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The most successful organizations in the world have a vision for the future. Whether it be to democratize space travel or make high-quality, affordable healthcare accessible for all, there’s an overarching, long-term goal for what the organization hopes to achieve.

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 organization. It goes beyond profit margins and extra pennies—it is the very core of your company.

What Is A Vision Statement?

Jonathan Swift Quote

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 instill individual pride in your company.

The vision statement is:

  • Future-oriented
  • Guides long-term goals
  • Aspirational and broad

Vision statement vs mission statement 

Vision statement differs from the mission statement because the latter explains what the company does in the here and now. The mission is what you actually do, the vision is what you hope to achieve in the future.

For example, your vision statement could be to “Help the world see better by making eyecare available to all” whereas your mission statement would be “design and manufacture high-quality, affordable eyecare products.”

The mission statement is:

  • Present focus vs future-oriented
  • Guides day-to-day operations vs long-term goals
  • Practical and specific vs aspiration and broad

Mission statement vs purpose statement

Similar to a mission statement, the purpose statement is more focused on the present, explaining why the organization exists and what its core motivations are.

The purpose statement is:

  • Current focus vs future-oriented
  • Defines core objectives
  • Creates motivation and alignment

How To Write Your Vision Statement

A vision statement is part of the company’s roadmap and helps guide decision-making, from strategic planning to individual actions in your company.

A good company vision statement example will give you an idea of what yours could look like and how to get started, but here is a step-by-step approach to help you do this. 

The best vision statement for your company is unique to your direction. It inspires you and your team to dream big and create the best product or service out there. 

With this in mind, here’s a process for writing your vision statement:

Infographic providing step-by-step instructions to help you write your vision statement.

1. Reflect on your business's core values and identity

Begin by considering what your business stands for. 

  • What are your core values (if you're not sure some values examples here)? 
  • What makes your business unique?

These elements should be the foundation of your vision statement.

2. Envision the future of your business

Think about where you want your business to be in the future (typically 5-10 years down the line).

What kind of impact do you want to have on your industry, your customers, and possibly the world?

3. Consider the aspirational aspect

Your vision statement should be aspirational, inspiring you, your team, and your stakeholders to strive for a greater goal. 

Think about what kind of future would inspire you and your team to come to work every day with enthusiasm and commitment.

4. Draft the vision statement

Start drafting the statement based on your reflections. Keep it concise, aiming for one to two sentences, use simple language, and avoid jargon.

It should be broad enough to encompass your business's aspirations, yet specific enough to give a clear sense of direction.

As an example, Amazon’s core values are “customer obsession, passion for invention, commitment to operational excellence, and long-term thinking.”

Amazon’s mission statement: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”

5. Finalize and integrate into your culture

Make your vision statement a living part of your business. Refer to it in strategic planning, team meetings, marketing materials, your employee handbook, and in your brand story.

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21 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 most well-known and visionary companies in the world including Amazon, SpaceX, Apple, Microsoft, OpenAI, and Tesla.

1. Amazon’s Vision Statement

Image of Amazon 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

Screenshot of Space X'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

Screenshot of Uber 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

Screenshot of John Lewis' quote
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 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

Logo of Microsoft 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

Image of Google 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 straight-forward answers for life’s simple questions.

7. OpenAI

OpenAI’s vision statement (net specifically specified but implied is) ‘a world where all of us have access to help with almost any cognitive task, providing a great force multiplier for human ingenuity and creativity.
OpenAI’s vision statement (not specifically specified but implied is) ‘a world where all of us have access to help with almost any cognitive task, providing a great force multiplier for human ingenuity and creativity'.
  • Problem: While AI has great potential, it comes with a serious risk of misuse, drastic accidents, and societal disruption.
  • Vision: A world where everyone can benefit from AI to enable human ingenuity and creativity.
  • Mission: Build safe and beneficial AGI and aid others to achieve this outcome.
  • Principles: Broadly distributed benefits, long-term safety, technical leadership, cooperative orientation, AGI (artificial general intelligence).

OpenAI understands how its technologies could change the world for the better or worse and it’s. Therefore, part of its vision and mission is to ensure that the former is the case.

8. Tesla’s Vision Statement

Screenshot of 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.

