17 Noteworthy Vision Statement Examples (+Bonus Template) (2023)

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? According toa January 2022 surveyby Gartner, 52% of surveyed employees said the pandemic made them question the purpose of their day-to-day job. 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:

  • Why do you need a good vision statement?
  • What is a vision statement?
  • Mission vs vision statement: What's the difference?
  • How to write a company vision statement example
  • Quick tips to create your own memorable vision
  • 17 vision statement examples from top companies across the globe
  • Vision statement template and more inspirational resources

17 Noteworthy Vision Statement Examples (+Bonus Template) (1)

Why do you need a good vision statement?

Do you think a 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’swhyhe 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 clear, simple 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 your why 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 thestrategic planning process.

Vision statements have a directional role, meaning they guide the organization’s plans and strategies. In other words, vision is 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.

Bottom line is thatpeople follow leaders with vision. 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.

(Video) Boost user retention with behavioral insights (Google I/O '17)

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 the first step in building a highly-effective business strategic plan.

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.

Mission vs Vision Statement: What's the Difference?

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 vision for mission might just stop your organization from achieving its true growth potential.

17 Noteworthy Vision Statement Examples (+Bonus Template) (2)

Let’s settle this battle once and for all:

  • Avision statementisa long-term, idealistic state of the FUTUREthat doesn’t exist yet. It’s an inspiring, rallying cry that invites everyone who believes in it to contribute and become a part of it.
  • A company'smission statementishow the company chooses to pursue its vision.It is more specific and relates directly to the company’s products and services.

Let’s take a look at a few examples to illustrate the difference:

Vision statement example:

HYBE’s vision:“To be the world’s top music-based entertainment lifestyle platform company.”

Mission statement example:

Google’s mission statement:“Our mission is to organize the world’s information and make it universally accessible and useful.”

Walt Disney’s mission:“The mission of The Walt Disney Company is to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world’s premier entertainment company.”

(Video) What Is Bonus Share With Example | Bonus Shares ExplainedPart 1 By CA Rachana Ranade

So, let’s repeat the key difference. A vision statement is a definition of a company’s future, while a mission statement represents a roadmap that tells what the company will do to achieve its vision.

How to Write a Company Vision Statement Example

Here at Cascade, we've come across a LOT of vision statements while working with clients 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 outlineda step-by-step processthat will help you craft an effective vision statement.

You can check a complete guide here, but here’s a short recap of each step:

Step 1 - The outcome

Start by being exceptionally clear about what it is your organization actually does. Be careful to remain outcome-focused rather than output-focused.

Step 2 - The twist

What’s your unique selling point? Make sure to include it in your vision statement.

Step 3 - The quantification

One of the common problems with a vision statement is 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 specific metrics at this stage.

You might want to refine your target audience or target market, but avoid adding financial projections or any numbers.

Step 4 - The human connection

One final trick you can apply to help make your vision 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 using our vision statement formula!

Vision Statement Example:

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? I sure did. And that’s the whole point. Your vision should be imaginable and desirable like the one above.

17 Noteworthy Vision Statement Examples (+Bonus Template) (3)

Tips for Creating your Vision Statement

Here are a few things you should consider when start writing down your company’s vision statement:

(Video) Space Oddity

  1. They should beshort- max 2 sentences
  2. They need to bespecificto your business and describe a unique outcome that only you can provide.
  3. Use present tense
  4. Keep itsimpleenough for people both inside and outside your organization to understand. No technical jargon, buzzwords, or metaphors.
  5. It should beambitiousenough to be exciting but not too ambitious that it seems unachievable. Here at Cascade, we recommend thinking 5 years into the future.
  6. Vision needs to align with the company core values that you want your people to exhibit as they perform their work.

Following these tips and best practices should give you a solid starting point for creating a vision statement.

17 Vision Statement Examples From Top Companies

There are many good 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 thecreation processof these vision statements than meets the eye.

