22 Examples of Vision Statements – Small Business Trends


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Helen Keller once described the most pathetic person in the world as someone “who has sight, but has no sight”. Knowing what your small business is doing isn’t enough, you need to have a vision of what you can achieve in order to realize that potential.

Identifying this potential becomes possible by devising a vision statement, which summarizes an organization’s aspirations and describes the impact it hopes to have on customers, industry or the world.



What is a vision statement?

What is a vision statement? A vision statement is an often inspiring statement of the future of an organization. A good vision statement will use emotional language and paint a picture of a company’s journey and the specific impact the group hopes to have on the world. A perfect vision statement establishes the fundamental reasons for an organization’s existence. The book Total Alignment outlines in detail why this is so important.

Why vision statements are so important to businesses

Vision statements are important to businesses for a variety of reasons. A well-crafted vision statement can highlight a company’s strategic plan in its simplest terms. A vision statement also instills a sense of belonging to all members of an organization, as well as a better understanding of a company’s common goals.

In fact, employees who have found their company’s mission statement meaningful have demonstrated impressive levels of engagement. 52% higher than employees who have not. External associates can look at a company’s vision statement to understand the purpose of the business. All of these benefits of a vision statement combined equate to one important result: growth.

How to write a business vision statement?

How to write a vision statement? Defining a company’s vision for its future in a way that inspires employees, stakeholders and customers can seem like a daunting task. How can you make a simple statement that can have such an impact on the success of an entire organization?

You can write a new vision statement with a little time, planning, and careful consideration. The following steps will help you when writing a vision statement:

1. Determine your goal and future goals.

A good vision statement should encompass the higher purpose of a business and its goals for the future. Determine what your small business goals are and incorporate them into your vision statement. What impact do you want your business to have on customers and the world? What do you want your business to achieve in the end?

2. Be bold and clear.

A vision statement is not the time to beat around the bush. Make sure your vision statement is clear and choose bold language that prompts an emotional response. Remember that words have power.

3. Be brief and sweet.

The Perfect Vision Statement is short, sweet, and to the point. Use limited descriptions and briefly summarize your goals and purpose in as few words as possible.

4. Understand that this is not a mission statement.

You don’t write a mission statement. It is essential to understand the distinct difference between mission and vision statements: time. While mission statements explain where a business is today and where it will be in the near future, a vision statement describes what it aspires to become over time.

5. Look for examples of successful businesses.

Almost every successful business has a vision statement, so there are many of the best examples of vision statements available for reference. Just search the web for vision statements from your favorite organizations and you’ll have access to all types of samples to use as a guide when writing your own.

22 Examples of Corporate Vision Statements

How do some of the most successful organizations in the world define their own vision? What do you think of their inspiring vision statements? Check out the following 22 examples of good vision statements from famous companies:

1. Ikea

Ikea’s vision statement bed, “Our vision is to create a better everyday life for many people. “

2. Linkedin

In its vision statement, LinkedIn defines what sets the company apart from other social media platforms when it said, “Creating economic opportunities for every member of the global workforce. “

3. Patagonia

Patagonia’s vision statement States: “Build the best product, do no unnecessary damage, use companies to inspire and implement solutions to the environmental crisis. “

4. Ford

Ford Motor Company’s Vision Statement said, “People are working together as a lean global company to improve people’s lives through leadership in automotive and mobility. “

5. Southwest Airlines

Southwest Vision Statement States, “To be the world’s most popular, efficient and profitable airline.”

6. Tesla

Tesla’s vision statement bed, “Create the most compelling automotive company of the 21st century by driving the global transition to electric vehicles. “

7. San Diego Zoo

San Diego Zoo vision statement says, “Become a global leader in connecting people with wildlife and conservation.

8. Nature conservation

The Nature Conservancy’s vision statement looks at the future of the business and encompasses its values: “Leave a sustainable world for future generations.

9. AT&T

AT&T Vision Statement bed, “Building a new global communications network that allows human resources to be reassigned to more complex and productive activities – within a decade.” “

10. Johnson & Johnson

Johnson & johnson uses the following vision statement: “For each person to use their unique experiences and backgrounds, together – to spark solutions that create a better, healthier world.” “

11. BBC

The BBCThe vision statement for is short and sweet: “To be the most creative organization in the world.” “

12. Ben & Jerry’s

Ben & jerry’s defines its core values ​​in the following mission statement: “Make the best ice cream, the most enjoyable way possible”.

Examples of Short Business Vision Statement

13. Feed America

Feeding America’s Short-Term Business vision statement describes the organization’s efforts: “An America Without Hunger.

14. TED

The TED organization presents global news and uses a brief vision statement: “Spreading the Ideas”.

15. Zoom

Zoom’s short vision statement bed, “Video communications empower people to accomplish more.”

16. Oxfam

Oxfam vision statement is simple and describes the company’s commitment: “A just world without poverty.

17. Whole foods

Whole Foods Inspirational Vision Statement said, “To feed people and the planet.”

Examples of longer and more detailed business vision statements

18. Disney

In its vision statement, the world’s leading entertainment company says its vision is “to be one of the world’s leading producers and suppliers of entertainment and information”.

19. Amazon

that of Amazon vision the statement shows that the company is not afraid to dream big; it reads: “Our vision is to be the most customer-centric company in the world; to build a place where people can come find and experience anything they could possibly want to buy online.

20. IBM

IBM uses a vision statement detailing its overall vision, saying, “To be the most successful and largest information technology company in the world.” Helping our clients apply technology to solve their problems. Successfully introducing this amazing technology to new customers. Important because we will continue to be the basic resource for much of what is invested in this industry.

21. McDonald’s

McDonald’s vision statement describes its values: “Moving forward quickly to generate profitable growth and become an even better McDonald’s serving more delicious food customers around the world every day. “

22. Warby Parker

Warby Parker’s vision statement confirms the company’s direction is to offer designer eyewear; this bed, “We believe buying glasses should be easy and fun. It should leave you happy and beautiful, with some cash in your pocket. We also believe that everyone has the right to see.

Tips for writing the perfect vision statement

How to describe in a few words the whole vision of your company? It is possible to create the perfect vision statement for your small business with creativity, focus and effort. The following tips for writing a vision statement should help:

  • Don’t be afraid of dream big and focus on the future of your organization. What can the company be in the years to come?
  • To choose clear and precise language. Dreaming big doesn’t necessarily mean being vague, and the perfect vision statement should be specific enough to influence future decisions. Remember that you are not talking about the past, so be sure to write the vision statement in the present tense.
  • Keep it short. The best vision statements are no longer than a sentence or two, and many of the most memorable consist of a few words.
  • Do it memorable and bring inspiration. What sets your organization apart from the competition? Be sure to highlight what makes your small business unique, and choose language that inspires members of the organization to achieve its goals.

Image: Depositphotos


About Shirley L. Kreger

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