what is vision statement in business

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What Is a Vision Statement?

Table of Contents

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

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

What is a vision statement?

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

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

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

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

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

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

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

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

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

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

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

Determine who will shape your vision. 

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

Evaluate your company’s published materials. 

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

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

Hold workshops to brainstorm your vision. 

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

Get individual input. 

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

Check out competitors’ vision statements. 

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

Keep it short but meaningful. 

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

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

Create a longer version for leadership’s eyes only. 

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

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

Map out your business’s biggest goals. 

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

Consider your company’s potential global impact. 

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

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

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

Dream big. 

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

Be daring, not generic. 

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

Consider creating a brand vision board. 

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

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

Quick tips for your vision statement

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

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

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

What to avoid when writing a vision statement

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

How to use your vision statement

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

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

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

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

20 examples of inspiring vision statements

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

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

Can vision statements change?

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

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

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

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

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

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

The vision for your vision statement

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

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

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

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• How to write a vision statement: Steps ...

How to write a vision statement: Steps and examples

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

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

What is a vision statement?

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

Vision statement vs. mission statement

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

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

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

Characteristics of a great vision statement

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

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

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

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

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

Vision statement writing tips

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

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

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

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

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

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

7 steps to write your company's vision statement

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

1. Identify important stakeholders

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

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

Board members

Partner organizations

Different customer personas

Shareholders

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

2. Start with a list of keywords

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

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

Your product or service

Your mission and values

Your company's goals and initiatives

Your company's long-term strategic plan

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

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

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

3. Answer foundational company questions

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

What is our organization’s main purpose?

What are our company’s main strengths?

What are our company values?

Why does what we’re building matter?

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

What is our vision for our company culture ?

What are our most ambitious goals?

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

What are our company wants? What about company needs?

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

4. Sort your answers by importance

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

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

5. Write your company's vision out longform

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

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

6. Step back and evaluate

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

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

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

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

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

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

7. Write your final vision statement

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

Here are a few ways to shorten your vision paragraph:

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

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

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

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

Vision statement examples

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

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

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

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

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

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

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

Southwest Airlines

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

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

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

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

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

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

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

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

Use your vision statement to help you grow

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

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

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What Is a Vision Statement? 25 Vision Statement Examples

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

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

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

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

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

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

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

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

Related: Free Project & Tracking Templates for Excel

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

Free Vision Statement Template

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

Why Is it Important to Have a Vision Statement?

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

Types of Vision Statements

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

Project Vision Statement

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

Product Vision Statement

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

Personal Vision Statement

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

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.

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

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

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

Table of Contents

What is a Vision Statement?

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

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

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

How to Write a Vision Statement

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

Step 1: Identify Your Goals

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

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

Step 2: Gather Input From Others

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

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

Step 3: Write It Down

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

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

Step 4: Finalize & Publish Your Vision Statement

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

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

Vision Statement Template

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

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

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

22 Vision Statement Examples

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

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

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

2. Linkedin

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

3. Patagonia

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

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

5. Southwest Airlines

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

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

7. San Diego Zoo

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

8. The Nature Conservancy

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

9. AT&T

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

10. Johnson & Johnson

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

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

12. Ben & Jerry’s

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

Short Business Vision Statement Examples

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

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

13. Feeding America

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

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

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

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

17. Whole Foods

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

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

Amazon’s vision statement shows the company isn’t afraid to dream big; it reads, “Our vision is to be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.”

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

21. McDonald’s

McDonald’s vision statement describes its values : “To move with velocity to drive profitable growth and become an even better McDonald’s serving more customers delicious food each day around the world.”

22. Warby Parker

The Warby Parker vision statement confirms the company’s direction is to offer designer eyewear; it reads, “We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.”

Why Vision Statements are so Important for Businesses

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

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

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

Mission Statement Vs Vision Statement

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

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

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

Characteristics of Amazing Vision Statements

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

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

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

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

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

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

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

Inspiration

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

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

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

Feasibility

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

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

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

Tips on How to Write a Good Vision Statement

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

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

Final Words

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

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

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

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• --> --> --> --> Written by Toni Hoy

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

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

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

What Is a Vision Statement?

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

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

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

Why Is a Vision Statement Important?

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

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

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

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

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

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

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

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

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

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

How to Write a Vision Statement

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

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

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

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

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

A quality vision statement has the following characteristics:

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

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

Creating a Compelling Vision Statement: Step-by-Step

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

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

25 Examples of Vision Statements

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

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

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

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

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

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

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

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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. 

Brex is trusted by 1 in 3 startups for credit cards and spend management — are you next?

Constantly communicate your vision.

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

Vision statement examples.

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

Concept-based vision statements.

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

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

Quality-based vision statements.

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

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

Keep a clear vision.

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

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What Is a Vision Statement and How Do I Write One?

7 Min Read | Jan 29, 2024

Have you ever heard the story of the blind men and the elephant? It’s an important reminder of why your team needs unified vision and a clear vision statement. One version of the story goes like this:

A group of blind men encountered an elephant for the first time. One touched the elephant’s side and said, “An elephant is like a wall.” Another touched a tusk and argued, “No, it’s more like a spear!” Still another grabbed its tail and reasoned, “You’re both mistaken. An elephant is like a rope.” Convinced of their limited views, they wasted time arguing instead of harnessing the elephant’s full potential . . . all because none of them understood it.

The moral of the story: Without clear vision, we risk conflict and confusion with others—and we miss the power and potential within our reach.

How Does Vision Relate to You?

Many business leaders are visionaries. They see a world of possibility others don’t. It’s their superpower. If you have that gift, great! But until you help your team understand and get excited about where you’re going, they can’t help you get there. Once you cast a clear vision, your team can move toward it in a unified direction.

It’s up to you to guide your team with a clear, hope-filled picture of the future your business is headed toward—aka a vision statement. We’ll talk later about how to write yours, but first, let’s get clear on what a vision statement is and how it helps you rally your team toward your desired future.

What Is a Vision Statement?

