writing a vision paper

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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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How to Write a Vision Statement (With Examples, Tips, and Formulas)

This comprehensive guide will take you through the entire process of writing a well-thought-out and compelling business vision statement. 

Here’s what you will discover inside: 

• Why is a vision statement important for company goals?

Vision Statement vs Mission Statement: What’s the difference?

• Bad Vision Statements Examples (And What Makes Them Bad)

Helpful Tips for Writing your Vision Statement

• Fail-proof formula: Write your vision statement in 4 simple steps 
• Great Vision Statement Examples For Inspiration
• How to effectively communicate the company vision?

What is a Vision Statement?

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 one of the key elements in a highly-effective business strategic plan.

Why is a vision statement important for company goals? 

We explained the real purpose of the vision statement  in this article , but here’s a quick reminder of what we're trying to achieve with a company vision statement:

• Improve the decision-making process by setting a 'limiter' that helps us to rule out strategic initiatives and opportunities which aren’t aligned with business long-term goals. 
• Make a succinct statement about what our organization is trying to achieve to help third parties such as investors or the media better understand us.
• Create a strong North Star that can guide and motivate employees even during difficult times if it is taken seriously.
• Develop an engaging vision statement that’s  one of the key elements  of thriving company culture. 

The bottom line is that a vision statement isn't just a nice-to-have. It should be included in every business plan and strategy discussion, especially during the strategic planning process , to ensure the organization and its departments stay aligned with its vision and don’t get sidetracked.

The most common mistake we see across the internet and with our clients is that most people do not understand the difference between a company's vision and mission. 

While we covered this a bit more in-depth  in this article , here’s a short recap: 

• A vision statement  describes a long-term, idealistic  state  of the FUTURE. 
• A mission statement  is a roadmap to a specific destination (your VISION) that explains how will you achieve it. 

Mistaking one for another can prevent an organization from reaching its full potential. 

So, while keeping this in mind, let’s look at some “vision” statements examples and analyze where they fit so you can avoid doing the same mistake when crafting your own vision statement.

Bad Vision Statements Examples (and why)

Here are some real-life examples of vision statements that, in our opinion, could do with a little tweaking. For each, we will explain what could be done better.

"Provide maximum value for our shareholders whilst helping our customers to fulfill their dreams."

If this was your vision statement  → Well, let’s hope it isn’t. That’s a classic mission statement example that describes HOW the company will achieve its vision. 

"Our company vision is to make every brand more inspiring and the world more intelligent by 2023."

If this was your vision statement  → You would want to make it more specific and relatable. Is it realistic that 'every brand' will use the services of this company? How about 'making the world more intelligent.' Can you be more specific on which brands? What does it mean to make the world more intelligent? Not to be too harsh though - there are strong elements here; 'making brands more inspiring' makes a lot of sense and has some depth.

"We aspire to be the most admired and valuable company in the world."

If this was your vision statement  → We would suggest you rethink your decision. Can you even make it more empty than it is? Which company doesn’t want to be the most admired and most valuable? Your vision statement should be more specific than that. 

"We are committed to achieving new standards of excellence by providing superior human capital management services and maximizing the potential of all stakeholders - clients, candidates, and employees - through the delivery of the most reliable, responsive ..." [and it goes on, but that's probably enough]...

If this was your vision statement  → you’d want to make sure it is less tangible and subjective. 'New standards of excellence'. 'Superior human capital management. 'Maximizing the potential'. There are simply far too many buzzwords, intangibles, and vagueness here for this to be either memorable or inspiring.

We are, of course, being rather harsh. But hopefully, the above examples illustrate well some of the pitfalls to avoid when creating your own vision.

Keep in mind that vision creation doesn't begin with sitting behind a desk and writing black on white. Reach out to your stakeholders and team members who will play a role in realizing the company's vision. Organize a workshop, or more if necessary, to brainstorm ideas and gather their feedback.

This toolkit with a template and workbook can help you with brainstorming exercises and navigating the whole process.

