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15 Personal Vision Statement Examples

Now that you recognize it's time to approach your life proactively, you need to create a personal vision statement .

Clearly defining the vision you have for your life requires more than just thinking about it. You need to write it down.

The act of writing something down and then reading it daily reinforces the message and makes it more real.

Even better, print out your personal vision statement and post it where you can see it frequently.

This reminder will increase your motivation and foster the self-growth you desire.

What Is a Personal Vision Statement?

How to write a personal vision statement, final thoughts.

A personal vision statement is a clear, concise summary of your personal goals and dreams for the future . It serves as an anchor when life pulls you in different directions.

It is also a guide for making decisions based on your values, and it helps you stay focused on the goals you want to achieve.

The process of writing one compels you to think about the purpose of your life and how to achieve that.

You'll identify your most important guiding principles and describe how you intend to apply them to your life.

Your statement also introduces you to the power of setting concrete goals. Research by psychologist Gail Matthews found that people who wrote down their goals succeeded 33% more often than people who only thought about their goals.

If you want to live the life you envision, you need to avoid the trap of abandoning your dreams in the realm of the abstract. Writing down your vision is the best way to actualize it.

To get started, you can study personal vision statement examples to get ideas about how to write yours.

Writing a personal vision statement begins with free writing. At this point, you simply ask yourself questions and write down whatever comes to mind. Don't impose any judgments at this point because you want to uncover your hopes and dreams for the future.

• List your personal strengths .
• List your personal weaknesses.
• Write down your core values .
• Think about how your values should guide interactions with family, at work, and within your community.
• Consider the best uses for your life energy based on your inner compass and values.
• Identify some specific goals that you want to pursue.
• Imagine the legacy of your purpose, goals, and actions.
• Examine your notes to see what jumps out as most important.
• Compose a paragraph that summarizes your priorities in the form of a vision statement.

It's important to keep your vision statement as a single paragraph. This way, you'll be able to read it easily and frequently.

If you want to write more paragraphs to address specific goals, that's fine, but these would be supplemental to your main vision statement.

Here are several vision statement examples you can use to help you brainstorm your own. There are no strict rules here related to the words you choose and the concepts you include.

But if any of the statements in these examples resonate with you, feel free to make them your own and rewrite them to suit your goals and dreams.

I want to be a source of stability and inspiration for my family. I commit myself to succeed in my career while balancing my emotional needs with those of family members. I want my actions to promote harmony and increase everyone's chance for future happiness. When stress threatens to overtake me, I consciously take time to calm down to prevent acting with hostility or annoyance toward others. I also express my needs and seek support from others instead of letting my problems stew inside me as I've been prone to do in the past.

My life's work has a greater purpose beyond my own material needs. I identify a problem in my community and take responsibility for contributing to its solution. My purpose is to serve others in a way that best matches my skills and values, and I am committed to making choices in my personal and professional life that furthers that purpose.

My personal vision recognizes that I am a small part of a living Earth. I want to live in a way that represents authentic participation in a sustainable ecosystem. My guiding principle is reducing my negative impact on the environment. I direct my spare time toward regenerative practices that nurture the soil, such as gardening and tree planting. I control my consumption by choosing a modestly-sized home and reducing my production of plastic waste through conscious consumer choices and actions. I become an example to others for the purpose of spreading a greater appreciation for green living.

My vital role in the lives of my children automatically means that I have a great purpose in life. Instead of dreaming about the world seeing my value, I strive every day to be the hero of my family. My job as a parent is to mindfully raise my children in an environment of acceptance, love, and affirmation.

Advancing my career is important for me at this point in life. If I achieve my career goals, I'll have greater financial stability and peace of mind. To make these things happen, I intend to set certain standards for my professional life and only make strategic compromises. I want to keep myself accountable for my career instead of falling back into the habit of blaming others for my disappointments. I cannot control everything that influences my career, but I can persist after setbacks and focus on what I can do to improve my skills and increase my value. This means that I should seek continuing education and make time for networking with colleagues. I must put myself out there to connect with opportunities.

My rough childhood has inspired me to choose a career in teaching. I accept the challenges of this occupation with grace because children need positive adults in their lives. For some children, a caring adult within their community can give them hope when things aren't good at home. I believe that this purpose helps me be content with my life and heal the wounds from my past.

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Upon much reflection and consultation with those who know me best, I accept that my stubbornness is both my greatest strength and weakness. To take advantage of it as a strength, I intend to volunteer with my local legal aid office, where my experience as a paralegal can benefit people who lack resources to cope with legal challenges. Legal issues often require patience and persistence, and these two traits are reflected in my stubborn nature.

Although I value my introverted nature, I intend to experience more human connections in my life. I recognize the value of stretching myself and interacting with more people. To this end, I am setting the goals of joining a book club and hosting dinner parties twice a year.