A vision statement is your mission lived out to the nth degree. In other words, it’s a declaration of what the world would look like if your organization was 100% successful in fulfilling its purpose. For example, the vision statement of Ramsey Solutions is: We see a world in which so many lives are radically transformed, the toxic culture is disrupted! That statement gives Ramsey team members a clear picture of the long-term future they’re working toward—a future better than the present.  

A clear, inspiring vision statement is important for both global brands and mom-and-pop shops because it answers the questions “Where is my company going?” and “What will it look like when I live out my mission?”

Related article:   Vision Casting: 7 Reasons Why It Matters 

What’s the Difference Between Vision and Mission?

Your company’s vision and mission are more than fancy corporate phrases to post on your website and forget about. They serve as guiding stars for where you want your business to go and what opportunities you and your team should focus on ( and say no to). They’re also bold reminders of what sets your company apart and why your team members’ work matters.

That’s important stuff! But it’s still easy to get confused about the difference between mission and vision. So let’s clear away the fog.

A mission statement for your organization answers the questions “Who are we?” and “Why do we exist?” It should excite you and your team and distinguish you from other companies. For example, Ramsey Solutions’ mission statement is: Ramsey Solutions provides biblically based, commonsense education and empowerment that give HOPE to everyone in every walk of life.

Related article : How to Write a Company Mission Statement

A vision statement describes what the future will look like when your mission is lived out. It paints a picture of where your business is headed and what its potential impact is in the world. Your vision should inspire you and others to think bigger and broader than ever before. Vision isn’t something you manufacture—it comes from inside of you.

Get the Free Mission Statement Mapper

Working on creating your mission, vision, and values for your business? Start by downloading the easy-to-follow EntreLeadership Mission Statement Mapper! It will help you write a mission statement that gets you and your team fired up and on the same page.

Why Is a Vision Statement Important for My Business?

When your vision statement is clear and compelling and your team members understand how their work helps fulfill it, they’re ready to work with passion and excellence. You can even measure the power of a strong vision: On average, just a 10% improvement in team member connection with their company’s purpose reduces turnover by more than 8% and increases profit by 4.4%. 1

Your vision statement also empowers your organization with:

• Focus:  What you focus on is what moves forward. A vision statement clearly defines what winning looks like for your business and helps you move toward it with the eye of the tiger.
• Energy:  A vision statement reminds you and your team of your impact on your community and the world. It’s the spark that keeps you going on the hard days.
• Boundaries:  A vision statement keeps you from wasting time, energy and money on things that don’t move your business in the right direction.

But without vision, your organization will wander aimlessly. Proverbs 29:18 goes as far as to say, “Where there is no vision, the people perish." No, your team won’t literally perish. But lack of vision can destroy morale, motivation and productivity. Team members feel like cogs in a wheel, turnover skyrockets, sales take a dive, you struggle to make payroll, and eventually your business tanks.

What’s the simple lesson? Lead with vision.

Related article : What Is Leadership?

How to Write a Vision Statement

If you didn’t have a vision to capture in a vision statement before, you do now, right? Awesome! But before we get to how to write yours, let’s look at some things you don’t want to do.

• Don’t create a vision statement that’s so general it fits almost any organization.
• Don’t make your vision statement so wildly unrealistic that no one takes it seriously.
• Don’t include numbers and metrics in your vision statement. Leave the metrics to strategic planning and goal setting .

What you do want to do is write a vision statement that:

• Gives you language for what you personally believe
• Is relevant to your market
• Rallies your team around a common purpose
• Serves as an out-of-bounds marker (so your team can line up their work with your company mission)
• Guides your team members on opportunities to say yes (and no) to
• Presents an inspiring and ambitious challenge
• Encourages your team members to be emotionally invested in your organization
• Paints a clear picture that’s easy to visualize

With all that in mind, here are the steps to create your vision statement:

Step 1: Start by reflecting on the past. What did you love to do when you were a kid? What did you dream of becoming?

Step 2: Dig deeper by thinking about why you are in this business. What makes you angry enough to drive for change (in your neighborhood, your industry or the world)?

Step 3: Craft your vision. Try writing a vision statement for your company. How would the world be different if you accomplished that vision to the highest level?

Pro tip: Get away from the office and involve your leaders as you write and reflect. Talk about your vision together, argue it out, and make it something that inspires and motivates everyone to work hard over the long haul.

Step 4: Share your vision with your team members until they can say it in their sleep. That way, as your organization grows and changes, your team members still reflect your vision.

Related article: How to Communicate Effectively

Remember, writing a vision statement takes time. You probably won’t nail yours down in just one session. Keep refining it until your statement communicates the future impact you see for your business. 

Examples of Great Vision Statements

Need a little inspiration before you start your draft? Take some notes from these brands with solid vision statements:

LinkedIn:   Create economic opportunity for every member of the global workforce. 2

4KIDS:   A home for every child. 3

IKEA:   To create a better everyday life for the many people. 4

YouVersion:   Connecting everyone, everywhere, to God's Word every day . 5

The Coca-Cola Company: T o craft the brands and choice of drinks that people love, to refresh them in body and spirit . 6

Hatch Creatives:   To provide space for community over competition for all women. 7

What’s Next: Clarify Your Mission, Run With Vision

As Ramsey Solutions CEO Dave Ramsey says, “Winning is an intentional act”—one that includes getting clear on your business’s purpose and potential impact. Here’s how:

1. Clarify your business mission statement.

2. Write your company vision statement.

3. Start communicating consistently and clearly with your team.

Did you find this article helpful? Share it!

About the author

Ramsey Solutions has been committed to helping people regain control of their money, build wealth, grow their leadership skills, and enhance their lives through personal development since 1992. Millions of people have used our financial advice through 22 books (including 12 national bestsellers) published by Ramsey Press, as well as two syndicated radio shows and 10 podcasts, which have over 17 million weekly listeners. Learn More.

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Vanessa Leikvoll

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Vanessa Leikvoll is a culture and personal success writer for Leaders Media. Vanessa is a certified Workplace Wellness Specialist and...

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20 Powerful Vision Statement Examples for Success in 2023

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

• Vision statements convey an organization’s overarching future purpose.
• They clarify a company’s “why” while mission statements communicate “how.”
• Vision statements combine a company’s mission, core values, uniqueness, and goals.
• They serve as the company’s “north star” and guide all business actions. 