As a result, including other stakeholders in the vision-creation process will not only yield ideas but also get buy-in from the beginning since it will be their vision too. 

Here are 8 tips to help you write a memorable vision statement: 

• Keep it  short  - max 2 sentences. Your vision statement should be punchy and easy to remember. 
• Make it  specific  to your business and describe a unique outcome that only you can provide.
• Write it in the present tense. 
• Do not use words that are open to interpretation. Saying that you will maximize shareholder return in 2022 doesn't mean anything unless you specify what that means.
• Simple is best . There is a tendency for people to overcomplicate things, but you should make your vision clear enough for both people within and outside your organization to understand. Stay away from jargon, metaphors, and business buzzwords. 
• It should be  ambitious  enough to get people excited, but not so ambitious that it seems impossible to achieve.
• A vision statement isn't a one-off thing and  should evolve  with your business. When brainstorming your vision for the future, stick to a five-year timeframe. It's an ambitious end goal that's far enough ahead to work towards, but not too far for the organization to lose focus and commitment. 
• Vision  should align  with your company's core values. We go deeper into company values in this article, but when you have created your company values, you should review your vision to see if it aligns.

If anything, you should memorize these 4 words before you go into crafting your own vision statement:  Short, Specific, Simple , and  Ambitious .

Fail-proof formula: Write your vision statement in 4 simple steps

There are literally hundreds of articles out there that give examples of good and bad vision statements. There's also plenty of articles that give a high-level overview of what to consider when creating your own.

However, what we noticed was lacking was a concrete process to go through to help you create one. As such, we've outlined a process that we have used with clients in Cascade that might work for you too.

There are plenty of great vision statements out there that will not conform to the process below. But if you're struggling or just need a place to start, then hopefully this will help.

Step 1: Define what you do as an outcome

Start by being exceptionally clear about what it is your organization actually does. Be careful to remain 'outcome focused' rather than 'output focused'. For example, Microsoft famously had a vision statement to Put a Microsoft powered computer on every desk in the world (slightly paraphrased).

Strictly speaking, what Microsoft 'do' is make computer software, but for the purposes of their Vision, they looked forward to the actual outcome of this process - i.e. computers on desks.

Let's look at some other hypothetical examples:

• A bakery makes bread. But the outcome is consumers enjoying that bread.
• A consulting company gives advice. But the outcome is the success of others based on that advice.
• A government department does...lots of things. But the outcome is better lives for the citizens they serve.

Whilst this process may seem obvious - you would be surprised by how rarely organizations actually go through this process in a formal, written way.

Doing so will take you a long way towards creating your vision statement - BUT it's not enough alone! If it was, all bakeries, for example, would have the same vision statement - which is hardly inspiring!

TIP: If you are not sure where your organization wants to be in the future, you can use different tools, like SWOT or SOAR analysis , that will help you formulate your vision and future-oriented goals.

Step 2: Define what unique twist your organization brings to the above outcome

Very few products or services these days are truly new - most are more like reinventions of something that exists already, but with a different approach, focus or spin.

At some point in your organization's lifespan - someone will have believed that the reason that THIS organization would be successful where others have failed, was because of.........something.

You need to define that something!

Let's take our bakery example. So far, our vision statement looks pretty generic, along the lines of customers enjoying our bread. But why will they enjoy our bread MORE than the bread from the place next door?

Is it because we use centuries-old traditions passed through generations of our family? Because we only use premium grade locally sourced ingredients? Whatever your unique selling point is - let it shine through in your vision statement.

Step 3: Apply some high-level quantification

Ironically, a common problem with a vision statement that isn't as good is that it's too visionary! With no possible end in sight (or a totally unrealistic one) - the initial inspiration derived from a solid vision statement can quickly turn to frustration or even cynicism among employees and customers.

That said - this doesn’t mean you should put numbers or any financial metrics to your vision statement. This will come later in your planning process.

However, you still want to add some high-level quantification to make it achievable.

