s history of hyperinflation and devaluation. While relinquishing control over domestic monetary policy and economic dependence on the U.S. are key concerns, the case studies of Ecuador and El Salvador shed light on potential strategies for successful implementation. If Argentina were to dollarize, the government should make well-informed decisions, actively engage with the public, and ensure economic stability, social equity, and international competitiveness. Argentina has experimented with several alternative economic policies in its quest for stability, including pegging the currency to another stable currency, managing float exchange rates, capital controls, and promoting the use of the local currency. Having utilized these approaches to varying degrees, the consideration of dollarization in the country’s economic strategy shows a need for a fresh perspective in light of Argentina’s recurring economic challenges and the potential benefits that a stable, widely accepted currency can offer. In this vital chapter of Argentina’s economic history, Javier Milei’s upcoming presidential cycle holds the key to the nation’s future, demanding effective decision-making and governance for a stable economy and a better future for Argentinians.

Take-Home Points:

  • Dollarization in Argentina: the adoption of the US dollar in place of a national currency is considered in Argentina as a response to economic instability and hyperinflation.
  • Javier Milei’s Influence: his election as president, representing the far-right “La Libertad Avanza” party, indicates a significant political shift in Argentina, with a focus on radical economic reforms.
  • Economic Context and Milei’s Plan: Argentina’s history of economic crises provides a backdrop for Milei’s proposal of gradual dollarization, emphasizing free trade and alignment with Western values.
  • Pros and Cons of Dollarization: Dollarization can offer stability and lower inflation, but also poses risks like loss of monetary policy control and dependence on the US economy.
  • Lessons from Ecuador and El Salvador: Case studies of Ecuador and El Salvador show varying outcomes of dollarization, suggesting its effectiveness depends on specific economic conditions and policies.
  • Future Economic Strategies: Argentina’s exploration of dollarization reflects a promising search for solving ongoing economic challenges, with a need for a new perspective.

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Transforming the Global Town Square

2023 was foundational for X, and 2024 will be transformational.

In 2023, we laid the groundwork for the global town square, and in 2024, that vision will come alive. On the one-year anniversary of acquisition, we shared our progress and the unstoppable momentum we've gained . Now, we can look back and be proud of what we've achieved and the values we stand for. X is not just another app – it's becoming the everything app, seamlessly uniting experiences into one interface, for everyone.

We’re proud of what we’re creating. In the last year...

  • We made free expression a core platform value and evolved our content moderation strategy to support that. 
  • We doubled down on Community Notes to improve the accuracy and balance of information people are getting on X. Currently, we have over 320k contributors spanning 65 countries, and since December, Notes have been viewed over 50 million times daily on average
  • We made significant improvements to the X user experience , including a suite of new products and features that provide our community with new ways to create and connect on X. 
  • X is now a video-first platform , with people watching video in 8 out of 10 user sessions. 
  • We launched a new surface: Immersive Video, which now has over 100 million daily users – more than half of whom are Gen Z, the fastest growing audience on X.
  • We enabled long-form video uploads. In December alone, people watched 130 years’ worth of videos 30 minutes or longer.
  • We launched new features like audio and video calling and are seeing average call length of 10 minutes, as well as capabilities like X Hiring, with 750k active jobs now live on X in just 6 months
  • We improved existing products like Spaces through infrastructure upgrades that sparked almost 30 million different conversations last year. 
  • We also expanded on the pilot of Communities , which are now live in all English-language countries and Japan, and available globally. We observe users spending over 300 million minutes on Communities every day, with over 350k communities and around 650k posts created daily.
  • We introduced the world to Grok , a new AI search assistant developed by xAI. Grok benefits from real-time access to our unique and powerful data source, the global public conversation on X. Plus, Grok has a sense of humor.
  • We invested in creators , enabling more economic opportunity across the town square. We've paid over 80,000 creators through our ads revenue sharing program in less than a year.
  • We made advertising on X more relevant and impactful by bringing our organic and ads algorithms closer together, while launching new products and content partnerships to help advertisers drive full-funnel outcomes. Through these changes, we have seen a 22% increase in total ad engagements.
  • We delivered a suite of new brand safety solutions - shipping more products in 3 months than in the prior 3 years – and setting the bar with industry peers on how to deliver brand safe advertising in feed environments.