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

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

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

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

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

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

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

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

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

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

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

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

Southwest Airlines

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

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

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

A good vision statement:

• Defines an organization’s core focus.
• Reflects the organization’s new and existing core values.
• Provides direction for the organization.
• Inspires and excites employees and customers.
• Demonstrates what makes the organization unique.

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

• Trying to include everything.
• Making it too lengthy or wordy.
• Trying to be catchy or clever.
• Being generic or vague.
• Using buzzwords or cliché language. 

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

1. Get Clear on Your “Why”

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

Start determining your “why” by:

• Considering why you started or joined the organization; what do you want to accomplish?
• Thinking about the need you’re trying to fulfill. Is it a cultural need? Health need? Global need?
• Contemplating how you see working with others, the community, and partners to fulfill that need.
• Visualizing any improvements, movements, or shifts you’d like your organization to incite. 

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

2. Visualize the Future

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

Questions to ask yourself while visualizing:

• What do you want your organization to have accomplished in five years? Ten years?
• How do you see the phases or stages of achieving these things aligning?
• What is the impact you see yourself making on the local and global community?
• Who is involved? What does your team look like?
• Is the organizational culture light and fun? Efficient and diligent?
• What is it that sets your organization apart from the competition? How are you doing things differently?

3. Draft Your Statement

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

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

The three main points of this vision statement are:

• “To be leaders in performance design.”
• “To help athletes perform at their best.”
• “To be a global provider of performance products.”

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

4. Revise for Clarity

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

Tips for refining your vision statement:

• Have a mentor , colleague, or advisor review your statement and provide feedback.
• Organize a brainstorming session with others to dissect the statement collaboratively.
• Meet with members of your leadership team or executive board to get different perspectives.

5. Implement, Communicate, and Intentionally Restate It

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

Tips for communicating your vision statement:

• Organize one-on-one meetings with employees to discuss it.
• Include it in any hiring and onboarding documents.
• Be sure it’s added to the company website and other important locations.
• Begin instituting policies and modeling behavior that supports the vision. 
• Schedule a company-wide meeting to share the statement and answer any questions.

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

• Be sure it includes your goals: What are your business goals ? Do they align with and support what’s in the vision statement? Be sure your goals and vision are cohesively working together. 
• Keep it short and impactful: Successful vision statements are straight and to the point. Keep it precise by avoiding too much detail or “fluff” language. 
• Orient it toward the future: Mission statements are about the here and now, but a vision statement should be set in the future. What is the future state you’re trying to achieve?
• Make it inspirational: Does your statement inspire and excite? Is it confident and empowering? The best vision statements incite action and investment, no matter how ambitious they may sound. 
• Give it stability: A successful vision statement will withstand economic, technological, or cultural challenges. Make sure your statement is sturdy and can apply long-term. 

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

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

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

3. Make-A-Wish

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

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

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

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

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

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

9. Facebook

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

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

“Spread ideas.”

12. Netflix

“Becoming the best global entertainment distribution service.”

13. Habitat for Humanity

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

“To make people happy.”

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

16. Pandora Music

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

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

18. Planet Fitness

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

19. Audible

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

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

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

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

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

• “Our organization will know that the vision became a reality when ___________.”
• “People will be better able to ____________ with our vision.”
• “The world will be __________________ if our vision is achieved.”
• “The organization is committed to ________________ to achieve the vision.”
• “We expect to achieve this vision statement within ______ years.” 

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

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

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What is a vision statement and why is it important?

More than just a snappy slogan, a vision statement tells the story of your company’s ambitions for the future.

Companies of all sizes have one thing in common: They all began as small businesses. Starting small is a column for those just getting off the ground. Learn about how to make that first hire, deal with all things administrative, and set yourself up for success.

Writing a vision statement is one of the more romantic-sounding aspects of starting a new business. But with so many tasks to juggle, summarizing your company’s core values with a clever slogan may be pretty low on your list of priorities.

However, there comes a time in every company’s story when it can be easy to lose sight of the bigger picture: why they started out and where they’re going. Important decisions can feel overwhelming , risks can seem insurmountable, and the way forward may be unclear. 

This is where a vision statement can help. It’s a single phrase that offers guidance to you and your team over the long term—an idea that serves as an objective to reach for, as well as a reminder of the underlying values of your company.

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In this article, we’ll talk about how to write a vision statement, go into more detail about why vision statements are important, and take a look at some examples. 

Vision statement definition

A vision statement is a clear and concise objective for your company that states the impact you want it to have on the world one day.

Typically just several words long, an effective and memorable vision statement encapsulates your company’s core values, expressing them in a short and snappy declaration of what the business will hopefully achieve in five, 10, or 20 years’ time. 

The statement can be a bold and ambitious vision for the long-term goals of your company, or a complete moonshot. It can be a wildly improbable target you might never actually reach, but one that can guide the ongoing mission of your business and motivate and inspire the people who work for it.

Why create a vision statement?

Not every company with a vision statement goes on to achieve enormous success, but the most successful and long-standing companies all have vision statements of some kind.

Vision is defined by a company’s core values, and core values are the bedrock on which the enduring parts of the company are built. Strategies, business practices, products, and ideals might change, but a company’s true vision is its most important guiding principle when it comes to making long-term decisions.

Vision statements don’t have to be dreamily vague or come across like motivational posters. At their most impactful, vision statements are plainly stated and an authentic reflection of what a company truly believes to be most important to its mission and survival.

Vision statement example

Walmart’s vision statement is “to be the destination for customers to save money, no matter how they want to shop.” This simple objective reflects the core values of a giant and complex company, values that are rooted in meeting the needs of its customers by selling products that are affordable above all.

A vision statement is more than just a catchy slogan. When Walmart is choosing which products to stock on its shelves and where to open new stores, those decisions are guided by the company’s stated vision. Over many years, and eventually decades, a foundational vision statement helps to ensure a company’s core values are being adhered to and that its mission doesn’t drift, even as the business landscape changes around it.

What parts does a vision statement need to have?

