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The vision statement is the North Star of your overall company strategy, it is where you want to be as a business in the future. A good vision statement acts as motivation for employees and provides guidance on long-term goal setting.
Wondering why it matters? A McKinsey research reveals that nearly two-thirds of U.S.-based employees have reflected on their life purpose due to COVID-19. Additionally, nearly half are rethinking the type of work they do because of the pandemic. What can you get from unmotivated employees? Well, probably wasted money and slower business growth. But that's a story for another day.
Let's dive into this article, where you'll discover:
Before we dive into our 35 vision statement examples list, let's cover the basics - if you already know this, just skip to the examples!
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In short, a vision statement describes the desired future state of a business within a 5-10 year timeframe and guides the direction of the business's efforts. It is essentially the future objectives of a business. The vision statement is also the first step in building a highly-effective business strategic plan, since it sets the foundation to understand the direction of your business in the long-term.
While this is more of a general definition, let's dig a bit deeper into it by looking at the difference between a vision statement and a mission statement.
Do you think the company's vision statement is just fluff with its only purpose to look good in the “About Us” section on the website?
Well, we beg to differ, and so does Ryan Saundry, a General Manager in charge of Strategy & Value Creation at Asahi Beverages. Here's why he believes a vision statement is crucial for business:
"If you look at many of the great examples of super successful companies over the last 10,15 or 20 years, there's one thing they have in common. And that's a really simple, clear vision their business and people can understand and coalesce behind."
The reason why a good vision statement matters is that the people you are leading want to know the “why” behind your decision-making before they follow you.
If you are a disruptive business, your vision will have to be bigger and more badass than any other. And you need to figure it out to create engagement and followership from your stakeholders and team members.
On top of that, a vision statement plays an important role in the strategic planning process.
Vision statements have a directional role, meaning they guide the organization's plans and strategies. In other words, a clear vision acts as your North Star that helps you set strategic initiatives and objectives while keeping the focus on the big picture. That's why a vision statement should be a part of the company's every strategic plan.
When you think about an organization's vision statement, it's not just about the business goals and how to achieve them (that's more like a mission statement). It's about looking at the bigger picture. Take Kellogg's vision statement, for example: "A good and just world where people are not just fed but fulfilled." They're not only talking about sales here or about being the #1 company in their industry. It's about how they want to make a positive impact on society and improve people's everyday life.
The bottom line is that people follow leaders with vision, and customers are loyal to companies with good vision statements that deeply resonate with them. That's why your company's vision shouldn't be just an afterthought. After all, a memorable and engaging vision statement engages your people emotionally, causing them to work around and through obstacles, and inspires change.
📽️ Must watch: We’re sure you’ve seen it already, BUT if you haven’t, Simon Sinek’s TED talk “How great leaders inspire action” is a great resource to understand the importance of your vision statement, and the “why” behind your organization.
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If you hear 10 different people talking about mission and vision, you will most likely hear 10 different definitions. Taking a look at some of the websites and social media accounts, it's clear that many people confuse one for another.
But here's how Anita Stubenrauch, ex-Apple creative veteran, explains why you shouldn't ignore the difference:
Here's what's at stake: if we mistake mission for vision, we just might accomplish what we set out to do — and then stop there.
In other words, mistaking the vision for a mission statement might just stop your organization from achieving its true growth potential.
Let's settle this battle once and for all:
Sometimes it's hard to find a company's vision statement either because they don't share it on their website or because they combine their mission and vision statements into one, or even because they communicate their vision as their mission - a classic mistake we've seen. This happens even with very well-known brands. So when you see these on a company's webpage, just think about the definition and you'll be able to tell - this is exactly what we did while researching to bring the list of 35 vision statement examples in this article.
Let's take a look at a few examples to illustrate the difference:
Vision statement example:
Mission statement example:
So, let's repeat the key difference. A vision statement outlines a company's future, while a good mission statement represents a roadmap that tells what the company will do to achieve its vision.
Here at Cascade, we've come across a LOT of vision statements while working with thousands of teams of all shapes and sizes, helping them execute strategies. Some of these vision statements are good, some are bad, and most come somewhere in between.