There is no substitute for the people or power of X

X continues to be the top platform for curious and influential people worldwide, who use it daily to follow their passions, especially during important moments. We saw various cultural events and movements that showcased the irreplaceable nature of X and the unwavering loyalty of our lively communities, such as Barbenheimer, the OpenAI saga, Nicki Minaj's "Gag City," and Shohei Ohtani's "not here" meme. By combining a public, live platform with the most engaged and influential users, we create a strong force for change.

From foundational to transformational

Here are just some of the areas we’re focused on for our business partners as we head into this new year:

  • We will increasingly power the X user and advertising experience through Artificial Intelligence — from enhancing search and improving ads to fueling a new level of customer understanding, and more.
  • We will launch peer-to-peer payments , unlocking more user utility and new opportunities for commerce, and showcasing the power of living more of your life in one place.
  • We will continue to show you more relevant and important content by enhancing our innovative See Similar Posts feature, powered by xAI. The upcoming See Dissimilar Posts enhancement will empower users to explore content that aligns with their interests or challenges their perspectives based on their past activity, improving the quality and balance of information they receive.
  • We will continue to invest in creators and content partnerships that attract new users and fuel advertising.
  • We will strengthen our full-funnel ads offering through the core pillars of video, performance, and brand safety. 
  • We will continue to partner with industry leaders to bring you more brand safety capabilities and verification through our partnership with Integral Ad Science . 
  • We will create more original content and bring in more talent with some of the most interesting and engaged people on X.

X is set to revolutionize 2024 with groundbreaking products and services that will reshape how we connect, communicate, and transact. Our unwavering dedication to people, partners, and communities drives our mission to improve and innovate, boldly venturing into uncharted territory while remaining in tune with our community's needs. 

Get ready for an exciting journey into the future of X!

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Zuckerberg mocks ‘Apple fanboys’ over his Vision Pro critique

Weston blasi, the meta ceo had quite a bit to say about apple fans after he reviewed its new vision pro headset, meta’s mark zuckerberg said he takes apple ‘seriously’ and thinks it is a ‘good company.’.

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That was Meta META CEO Mark Zuckerberg talking about his recent review of Apple’s Vision Pro during an episode of the Morning Brew Daily podcast that was published on Friday.

In his review, Zuckerberg – not surprisingly – said Meta’s Quest 3 headset is not just a better value ($499 versus $3,499) but an overall better product than Apple’s Vision Pro headset.

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what is a business plan vision

Delivering Copilot for everyone

Feb 7, 2024 | Yusuf Mehdi - Executive Vice President, Consumer Chief Marketing Officer

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Three screenshots of Microsoft Copilot

As we approach Super Bowl weekend, we’re thrilled to be a part of the festivities for the first time in four years. This year, we’re proud to celebrate the transformative power of AI and Microsoft Copilot, showcasing peoples’ “watch me” moments with Copilot enabling people to do things previously unattainable. With a simple sentence or two, you will see a budding entrepreneur turn a fledgling idea for a new product into an actionable business plan, a filmmaker’s concept into a rich set of storyboards, and a fantasy football player’s team come to life with a mascot image they can edit inline.

Coincident with the launch of our Super Bowl ad , we are also launching a significant new update to our Microsoft Copilot experience on copilot.microsoft.com and our Copilot app on iOS and Android app stores.  Today when you visit Copilot, you will see a more streamlined look and feel designed to help you bring your ideas to life and more easily gain understanding about the world. We have introduced a cleaner, sleeker look and feel for answers and a fun new carousel of suggested prompts to showcase the power of Copilot.