Before you think about what goes into creating a vision statement, it’s worth thinking about what doesn’t go into a vision statement. 

A vision statement shouldn’t be much longer than a sentence, and it shouldn’t include generic-sounding goals that could belong to any business in any industry. “Be the very best” is as much a vision statement for a football team as it is for an ice cream truck.

Vision statements can be specific and sharply phrased, with clear goals to aim for. For example, Southwest Airlines’ vision statement is “to become the world’s most loved, most flown, and most profitable airline.” Southwest is currently the third largest airline in the world by passenger numbers, and seventh by revenue. This hugely ambitious vision statement reflects not just a goal to reach the top of both tables, but to do so without sacrificing customer satisfaction along the way.

However your vision statement may be constructed, the elements included should scream your company’s core values and project them into a future in which your company’s mission and purpose have been fully realized. A powerful example of this is Oxfam’s simple four-word vision statement: “A world without poverty.”

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

Though they’re closely related concepts, a vision statement is not the same as a mission statement. Mission statements are all about the here and now. They describe who you are, what your company is about, how it operates , and its purpose. A mission statement is a definition of your company as it exists today.

A vision statement is all about tomorrow and builds on the mission statement. Vision statements are audacious and forward-looking. They describe a point in the future in which the mission of your company has been achieved and its values have had a real and lasting impact on the world.

Mission statement example

Oxfam’s vision statement is “a world without poverty,” but its mission statement is “to help create lasting solutions to the injustice of poverty.” 

The former speaks to an imagined future, however distant, that helps to unite and motivate the entire organization to achieve it. The latter is a description of what Oxfam is doing today to make that vision a reality.

Related articles

The importance of a vision statement

Companies of all sizes can benefit from writing a vision statement. For the planet’s most powerful and influential organizations, vision statements are totemic phrases that can guide decades or perhaps even centuries of doing business. 

But even the smallest startups can find real value in crafting and adopting a vision statement. The process of creating a vision statement requires careful introspection and consideration of your company’s core values. Figuring out which parts of running a business you’re unwilling to compromise on—cost, quality, the speed of service, the environmental impact —then baking those ideals into a vision statement helps to clarify the direction your company is moving in.

Evolving companies can review previous statements as they grow and adapt, to see which values have fallen by the wayside and which ones still remain part of the vision.

Steve Hogarty is a writer and journalist based in London. He is the travel editor of City AM newspaper and the deputy editor of City AM Magazine , where his work focuses on technology, travel, and entertainment.

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Mission vs. vision statements: definitions & examples

The lowdown on mission and vision statements (with definitions and examples)

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What are mission and vision statements? A mission statement defines the organization’s business, its objectives, and how it will reach these objectives. A vision statement details where the organization aspires to go. Why does your company exist? What do you hope to accomplish in the next several years?

On the surface, those questions seem pretty straightforward. But if you’ve ever had to respond with something concise and powerful, you know that it’s way more challenging than it seems.

This is where your mission and vision statements come in. To craft them, you need to put in the work to understand what your company is all about, as well as where you’re headed in the future.

And once you’ve invested the elbow grease to do so, you’ll be prepared to respond to questions about your reason for being with something impressive – rather than silence and a deadpan expression.

So, let’s dig into everything you need to know about mission and vision statements, shall we?

Mission statements vs. vision statements

Sometimes the terms “mission statement” and “vision statement” are used interchangeably or even combined into a single statement.

But they mean two very different things. Your mission statement is what your company is doing right now, while your vision statement is what you hope to achieve in the future – where you are in this moment versus where you’re going. 

Let’s bring this home: if someone asks you, “So, what do you do?” you might say, “I’m a software developer at a mid-size software company” or “I’m a circus clown.”

But, what if they asked you, “What do you want to be doing five or 10 years from now?” Your answer might be a bit different, right?

Maybe you’d say, “My goal is to move into a management position where I oversee all of the company’s developers” or “Ultimately, I’d like to be a world-famous clown and the choice entertainer at birthday parties for celebrities’ kids.”

Mission statement examples

We’ve put together a mini list of inspiration to help you get started. Below are some winning mission statements from a few well-known companies. We know it’s tempting, but no, you cannot copy them. 

sweetgreen : “Our mission is to inspire healthier communities by connecting people to real food.”

Nike : “Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.” 

Etsy : “Our mission is to Keep Commerce Human.” 

LinkedIn : “Connect the world’s professionals to make them more productive and successful.”

How to write a mission statement

Alright, now the real work begins: rolling up your sleeves and pulling together your own mission statement.

Let’s mention one more thing about what a mission is not – a slogan. A slogan (think “Just do it” or “Like a good neighbor, State Farm is there”) is a catchy marketing line that customers can immediately associate with a brand. Your mission statement is more than that. It captures the heart of your organization and explains why you do what you do and why you exist in the first place. 

A solid mission statement calls for you to dig deep, beyond just “Do a good job” or “Delight our customers”, which can make writing your mission statement tough. Fortunately, we’ve broken it down into three (kind of) easy steps.

1. Start with the basics

Mission statements run the gamut from one sentence to several paragraphs, and there’s a lot that they can include. Some mission statements even go into detail about how a company not only serves their customers, but also their employees and communities.

But, let’s just keep this simple for now. In its most basic form, your mission statement should capture: 

• What your company offers your customers (why do you exist?)
• Who your company serves (who are your target customers?)
• Why your company stands out (what makes you different from your competitors?)

Grab your favorite pen (we know you have one!) and a notepad and write a short (just a single sentence fragment will work) response to each of those prompts.

For example, imagine that you work for a software company that developed an app that uses highly tailored personality tests to match candidates with dream jobs. You might come up with something like this: 

• What your company offers your customers An easy solution to finding a dream job
• Who your company serves Young professionals who feel lost about their next career steps
• Why your company stands out Your personality assessments are patented and highly rated

Got your own answers scribbled down? Great! Let’s move to the next step.

2. Piece it together

You have the nuts and bolts of your mission statement figured out, but, let’s be honest, it’s still a hot mess. It’s time to tape them together into a more readable statement.

Begin rearranging the pieces, swapping in different words, and making other changes to come up with a few potential statements. 