Sticking with our bakery example, we might want to refine our target audience to 'every customer who walks through the door'. That's fine, or maybe we want to be bolder: 'every customer within walking distance of a store'.

The quantification we apply could also be industry specific. If you're a B2B - are you shooting for small businesses or multinationals, for example?

Step 4: Add relatable, human, 'real world' aspects

OK, your vision statement by this point should be getting pretty close to finished. But one final trick you can apply to help make it 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.

Let's look at an example - which of the following statements is likely to be more memorable:

a) To have every working person in the world using Microsoft product.

b) A Microsoft-powered computer on every desk.

I would argue that (b) is more memorable because as I read this, I'm actually visualizing a computer (in my case) sitting on a wooden desk in a room.

There's nothing wrong with (a) but it's highly conceptual and thus difficult to transform into a mental picture. Let's look at another example:

"Ensure that every customer who leaves our store, does so smiling." 

Here, using the word 'smiling' as opposed to 'happy' is powerful, because it conjures a mental image of a person smiling.

It won't always be possible to bring this level of tangibility to a vision statement - but if it is, I would strongly encourage doing so.

Final check

Our tip for creating a good vision statement is to use our formula, which we explain below, in conjunction with the CASCADE vision framework. 

Ask yourself the following questions to check if your vision statement checks all boxes of a good vision: 

• Is it  C lear? 
• Is it  A mbitious, but not seemingly unattainable? 
• Is it  S timulating? 
• Is it  C oncise
• Is it too  A bstract? 
• D uration: Is it limited to a specific time range? 

Does it  E ncourage you to take action?

Great Vision Statement Examples for inspiration

First, let’s look at the vision statement on an example of the bakery we used in the previous section.

Following our 4-step process, the final vision statement looks like this:

Producing and selling locally sourced cakes and pies that are so delicious and satisfying , that every customer who leaves our store does so with a smile.

If we deconstruct this into our various steps, we can see each at work as follows:

Step 1 - The output Step 2 - The twist Step 3 - The quantification Step 4 - The human connection

Even if yours doesn't look like this at the end, following the process above will help you to bring structure and purpose to your effort.

Of course - there are other ways to write a well-thought-out and effective vision statement. So let’s look at some other examples of great vision that don’t match our vision statement formula but still make an engaging and memorable company vision: 

Vision statement: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online. 

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

Vision statement: A global force for Learning-through-Play. 

We love this one because it’s short, sweet and easy to remember. 

Vision statement: To create the most compelling car company of the 21st century by driving the world's transition to electric vehicles.

Note: If you look closely, you’ll see that their vision statement is a mix of vision and mission statement. Let’s remember the difference between these two: Vision shows your business desired future state, while the company’s mission describes how you will get there. 

Cascade tip:  If you’re in doubt about what is a vision statement and what is a mission statement, do this simple test with two questions: 

• What do they want to achieve?  To create the most compelling car company of the 21st century…  (vision statement)
• How?  … by driving the world's transition to electric vehicles.  (mission statement)

Want to see more examples of a great vision statement? Check  this article with 17 vision statement examples  from top companies, such as Patagonia, Ikea, LinkedIn, and Disney. 

How to effectively communicate the company vision? 

Let's say you've finally crafted the perfect vision statement that makes everyone in the C-suite proud. Marketing updated the website, ran a PR, and posted across all company social media channels. The new direction is making waves in the company, but as time passes, everyone forgets about it and gets on with their business-as-usual. 

If you have a vision but take no action - your organization has no future. In other words, you need to keep the company's vision top of mind 24/7/365 if you want to achieve it. Consistent communication is the key to success.

Keep your vision statement in a place where everyone can see it on a daily basis.