Today marks exactly one year since our entry into AI-powered experiences for people with Bing Chat. In that year we have learned so many new things and seen the use of our Copilot experiences explode with over 5 billion chats and 5 billion images created to date which have led to sustained growth in Edge and Bing share. Now with Copilot as our singular experience for people looking to get more out of AI creation, we are today introducing further image creation capabilities.

With Designer in Copilot, you can go beyond just creating images to now customize your generated images with inline editing right inside Copilot 1 , keeping you in the flow of your chat. Whether you want to highlight an object to make it pop with enhanced color, blur the background of your image to make your subject shine, or even reimagine your image with a different effect like pixel art, 2 Copilot has you covered, all for free.  If you’re a Copilot Pro subscriber, in addition to the above, you can also now easily resize and regenerate images between square and landscape without leaving chat. Lastly, we will soon roll out our new Designer GPT inside Copilot, which offers an immersive, dedicated canvas inside of Copilot where you can visualize your ideas.

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Copilot is free to use and works on Microsoft Edge, Chrome, Firefox and Safari. Or download the Copilot mobile app on iOS or Android .

AI is the defining technology of our time. Microsoft’s advancements in AI align with our company mission to empower every person and organization on the planet to achieve more. With Copilot, we’re democratizing our breakthroughs in AI to help make the promise of AI real for everyone.

1 Available in English in the United States, United Kingdom, Australia, India and New Zealand.

2 15 daily boosts included in Copilot, 100 daily boosts with a Copilot Pro subscription to be used for creative needs, faster image generation, and more detailed images.

Tags: AI , Copilot Pro , Microsoft Copilot , Microsoft Designer

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  1. What Is a Vision Statement?

    A vision statement is a written declaration clarifying your business's meaning and purpose for stakeholders, especially employees. It describes the desired long-term results of your company's...

  2. How To Write a Vision Statement: Steps & Examples [2023] • Asana

    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.

  3. Vision Statement

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

  4. What Is a Business Vision Statement? (With Helpful Examples)

    A business vision statement is a company's future aspirations defined clearly by an executive or team of executives. A vision statement can portray how business executives see the company serving the greater community. The statement is simple and inspires innovation for the company to strive to accomplish.

  5. 22 vision statement examples to help you write your own

    A vision statement can be a highly effective tool to keep an organization on track, and unite the organization's team — from investors to employees — toward a shared purpose. It can also have a positive impact on a company's well-being.

  6. Business Plan Mission and Vision Statement [Sample Template for 2022]

    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.

  7. Purpose, Mission, and Vision Statements

    A Vision Statement is a description of the desired future state of the company. An effective vision inspires the team, showing them how success will look and feel. Usage and satisfaction among survey respondents How Are Purpose, Mission, and Vision Statements Implemented?

  8. The Keys to Writing a Company Vision Statement

    A vision statement is an important part of a company's business plan. A good vision statement should show others what your hope for the company is, and the direction you want to go in. Key Takeaways. Your vision statement should state your ultimate goal for the company. Your vision statement should be optimistic, but realistic.

  9. How To Write A Business Plan (2024 Guide)

    The business plan should have a section that explains the services or products that you're offering. This is the part where you can also describe how they fit in the current market or are ...

  10. What Is a Vision Statement? 25 Vision Statement Examples

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

  11. How to Write a Business Vision Statement (With Examples)

    A vision statement is an essential component of any strategic plan. Understanding how to write a vision statement can help you plan an organization's future, motivate stakeholders, strategize for the organization's growth, and guide parties to make intelligent choices for long-term success. ... A business vision is a statement that describes ...

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

    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 ...

  13. Business Plan: What It Is, What's Included, and How to Write One

    A business plan is a document describing a company's business activities and how it plans to achieve its goals. Startup companies use business plans to get off the ground and attract outside...

  14. 30 Noteworthy Vision Statement Examples (+ Free Template)

    The vision statement is also the first step in building a highly-effective business strategic plan, since it sets the foundation to understand the direction of your business in the long-term. While this is more of a general definition, let's dig a bit deeper into it by looking at the difference between a vision statement and a mission statement.

