Here's a good quote to keep in mind when deciding on your company’s vision statement:
“If you are working on something that you really care about, you don’t have to be pushed. The vision pulls you.”- Steve Jobs
The ideal vision statement should not be something you force, but something that means something to you and your company. It goes beyond profit margins and extra pennies—it is the very core of your company.
An article by Forbes sums up vision statements with quotes from the CEOs of companies like Starbucks and Apple by explaining that while vision statements may seem like a few sentences that do not matter, having these sentences set in the stone acts as the very foundation of your company.
We're not robots and knowing what inspires the product we create or buy can change everything—even profit margins.
What Is A Vision Statement?
A vision statement is a simple sentence or two that encompasses what a company’s primary objectives are and what the company stands for. It acts as a foundation to base every future decision so that the company’s core values are honored as time goes on.
A good vision statement can bring inspiration in tough times, set standards for high-quality products, and instills individual pride in your company.
15 Truly Inspiring Vision Statement Examples From The World’s Best Companies
To help you create your own great vision statement and understand your company’s mission, I've created a list of vision statement examples from some of the world's most successful, well-known companies.
1. Amazon’s Vision Statement
Amazon’s vision statement is "To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online."
- Problem: The problem at hand is the cumbersome process of customers having to discover, buy, and receive their products online slowly.
- Vision: Amazon’s vision statement is ‘To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.’
- Mission: Amazon’s statement focuses on delivering the lowest possible prices, the best available selection, and the utmost convenience to all of their customers, making online purchases a smooth and easy process.
- Principles: Some of Amazon’s principles include focusing on the needs of their customer over everything else, constantly inventing and simplifying processes, thinking big, being self-critical, hiring the best employees, being frugal, earning the trust of their customers, taking risks, having the backbone to disagree with someone, and always delivering the best results.
In essence, Amazon strives to make money online by serving customers with the most affordable product while also keeping quality and service in mind. When you think of Amazon, you think of quick service, a wide variety of products, and a dependable customer support line.
Robust systems that keep employees on the go have helped Amazon become the e-commerce giant it is today.
2. SpaceX’s Vision Statement
Space X’s vision statement is "to advance the future."
- Problem: Space travel has been half-heartedly pursued for years without enough resources and passion backing the advancement of space exploration. If our planet were to become inhospitable, our sole hope would lie in space travel which makes pursuing it a necessity.
- Vision: SpaceX was founded with the belief that a future where humanity is out exploring the stars is fundamentally more exciting than one where we are not.
- Mission: The mission behind SpaceX’s creation is to revolutionize space technology by manufacturing and launching advanced rockets and spacecraft that can move faster, better, and more efficiently.
- Principles: SpaceX’s vision statement is reflected in everything they do with their core principles revolving around doing the impossible, constantly innovating, and moving quickly when a new idea comes up. SpaceX company spirit pushes its employees to stay ahead of the curve and on the move so that they do not ever make the mistake of slowing down and missing an opportunity.
SpaceX believes in fling the gaps that other companies have left behind. This means they endeavor to research, innovate, create, and do the impossible at every turn.
3. Uber’s Vision Statement
Uber’s vision statement is "Transportation as reliable as running water, everywhere for everyone."
- .Problem: Grabbing a cab or getting a lift in the middle of the night is not as easy, straight-forward, and affordable as it should be. You should be able to have a vehicle ready no matter when or where.
- Vision: Uber’s vision statement is ‘Transportation as reliable as running water, everywhere for everyone’
- Mission: Uber focuses on making transportation a simple process by giving people easy access to a vehicle. The main goal for the company is to provide affordable, safe, and reliable transport that also creates job opportunities and a dependable income for drivers.
- Principles: Uber focuses on its customers with every decision that they make. It is all about creating brand loyalty even if that means putting in extra work hours and making short-term sacrifices so that the customer is as happy as possible.
Uber’s vision statement is extremely customer-centric which is why you will notice a lot of company decisions that are made are based on how the customer would receive them.
4. Apple’s Vision Statement
Apple’s vision statement is "We believe that we are on the face of the earth to make great products and that’s not changing."
- Problem: Computers are ugly, bulky, and difficult to use for the ordinary man. Most computers do not have any aesthetic appeal and are only really capable of completing the task without delivering anything but the bare minimum.
- Vision: Apple’s vision statement is “We believe that we are on the face of the earth to make great products and that’s not changing. “ Apple as a company has always strived to make the simplest product a masterpiece.
- Mission: Apple’s primary mission has always been to make bulky technology sexier, sleeker, and easier to use. Computers used to be reserved for work desks but Apple brought them home.
- Principles: Apple’s core values come from their mission statement. They strive to be the frontrunner in new tech and to constantly create better solutions for existing problems by continuing their learning process. Privacy, diversity, and accessibility are values they keep in mind when creating a new product.
Apple’s vision statement is very clearly depicted in its work. They strive to create the best technology available for the foreseeable future without ever letting the word ‘average’ get in the way.
