Vision statements are a vision statement that describes the vision of a company. They can be used to inspire employees and guide growth. The vision statement not only outlines the company’s goals and aspirations but also serves as a guide for strategic planning. A vision statement is the ultimate answer to the question “Where are we going?”
A strong business leader is able to articulate a compelling vision. It is possible that you will be inspired to write one when your first business starts. A vision statement can help you set the direction of your business by having a subtly influential influence on the decision-making process. These vision statements are examples that you can use to help you make your own.
“Create economic opportunities for all members of the global workforce.”
LinkedIn’s vision correctly states that the modern workforce is global. In doing so, it recognizes an essential truth for employers and employees alike. This vision statement example is particularly useful because it promotes the idea of leveling the playing field, not just for LinkedIn team members and users but also for the entire global workforce.
LinkedIn’s vision statement states that it aims to help everyone find work, grow and advance. The vision statement also reminds us of the platform’s goal to create economic opportunities. This could include finding new jobs, promoting businesses, or connecting with industry experts.
“Video communications empower people to achieve more.”
Zoom’s vision statement example is effective because it focuses on its primary product—video communications—and highlights that it can empower users. What’s more, the vision statement speaks directly to Zoom’s typical customers—professionals—by assuring them they’ll accomplish more with the help of the platform.
This statement informs customers that the product’s goal is to improve productivity. It invites business owners and managers to use the tool to boost their bottom line.
“To give you access to all the information on the planet in just one click.”
Google’s example of a vision statement is short, simple, and concise. It doesn’t use big words to express the company’s lofty goals.
Instead of using business jargon, this vision statement example is easy enough to understand and read for second graders. This is crucial because even second graders can use Google.
“People use Facebook for their friends and families, to keep in touch with them, to find out what’s happening around the world, and to share what is important to them.”
Though Facebook has expanded to other social media platforms like Instagram, its focus has always been on connecting people. This vision statement example puts connection front and center and then uses active language to encourage just that.
“Becoming the most trusted global entertainment distribution company. The licensing of entertainment content all over the globe. Filmmakers have access to markets.
Netflix has broken down its vision statement into three sections, with each part written in active voice. The powerful, concise and thought-provoking verbs used in this statement make it particularly effective. The statement puts emphasis on content and promotes global coverage.
The vision statement example doesn’t mention viewers. Instead, it directs the future towards production and makes it easier for creators get their content to market.
6. Creative Commons
“Nothing is more important than realizing the full potential internet–universal research and education, full participation and culture–to propel a new era in development, growth and productivity.”
Creative Commons presents a unique interpretation of the internet, what it can do for us and how we can make that happen. This vision statement is in direct contradiction to other views about the internet. This starts a discussion. Does universal internet access allow for research and education? Creative Commons believes so. Others, such as organizations and people who want to charge for the information they provide, may not agree.
This vision statement makes a controversial claim. This vision statement forces you to take sides in the debate. It is clear about what it wants to accomplish and how that achievement will impact the world.
This vision statement is a classic example of a vision statement. It describes a large-picture goal and explains how it will impact the world.
“Drive the world’s electric vehicle transition and create the most compelling automobile company in the 21st Century.”
Tesla’s vision statement example is interesting because it doesn’t say what it wants to provide. And, unlike many examples of vision statements, it doesn’t say it wants to sell—it wants to be compelling .
It is not about producing the best cars or selling the most cars. Tesla’s goal is to inspire, empower, drive, and encourage people. The statement does not specifically state that it intends to sell cars. It states that it is committed to promoting electric vehicles. Encourage, incite, and promote innovation.
“To be the most customer-centric company on Earth, where customers can find and buy anything online.”
The vision statement of Amazon is a useful example because it places the company’s priorities at the forefront. The statement begins by mentioning the customers twice in one sentence. It then uses actionable terms such as “find” or “discover” in order to demonstrate that customers can search for and buy what they need.
This idea of being able “to find anything” is a reminder of the company’s commitment of offering large selections of merchandise online and easy access to them. This vision statement stands out among other examples because it mentions Earth, which brings back the other ventures of its founder– spacetravel.
“Building an Etsy Economy”
In this short vision statement, Etsy creates a new term to strive for, the “Etsy economy.” This statement encompasses both creators and buyers. This vision statement example is great because it doesn’t just focus on creating products—but the interaction and relationship between buyer and seller.
“To make everyday life easier for many.”
As a home design brand, IKEA focuses on creating a high quality of life for its customers—precisely what its customers think about when choosing to shop there. By aligning its goals with consumers’ desires, IKEA is signaling that it understands the wants and needs of its customers and that it’s ready to meet those needs.
The focus on customer in the vision statement example is also apparent by using “the many”. This means that IKEA designs for everyday people and not only the wealthy, few or elite.
“Build the best product. Do no harm. Protect nature by using business. Conventions are not binding.”
This vision statement is significant because it speaks directly to consumers. What’s more, it’s tailored around Patagonia’s more conscientious customers. They are more likely to pay top dollar for high-quality, fair trade, and more sustainable products.
Patagonia’s vision statements are inspirational and focus on the environmental crisis. They target both employees and customers who care deeply about the environment.
12. Southwest Airlines
“To be the most loved, efficient, and profitable airline in the world.”
Southwest’s vision statement example stands out because it focuses on what the company wants to become. The brand is also putting its customers first with its goal of being the most loved airline while maintaining the importance of making a profit for its shareholders. This puts the focus on both the company’s journey and the customer’s journey.
Many elements of the vision statement can be quantified. Southwest can say it wants to be the best and most efficient airline. The leadership can track these metrics and how closely the company aligns itself with its vision.
