A vision statement is a forward-looking statement created by a company to articulate its long-term objectives. A compelling vision statement not only motivates employees but also guides the collective efforts of an organization. An inspiring vision statement has the power to engage both employees and customers, encouraging their commitment to the company’s pursuit of its overarching goals. When employees are inspired, they, in turn, inspire customers, creating a ripple effect that fosters a business’s journey towards transforming its vision into reality.
The bottom line? Your vision statement holds significance when launching a business.
Moving forward, explore a range of vision statement examples and strategies to ignite inspiration for crafting a vision statement tailored to your business.
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What is a vision statement?
A vision statement offers a concise overview of a company’s long-term objectives. Typically ambitious, it articulates how the company intends to make a meaningful impact in the world. Consider it a roadmap for decision-making that aligns with your company’s philosophy and goals.
A well-crafted vision statement serves several purposes:
- Inspires teams and maintains their focus.
- Establishes connections with customers in specific markets.
- Facilitates informed decision-making.
- Attracts top-tier talent.
A vision statement is often coupled with a mission statement to provide guidance in planning. It doesn’t have a predetermined length—you can create a concise one-sentence statement or elaborate with a three-page document outlining the company’s future.
The ultimate objective of a vision statement is to distinguish your company from competitors and channel efforts toward accomplishing your goals.
Distinction between Vision Statement and Mission Statement:
Both a vision statement and a mission statement encapsulate a company’s purposes, objectives, and fundamental values. While they share similarities and are frequently interchanged, certain differences set them apart:
| Vision Statement | Mission Statement |
| Focused on long-term goals (at least five to 10 years in the future) | Focuses on short-term objectives |
| Is inspiring | Details who, what, where, why, how you’re going to achieve those objectives. |
| Connects with customers on issues they care about | Action-oriented |
| Describes what you want the world to look like or how you’d like to affect a certain group of people as a result of your mission | The roadmap to help you achieve your vision |
21 Examples of Vision Statements
Your company’s vision statement is a unique expression of its future goals. Examining how well-known brands articulate their aspirations can be valuable. Here are 21 diverse examples:
1. Tesla
• Vision: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.
Tesla’s objective centers on revolutionizing the automotive industry through the adoption of sustainable energy to power vehicles. This ambitious goal served as a driving force, inspiring Tesla to develop one of the most advanced and superior car batteries in existence.
2. Abysse
• Vision: Produce less, produce well.
Abysse is a brand specializing in swimwear that upholds a dedication to sustainability and quality, fostering a reverence and connection with nature. The brand adheres to stringent standards in its manufacturing processes, emphasizing the use of conscientious materials and practices, as well as integration with the local community where its headquarters are located in Tahiti.
3. Amazon
• Vision: 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.
This statement conveys Amazon’s commitment to offering customers anything they might desire. The company’s objective is to achieve such expansiveness that every Amazon customer finds everything they need, eliminating the need to shop elsewhere. This ambition has propelled Amazon to become the dominant force in the global e-commerce market.
4. United By Blue
• Vision: A world without waste.
United By Blue, a brand committed to sustainable goods, exemplifies environmental consciousness through its vision statement. For each product purchased, the brand actively removes one pound of trash from the world’s waterways as part of its initiative to uphold its vision.
5. Warby Parker
• Vision: 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.
Warby Parker embarked on a visionary journey to revolutionize eyewear by leveraging social media. Utilizing these platforms, the brand promoted its products and highlighted the importance of eyeglasses and exams for individuals lacking access to such services.
The vision statement of Warby Parker reflects its conviction that the eyeglass shopping experience should be accessible and affordable, advocating for universal vision. In alignment with this vision, the brand initiated the “buy a pair, give a pair” program, ensuring that for every pair of glasses purchased, eye exams and glasses are provided to those otherwise unable to access them.
6. SEPTEMBER
• Vision: To be every woman’s first choice for confident and comfortable swimwear.
While Abysse focuses on conscious initiatives, SEPTEMBER envisions its swimwear brand as approachable, comfortable, and the preferred choice for women. The brand aims to offer timeless designs catering to diverse body shapes and sizes.
7. Disney
• Vision: To be one of the world’s leading producers and providers of entertainment and information.
Disney’s statement affirms its objective to be the go-to destination for content. The vision statement is straightforward and offers the company the necessary guidance.
In pursuit of this goal, Disney encompasses news and entertainment content creators such as ESPN, ABC News, FOX News, and Marvel within its portfolio.
8. RAEN
• Vision: To create essential modern classics while constantly evolving and being inventive.
RAEN is a sunglasses brand with a vision of creating products that strike the perfect balance of innovation and timelessness. It constantly tries new designs with high-quality materials, including optics manufactured by Zeiss. Every piece is made by hand and intended to deliver comfort, style, and durability.
9. Coca-Cola
• Vision: To craft the brands and choice of drinks that people love.
Coca-Cola has crafted a vision statement with global appeal, and indeed, it has evolved into the premier soft drink brand worldwide. With a footprint in over 200 countries, it oversees a portfolio of more than 200 brands, including Vitaminwater, Fanta, Honest Tea, and AdeS soy-based beverages.