Don’t feel like you’re married to the very first version you come up with. It’s all about trial and error here. Plus, the more options you come up with, the more flexibility you have to land on something that sings. 

Sticking with our personality test company example, you might develop these potential mission statements: 

• Helping young professionals find careers where they can thrive with patented and effective personality assessments.
• Growing tomorrow’s leaders through targeted personality assessments that match young professionals with careers.
• Forging career pathways for today’s professionals through effective personality assessments.
• Using patented and customized personality assessments to help young professionals find their perfect careers. 

They’re all pretty solid choices, right? Don’t worry. The next step will help us narrow these down.

3. Collect feedback and refine

Your mission statement captures your company as a whole, which means you can’t write it in a vacuum. Make sure it really does your organization justice by welcoming other viewpoints in the process. 

Collect feedback from your teammates, leaders, board of directors, and loyal customers. You can gather their thoughts through a formal survey, focus groups, or just casual one-on-one chats. 

Pull together all of the mission statements that you came up with (that you think are good options, of course), and ask questions like:

• Which of these statements do you like the most? Why?
• Which of these statements do you like the least? Why?
• Is there anything that you think these statements are missing?
• Do you have any other ideas for mission statements?

The trick here is that you can’t just collect that feedback – you should actually think about and work with it.  

Imagine that in response to the personality test mission statement options, most people agreed that they wanted to see something shorter and snappier. You take that in and end up with a final mission statement like this:

Building better careers through customized personality assessments.

Bam! You have your mission statement. It seems easy peasy laid out like this, right? But don’t fret if it’s not done in a snap for you. 

It might take some time and many rounds of revisions to nail it. That’s totally normal. Take it as a sign that you’re giving your mission statement the effort and consideration it deserves. 

Vision statement examples

Forecasting the future of your company – and with such bravado – makes creating a vision statement a strange (and somewhat braggy and therefore slightly uncomfortable) task. But, seriously, that’s what a vision is all about. See below for examples of companies who have taken this task and owned it.

Habitat for Humanity : “A world where everyone has a decent place to live.” 

Ford : “To become the world’s most trusted company.”

Ben & Jerry’s : “We make the best possible ice cream in the best possible way.” 

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

You’ll notice that nonprofits tend to describe an ideal world while for-profit companies describe their place in an ideal world.

How to write a vision statement

You probably don’t have a crystal ball that will help you foresee the future of your company (although, if you do, are you willing to share?). 

So, coming up with your vision statement can be a challenge for someone without psychic abilities, since it makes you think super big. Zoom out and ask yourself, “What’s the ultimate purpose I’m serving?”

Have no fear, we’ve boiled this vital project into three approachable steps.

1. Define your end game

Start by understanding why your product or service matters. What does it help people do? How does it better their lives? 

Think about our career personality test example for a moment. What’s the end result there? Nope, it’s not the app itself. The ultimate result (and value!) is a match with a career that seems like a perfect fit.

Think of it this way: Your company is the road on which your customers are running a race. Once they cross the finish line, what do they get? This can help you see how what you’re doing makes a difference for your customers, your community, or even the world.

2. Pinpoint when you know you’ve made it

When you look five or 10 years down the road (let’s stop there for now), what fills out your win column? Jot down everything that comes to mind. 

Turning back to our personality test scenario, do you want to become the world’s most trusted resource for career exploration? Do you want to create a world where nobody hates their jobs? Do you want every person to have confidence in their next career step?

Remember, this is your chance to be ambitious and be bold, so don’t be timid. Find your swagger and go big!

3. Pull together your vision

Ok, you’re almost there. You have two elements locked down: 

• What you ultimately produce and why it matters
• How you’ll know when you’re successful

Now, similarly to what you did with your mission statement, it’s time to start piecing them together using different combinations and wording to see what you come up with. 

Sticking with our running career test example, your vision statement could be any one of the following (among many other gazillion options you come up with, of course).

• Position ourselves as the most trusted partner in career exploration.
• Build a world where absolutely nobody dreads heading to work.
• Create a career landscape where Monday is just as great as Friday.

Again, this is a game of trial and error until you’re happy with a near-final product that you can run by other people for feedback.

At the end of that, you’ll have a vision statement that sums up your goals for the future of your organization.

Purpose of vision and mission statements

We won’t be offended if you’re wondering, “What’s the point of all this?”

Trust us: creating these statements is worth the sweat. They’re far more than formalities and really can be useful for your organization.

Your mission statement highlights your company’s core values and helps everybody – from your customers to your employees – immediately understand what your business is about and how you’re different from your competitors.

Your vision statement serves as a roadmap of sorts. It’s an inspiring reminder of what you’re working toward, which is easy to lose sight of when you’re bombarded with the day to day.

But here’s the thing: you can’t stop at just creating them. In order for them to do their job, you need to actively promote and live them. 

That doesn’t just mean slapping them up on your website or printing them on a poster that hangs in your break room. You need to integrate them as core parts of your culture by always acting and making decisions with those statements in mind.

Plus, you need to educate your employees about what your mission and vision are, and what they really mean. One survey found that a whopping 61% of employees didn’t know their company’s mission statement. You can’t really expect your team to help you achieve your mission and vision if they don’t know what they are.

So, give new employees the message on day one. Make your company mission and vision part of the onboarding process for new hires, and return to these statements whenever you’re launching new projects, problem-solving, brainstorming, or making big decisions.

Do that, and your mission and vision statements won’t be a formality. They’ll be fundamental to the way you do business.

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15 Inspiring Mission Statement Examples to Help Craft Your Own

A mission statement is a concise declaration of a company's purpose, goals, and values. It serves as a guiding light for the organization, providing clarity and direction for employees, stakeholders, and customers alike. 

Throughout this post, I'll show you the key components of a powerful mission statement , provide tips for writing your own, and showcase a diverse range of mission statement examples to spark your creativity.

Whether you're a small business owner, entrepreneur, or part of a larger organization, understanding the significance of mission statements and learning from successful examples will help you develop a clear and impactful statement that drives your company forward.

What Makes a Great Mission Statement?

