20+ Vision Statement Examples (+ How to Write Your Own)

What Is a Vision Statement?

A vision statement is a document that underlines your business’ aspirations and hopes for the future. It is a mix of inspiration, guidelines, and ultimate goals that helps your business move forward in a well-defined direction. A vision statement builds on the company’s values and culture and shows its initiatives and how it intends to make a difference.

Some vision statements are ambitious and even hard to believe, while others are more realistic. Either way, a vision fuels your business, your core belief to which you go back whenever you need to boost your motivation or make difficult decisions.

Why Is It Important to Write a Vision Statement?

The vision statement is the heart of your business. It inspires your employees, motivates your shareholders, and attracts customers. The vision declaration conveys an accurate picture of what you intend to offer the world, what you believe in, and what you value. The main benefits of a great vision statement are the following:

• Provides a transparent public commitment that builds trust within and outside the company
• Fuels the company’s culture and goals
• Attracts employees and clients who share the same values and mission
• Provides meaning and boosts employee motivation
• Guides strategic decisions
• Acts as a red line that keeps your business on track.

How to Write a Vision Statement Step-by-Step?

Writing a vision statement should be easy because you know where you want your business to head. However, some people feel pressured to write a document that employees, shareholders, customers, and competition will read. So, here is a step-by-step approach that helps you put your thoughts into words.

Step 1: Write a Vision Statement for Yourself

Draft the vision statement for your business without thinking about how it sounds, what people will think, and what words and format you should use. At this stage, the text’s length is not important either. Write it to get your thoughts out and see them on paper. Then, carefully review the draft, making it clearer, concise, and inclusive. Validate that it is consistent with your business's beliefs and culture.

Step 2: Present the Vision Statement Draft to Your Team

Ask your partners, managers, and employees to read the vision statement draft and develop feedback and ideas. Most of the time, writing a compelling vision statement is a team effort. Ask them to consider the following:

• The long-term future of your company or organization
• The changes you can make for your field of activity, customers, the world
• The key concepts and words that best describe your company or its outcome
• The key issue you intend to solve

Step 3: Stick to the Essence

A vision statement is concise, easy to read, and simple. It doesn’t include fancy words or concepts that are too abstract and will be forgotten in a few years. Therefore, composing a short and simple vision statement using all the information you gathered, and the initial draft is crucial. Address the main one or two key points, maintain a positive tone, and pack everything in one or two sentences.

Step 4: Revisit the Vision Statement Periodically

Revisiting and adjusting the vision statement periodically is key to strategic planning. Maybe you have achieved your goals and need to move forward. You may have changed your ideas about the future, or another goal became a priority. Revisit and adjust the vision statement, showing everyone that your commitment is unchanged, but a reality check was needed. Communicate any modification within your company or organization and ensure people are up to date and involved in the change.

Vision Statement vs. Mission Statement

Vision and mission statements are often confused. Both underline what the business is working towards.

On the one hand, the vision statement focuses on the business's future goals, the ultimate target, and the changes it wants to bring to the world. It’s an aspirational statement that addresses the company’s significance, core values, and directions and aims to be an inspiration rather than an action plan.

On the other hand, the mission statement refers to the business’s present goals, today’s goals, and how to achieve them. It’s a practical statement addressing the company’s standards, core purposes, key targets, and market position.

Key Characteristics of Great Vision Statements

Great vision statements have something in common, and that something is an inspiration. They make everyone imagine a better world that incorporates the changes your business brings. However, they are far from a fantasy. Great vision statements are action-oriented and realistic. Here are the key characteristics your vision statement should check to be a great one and inspire generations:

• Evocative and memorable: Great vision statements stir emotions and leave a strong impression. They excite the audience and capture their attention, but they also linger and make them think, imagine, and want to be part of your business’s story.
• Focused on the future: Great vision statements speak about a far-away future that we can only glimpse into. They talk about aspirations, expectations, and a strong belief in making things better than they are. They speak about change.
• Focused on people: Great vision statements are about the masses. They envision a better world for everyone and offer it unconditionally. They are about adding value to the world and a noble goal that goes beyond the company’s borders.
• Focuses on action: Great vision statements use verbs that describe actions. They clearly state what the company will do to create a better world.

Tips for Writing a Great Vision Statement

Sometimes, all you need to write an excellent vision statement is a moment of clarity and inspiration. Steve Jobs was so passionate about technology and computers that he wanted everyone to enjoy them. Henry Ford saw the car as a means to unite people and put all his efforts into this uplifting purpose. Writing a vision statement was easy for them because they wrote what they were most passionate about and committed to. Therefore, the best tip for writing a great vision statement is to start with what you have (e.g., a passion or a need) and speak from the heart. Here are some other tips to get you going:

• Keep it simple and short: Remember that you want something memorable and impactful. One or two sentences are all you need.
• Keep it personal: The vision statement concerns your business, values, and goals. It must be specific to be unique and authentic.
• Measure ambition with realism: A vision statement should be inspiring, aspirational, and realistic. Otherwise, it is just a fantasy.
• Use the present tense: It builds trust. It’s also a positive manifestation that denotes your engagement and determination to reach your goal. If you use the future tense, it sounds like a promise. Write the vision statement as an affirmation.
• Focus on people: Your vision statement is about what you bring to the world, not about you. Leave room for evolution and growth. Be ambitious, but have a bigger purpose than your business.