Let’s look at some popular company vision examples:


Microsoft is one of the most well-known technology companies in the world. Their vision is to help people and businesses throughout the world realize their full potential.


This e-commerce giant’s vision is to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.


Tesla’s vision is to create the most compelling car company of the 21st century by driving the world's transition to electric vehicles. Their mission is to accelerate the world's transition to sustainable energy.


This world’s largest furniture retailer’s vision is to create a better everyday life for many people.


Patagoniastands out among companies for consistently aligning its actions with its mission and values. 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.


LinkedIn’s vision statement is “Create economic opportunity for every member of the global workforce,” and their mission statement is “connect the world’s professionals to make them more productive and successful.”


There is no official release of Starbucks' vision statement, but here's one example of what it could look like: “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow."

For inspiration, we are also adding their official mission statement: “To inspire and nurture the human spirit - one person, one cup, and one neighborhood at a time.”


Disney's vision statement is “to be one of the world's leading producers and providers of entertainment and information.”


Nike’s vision is “To bring inspiration and innovation to every athlete in the world.”


This multinational fast food chain’s vision statement is “to be the world's best quick service restaurant experience,” and its mission statement is “to make delicious feel-good moments easy for everyone.”

(Video) Top 10 C# Best Practices (plus bonuses)

Coca Cola

Coca-Cola’s vision is to craft the brands and choice of drinks that people love, to refresh them in body & spirit.


Netflix’s vision is “to become the world's leading streaming entertainment service.”


Zoom’s vision is “Video communications empowering people to accomplish more.”Yikes. It could definitely be more memorable and inspiring, right?

Warby Parker

Warby Parker’s vision is to be one of the most impactful brands in the world by inspiring the next generations of entrepreneurs and consumers to transform the eyewear and eyecare industry through design and innovation.


Oxfam is a global organization with a vision of a world that is just and sustainable.

Southwest Airlines

Their vision is “To be the world's most loved, most efficient, and most profitable airline.”


Astellas’s vision is to be on the forefront of healthcare change to run innovative science into VALUE for patients.


This global automotive supplier’s vision is to accelerate profitable growth and enhance our technology offer to become a leader in sustainable mobility and smart life on board. Its mission is to create and deliver high-quality and innovative products which comply with legal constraints and customer's quality requirements.

In this example above, the difference between vision and mission is obvious.

17 Noteworthy Vision Statement Examples (+Bonus Template) (4)

Vision statement template and resources

Feeling inspired to create a good vision statement for your business?

Here’s our collection of resources that will help you to create one:

  • Need a bit more inspiration? Download our carefully curated collection of 100 world’s best vision statements sorted by various industries, including:
    • Retail vision statement examples
    • Healthcare & Pharmaceuticals vision statement examples
    • Food & Beverages vision statement examples
    • Automotive vision statement examples
    • Vision statement examples for Financial Services
    • Manufacturing vision statement examples
    • Airlines, Aerospace & Defense vision statement examples
  • Want to start working on your own vision statement? Look no further and download our vision statement toolkit that includes all resources you need to create an inspiring vision statement. Inside you’ll also finda vision statement templateand a special workbook we’re using with our clients to align their vision with company values and company strategic goals.

Or read this in-depth guide onhow to write a vision statementwithextra tips, best practices, and formulas.

17 Noteworthy Vision Statement Examples (+Bonus Template) (5)

(Video) Converging Fury | Critical Role | Campaign 2, Episode 27

Turn company vision into reality

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 to spread ideas and make a difference in the world. However, even the greatest vision means nothing without execution.

Do you want to learn how to bridge the gap between vision and execution? Start today for free with the#1 strategy execution platformand get your team moving toward your vision.


What is a good example of a vision statement? ›

A good example of this is the nonprofit Oxfam. Oxfam's vision statement is 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.” This is a very future-oriented goal.