5. Microsoft’s Vision Statement
Microsoft’s vision statement is "To help people and businesses throughout the world realize their full potential."
- Problem: Computers are unnecessarily complex and unaffordably expensive making them unsuitable for the average person.
- Vision: Microsoft’s corporate vision is to “to help people and businesses throughout the world realize their full potential.”
- Mission: Microsoft strives to make the technology that used to only be available to big corporations easily accessible to everyone.
- Principles: Some of the principles Microsoft keeps in mind when making internal decisions are diversity, inclusion, innovation, and social responsibility.
Microsoft’s products have always reflected the company’s vision statement through affordable, trustworthy, accessible, and easy-to-understand technology
6. Google’s Vision Statement
Google’s vision statement is "To provide access to the world’s information in one click."
- Problem: It is hard to access basic information when you need it the most. You do not want to have to visit the library every time you have a simple question.
- Vision: Google’s vision is to provide access to the world’s information in one click.
- Mission: The search engine’s mission has always been to provide the best information possible as easily as possible to anyone who needs it at any time.
- Principles: Some of the principles Google follows when making internal decisions include focusing on the user and doing one thing at a time really well. Fast, accessible, and thorough answers for every query is their final aim.
Google’s vision statement manifests itself into every easy search you make every day- quick and straightforward answers to life’s simple questions.
7. Tesla’s Vision Statement
Tesla’s vision statement is "To create the most compelling car company of the 21st century by driving the world's transition to electric vehicles."
- Problem: Using petrol or gas to power cars is causing an unsustainable amount of damage to the planet.
- Vision: Tesla’s vision is to become the most well-known car company of the 21st century by aiding the move to electric cars that use sustainable energy instead of resources that pollute our planet and are already in short supply.
- Mission: To create electric cars that do not compromise on the speed, driving range, and costs. Electric cars have always been the second choice for most people since it does not have the same flexibility and options as gas-powered vehicles do.
- Principles: Tesla’s primary aim is to create great cars while also being socially responsible towards humanity and the environment. Constantly striving to be better and always doing your best are the core values that help make any internal decision.
To date, cars have been created without giving a second thought towards the effects on our environment. Tesla acts as a great mission and vision statement example because it reemphasizes that you do not need to make evil decisions to make money- Tesla is proof.
8. American Express’s Vision Statement
American Express’ vision statement is "To provide the world's best customer experience every day."
- Problem: Banks often provide only what they need to without differentiating services for their customers.
- Vision: American Express’s primary aim is to become essential to its customers by providing differentiated services that will help them achieve their aspirations.
- Mission: To create a personalized banking experience for customers that ordinarily have to deal with sub-par financial services. American Express focuses on personalizing every aspect of your finances so you can make your money your own.
- Principles: American Express focuses on having the best customer support possible and creating banking experiences that customers remember fondly. The focus is to make banking enjoyable rather than the cold routine that it is normally associated with.
American Express is a good mission statement example for business services because they bring to light what a lot of businesses tend to forget- even the most mechanical jobs can be personalized, remembered, and made great.
IKEA’s vision statement is "To create a better everyday life for the many people."
- Problem: Furniture can be expensive, heavy, and hard to maintain.
- Vision: IKEA’s goal is to ‘create a better everyday life for the many people.’
- Mission: To fulfill people’s needs and keep their preferences in mind while also delivering it with a low price tag.
- Principles: Simplicity, cost-consciousness, diversity, teamwork, leadership, and responsibility are the core values that guide the internal decisions of IKEA as a brand.
IKEA succeeded where other brands failed because they focused on the majority of the market that could not afford fancy, antique furniture rather than the minority that could. Furniture used to be so expensive that new house owners would buy it second-hand, IKEA makes furniture that suits the many, not the few.
McDonald’s vision statement is "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."
- Problem: Grabbing a bite to eat was always an event in itself. No one could walk into a restaurant and get their food immediately and walk out.
- Vision: McDonald’s current vision statement is “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.”
- Mission: McDonald’s primary mission is to be the customer’s favorite place and way to eat and drink.
- Principles: Keeping what the customer wants at the core of every decision is what McDonald’s has done to remain the most frequented fast food joint.
Fast and easy meals that can be eaten on the go is what made McDonald’s famous. The company focuses on giving customers everything an ordinary restaurant does at half the price, in half the time, and in packaging that can be eaten in and out of the restaurant. This vision statement is centered around economic opportunity—and the results speak for themselves.
Starbucks’ vision statement is "To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow."
- Problem: Grabbing a coffee was always something people did in a rush. They never took the time to sit down and hang out.
- Vision: Starbucks’ vision is “to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”
- Mission: To “inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.” This statement reflects what the company has done to become the most successful coffee chain available. They turned ‘getting a coffee’ into an experience. Now when you want to have a meeting or catch up with a friend, you think of a coffee shop- Starbucks created that.