A great mission statement is the foundation of any successful organization. It captures the essence of a company's purpose, values, and aspirations in a concise and compelling manner. But what exactly sets apart an average mission statement from a truly exceptional one?

First and foremost, they are short and memorable. A powerful mission statement should be easy to understand and recall, even for those outside the organization. Take, for example, Nike's mission statement: "To bring inspiration and innovation to every athlete in the world." It's brief, impactful, and stays true to the company's core values.

Great mission statements should evoke emotion and motivate employees, customers, and stakeholders to rally behind the organization's cause. Patagonia's mission statement, "We're in business to save our home planet," is a perfect example of an inspiring mission statement that sets the company apart from its competitors.

It should clearly articulate why the organization exists, what it stands for, and how it aims to make a difference in the world. Microsoft's mission statement, "To empower every person and every organization on the planet to achieve more," encapsulates the company's purpose and the impact it seeks to make.

Let's look at a few more inspiring mission statement examples from well-known companies:

•   Coca-Cola Company: "To refresh the world and make a difference."
•   Chanel: “To be the ultimate house of luxury, defining style and creating desire, now and forever.”
•   Warner Bros: “Taking the world's greatest possibilities and making them a reality. Creating impact, inspiring imagination, and building connections.”

These examples demonstrate how a clear vision and mission statements can guide an organization's actions and decisions, inspiring employees and customers alike. By crafting a powerful mission statement and consistently living up to its principles, companies can build a strong brand identity, attract top talent, and make a lasting impact on the world.

15 Powerful Mission Statement Examples from Top Companies

"To accelerate the world's transition to sustainable energy."

Tesla's mission statement is powerful in its simplicity and clarity. It focuses on the company's core purpose of promoting sustainable energy solutions. The use of "accelerate" implies urgency and leadership in driving change.

2. Patagonia

"We're in business to save our home planet."

Patagonia's mission statement is bold and unconventional. It puts environmental activism at the forefront, making it clear that profit is not the sole purpose. This mission aligns perfectly with Patagonia's actions and resonates with its target audience.

"Spread ideas."

TED's mission statement is only two words, yet it encapsulates the organization's essence. It's memorable, inspiring, and open-ended, allowing for a wide range of topics and speakers. The simplicity makes it easy for everyone to understand and rally behind.

4. LinkedIn

"To connect the world's professionals to make them more productive and successful."

LinkedIn's mission statement emphasizes the platform's core function of connecting professionals. It also highlights the benefits for users - increased productivity and success. The global focus underscores LinkedIn's vast reach and impact.

5. Warby Parker

"To inspire and impact the world with vision, purpose, and style."

Warby Parker's mission statement is aspirational and stylish, much like the brand itself. It touches on the company's core offering (vision) while also hinting at a deeper purpose beyond just selling glasses. The mention of "style" adds a trendy and fashionable element.

"To bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)"

Nike's mission statement is inspiring and inclusive. By redefining the term "athlete," Nike welcomes everyone into its community. The focus on inspiration and innovation positions Nike as a leader in its industry.

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

Google's mission statement is ambitious and far-reaching. It highlights Google's core function of organizing information while emphasizing the global scale and accessibility. The inclusion of "useful" ensures that the information serves a purpose.

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

Amazon's mission statement directly addresses its value proposition for customers. It encompasses the three key benefits of price, selection, and convenience. The use of "strive" implies continuous effort and improvement.

9. Starbucks

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

Starbucks' mission statement is warm and human-centric. It goes beyond just selling coffee to highlight the emotional and community-building aspects of the brand. The focus on nurturing the human spirit adds a deeper layer of purpose.

10. Microsoft

"To empower every person and every organization on the planet to achieve more."

Microsoft's mission statement is empowering and inclusive. It positions Microsoft as an enabler of achievement for individuals and organizations worldwide. The use of "every" emphasizes the broad scope and accessibility of Microsoft's products and services.

11. The Walt Disney Company

"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."

Disney's mission statement is detailed and encompassing. It highlights the company's core offerings of entertainment, information, and inspiration. The mention of iconic brands, creative minds, and innovative technologies showcases Disney's competitive advantages.

12. Nordstrom

"To give customers the most compelling shopping experience possible."

Nordstrom's mission statement is customer-centric and experience-focused. It emphasizes providing an unparalleled shopping experience, hinting at excellent customer service and curated offerings. The use of "compelling" suggests an emotional and engaging aspect to the experience.

13. Whole Foods Market

"To nourish people and the planet. We're a purpose-driven company that aims to set the standards of excellence for food retailers. Quality is a state of mind at Whole Foods Market."

Whole Foods' mission statement emphasizes nourishment, not just for individuals but for the planet as well. It positions the company as a leader and standard-setter in the food retail industry. The mention of quality as a mindset underscores Whole Foods' commitment to excellence.

"We ignite opportunity by setting the world in motion."

Uber's mission statement is poetic and aspirational. "Ignite opportunity" and "setting the world in motion" create a sense of excitement and possibility. It hints at how Uber's services can create positive change and open up new opportunities for people.

"To create a world where anyone can belong anywhere, providing healthy travel that is local, authentic, diverse, inclusive, and sustainable."

Airbnb's mission statement is centered around belonging and inclusivity. It paints a picture of a world where people can feel at home wherever they are. The mention of healthy, local, authentic, diverse, inclusive, and sustainable travel positions Airbnb as a socially responsible and forward-thinking company.

These powerful mission statement examples showcase different approaches to crafting an effective and inspiring mission. Here are some key elements to emulate:

• Clarity and simplicity
• Alignment with the company's core purpose and values
• Emotional resonance and inspiration
• Inclusivity and a sense of community
• Aspirational language that paints a picture of a better future
• Focus on benefits and value for customers or stakeholders

By studying these statement examples for your business, you can craft a compelling mission statement that guides your organization and inspires your team and customers.

Mission Statement vs Vision Statement: What's the Difference?

While mission and vision statements are often mentioned together, they serve distinct purposes in defining an organization's identity and direction. 

Mission statement

• Focuses on an organization's present purpose and reason for existence.
• It answers the question, " Why do we exist? " and outlines the company's core values, target audience, and unique value proposition.
• A mission statement is actionable and guides day-to-day operations and decision-making.