You can start by including your vision in every company-wide meeting. Here at Cascade, we make sure to run the all-hands meeting every week. Here’s what our agenda usually looks like: 

• Drive alignment around company vision and overall strategy 
• Communicate the strategy priorities 
• Share updates and progress toward key business goals
• Celebrate our accomplishment 
• Establish two-way communication between employees and executives 

Turn your vision into a strategic advantage 

We have entered a new normal - an environment where change is the norm. You may have a top-flight board and a great executive team, but the success of your organization depends on your leadership. Your vision for the future needs to be clear and strong so people can understand it and join forces behind it.

In short, unity and a laser-sharp focus are what separate winning businesses from losers these days.

Cascade has your back, offering speedy and agile  business transformation  to help you align teams behind a shared vision and drive business growth.  See Cascade in action  to discover how you can turn your vision into reality.

Editor’s note:

This article was originally part of our ‘How to Write a Strategy’ series:

• How To Write A Strategic Plan: The Cascade Model
• How to Write a Good Vision Statement (This Article)
• How To Create Company Values
• Creating Strategic Focus Areas
• How To Write Strategic Objectives
• How To Create Effective Projects
• How To Write KPIs

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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. 

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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.

Ready to bring your vision to life? Brex can help.

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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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More Like this

Vision statement template and 40 vision statement examples, a vision statement is a clear articulation of your organization’s bold future state—meaning where you want your organization to be in 5-10 years..

As you embark upon your strategic planning process, your vision statement is the foundation of your organization’s long-term goals and day-to-day activities. Knowing where to start when creating your vision statement can be tricky, but we’ve got you covered! We’ll cover the basics of vision statements, how they differ from mission and values statements, and how you can build your own using our vision statement template. As you work through the creation of your own vision, browse 37 of our favorite vision statement examples and learn some best practices.

Pro Tip: Without a clear vision statement, you’ll have a difficult time communicating that vision of your future to your team and to the people around you.

What is the Purpose of a Vision Statement?

Your vision statement is the big, bold declaration that defines what you seek to accomplish or where you want to be in the next 5-10 years. It is foundational to your strategic plan and should not be overlooked in the planning process, as it articulates and crystalizes your future state.

What is the difference between a vision statement, a mission statement, and guiding principles?

While this is a common mistake, an organization’s vision can be confused with its mission statement. They are not interchangeable, as each has a clear purpose. Missions express why you exist and what you do; visions paint a bold picture of your future, and company values outline how you expect your team to behave.

A company’s vision articulates where you’re going.

A company’s vision statement is a forward-looking declaration that outlines your organization’s aspirations for the future, typically spanning multiple years. It asks (and answers) the fundamental question, “Where are we going?”

Your vision statement is your big, bold, lofty aspirations all wrapped up in a clear and memorable sentence. Your vision may feel, in some ways, a bit out of reach and overly ambitious, but that’s okay- it’s supposed to be! The primary purpose of creating a vision statement is to provide direction and inspiration, setting a clear and ambitious target for what the organization aims to achieve.

Pro Tip: You need to create a unique vision statement! It needs to be distinct and paint a picture of the world if you reach your future goals. How will you change people’s lives? How will you change your organization?

A company’s mission statement articulates why you exist.

Unlike a vision statement, which answers the question, ‘Where are we going?’ a company mission statement focuses on it’s core purpose. A mission statement asks the question, “Why do we exist?”. Think of a mission statement like a purpose statement. It should provide the context for all the decisions made within the organization and be useful for both internal and external audiences.

It describes the organization’s current purpose and reason for its creation. Your mission is essentially your statement that defines the purpose of the work you do. It should provide the context for all the decisions made within the organization and be useful for both internal and external audiences.

Pro Tip: A good mission statement clearly communicates your higher purpose and reason for existing. It should also guide business’s vision!

Again, this statement would ideally be clear, succinct, and memorable, as it will be something that you’d share with your customers, employees, and stakeholders.

Guiding principles define how you will behave.

Your guiding principles or company’s core values are the uncompromising principles or standards by which you guide your decision-making. They inform your approach to growth and impact. These can also serve as the clear guardrails and principles that keep your organization growing with quality and integrity.

They define the clear behaviors you expect of your organization and your team as you pursue your big, bold vision.