9. American Express’s Vision Statement

Photo of American Express 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.

10. IKEA 

Photo of IKEA Vision Statement
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.

11. McDonald’s 

Photo of Mcdonalds Vision Statement
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.

12. Starbucks

Screenshot of Starbuck's Vision Statement
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.

13. Southwest Air 

Screenshot of Southwest Air's Vision Statement
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.

14. Feeding America

Image of Feeding America Vision Statement
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. 

15. Netflix

Netflix Vision Statement Example Screenshot
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’. 

16. FedEx

FedEx Vision Statement Example Screenshot
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.

17. Nike

Nike’s vision statement is “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.”
  • Problem: People are often put off from participating in physical activities because of negative self-image.
  • Vision: Inspire and empower people to engage in physical exercise.
  • Mission: To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.
  • Principles: Simplify and go, the consumer decides, be a sponge, evolve immediately, do the right thing, master the fundamentals.

What started as an alternative running shoe brand has grown into a global sport and fashion powerhouse characterized by their popular slogan “Just Do It”.

18. Patagonia

Patagonia’s vision statement is “Build the best product, provide the best service and constantly improve everything we do. The best product is useful, versatile, long-lasting, repairable and recyclable. Our ideal is to make products that give back to the Earth as much as they take.”
  • Problem: Human consumption is damaging the environment and businesses have a responsibility to help stop that.
  • Vision: Create high-quality sustainable products and promote a more sustainable lifestyle.
  • Mission: "Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis."
  • Principles: Quality, integrity, environmentalism, justice

What started as a lifestyle climbing equipment company is now one of the biggest names in outdoor wear and the poster child of sustainable business. Founder Yvon Chouinard recently donated the company to fight the climate crisis.

19. Disney

Disney’s vision statement is “To be one of the world's leading producers and providers of entertainment and information.”
  • Problem: The world of entertainment is constantly evolving to adapt to changing tastes. 
  • Vision: Create high-value entertainment experiences for people all of the globe.
  • Mission: “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.”
  • Principles: Integrity, honesty, trust, respect, playing by the rules, teamwork.

Down the years Disney, has always remained at the forefront of the entertainment world through innovation such as it’s theme parks and acquisitions of companies such as Pixar.

20. LinkedIn

LinkedIn’s vision statement is “Create economic opportunity for every member of the global workforce”
  • Problem: Help people leverage the power of social media to progress in their careers.
  • Vision: Connect workers from all over the world.
  • Mission: “Connect the world's professionals to make them more productive and successful.”
  • Principles: Trust, respect, compassion, honesty, integrity.

LinkedIn his a professional networking site with over 900 million members in more than 200 countries and territories worldwide. It empowers its members to create business connections, search jobs, and find potential clients.

21. Zoom

Zoom’s vision statement is “video communications empowering people to accomplish more.” 
  • Problem: People need a reliable way to communicate in real-time wherever they are in the world.
  • Vision: Communications empowering people to accomplish more.
  • Mission: “Make communications frictionless.
  • Principles: Care, community, customers, company, teammates, selves.

Zoom styles itself as more than a communications company. Its higher purpose is to help people express ideas, connect to others, and deliver happiness.

22. Oxfam

Oxfam’s vision is ‘a just world without poverty’.
Oxfam’s vision is "a just world without poverty."
  • Problem: Around the globe, people live with inadequate means to realize their full potential.
  • Vision: A world without poverty
  • Mission: To help create lasting solutions to the injustice of poverty.
  • Principles: Secular, open-minded, and pluralistic.

While poverty factors into it, Oxfam goes beyond that and focuses on human rights, lack of opportunities to develop, and inequality.

Achieving your vision

A clear vision statement acts as the North Star of your company. Working blindly without a goal will get you nowhere, which is why every successful company has clearly defined values, principles, a mission, and a vision to help guide them.

As a leader, it's also your responsibility to lead with your values and nurture a high-performance culture.

For further support, join the People Managing People Community, a supportive community of HR and business leaders sharing knowledge to help you succeed and make greater impact in your org.

By Finn Bartram

Finn is an editor at People Managing People. He's passionate about growing organizations where people are empowered to continuously improve and genuinely enjoy coming to work. If not at his desk, you can find him playing sports or enjoying the great outdoors.