22 Vision Statement Examples to Help You Write Your Own

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How To Write A Vision Statement: Your Go-to Guide


If you can’t answer these questions, your organization is missing a critical foundational element: a vision statement. There’s a compelling case to be made that organizations that adopt a future vision—a shared goal or objective that extends beyond financial performance—outperform their competitors. If you haven’t already defined your own company’s vision, you could be hampering forward progress, or even worse, simply moving in circles.

But it’s never too late to develop a vision statement, and we’re here to help you get started. Below, we’ve outlined six steps for how to write a vision statement—and, more importantly, what to do with your vision statement once it’s complete.

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Not to be confused with a mission statement—which describes what your company does and how it is different from other organizations in your competitive space—a vision statement clarifies the direction in which your organization is headed by stating the outcomes you expect to achieve in the near future. Essentially, a vision statement explains how your company plans to live out its mission statement. The mission is timeless, but the vision is time-bound and a bit more tangible. You’ll see the distinction in the vision statement examples later in this guide.

It is crucial for every organization, regardless of size or industry, to craft a vision statement. Why? Most importantly, because it gives employees a sense of purpose. One of the largest drivers of employee satisfaction is doing meaningful work; with a clear vision statement, employees can rally behind a shared goal that drives them every day. A well-written vision statement should excite and motivate your employees about your organization and the progress you’ll all make together in the near future.

Your vision statement should also inform your organizational strategy. It can be a very useful guide for setting goals and objectives and determining the projects you choose to engage in. It can also serve as a guidepost for decision-making at all levels, from the executive board to individual employees. Without a clear vision, decisions may not always align with the company’s higher purpose.

Finally, a vision statement can help unify your organization during times of adversity and hardship. Every organization encounters occasional periods of difficulty, and it is during these times that individuals are most likely to lose sight of that shared purpose. Having a clear and meaningful vision will keep your employees striving forward despite challenges.

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.

What are some good vision statement examples?

1. Amazon

how to write a vision statement - amazon

Also, did you notice how the brand’s core values (customer obsession, highest standards, affordability, accessibility, convenience, etc.) are skillfully woven around this vision and mission statements, particularly around Amazon’s prime theme of “customer-focused service”?

2. Apple

3. Nike

how to write a vision statement - nike

Nike’s purpose statements are strongly tied to its brand values of inspiration, innovation, leadership, distinction, among other excellent virtues, thus emphasizing its position as a leader in the sports sector.

We love how they both specially hammer on the ability of this company to turn athletes into their best versions. In fact, some of the best athletes from every sport in the world are directly under Nike sponsorship: Christiano Ronaldo, LeBron James, Kevin Durant, Rafael Nadal, and Tiger Woods, to mention just a few.

Lessons from the Nike purpose statements: keep things concise and precise. Let these brand statements complement each other and weave them around your organization’s core values.

4. PayPal

how to write a vision statement - paypal

Consistency in belief and action toward their vision and mission statements has put PayPal in an enviable position among its peers. A 2021 ranking (the latest) by Forbes lists PayPal among the 10 best payment gateways of 2021 and tags the company as “unmatched by other payment platforms”.

5. Facebook

The social networking giant focuses on making its social platform an important part of community development, efficiently aligning this vision/mission to its fundamental values of empowering people, enabling community building, and connecting the world.

How to write a vision statement in 5 simple steps

Writing your company’s vision statement can seem like a daunting or tiring task – in fact, it can be. It will be communicated to every member of your organization and other external stakeholders, and it will greatly impact the trajectory and ultimate success of your business.

A vision statement takes time and effort to write. When it is properly written, effectively communicated, and efficiently maintained, it provides the motivation and the pathway your company needs to meet its goals.

1. Decide who writes your vision statement

When you’re starting out, chances are that you and your partners will be responsible for writing the vision statement of your company. Immediately you begin hiring, you may have to ask managers and other staff members to contribute more insights.

2. Project your future goals

Visualize your company five, ten or more years in the future. The future results you picture (your vision for the future, your breakthrough as an organization) should be properly represented in your company’s vision statement.

3. Specific, please

A vision statement works the best when it is particular and describes a future desired outcome that can be provided by your company only. A dull vision will only produce similar results.

4. Keep it short and simple

Just enough to summarize the primary, ultimate desired future of your organization, capturing the core of this end goal. The key is to keep it concise, clear, and to-the-point. The best way to do that is by jotting down all your ideas, and then narrowing things down to the essentials.

The best vision statement examples often highlight just one or two key points, making it easy to understand and fulfill. Avoid technical jargons, and try to use the present tense.

5. Revisit and update as needed

Since it is an organization’s future desired goal, a vision statement will always be attained someday. It is dynamic in nature, not static – think of it like a living, breathing document!



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