These elements make up essential aspects of your strategic plan and are not interchangeable. Each element is foundational and has a clear purpose. Missions are what you do conversationally, visions paint a bold picture of your future, and values outline how you expect your team to behave.

What are the Benefits of a Compelling Company Vision Statement?

There are several benefits to incorporating your vision statement into your strategic plan. Some key benefits that a well-defined business vision statement provides are:

• Directional Guidance: Your vision statement acts as a compass, guiding strategic planning and decision-making by defining the desired end state.
• Motivation and Inspiration: A compelling vision can inspire and motivate stakeholders, including employees, customers, and investors, by providing a sense of purpose and direction.
• Unity and Alignment: A vision statement helps align the efforts of all team members, fostering a sense of unity and shared purpose.
• Strategic Framework: Your vision statement serves as a foundational element in the strategic planning process and helps to shape the objectives, strategies, and action plans that will drive the organization toward its envisioned future state.
• Decision-Making Clarity: With a clear vision, decisions can be evaluated based on their alignment with the desired future, ensuring that actions contribute to long-term success.
• Differentiation: A distinct and ambitious vision can set an organization apart from its competitors.

Does every organization need a vision statement? Absolutely!

A vision statement is not just a declaration of long term future intentions that is only shared during yearly board meetings or during fund-raising events; an inspiring vision statement is a strategic tool that benefits an organization by providing direction, inspiring stakeholders, fostering unity, guiding decision-making, and differentiating the organization from its competitors.

Vision Statement Template & Visioning Canvas

Coming up with a big, bold vision that encompasses your goals for the next 5 to 10 years may seem like a daunting task. Prior to drafting your vision statement, you need to go through a few ‘visioning’ exercises to determine what your vision for your organization actually is. To help you build a vision statement that matters, we’ve created a visioning guide and attached an easy-to-follow visioning template. Click here to download !

How to write a vision statement

The first step to narrowing down your vision for your organization is to ask yourself and your team these two questions:

• What does success look like for us in the future?
• How will that differ from how it looks today?

These questions are a good way to put your team in the mindset of thinking about where you are today versus where you want to be tomorrow.

When thinking of your ideal future state, it may help to think about your team’s common goals in relation to four specific areas: people and organizational suitability, operational excellence and innovation, customer growth and retention, and financial results and impact.

Pro Tip: You may recognize these four areas in a balanced scorecard, which is exactly what it is. When you outline what the future would look like in these four areas, it will paint a clear and well-balanced picture of your overall vision for your organization and provides some guidance of where you want to focus your development efforts.

The best way to do this exercise is to follow this canvas to guide your exercise and with each matrix, ask yourself two questions; “What does success look like (in this area)” and “How is it different from today?” For each perspective you explore, write supporting vision descriptors, aka “min-visions,” that will ultimately support your larger vision of success.

These help your organization clearly understand your ideal future in all areas of your organization. Use the template provided in the canvas above to complete the following vision descriptors to include in your business plan and strategic plan.

People and Organizational Suitability

The first perspective is internally focused based on our equity in our people and organizational stability. This includes areas such as organization structure, size, and capabilities, as well as overall company culture and skills.

What does success look like for your people? Think about your organization’s structure, size, capabilities, and culture.

Mini Vision: Have a growing team of 200 people who are passionate about changing our industry.

Operational Excellence and Innovation

The second area focuses on operational excellence, and innovation. This includes such concerns like facilities, processes, technology, innovation and environmental impact.

What facilities, technology, innovations, or environmental impact are needed to achieve that vision? How will it help you get there?

Mini Vision: Scale our infrastructure to increase output by 50%.

Customer Growth and Retention

This area focuses on the market/customer-facing perspective of growth and impact. Areas of concern could include the services, customer service, products, benefits, and value proposition that your organization brings to the market.

What does the volume, number of customers, geographies, or products/services look like once you reach your destination?

Mini Vision: Become a top player in our market, positioned as ‘innovators’ in the minds of our customers.