And that's why we outlined a step-by-step process that will help you craft your own vision statement.
You can check our complete guide on "How To Write A Vision Statement", but here's a short recap of each step:
Start by being exceptionally clear about what it is your organization actually does. Be careful to remain outcome-focused rather than output-focused.
Identify your unique selling point (USP) and incorporate it into your vision statement. This twist differentiates your organization from others and highlights what makes you special.
One of the common problems with vision statements is that they are too specific. If we return to the basic definition, your vision statement should be a long-term, idealistic state of the FUTURE that doesn't exist yet. That said - don't be too specific or apply metrics at this stage.
You might want to refine your target audience or target market, but avoid adding financial projections or any numbers.
One final trick you can apply to help make your company vision statement even more memorable is to add a real-life aspect. This will allow people to conjure up a solid mental image to associate with your vision statement.
Below is a vision statement example we've created for a fictional bakery place using our vision statement formula!
Our vision is to "produce and sell locally sourced cakes and pies that are so delicious and satisfying that every customer who leaves our store does so with a smile."
Can you imagine yourself standing in the middle of the bakery surrounded by the smell of fresh pastry, and with a smile on your face? We certainly can! And that's the whole point. Your vision should be imaginable and desirable, like the one above.
Here are a few things you should consider when you start writing down your company's vision statement:
Following these tips and best practices should give you a solid starting point for creating a great vision statement.
💡Pro Tip: Writing your vision statement is an iterative process, so don't worry if you don't get it right on the first try. A helpful practice is to brainstorm with a diverse group, welcoming various perspectives and refining ideas until you capture the essence of your organization's aspirations.
There are many great vision statement examples that have become widely recognized because they have some pretty amazing companies behind them. You should keep in mind that these are just a starting point. There is much more to the creation process of these vision statements than meets the eye.
Let's look at some popular company vision examples:
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Microsoft is one of the world's most renowned technology companies. On their website, you will find their mission statement: "To empower every person and every organization on the planet to achieve more."
However, based on the definition we discussed earlier, this statement aligns more closely with the characteristics of a vision statement. It is broad, aspirational, and future-oriented, describing an idealistic state of the future that Microsoft aims to create.
Amazon doesn't clearly communicate their vision statement on their website, but they weave it into their "Who we are" section - can you spot it?
Remember, a vision statement describes the company's future aspirations. In this case, Amazon's vision statement would be: "Amazon strives to be Earth's most customer-centric company, Earth's best employer, and Earth's safest place to work."
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Tesla's vision statement is "to create the most compelling car company of the 21st century by driving the world's transition to electric vehicles." This vision encapsulates Tesla's ambition to lead the automotive industry through innovation and sustainable energy solutions.
Interestingly, Tesla no longer communicates their vision statement on their website, although they used to. Instead, the first thing you see on their website is their mission statement: "to accelerate the world's transition to sustainable energy."
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IKEA's vision statement, "to create a better everyday life for the many people," emphasizes inclusivity, accessibility, and practicality in their products, ensuring they enhance daily living for a broad audience. This broad vision allows IKEA to innovate, focus on sustainability, and offer affordable, well-designed home furnishings globally.
Lego's vision emphasizes the importance of play in fostering creativity, imagination, and educational development among children and adults alike: “A global force for Learning-through-Play”.
The brand structures its core elements in a comprehensive and cohesive manner, as shown in the image.
Patagonia stands out among companies for consistently aligning its actions with its mission, the company's core values, and company culture around sustainability. Their mission statement is “We're in business to save our home planet.” However, they don't have any official release on their vision statement.
If we asked you what TED's vision is, you'd probably know or at least imagine it. That's because TED's vision statement is short and sweet: “Spread ideas.” Though it doesn't follow the secret formula we've shared, we can say it's definitely memorable.
LinkedIn's vision statement, "to create economic opportunity for every member of the global workforce," and their mission statement, "to connect the world's professionals to make them more productive and successful," complement each other seamlessly.
The vision sets a broad, ambitious goal of global economic empowerment, while the mission statement outlines the practical steps to achieve this—by connecting professionals, enhancing productivity, and driving success.