Vision statement

• It is future-oriented and aspirational. 
• It paints a picture of what the organization aims to achieve in the long term and inspires stakeholders to work towards that ideal future state. 
• Answers the question, "What do we want to become?" and sets a high-level direction for growth and impact.

Example Mission Statement vs Vision Statement: Microsoft case

Mission statement: "To empower every person and every organization on the planet to achieve more."

In this case, Microsoft's mission statement focuses on the company's current purpose of empowering individuals and organizations through its products and services. It guides Microsoft's daily operations and decision-making to ensure alignment with this core purpose.

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

Meanwhile, Microsoft's vision statement is aspirational and long-term. It envisions a future where people and businesses worldwide can reach their full potential, implying that Microsoft's products and services will play a role in enabling that growth and success.

How to Write Your Own Inspiring Mission Statement?

Crafting an inspiring mission statement is a crucial step in defining your company's identity and purpose. Here's a step-by-step process to help you write a mission statement that resonates and inspires: 

1. Identify your company's purpose and core values

Start by reflecting on the fundamental reason your company exists. What problem are you solving? What values and principles guide your organization? Clearly defining your purpose and values will form the foundation of your mission statement.

2. Describe the value you provide and to whom

Your mission statement should communicate the value your company offers and the target audience you serve. Identify the specific products, services, or solutions you provide and the customers or stakeholders who benefit from them.

3. Differentiate your company - what makes you unique?

Consider what sets your company apart from competitors. Is it your approach, your expertise, or your commitment to a particular cause? Highlighting your unique selling proposition will help your mission statement stand out.

4. Distill into a concise, memorable statement

Once you've identified the key elements, it's time to craft your mission statement. Aim for a concise, memorable statement that captures the essence of your company's purpose and value proposition. Effective mission statements are typically one or two sentences long .

5. Get input from employees and customers

Involve your team and customers in the process. Gather feedback and insights from those who understand your company's culture and values. Their perspectives can help refine and strengthen your mission statement.

6. Refine and wordsmith

Revise and refine your mission statement until it accurately reflects your company's purpose, values, and unique value proposition. Pay attention to word choice, tone, and clarity, ensuring that your statement is inspiring and easy to understand.

Remember, your mission statement is a living document that may evolve as your company grows and adapts. By following these tips for creating a great mission statement, and incorporating best practices, you can create a mission statement that effectively communicates your company's purpose.

Mistakes to Avoid When Crafting a Mission Statement

Here are some mistakes to avoid when creating your mission statement:

• Being too generic or vague : Avoid using vague language or clichés that could apply to any business. Instead, aim for specificity and clarity that accurately reflects your unique purpose and value proposition.
• Using jargon or buzzwords : Strive for clear, concise language that resonates with your target audience, including employees, customers, and stakeholders.
• Making it too long and unmemorable : Avoid creating a lengthy, convoluted statement that is difficult to remember or communicate..
• Not getting employee and customer input : Seek input and feedback from those who understand your company's culture, values, and target audience.
• Set it and forget it - not revisiting regularly : Neglecting to regularly review and update your mission statement can lead to a disconnect between your stated mission and your actual operations.

Avoiding these common mistakes will lead you to create a mission statement that is clear, memorable, and authentic. 

Mission statement examples: Conclusion

In today's competitive business landscape, a well-crafted mission statement can be a powerful tool for driving your company forward and achieving long-term success. Throughout this article, we've explored the key elements that make a mission statement truly great, and provided numerous inspiring examples from industry-leading companies.

Effective mission statements are concise, memorable, and inspiring. They clearly articulate a company's purpose, values, and unique value proposition, resonating with employees, customers, and stakeholders alike. A great mission statement differentiates a company from its competitors, serving as a guiding light for decision-making and strategic direction.

Remember, a compelling mission statement is not a one-time exercise; it should be regularly reviewed and updated to ensure it remains relevant and aligned with your organization's evolving goals and aspirations. 

So, take the time to craft a mission statement that truly captures the essence of your organization, and watch as it becomes a driving force behind your company's growth, innovation, and impact.

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Making Your Vision a Reality Using Focus Filters

As the old saying goes, “If you can dream it, you can do it.” In the business world, that saying translates into what we call a Vision. It’s a unified, concise set of dreams, commitments, and goals held by a tightly knit group of people like you and your Senior Leadership Team (SLT) members. Having a clear Vision — one that’s documented and shared with everyone — is essential for positioning an organization for success, and it’s the kind of success that makes it so much easier for an ambitious founder to build a great company. (You want that, right?)

The question is: How do you turn your Vision into reality? That’s where the concept of Focus Filters makes all the difference. Simply put, Focus Filters are crucial if you want to confidently navigate the Stages of Development associated with building the type of company you can gladly hand over to the next leader or owner.

In this article, you’ll learn:

• How Focus Filters help you establish agreements with a clear and compelling Vision
• How to embed your Focus Filters throughout your organization
• How Focus Filters enable easier decision-making across your organization

“If you want to build a decent company, especially if you want to build a Stage Five Company… you need to have a clear and compelling Vision that provides context for virtually every decision that every person in your company makes.” —Mark Abbott, on Ninety’s podcast

Understanding Your Vision

Let’s set the groundwork for your Focus Filters by first establishing the importance of a Vision. After all, the Vision sits at the core of your business’s strategy and growth. It’s not just where you want to go, but also who you want to be and how you plan to get from here to there; it provides context for why you do the things you do. 

At Ninety, we believe you need to develop a compelling business Vision that will help you attract and retain what is often referred to as the right people in the right seats . Without them, it's almost impossible to get to that future state 5–10 years from now when you hope to realize your Compelling and Audacious Goals (or CAGs) — the objectives that manifest from your dreams.

Here and now, however, you should expect that elements of your Vision are likely to evolve a fair amount early on. And that’s okay. That’s why Focus Filters are so critical. So let’s get into what those are…

The Role of Focus Filters

A famous example crystallizes the point: When Britain’s 2000 Olympic rowing team began training, captain Ben Hunt-Davis encouraged the team to embrace a Focus Filter to guide them. It was a simple idea reduced to a short question : “Will it make the boat go faster?”