“We are here to feed and foster community.”
In 2020, McDonald’s updated their vision statement, which it relabeled as a purpose statement. Its updated vision/purpose statement emphasizes the role McDonald’s intends to play in the communities it serves.
It’s more than serving hamburgers. This is evident in the fact that McDonald’s purchases food from farmers communities and employs people wherever it has locations. It also has outreach programs that help communities.
The vision/purpose statement also includes community services like the Ronald McDonald House which offers a place to stay for families with sick children who need to travel to receive medical care. This statement also shows McDonald’s acceptance that it has an obligation not only to feed but also to support the communities it serves.
This vision statement places the organization in a greater role in the community than what customers usually think.
14. Berkshire Hathaway HomeServices
“Our company vision, to be the best real estate firm in the world, is to provide exceptional service.”
This example vision statement is concise, clear, and direct. It describes Berkshire Hathaway HomeServices’s position among its competitors as well as the value it wants to be known for.
15. Habitat for Humanity
“A world in which everyone has a decent place where they can live.”
Here, Habitat for Humanity is thinking worldwide. Although it has several divisions around the world, the vision statement brings everyone together.
Volunteers and workers can have a great vision of what the second part of the statement means. Each home they build has the goal to provide a wonderful place for a family or individual. This vision statement is one of the most compelling.
16. Human Rights Campaign
“Equality for all”
The vision statement of the Human Rights Campaign is concise, clear, and simple. It is also open to interpretation.
This strategy makes the vision statement example more inspiring because it allows for growth and allows readers to interpret it as they wish. It inspires and encourages people to support the organization.
17. Alzheimer’s Association
“A world without Alzheimer’s.”
The Alzheimer’s Association’s vision statement is a good example of truly that—a vision. It doesn’t say it wants to pursue its goal. It doesn’t say it wants to inspire people to move toward it. The vision is to eliminate Alzheimer’s disease. Still, how it will achieve it and what it does once it gets there—it leaves open to imagination.
This is not only a confident vision statement but it is unabashedly proclaiming, “This vision is our vision.” It isn’t changing. It’s so important.
This vision statement example from Alzheimer’s Association is truly aspirational because of these characteristics. It is the basis of all the organization’s efforts.
“A just, sustainable world.”
Oxfam International’s vision, like the Alzheimer’s Association’s, is ambitious and vast–probably impossible to implement. It is nevertheless inspiring. It is possible to reach it, but it does not make it impossible.
This vision statement example is so ambitious that it challenges everyone to explain why it should not be possible. It is impossible. Is it because it is impossible? Or are there not enough people willing to work together to make it possible?
A vision statement like this can be a powerful tool to remind you and your team that you are part of a visionary organisation that is working towards a better world.
19. Feeding America
“A hunger-free America.”
This vision statement is simple. No hunger in America. It’s easy to imagine, even if it is difficult to implement.
The vision statement in this example is broad enough to allow multiple strategies and plans to be implemented. There are many ways to achieve the vision of America without hunger.
20. Microsoft (the original)
“A computer at every desk and in every house”
This vision statement was once bold and revolutionary, but it was also possible.
Computers are now not just found in the majority of homes, but also in many pockets. Microsoft’s bold, clear and ambitious vision statement was a major factor in this.
Tips to Write a Effective Vision Statement
Effective vision statements share certain characteristics. These tips will help you write or update a vision statement that is effective for your organization.
- Keep your eyes on the future. Provide the “big picture” of the organization and describe what it will look like in the next few years.
- Dream big. It’s exciting and inspiring to have a world-changing vision. It will be supported by everyone. It’s possible. It’s impossible to do anything until you make it happen.
- Be precise. A vision statement that is clear and concise will help you make informed decisions.
- Make it clear. Use language anyone can understand. Avoid industry-specific terminology and jargon. Avoid industry-specific terminology and jargon like “maximize Value.” Instead, use words that mean something.
- Keep it brief. One to two sentences is a good limit. The best examples are only a few sentences. It is easier to remember and keep focused on a vision statement that is shorter than others.
- Be relevant and purpose-driven. Make adjustments as necessary to remain relevant. Keep your eyes on the original purpose of the vision and adapt to the changing needs of the day.
- Define your values. Use the vision statement to define the core values required to support your organization.
- Challenge your customers and employees by creating a vision statement that challenges them and inspires them to achieve great things.
- Tell the world why you are special and what your company stands for. A vision statement can make a big impact on people’s perceptions of your organization.
- Inspire. Vision statement that encourage employees to take action for a cause are more powerful than those that don’t.
- Communicate your vision. Plan how you will communicate it to your employees. It should be part and parcel of every day life, so it is part of everyone’s culture and remains the goal for their work.
Mission Statements vs. Vision Statements
It is possible to confuse a vision statement with a mission declaration , or not understand the relationship between them.
Both vision and mission statements are important components of business planning. The mission statements describe what the company does and will do in the near-term, as well as how it will achieve it.
One quick way to see the differences between vision statements and mission statements is to say that vision statements describe WHAT our dreams are in the grand scheme of things, while mission statements tell us HOW we are doing it. As shown in the above examples, vision statements describe things such as inspiration, change, solving problems for the greater cause. On the other hand, mission statements describe specific actions, products, and services and the plans to fulfill the vision.
You can find our guide to writing a mission statement if you haven’t yet.
Don’t stress about getting it right the first time. Start a conversation to envision the future of your company in terms value, growth, contribution to society and culture. Note the words that evoke the strongest emotions. These are your company’s goals. Next, create a vision statement that is truly inspirational and include it in your business planning.