Financial Results and Impact

Finally, this perspective focuses on a financial perspective, and includes concerns such as social impact, sustainability, profitability, and revenue growth.

What is the revenue growth, profitability, or social and community impact achieving this vision will help achieve?

Mini Vision: Achieve sustainable, profitable growth by increasing profits by 10% year over year over the next 5 years.

OnStrategy Vision Statement Example

Now that you have the four areas filled out, , you can use the vision statement template we’ve created as a guide to write your own . Begin by setting a target date or year to accomplish, followed by the phrase ‘we envision’ paired with your organization’s desired future state. Finally, end your statement with a ‘why’ to give your team vision a reason and purpose. Fill in the blanks to help write your own vision statement:

• By: Insert the year or timeframe

This doesn’t have to be explicitly stated in your vision statement, but you should have a timeline in mind as you draft it.

• We envision: A phrase that helps frame your vision statement.

Again, you don’t have to explicitly keep this phrase in your vision statement once you’ve drafted it. But starting your vision statement drafting process with this phrase can help put you in the right frame of mind.

• Verb: An action verb in future tense
• Impact: Description of future impact on the world

We envision being the #1 choice for premier organic, sustainable foods by changing the way produce is grown and sold in North America.

6 Characteristics of a great vision statement:

• An ideal vision statement at least five years in nature or longer, but no longer than 10 years. You need to have flexibility to pivot if your company or end goal changes, so 10-year vision might be too long.
• Your vision statement needs to be unique to your organization, sound like no one else’s, and stays true to what sets your organization apart
• Vision statements are set in the future tense and have a powerful action verb.
• A great company vision statement is directional. Again, we’re not there today but are moving towards our ideal future with forward momentum.
• A good vision statement is audacious. Visions are big and broad with high-reaching thoughts.
• Finally, a strong vision statement is descriptive.

40 Sample Vision Statements

Now that you have a template to help create your vision statement, we’ve put together a list of 37 of our favorite vision statement from organizations around the globe. First, we will jump into some of our favorite vision statement’s from OnStrategy client’s:

OnStrategy Clients Vision Examples

#1– Experience Kissimmee

To be the recognized leader in destination marketing by promoting Kissimmee and Central Florida’s tourism experiences to the world.

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#2– bright path labs.

Bright Path Labs’ vision is to bring our advanced manufacturing technologies to the entire pharmaceutical industry where our cutting edge and proprietary chemical production techniques can significantly contribute to solving some of today’s biggest healthcare challenges, including:

• Improving the resiliency of domestic supply chains and the affordability of medicine
• Reducing the risk of life-saving drug shortages
• Supplying increased access to medicine for underserved and overlooked patient populations.

#3– Keystone Health Care

To become the preferred provider of Emergency Medicine and Hospital Medicine services by embracing dynamic healthcare challenges and focusing on controlled growth in select markets.

#4– Patagonia

Making the best product matters for saving the home planet.

#5– Cleveland Metropolitan’s School District Engagement Division

CMSD is the number one choice in Cleveland; families enroll and remain with the District because they feel welcomed, valued, supported, and meaningfully engaged as partners in students’ success.

#6– The City of Reno

We are a thriving urban center known for our world-class colleges, vibrant culture, diverse outdoor activities, and innovative industries.

#7– City and County of San Francisco Department of Technology

We envision being a trusted leader and global example in providing innovative technology services and solutions to all CCSF agencies, the people of San Francisco and worldwide.

#8– Charlotte-Mecklenburg Police Department

We envision becoming the trusted, respected, and sought-after community partner by serving our citizens and taking care of our employees.

For-Profit Vision Examples

Serve people worldwide with the joy of expanding their life’s potential by leading the advancement of mobility and enable people everywhere in the world to improve their daily lives.

#10– Hyundai

Progress for humanity. We’re here do the right thing for humanity.

#11– Porsche

The brand for those who follow their dreams.