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There is no official release of Starbucks' vision statement, but here's one example of what it could look like: “To become the world's most beloved coffeehouse that creates moments of connection, transforming communities and enriching lives."
For inspiration, we are also adding their official mission statement: “With every cup, with every conversation, with every community - we nurture the limitless possibilities of human connection.”
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Disney's vision statement is “to be one of the world's leading producers and providers of entertainment and information.” This vision sets a high bar for Disney’s future aspirations, aiming to position the company as a global leader.
By striving to be a top producer and provider, Disney's vision aligns with its mission statement to entertain, inform, and inspire.
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Nike's vision is “To bring inspiration and innovation to every athlete* in the world” - and here's the brilliance when they add the commentary below “*if you have a body, you're an athlete.”
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This multinational fast-food chain's vision statement is “to be the favorite place and way to eat for our customers.” Their mission statement is “to make delicious feel-good moments easy for everyone.” FYI, although McDonald's does not communicate this vision on their global website, we found it on their McDonald's Spain website.
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Coca-Cola's vision statement is "to craft the brands and choice of drinks that people love, to refresh them in body & spirit." It makes sense, right? Just think about Coca-Cola's famous ads like “Open happiness,” and you'll instantly see how they're aligned with their vision.
This is a great example to talk about the difference between purpose and vision. Coca-Cola's purpose is “Refresh the world. Make a difference.” This is all about why they exist and the impact they want to have on the world. On the other hand, their vision is about where they want to go and what they aspire to achieve in the future.
Together, these statements drive Coca-Cola's strategic direction and brand identity.
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Netflix's vision statement is “To entertain the world.” On their website, they complement this vision with what we could say would be their “manifesto”:
Whatever your taste, and no matter where you live, we give you access to best-in-class TV series, documentaries, feature films and mobile games. Our members control what they want to watch, when they want it, in one simple subscription. We're streaming in more than 30 languages and 190 countries, because great stories can come from anywhere and be loved everywhere. We are the world's biggest fans of entertainment, and we're always looking to help you find your next favorite story.
🤔What's a brand manifesto? It’s a short, powerful statement that captures the essence and values of a brand. Its goal is to create an emotional connection with the target audience and inspire loyalty. A brand manifesto communicates the brand’s mission statement, personality, and the impact it wants to have on the world. Brand manifestos can take various forms, including written statements, videos, or visual representations.
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American Express' vision is to “provide the world's best customer experience every day.”
Their mission statement, “become essential to our customers by providing differentiated products and services to help them achieve their aspirations,” outlines the practical steps to achieve this vision, ensuring a focus on customer satisfaction and value.
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Remember we said some companies merge their vision and mission statements? Zoom is the perfect example. Zoom combines their mission and vision into one concise statement: “One platform delivering limitless human connection.”
While this unified statement is clear and focused, it lacks some depth. Separate vision and mission statements can offer more detail and clarity.
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Warby Parker doesn't share their vision on their website, but their mission statement feels a lot like a vision statement because it emphasizes long-term goals and global impact. They say, "Warby Parker was founded with a mission: to inspire and impact the world with vision, purpose, and style."
This focus on making a global difference and their commitment to creativity, empathy, and innovation is exactly what you'd expect from a vision statement.
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Oxfam sums up their vision simply as "a just and sustainable world." They then expand on this by detailing what this world looks like providing a clear, detailed picture of their goals and the specific changes they seek to achieve.
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Southwest Airline's vision statement is “To be the world's most loved, most efficient, and most profitable airline.”
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This nonprofit's vision is “A world where the diversity of life thrives, and people act to conserve nature for its own sake and its ability to fulfill our needs and enrich our lives.”
Astellas's vision is to be "On the forefront of healthcare change to turn innovative science into VALUE for patients," with a clear emphasis on the word "value."
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L'Oreal doesn't have a specific vision statement on its website, but they focus on a clear purpose: "Create The Beauty That Moves The World." This purpose captures their long-term goals and aspirations, acting as both their vision and purpose by showing what they aim to achieve and the positive impact they want to make.
