13 Vision Statement Examples & How To Write One

document with list of Vision Statement Examples and a feather pen

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 rather 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. 

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 on 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 instill individual pride in your company.

13 Truly Inspiring Vision Statement Examples From The World’s Best Companies

To help you create your own great vision statement to guide your company’s mission, I have created a list of vision statement examples from some of the most well-known companies to provide inspiration.

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.”

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.”

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.”

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.”

Apple’s vision statement is very clearly depicted in their 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.”

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.”

Google’s vision statement manifests itself into every easy search you make every day- quick and straight-forward answers for 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.”

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.”

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.

9. IKEA 

IKEA’s vision statement is “to create a better everyday life for the many people.”

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.

10. McDonald’s 

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.”

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.

11. Starbucks

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.”

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.”

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.”

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. 

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.

Step 4: ​What fundamental beliefs are your philosophy and worldview built on? (Principles)

These are the core values that you take with you when you deal with customers or grow your company. It is the principles that act as the foundation of the decisions you will make.

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 North Star for your company. Every successful company has organizational values, principles, a mission, and a vision that guides them.

Which of the above examples of vision statements inspired you the most? Share your thoughts in the comments below, or join the People Managing People Community—a safe place for HR professionals and business leaders to connect and share knowledge.

Exit mobile version