My whole life I imagined myself with children, and the time has come for me to make family a priority. I plan to devote more time to dating in the hopes of finding lasting love and building a happy, healthy family life in the next five years.

My personal vision statement places faith at its center. Attending religious activities gives me a deep sense of spiritual connection with others. I want to learn more about my religion and provide comfort to people in their times of need. As a result, I intend to join a place of worship, attend services, and participate in at least one outreach program.

I see now that I could be in much better financial shape if I had been thoughtful earlier in life. My mission now is to value financial responsibility above impulsive purchases. I make money decisions related to how they benefit me instead of how they provide short-term gratification. This helps me alleviate financial stress and improve my well-being.

My lifetime goal is to master the art of non-judgment. Seeing the best in every living thing and viewing situations gracefully and compassionately is essential. Part of the journey is acknowledging my faults and learning to love myself – flaws and all. I choose to let kindness light my path and appoint empathy as my faultless guide. Spreading joy and understanding is my mission and something I can control. I pray my efforts lighten others’ emotional loads.

Learning to be a mentally healthy, admiringly responsible, financially independent adult will be a journey filled with peaks and valleys. But I can reach the summit by being mindful of my budget and living at or below my means. Not internalizing cultural messages and comparing myself to others on social media is vital to my success. A happy, healthy, stress-reduced life awaits if I adopt these guiding principles and learn to love what I have instead of coveting what I don’t.

Growing up, my parents, teachers, and other kids told me I wasn’t smart enough. But now I realize my learning style didn't mesh with my school's tactics. With dedication and patience, I can conquer any academic goal I set. I will no longer listen to the naysayers. Instead, I’ll take things one step at a time and make progress at my own pace. If I learn to control my thoughts and develop a solid work ethic, my horizons will expand, my reading and writing skills will improve, and from there, I’ll be able to develop fresh and exciting ideas.

I acknowledge that psychological issues, unaddressed toxic trauma, and fraught family dynamics caused me to behave poorly and act selfishly in the past. But it’s a new day, and I give myself permission to move on from the past and treat people better. Nobody is perfect; I will falter at times. But I know if I’m mindful, generous of spirit, and never take advantage of others, my relationships will flourish, and I’ll find happiness rooted in kindness, compassion, and mutual respect.

Are you ready to write your personal vision statement?

Philosophers may argue about the existence of a free will, but the truth is that you have plenty of control over the direction of your life.

The time that you invest in crafting a personal vision statement will keep you grounded amid the endless distractions of life.

As you can see in the personal vision statement examples presented here, your vision doesn't have to follow any particular direction.

Let your heart define your purpose and values, and then use your mind to pursue your values-based goals.

22 vision statem ...

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22 vision statement examples to help you write your own.

When launching a startup, founders typically have an idea of what they want to achieve — a vision of what success will look like. During the strategic planning process, it’s important to put this vision into concrete terms. Not only does a vision statement clarify your thoughts, but it helps employees and stakeholders understand what the business has set out to accomplish. No matter what the business, a good mission and vision statement can inspire and motivate employees to make that vision a reality.

Whether it’s your first or fifth business, writing a compelling vision statement can be challenging. Below, we'll share how to write a vision statement — one that inspires your employees and positively impacts your business — and we'll look at a few vision statement examples to help you get started. 

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. 

Why it’s important to have a vision statement.

Despite the importance of a vision statement, many companies choose to operate without one. Some simply combine their mission and vision into one general document. Others do away with the idea altogether, thinking that corporate visions are vague statements that serve no actual purpose. 

Furthermore, studies show that highly aligned organizations grow revenue 58% faster, and are 72% more profitable than ones that are unaligned. If an organization doesn’t have a vision or a clear idea of what it wants, it will greatly limit its opportunities and have a difficult time inspiring employees to stay committed.  

How to write a vision statement.

Writing a vision statement may seem like a daunting task. It’s read by every employee and shareholder, and greatly impacts the success of the organization. And a vision statement takes time and thought. When done well, a vision statement can provide the encouragement your company needs to achieve its goals. To streamline the process, keep the following steps in mind while crafting your vision statement:

1. Determine who will help write your vision statement.

When starting out, it’s likely you and your partners will be responsible for writing your company’s vision statement. Once you start hiring, you can ask managers and employees to contribute additional insights. Interviewing a range of individuals will help create a vision statement that integrates and speaks directly to the entire organization. 

2. Project your goals for the future.

Imagine your company five or ten years down the line. The outcome you envision — your dream for the future, your success as a company — should be captured in the vision statement. Keep in mind that the statement should only include the vision, not an actual step-by-step plan for implementing solutions. 