  15. Five Steps For Realizing Your Business Vision

    These steps are: 1. Visualize. The first step requires you, as an entrepreneur, to visualize the future of your business with an aspirational set of goals. From day one, this means setting goals ...

  16. Create your business vision statement

    A vision statement outlines the business's long-term desired future position (aspirations and destination) and encompasses its greater purpose. What is the purpose of a vision statement? A vision statement is an important part of your business strategy.

  17. Business Plan Basics: Objectives, Mission Statements, and Vision Statements

    Your business's mission statement is more permanent than an objective in a business plan. It must be applied consistently over time. The mission statement serves as a reminder—to you, your employees, and your customers—of the main purpose of your business. To avoid vague, fuzzy mission statements, review your statement for useless comparisons.

  18. Create a business vision

    A business vision is your goal for what your business will be in the future. It will align with your business goals and aspirations. Your business vision is the formal way of communicating your business goals and commitments to others. The business vision statement should capture the key elements of what business success looks like to you.

  19. How to Conduct Vision Planning in Your Organization

    A vision statement, which provides support for a strategic plan, typically outlines an organization's overall goals and states the purpose of the company's existence. An effective vision statement is specific and concise and should leave nothing open for interpretation. Vision statements often reflect the core values and mission of the company.

  20. How to Write a Mission Statement + 10 Great Examples

    9. charity: water. "charity: water is a nonprofit organization bringing clean and safe drinking water to people in developing countries.". charity: water's mission statement is clear and to the point - it simply describes what it does and who it does it for. For most non-profit mission statements, this is enough. 10.

  21. 5 Best Vision Statement Examples For Your Business Plan

    5 Top Vision Statement Examples For Your Business Plan Free Mission and Vision Statement Templates Download Template Aayushi Mistry October 25, 2023 4 Min Read → Download Now: Mission and Vision Statement Templates Example 1: A vision statement by Microsoft To help people and businesses throughout the world realize their full potential.

  22. 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.

  23. 15 Mission Statement Examples For Your Business

    3. Capture your why. Think about why you started your business in the first place, and what impact you hope to make. Customers want to know the backstory for a brand and why they should feel ...

  24. New York Avenue Corridor vision framework plans for 33,000 units

    New York Avenue NE could be a completely different corridor in a few decades, D.C. planners hope. In December, the D.C. Office of Planning released a vision framework for how to redesign a one ...

  25. What Is Vision Insurance: Definition & How It Works

    Vision benefits plans are standard insurance plans offered through employers or other groups.A vision benefits plan can also often be included with preferred provider organizations (PPOs) or health maintenance organizations (HMOs). Vision PPOs: These plans allow you to visit an in-network provider of your choice. They may also provide coverage ...

  26. Javier Milei's Dollarization Vision: A New Era for Argentina's Economy

    Javier Milei's Plan. Javier Milei's vision for Argentina is centered on abolishing Argentina's Central Bank, ... He emphasizes a gradual approach to dollarization, driven by individual and business choices, with an automatic shift once two-thirds of the monetary base adopts the U.S. dollar. This flexible approach allows the transition to ...

  27. Transforming the Global Town Square

    In 2023, we laid the groundwork for the global town square, and in 2024, that vision will come alive. On the one-year anniversary of acquisition, we shared our progress and the unstoppable momentum we've gained. Now, we can look back and be proud of what we've achieved and the values we stand for. ... safer and faster service and to support our ...

  28. Zuckerberg mocks 'Apple fanboys' over his Vision Pro critique

    Apple's Vision Pro debuted on Feb. 2. It's the company's first VR headset. It's the company's first VR headset. Meta's Quest made its debut in 2019 and its Quest 3 came out in 2023.

  29. Delivering Copilot for everyone

    With a simple sentence or two, you will see a budding entrepreneur turn a fledgling idea for a new product into an actionable business plan, a filmmaker's concept into a rich set of storyboards, and a fantasy football player's team come to life with a mascot image they can edit inline.