Providing a new space that makes life more convenient and enjoyable by realizing superlative mobility based on innovative people-oriented, eco-friendly technologies and comprehensive services.

#13– Microsoft

Microsoft’s vision statement is to help people and businesses throughout the world realize their full potential.

Lead the future of Streaming TV by creating new and familiar experiences for our viewers, amplifying bold voices, and challenging our diverse builders and creators to push the boundaries of storytelling and technology.

#15– Netflix

Becoming the best global entertainment distribution service.

#16– Verizon

We create the connections that shape the future. Verizon is transforming how people, businesses and technologies interact, setting the stage for the next Industrial Revolution.

…To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.

#18– Google

Google’s vision is to provide access to the world’s information in one click.

To create a better everyday life for the many people.

This vision goes beyond home furnishing. We want to have a positive impact on the world– from the communities where we source our raw materials to the way our products help our customers live a more sustainable life at home.

Healthcare Vision Statement Examples

#20– Renown Health

Renown Health, with our partners, will inspire better health in our communities.

#21– Blue Cross Blue Shield Minnesota

Be the customer’s first choice by reinventing ourselves and the system.

We aspire to be the premier research-intensive biopharmaceutical company in the world.

#23– Johnson & Johnson

To help people see better, connect better, live better.

#24– Mizuho

Our aim is to be a world-leading medical equipment supplier committed to meeting and exceeding the expectations of our clients.

Guided by our purpose, CVS Health® is building an entire world of health care around each and every person we serve, no matter where they are on their journey.

#26– AstraZeneca’s Vision

Driven by innovative science and our entrepreneurial culture, we are focused on the delivery of life-changing medicines that are fueling growth and contributing value to patients and society.

#27– Harvard

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.

We will be an innovative and adaptable community of educators that creates a seamless and transformative experience for all Brown students by equipping them to succeed academically, empowering them to be in community together as their authentic selves, and supporting them in developing skills for life after Brown.

#29– Stanford’s Vision

We are expanding avenues of discovery across all fields while creating new pathways for applying knowledge where it is needed in the world.

#30– 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.

#31– The University of Nevada, Reno

The University of Nevada, Reno ‘s vision is to educate and graduate the best-prepared, confident leaders for the state, national, and global community; to be a nexus for research and creativity that focuses on vital issues of our time; and to serve as a catalyst for the betterment of our society.

#32– Los Angeles Unified School District

L.A. Unified will be a progressive global leader in education, providing a dynamic and inspiring learning experience where all students graduate ready for success.

#33– Clark County School District

Our vision is for all students to graduate from high school having the knowledge, skills, attitudes, and values necessary to achieve academically, prosper economically, and contribute in a global society.

Non-Profit Vision Examples

#34– Global Fund for Children

The Global Fund for Children, envision a world where all children have the opportunity to learn, grow and thrive. This vision can be turned into reality with the help of grassroots organizations.

#35– St. Jude

To accelerate progress against catastrophic disease at a global level.

#36– Big Brothers Big Sisters of America

All youth achieve their full potential.

#37– Nevada Humane Society

Our vision is that all pets have a healthy, happy life.

#38– Boys and Girls Club of America

Provide a world-class Club Experience that assures success is within reach of every young person who enters our doors, with all members on track to graduate from high school with a plan for the future, demonstrating good character and citizenship, and living a healthy lifestyle.

#39– Habitat for Humanity

A world where everyone has a decent place to live.

#40– American Red Cross

The American Red Cross, through its strong network of volunteers, donors and partners, is always there in times of need. We aspire to turn compassion into action so that…

• …all people affected by disaster across the country and around the world receive care, shelter and hope;
• …our communities are ready and prepared for disasters;
• …everyone in our country has access to safe, lifesaving blood and blood products;
• …all members of our armed services and their families find support and comfort whenever needed; and
• …in an emergency, there are always trained individuals nearby, ready to use their Red Cross skills to save lives.

For a deep dive on Vision Statements, check out our Vision Statements post.

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