Imagine that for a second. Imagine eating a few slices of pepperoni pizza, enjoying a few pints, or hitting that snooze button a few times too many. All these decision points encourage you to ask yourself whether giving in to your urges will help accomplish your long-term goals.

Passing every temptation, diversion, and interruption through this filter kept the team focused on earning a gold medal — a dream the team accomplished nearly a century after the last British rowing team lapped the world.

That’s powerful stuff. Powerful enough to get you started identifying Focus Filters of your own, yes? As you set off to do that, you’ll also be forming the kind of agreements-based culture that is found in high-trust companies because you’ll be working together on what’s most important. And that is what keeps everyone aligned on the Vision.

Identifying Your Focus Filters

Let’s break down the Focus Filters that become the foundation for your Vision.

Purpose, Passion, and/or Just Cause

This filter describes the reason your organization exists (Purpose), the powerful emotions that influence you (Passion), or a future state so appealing that you're willing to go the extra mile to achieve it (Just Cause). Establishing these “whys” offers your team members a way to buy into and participate in your dreams.

Industry and Niche

This Focus Filter should be the simplest to establish. Knowing and identifying your Industry and Niche will make it easy for everyone in the organization to understand and explain what you do. These are the products or services you provide — your “whats.”

Unique Value Proposition (UVP)

Your Unique Value Proposition is your value creation promise to your Ideal Customers — why your Ideal Customer chooses your product/service over those of all your competitors. Your promise usually lands in one of four categories: 

• Lowest cost
• A focus on innovation
• Impeccable customer service
• Status for the consumer

Ideal Customer Profile (ICP)

Identifying the demographics, geographics, and psychographics of your Ideal Customer — who you serve and why — removes ambiguity from your go-to-market strategy and provides a target for your teams to focus on. Knowing your Ideal Customers is vital to maintaining the future-focused Vision you need as an organization . Aim for 90% Ideal Customers.

Core Values

These guiding principles and behaviors allow team members to connect and encourage a healthy, high-trust culture. Core Values are instrumental to decision-making, hiring new candidates, and continually caring for team members. At Ninety, our Core Values — collectively referred to as G-TRIBE — are the heart of who we are.

The outcomes of your goals are your “where.” Beginning with your most ambitious long-term goals (CAGs) and trailing down in time to your 3-Year, 1-Year, and 90-Day Goals, these milestones keep you focused and motivated while you make your organization better and better. Your CAGs should align and benefit all your Ideal Stakeholders while clearly connecting to your Purpose/Passion/Just Cause. Your 3-Year Goals push your organization to grow. Your 1-Year Goals keep you on track. Your Rocks (90-Day or Quarterly Goals) are used to advance toward your longer-term goals or build a new project or fix an existing one — they’re a fixture of the infinite quarterly life cycle of your organization.

SWOT Analysis: a Key Element of Your Vision

While all the above filters help crystallize your Vision, there’s still more to do. Identifying your strengths, weaknesses, opportunities, and threats — what is commonly referred to as a SWOT analysis — is also a key component of your Vision. This analysis helps ensure that your Vision is both aspirational and realistic. It forces you to examine internal and external factors (market conditions, industry advancements, and resource constraints, to name a few) that could derail your efforts to achieve that Vision. Here’s a quick breakdown:

Identify Strengths

What do you do well, and where do you hold an advantage over other businesses in your industry/niche? Is it your talent, your product or service, or your resilience? These form the bedrock of your business — the traits and tangible elements you want to lean into and preserve.

Acknowledge Weaknesses

Provide an honest assessment of where you might be lacking relative to others in the industry. Some of your goals will certainly be designed to address these weak spots.

Look for Opportunities

The potential for achieving something “better” is out there, something that can grow your business or help you turn a weakness into a strength. It might be as simple as finding the right people for the right seats in your organization — the kind of industry knowledge and skill that pushes organizations to greatness. Be open to finding those opportunities.

Assess Threats

Competitors, economic or geopolitical crises, evolving market trends: Any or all of these could be potential threats to the security and growth of your business. The more you’re aware of them, the more you’re ready to address them.

Implementing Focus Filters in Your Strategy

Here are some tips for implementing Focus Filters:

Define Your Core Values

This is your ultimate Focus Filter. Every decision, from product development to hiring, should be measured against these fundamental beliefs.

Identify Key Strategic Objectives

Break down your Vision into actionable and measurable goals. These objectives will act as your compass, guiding your day-to-day decisions and long-term strategies.

Evaluate Opportunities through the Lens of Focus Filters

Before pursuing a new opportunity, ask yourself whether it aligns with your Core Values, mission, and strategic objectives. If the project doesn't pass this test, it might not be worth your time.

Monitoring and Adapting Your Focus: Communicate and Reiterate

Once you’ve done the work to establish your Focus Filters, it’s important to remember the work’s still not done. Ensure your team understands and embraces these Focus Filters. Regularly revisit and communicate them to ensure that everyone is aligned.

Like the Vision itself, your Focus Filters need to be ingrained in all you do, from strategically planning for the future to capably completing tasks that arise during daily operations. Ninety’s Vision tool is a great place to start. Here’s where you can highlight filters like your industry and niche, your Core Values, goals, and more. With the filters sitting front and center, alignment among teams becomes almost easy, as we like to say.

At an individual level, you can use 1-on-1 meetings to cement the agreements associated with your seat. Team members can self-assess and be rated on how well they reflect the organization’s Core Values. They can also reaffirm their competency, commitment, and capacity with a rating that reflects how they meet the needs of their role and support the overarching Vision. Through these exercises, you build the kind of organizational culture that attracts and retains Ideal Team Members.

Set Your Focus Filters and Live Your Vision

Your Vision is at the forefront of everything you do. But when you put the value of Focus Filters to use, you can make that Vision a reality by positioning yourself for sustained growth and success. At Ninety, we have the platform tools to help you document, update, and share your filters and Vision to ensure a focused, aligned, and thriving organization.

Ready to transform your Vision into reality with Ninety?

Start your free trial today! 

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