Vision Statement Examples and Why They Work

1. Lego: “A global force for Learning-through-Play.”

It works because it clearly states what they do (learning through play), is ambitious (global force), and focuses on the positive. This vision statement is short and on point.

2. Tesla: “To create the most compelling car company of the 21st century by driving the world's transition to electric vehicles.”

It works because it is action-based (to create), ambitious but realistic (most compelling car company), focused on people (the world’s transition), and positive. They clearly state what they do and where they want the world to be. Mentioning the 21^st century places the vision statement in the far-away future and the present, so it’s a double effect.

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

It works because it underlines the key feature of its audience (athlete), emphasizes the company’s core values (innovation, inspiration), and is inclusive.

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

It works because it is obviously about making the world a better place. It’s inclusive and intimate, inspiring people to dream of a better life.

5. Patagonia: “Making the best product matters for saving the home planet.”

It works because it is action-based, addresses a major global issue, and makes it personal to everyone by using the word “home.”

6. Google: “To provide access to the world’s information in one click.”

It works because it is people-oriented, positive, and realistic. It uses words specific to Google (information, access, click) but is also inclusive.

7. AstraZeneca: “Driven by innovative science and our entrepreneurial culture, we are focused on the delivery of life-changing medicines that fuel growth and contribute value to patients and society.”

It works because it clarifies what the company does to achieve its global purpose. At the same time, it is personal, stirs emotions, and makes people think about their well-being.

8. Michigan State College of Literature, Science, and Arts: “We are a diverse intellectual community, working together to reimagine the world and create positive, purposeful change.”

It works because it emphasizes and builds on the organization’s values. Their purpose is to positively impact the entire world, change mentalities, and educate.

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

Simple and touching, this vision statement works because it stirs emotions and addresses a global issue. It is a positive statement that reiterates human rights and solidarity.

10. LinkedIn: “To create economic opportunity for every member of the global workforce.”

It works because it is specific, evocative, and concise. It uses relevant keywords and puts the forces of good in motion.

11. Feed the Children: “To create a world where no child goes to bed hungry.”

With a powerful and impressive message, this vision statement works because it stirs emotions and makes you want to be part of the solution. It is action-based and global.

12. Microsoft: “To help people and businesses throughout the world realize their full potential.”

It works because it helps people imagine a better future, reach their potential, and have a better life. At the same time, it includes the keyword ‘businesses’ to denote one of Microsoft’s strongest features.

13. Oxfam: “A world without poverty.”

This vision statement is simple and impressive, but it works because it is very easy to comprehend and remember. It is also ultra short and touching.

14. TED: “Spread ideas.”

This two-word vision statement is unique and specific to TED. It builds on simplicity and the company's other core values, addresses everyone, and inspires a thirst for knowledge.

15. Sony: “To be a company that inspires and fulfills your curiosity.”

It works because it focuses on catchy concepts and denotes the company's unique character.

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

It works because it is a current desiderate transformed into an achievable goal. It transforms a current need into a company purpose, showing they are thoughtful, adaptable, and committed.

17. Samsung: “Inspire the world with our innovative technologies, products, and designs that enrich people’s lives and contribute to social prosperity.”

It works because it underlines the company's intention to change and contribute to social prosperity. It builds on core values and presents a realistic, global change.

18. Uber: “We ignite opportunity by setting the world in motion.”

Uber’s vision statement refers to keywords (ignite, motion) representing the company. It is action-based, people-oriented, and inclusive. At the same time, it makes you want to be part of this global movement.

19. Disney: “To make people happy.”

It works because it is honest and simple. It states something we all want but makes it actionable.

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

It works because it is action-based and addresses an environmental issue we are all aware of. It uses powerful keywords representing the company’s values and a clear direction for future work.

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

This famous vision statement works because it combines a clear and ambitious goal (making the best products) with a noble and aspirational purpose (leaving the world better), creating a sense of purpose and responsibility that resonates with customers and employees alike.

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

The Starbucks vision statement example works because it clearly defines the company's ambition (becoming the best coffee company) and its values (uncompromising principles), creating a sense of direction and integrity that inspires loyalty and trust from customers and employees.

23. Amazon: "to be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavours to offer its customers the lowest possible prices"

The ambitious vision works because it clearly defines the company's focus on customer satisfaction and value, creating a sense of convenience and affordability that resonates with customers and drives loyalty and growth.

Related: Check our 30 Best Mission and Vision Statement Examples

In conclusion, a great vision statement is essential for guiding your business towards a better future. It serves as a source of inspiration, motivates employees, attracts like-minded individuals, and guides strategic decisions. By following a structured approach to writing a vision statement, revisiting it periodically, and distinguishing it from the mission statement, you can create a powerful and impactful vision for your business. Remember, a compelling vision statement should be clear, concise, and reflective of your company's values and culture.