How do you write a powerful vision statement? ›

5 Tips for Writing a Vision Statement
  1. Outline the basics. Start your process by answering some important questions about your company:What is your company's mission? ...
  2. Speak to your employees. One of the primary goals of your vision statement is motivating your team. ...
  3. Be ambitious. ...
  4. Keep it short. ...
  5. Make it unique.
Oct 21, 2021

What is a good strategic vision statement? ›

A strategic vision statement supports the mission statement, but is more tangible. It describes an achievable future state of an organization—exact timelines may vary, but typically range from three to 10 years. This statement should help you and your employees visualize where the organization is headed.

What is a strong vision statement? ›

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.

What are the 3 parts of a vision statement? ›

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.

What 5 things make for an effective vision statement? ›

  • Brevity. A good vision statement is succinct, which makes it easy for managers and leaders to communicate and employees to remember. ...
  • Clarity. ...
  • Abstract and Challenging. ...
  • States the Organization's Purpose. ...
  • Future Focused. ...
  • Sets a Desirable Goal. ...
  • Matches the Organization's Success Measures.
Jan 12, 2011

What are the 5 main characteristics of a vision? ›

What are the main characteristics of a vision? Research on visionary leader- ship suggests that visions have five characteristics: a picture, a change, values, a map, and a challenge (Nanus, 1992; Zaccaro & Banks, 2001).

What is leader vision examples? ›

Examples of a Leadership Vision Statement

I will help my organization grow and achieve its goals. To develop a good relationship with my team members and encourage them to achieve their full potential. Using communication, positivity and empathy, I will ensure the work environment is effective and enjoyable.

How do you make a vision statement step by step? ›

5 Steps to creating your Strategic Vision Statement
  1. No more than two sentences and keep it under 30 words.
  2. Keep it simple and digestible.
  3. Avoid metrics – these don't belong in your Vision.
  4. Be specific in your wording and your make it relevant to your market.
  5. Make it inspiring and ambitious.

What is a vision statement in simple words? ›

A vision statement is a written document that describes where an organization is going and what it will look like when it gets there. The length of a business vision statement is not generally a consideration.

What is Tesla's vision statement? ›

Tesla's vision is to “create the most compelling car company of the 21st century by driving the world's transition to electric vehicles,” while its mission is “to accelerate the advent of sustainable transport by bringing compelling mass-market electric cars to market as soon as possible.” Tesla used a transitional ...

What is a good vision for a team? ›

A good vision statement should challenge your team to reach for a goal. However, that goal should be attainable and align with the company's goals. It should relate to what your team does and push them to do it better.

What is a leadership vision statement? ›

A leadership vision statement sets the direction and goals for a team. It is a concise and inspirational statement of your purpose. A leadership vision statement should be achievable, relevant, and inspiring. In other words, a leadership vision statement should be clear and concise, focusing on the why and not the how.

What is strategic vision? ›

A strategic vision delineates management's aspirations for the company's future, providing a panoramic view of “where we are going” and a convincing rationale for why this makes good business sense.

What is an example of a mission and vision statement? ›

Mission statement: We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience. Vision statement: To be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online.

What are the six characteristics of an effective vision? ›

Feasible: Comprises realistic, attainable goals. Focused: Is clear enough to provide guidance in decision making. Flexible: Is general enough to allow individual initiative and alternative responses in light of changing conditions. Communicable: Is easy to communicate; can be successfully explained within five minutes.

What are the 6 stages of vision? ›

What are the main stages of visual perception?
  • Reception.
  • Transduction.
  • Transmission.
  • Selection.
  • Organization.
  • Interpretation.
Oct 25, 2021

What makes a vision successful? ›

Having a vision places a purpose upon your goal-setting activities. Without an end goal or destination in mind, then you won't have a clear or defined path. Vision provides this. To achieve your vision or goal, you can start by setting small, attainable goals as stepping stones.

What is a vision statement for employees? ›

What is a vision statement? A vision statement clearly and succinctly describes where your company wants to see itself in the future. They should be inspirational, serving as a guidepost for how organizations make decisions 一 especially in challenging times.