10. Rhythm
• Vision: To pave our own way as a leading alternative surf, swim and lifestyle brand in a market dominated by large commercial surf brands.
Rhythm creates surf, swim, and streetwear for fashion-minded people who live at the beach and love to enjoy the ocean. Though this market is already saturated with brands like Billabong and Roxy, Rhythm had a specific vision to create its own distinctive identity with unique products.
11. Nike
• Vision: Do everything possible to expand human potential.
Nike’s vision statement shows its commitment to making people better. It invests in scientific and technological advances in gear and clothing. It also has programs supporting sustainability and inclusivity, and bringing awareness to social issues.
12. Kotn
• Vision: To create a world of timeless designs that honor the people who make them and the places they’re made.
Apparel brand Kotn is on a mission to change the way things are made in ways that are better for the planet and for people. Its first item? A classic t-shirt. Since then, Rami Helali has grown this vision into a certified B Corporation voted Best for the World, with the fourth-highest B Impact Score of apparel brands in North America. It actively invests in job creation, infrastructure, systems, and education to alleviate poverty and create growth for the communities in which it operates.
13. Nordstrom
• Vision: To serve our customers better, to always be relevant in their lives, and to form lifelong relationships.
Nordstrom’s statement centers on serving its customers for a lifetime. Its vision shows the company values its customers first and foremost and believes in high-quality service and constant improvement for the sake of those customers.
14. Nude by Nature
• Vision: In a world where everyone is striving for good—good food, good health, a good night’s sleep—make-up should be good for us too.
Australia-based cosmetics brand Nude by Nature doesn’t believe we should stop short of our commitment to clean, good-for-you ingredients when it comes to makeup. Just like health-conscious people are mindful of what they eat and do, they should be equally concerned about the ingredients in the products they put on their skin. Nude by Nature’s products are safe and clean, supporting its vision.
15. IKEA
• Vision: To create a better everyday life for the many people.
IKEA’s statement shows its focus is the betterment of everyone’s life. As a company, it uses this vision statement to direct its ethics and what it calls the IKEA point of view.
16. Dirty Labs
• Vision: To make conventional, petroleum-based cleaning obsolete by using advanced bio renewable alternatives.
Laundry care brand Dirty Labs was created by scientists who saw a need to go against the status quo when it comes to detergent. When they set out to formulate their own laundry cleaner, most other brands sold petrochemical-based cleaners.
17. Southwest Airlines
• Vision: To be the world’s most loved, most efficient, and most profitable airline.
Southwest’s vision statement makes it obvious that it wants to be a different kind of airline. While other airlines marketed themselves as exclusive and luxurious, Southwest promoted a company culture of love and acceptance. It even debuted with a love-themed marketing campaign and chose LUV as its stock market ticker symbol.
18. Rowan
• Vision: To transform the pet coat-care industry with products using safe, premium-sourced ingredients.
Rowan makes and sells products to keep pets’ coats clean, fresh, and healthy. Free of toxic ingredients, Rowan’s founders saw a gap in the market, as most pet care products used cheap, ineffective, or potentially harmful ingredients. They worked with certified veterinarians to create a safe and effective product line.
19. Patagonia
• Vision: To use all of its resources to defend life on Earth.
Patagonia’s vision statement shows it’s in it for the long haul in protecting the Earth. It even commits “all of its resources” to the cause. Patagonia makes it clear our well-being is directly connected to that of the planet.
You can see Patagonia’s commitment to this vision statement by the 1% tax it imposes on itself. The brand takes 1% of all sales and donates it to environmental nonprofits. It also actively supports environmental activists.
20. Chubbies
• Vision: To create the most well-rounded, custom-built-for-the-weekend apparel on the planet and, not only that, a brand built by, and for, our community and 100% centered on that Friday at 5 pm feeling.
Chubbies coined its “Friday at 5pm feeling” through distinctive branding, while taking advantage of a gap in the market for men’s shorts. Its vision involves creating a relatable menswear brand that strikes the perfect balance between business and fun, without going too far to either end of the spectrum. It’s built a sizeable customer base and tons of brand recognition.
21. Microsoft
• Vision: To help people and businesses throughout the world realize their full potential.
Microsoft’s inspiring vision statement seeks to support people. You can see its intention isn’t about business, it’s about people and giving those people the tools to be their best selves.
With this aim, Microsoft has numerous initiatives. It’s a big supporter of inclusivity, diversity, environmental issues, and corporate responsibility. And to put its money where its mouth is, it offers free health care to all employees, including vision and dental.
Key Components of a Vision Statement:
- Aimed at the future
- Shows ambition
- Defines your direction
- Reflects company values
- Inspires customers
How to Write a Vision Statement:
- Identify your goals: Set long-term, inspiring goals aligned with your values.
- Demonstrate your purpose: Clearly show your commitment to achieving the outlined goals.
- Get feedback: Seek opinions from employees, friends, and your audience to refine your vision.
- Provide a specific vision: Be specific about what you want to achieve, allowing for adjustments as your business grows.
Crafting a compelling vision statement is essential for guiding your business towards long-term success, inspiring both your team and customers. Use the provided tips and examples to create a vision statement that aligns with your company’s values and aspirations.