- Principles: Making the simplest of products a premium item, and delivering the best cup of joe the world has to offer is the basis of every internal decision.
Starbucks has always treated a simple cup of coffee as a way to relax, have a meeting, or catch up with a friend and because they believed in that idea, that is how the world started to see Starbucks too. They have blended the idea of selling coffee with the idea of fulfilling humanity’s basic needs for connection and nurturing.
12. Southwest Air
Southwest Air’s vision statement is "To be the world's most loved, most efficient, and most profitable airline."
- Problem: Airlines are normally thought of as being cold and mechanical companies that are only out to make money.
- Vision: Southwest airlines’ vision is to be the world's most loved, most efficient, and most profitable airline.
- Mission: The primary aim of the airline is to help people get connected through low-cost, efficient, and friendly air travel.
- Principles: Pride, integrity, and humility are instilled in every new employee that Southwest takes on and it is how they present themselves. Efficiency, discipline, and excellence are the values the company uses to succeed.
Southwest airlines’ vision manifests itself in how they treat customers—the highest quality of customer service. A sense of warmth, friendliness and a customer-first attitude is what put Southwest on the map. While most airlines simply provided the best services possible, Southwest did it with a smile.
13. Feeding America
Feeding America’s vision statement is "To keep America hunger-free."
- Problem: The lack of food being provided to America’s poor and the terrible hunger statistics that the country was facing.
- Vision: Feeding America’s vision is to see a country where no one goes to bed with an empty stomach. Ending the country’s hunger through hundreds of food banks was the goal with which the Non-Profit Organization was started.
- Mission: To feed America's hungry through a nationwide network of member food banks and engage our country in the fight to end hunger.
- Principles: Generosity, teamwork, togetherness, and compassion guide internal decision-making for this non-profit.
Feeding America shows us that it is not just companies that need a purpose statement. Even non-profits can benefit from having a goal, mission, and vision.
Netflix’s vision statement is “Becoming the best global entertainment distribution service.”
- Problem: Maintaining and renting out physical copies of movies and often never getting them back was no longer sustainable for both the company and the customer.
- Vision: To continue being one of the leading firms of the internet entertainment era.
- Mission: Our core strategy is to grow our streaming subscription business domestically and globally. We are continuously improving the customer experience with a focus on expanding our streaming content, enhancing our user interface and extending our streaming service to even more internet-connected devices, while staying within the parameters of our consolidated net income and operating segment contribution profit targets.
- Principles: Judgment, Communication, Curiosity, Courage, Passion, Selflessness, Innovation, Inclusion, Integrity, Impact
Netflix changed the game and is one of the leading platform for streaming services because of it. Just like looking something up on the internet became ‘Google it’, an invitation to watch something became ‘Netflix and chill’.
FedEx’s vision statement is “Being a dynamic and progressive courier services firm that leverages of technology and impact the lives of all people.”
- Problem: FedEx was once known for their express air freight services and now they also provide ground services, catering to more, faster.
- Vision: Being a dynamic and progressive courier services firm that leverages technology and impacts the lives of all people.
- Mission: FedEx Corporation will produce superior financial returns for its shareowners by providing high value-added logistics, transportation, and related business services through focused operating companies.
- Principles: Flexibility, Honesty, and Value for money.
FedEx is dedicated to providing time-sensitive express service and now utilizes multiple networks, partnering with local courier service providers to fulfill their ground delivery needs.
A Guide To Writing Your Own Vision Statement
Apart from increasing profit margins, every company has a purpose and a reason for existence. A vision statement is the company’s roadmap and it guides every decision that is made, from strategic planning to individual actions in your company.
A good company vision statement example will give you an idea of what yours should look like and how to get started but here is a step-by-step approach to help you do this. Of course, the best vision statement for your company is unique to your direction—it’s one that inspires you and your team to dream big, to create the best product or service out there.
Step 1: Why do you need to do anything? (Problem)
What problem do you see in the world that you want to fix? You need to know what you are trying to change and who you are trying to help before you create your service or product.
Understanding the problem is your first step.
Step 2: Where do you want to go? (Vision)
Your vision statement is what will guide internal decisions in your company and act as your compass when you are making tough calls.
The purpose of your company’s existence comes from your vision statement and it is the final goal you are aiming for. This is what you want your company to become.
Step 3: How do you plan to get there? (Mission)
The mission statement is how you want your company to reach this vision. It is the path you will take to succeed. This will take into account what your goals are and how you want to reach them.
This is more than a tagline—it’s a description of how your company is meant to impact people’s lives, and it forms the basis for how you’ll implement solutions.
Related Read: How To Write SMART Goals (With Examples)
Step 4: What fundamental beliefs are your philosophy and worldview built on? (Principles)
Every time you try to reason out a new decision you are making, they should abide by these core values.
Vision statements act as the structure of your company. Working blindly without a goal will get you nowhere which is why every successful company has values, principles, a mission, and a vision that guides them.
Which of the above examples of vision statements inspired you the most?
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