How do you brainstorm a vision statement? ›

Write Vision Statement

Lead the group to sum up the vision in a statement of one to two sentences. The vision should begin with the phrase "We want to become" or "Our vision is to be." Brainstorm specific words that should be in the vision statement and that inspire the goals discussed in the vision.

What is an example of vision of an organization? ›

IKEA. “Our vision is to create a better everyday life for many people.” That's aspirational, short and to the point. More than that, it sets the tone for the company and makes it clear that they're in the market to offer low-priced good furnishings that suit everyone's lifestyle.

What is Amazon vision statement? ›

Amazon Vision Statement

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.

What is Walmart's vision statement? ›

We aim to build a better world — helping people live better and renew the planet while building thriving, resilient communities. For us, this means working to create opportunity, build a more sustainable future, advance diversity, equity and inclusion and bring communities closer together.

What is Uber's vision statement? ›

3. Uber's Vision Statement. Uber's vision statement is "Transportation as reliable as running water, everywhere for everyone." .

What's the best vision a leader can have? ›

True leaders have a vision, that is, they have a potential to view the present as it is and to invent a future culminating out of the present. A leader with a vision can foresee the future and can remain in the present. A vision is an end towards which leader can spend and direct his energy and resources.

What is a short vision statement? ›

A vision statement is a business document that states the current and future objectives of an organization. A company's vision must align with its mission, strategic planning, culture, and core values.

What is Nike's vision statement? ›

Nike Vision Statement

We see a world where everybody is an athlete — united in the joy of movement. Driven by our passion for sport and our instinct for innovation, we aim to bring inspiration to every athlete in the world and to make sport a daily habit.

What is a professional leadership vision statement examples? ›

Our vision is to create a team where every individual has the opportunity to reach their full potential through innovative and inclusive leadership.” The example is a leadership vision statement that focuses on creating a world where everyone has the opportunity to reach their full potential.

What are the best leadership vision statements? ›

Examples of a Leadership Vision Statement

I will help my organization grow and achieve its goals. To develop a good relationship with my team members and encourage them to achieve their full potential. Using communication, positivity and empathy, I will ensure the work environment is effective and enjoyable.

What is Amazon's vision statement? ›

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

What is Starbucks vision statement? ›

To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

What is Coca Cola's vision statement? ›

Our vision is to craft the brands and choice of drinks that people love, to refresh them in body & spirit. And done in ways that create a more sustainable business and better shared future that makes a difference in people's lives, communities and our planet.


2. The Threat Between the Walls | Critical Role | Campaign 3, Episode 5
(Critical Role)
3. The Power of Your Subconscious Mind (1963) by Joseph Murphy
(Master Key Society)
4. What is GD&T? | GD&T symbols Explained with Example | for Beginners Understanding | Subscribe Us
(Techmentool Consultants)
5. 32 Colors at the Same Time! | PICO-8
(Lazy Devs)
6. BEAUTYCOUNTER CONSULTANTS SHOULD BE WORRIED | Products sold in Ulta, why have consultants? #ANTIMLM
(Hannah Alonzo)
Top Articles
Latest Posts
Article information

Author: Rev. Porsche Oberbrunner

Last Updated: 01/02/2023

Views: 5715

Rating: 4.2 / 5 (53 voted)

Reviews: 84% of readers found this page helpful

Author information

Name: Rev. Porsche Oberbrunner

Birthday: 1994-06-25

Address: Suite 153 582 Lubowitz Walks, Port Alfredoborough, IN 72879-2838

Phone: +128413562823324

Job: IT Strategist

Hobby: Video gaming, Basketball, Web surfing, Book restoration, Jogging, Shooting, Fishing

Introduction: My name is Rev. Porsche Oberbrunner, I am a zany, graceful, talented, witty, determined, shiny, enchanting person who loves writing and wants to share my knowledge and understanding with you.