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NASA, the National Aeronautics and Space Administration, has a bold and inspiring vision: "NASA explores the unknown in air and space, innovates for the benefit of humanity, and inspires the world through discovery."
This vision statement captures the essence of NASA's ambitions and the impact they aspire to have on the world.
The legendary New Zealand national rugby team embodies the indomitable spirit of unity, excellence, and Maori culture. Their vision is: “Inspiring and Unifying through rugby”.
As a global leader in the pharmaceutical industry, Novartis' vision is "to be a trusted leader in changing the practice of medicine."
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The British Broadcasting Corporation's vision is "to enrich people's lives with programs and services that inform, educate, and entertain by being the most creative organization in the world."
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Leading global food company, Danone's vision is encapsulated in the phrase "One Planet. One Health." ignited by words from their founder, Antoine Riboud: "There is only one earth, we only live once."
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This company is committed to creating a better world through health and wellness, as shown in its vision statement: “To be the leading partner in reimagining local healthcare and wellbeing for all.”
Toyota's vision statement is written slightly differently from the others we've seen. It's a little longer than we'd recommend, but it serves the purpose:
“Toyota will lead the future mobility society, enriching lives around the world with the safest and most responsible ways of moving people. Through our commitment to quality, ceaseless innovation, and respect for the planet, we strive to exceed expectations and be rewarded with a smile. We will meet challenging goals by engaging the talent and passion of people who believe there is always a better way.”
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Forvia's vision is also a little longer than our recommendations on how to write a vision statement, but it thoroughly covers key pillars for the company.
In summary, we could say that Forvia's vision is to pioneer sustainable, safe, customized and affordable mobility experiences that improve people's lives and adapt to global challenges.
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While Uber doesn't explicitly state a vision on their website, their focus is clear: "We reimagine the way the world moves for the better". They aim to improve how people move, connecting them to places and opportunities, and enhancing their overall transportation experience globally.
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Kellogg's vision statement is to create "A good and just world where people are not just fed but fulfilled." This vision reflects Kellogg's commitment to making a positive impact on global society.
Sanofi, the multinational pharmaceutical giant, envisions "a healthier, more resilient world." Although they don't explicitly communicate this as their vision, you can clearly see it woven into the "We Are Sanofi" section of their website.
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Samsung’s vision, as outlined in their recent editorial, is "to improve the health of billions through connected care centered around the home by connecting devices, services and people".
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Dorel Juvenile's vision is "Care for precious life," which they consistently pursue through their innovative car seats and strollers. This vision drives their commitment to creating safe, reliable, and high-quality products for children and families.
Feeling inspired to write your own vision statement? We have a collection of amazing resources that will help you create an inspiring vision statement for your business!
Start working on your own vision statement today! Download our vision statement toolkit, which includes all the resources you need to create an inspiring one. Inside, you'll also find a vision statement template and a special workbook we're using with our customers to align their vision with company values and strategic goals.
Need a step- by-step guide? Read our thorough article on how to write a vision statement with extra tips, best practices, and formulas.
As Jack Welch, former Chairman and CEO of General Electric, said:
“Good business leaders create a vision, articulate the vision, passionately own the vision and relentlessly drive it to completion.”
Every business needs an inspiring vision statement to spread ideas and make a difference in the world. However, even the greatest vision means nothing without execution.
Cascade is a global software company, consistently ranking as the world's #1 strategy execution platform. At Cascade, we make visions happen by acting as the strategic brain of your organization, remediating the chaos of running your business so that you can move forward.
Do you want to learn how to bridge the gap between vision and execution? Sign up today for a free forever plan or book a guided 1:1 tour with one of our Cascade in-house strategy execution experts and get your team moving toward your vision.
A vision statement and a purpose serve distinct but complementary roles in an organization:
The vision statement sets the direction for the company's future and defines the core values that need to be aligned across the organization. It provides a clear purpose, guiding employee behaviors and decisions to foster a cohesive and motivated work environment. By aligning with the vision, the company culture ensures that all actions and strategies are consistent with the shared goals and values, driving overall success and unity within the team.