The following questions can help you clarify your vision: 

• Where do we want the organization to go? 
• What can we realistically achieve?
• What problem does the organization intend to solve?
• What are the changes we believe the organization can make for individuals? For the industry? 
• How will things be different if the vision is realized?
• What phrases or keywords describe the type of organization and outcome we want?

3. Stick to the specifics.

A generic vision statement — one that sounds like it could apply to any company — will not be enough to motivate your team. Vision works best when it’s specific and describes an end goal only your organization can provide. Don’t be afraid to dream big. A lukewarm vision will only yield lukewarm results. So it’s important to be bold, and even risky, when writing your vision statement. 

4. Keep it short and simple.

While it should be specific, a vision statement shouldn’t be overly detailed. It should be concise. Start by jotting down all of your ideas, and then pare those down to the essentials. Keeping just one or two key points helps create a clear vision that’s easy for everyone to focus on and fulfill. Stay away from technical terms and jargon, and use the present tense. Rather than trying to write something catchy, aim for clarity. A great vision statement works best when it’s simple, memorable, and inspirational. 

Revisit your vision often as your company evolves.

A vision statement sets an organization’s sights on the future. However, once that future is reached, the vision needs to continue moving forward. Your vision statement is a living document, not a set of static sentences. It plays an important part in your overall strategic plan for a certain time frame. It should therefore be regularly updated to reflect your organization’s current purpose. 

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Constantly communicate your vision.

Once you have a vision statement that articulates your end goal, make sure it’s clearly communicated. A vision is more effective when your entire organization takes it to heart. Commit the proper resources and time toward realizing the vision you’ve set. This can mean investing in seminars and training or launching a new product. It can also include offering the lowest possible prices, entering new markets, or exploring other areas of opportunity. A good way to help everyone align with a company's vision statement is by inviting them into the process. Ask for employees’ input, and suggest ways to incorporate the vision into their work. Then, make sure to recognize or reward individuals for their standout contributions.

Vision statement examples.

Sometimes, seeing what works for notable companies is just the inspiration you need to create your own vision statement. Below are some inspiring vision statements from today’s top companies:

Concept-based vision statements.

Some vision statements are based on concepts of what the company hopes to be or achieve in the future. This can be a general statement focused on customers, or a position the company wants to hold within the industry. Below are a few examples of concept-based vision statements:

• BBC: “To be the most creative organization in the world”
• Disney: “To make people happy.”
• Google: “To provide access to the world’s information in one click”
• IKEA: “To create a better everyday life for the many people”
• Instagram: “Capture and share the world’s moments”
• LinkedIn: "Create economic opportunity for every member of the global workforce”
• Microsoft: “To help people throughout the world realize their full potential”
• Nike: “To bring inspiration and innovation to every athlete in the world”
• Oxfam: “A just world without poverty”
• Shopify: “To make commerce better for everyone”
• Sony: "To be a company that inspires and fulfills your curiosity.”
• TED: “Spread ideas”
• Tesla: “To accelerate the world’s transition to sustainable energy”
• Uber: “We ignite opportunity by setting the world in motion”
• Whole Foods : “To nourish people and the planet.”

Quality-based vision statements.

Other common vision statements are focused on internal goals. These include the type of products and services the company hopes to provide as they grow. Quality-based vision statements can also relate to company culture and operations. The following are some examples from actual United States companies in different industries:

• Amazon: “Our vision is to be earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”
• Avon: “ To be the company that best understands and satisfies the product, service, and self-fulfillment needs of women—globally.”
• Ben & Jerry’s: “Making the best ice cream in the nicest possible way”
• Ford: “People working together as a lean, global enterprise to make people’s lives better through automotive and mobility leadership.” 
• IBM: “To be the world’s most successful and important information technology company. Successful in helping our customers apply technology to solve their problems. Successful in introducing this extraordinary technology to new customers. Important because we will continue to be the basic resource of much of what is invested in this industry.”
• McDonald’s: “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.”
• Nordstrom: “To serve our customers better, to always be relevant in their lives, and to form lifelong relationships”
• Starbucks: “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.” 
• Warby Parker: “We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.”
• Zappos: “To provide the best customer service possible. Deliver 'WOW' through service”

Keep a clear vision.

Even if it’s just a few sentences, a vision statement provides a lot of value. Not only does it outline the company’s desired outcome, but it can communicate intentions and hopes for the future. The best part is that a vision statement changes with your organization. When a vision is reached or updated, it’s time to create a new vision statement. This encourages everyone toward greater goals, and opens your company to more possibilities.

Ready to bring your vision to life? Brex can help.

Essay on Vision In Life

Students are often asked to write an essay on Vision In Life in their schools and colleges. And if you’re also looking for the same, we have created 100-word, 250-word, and 500-word essays on the topic.

Let’s take a look…

100 Words Essay on Vision In Life

Vision – a guiding light in life’s journey.

A vision in life is like a North Star that guides us through the dark and uncertain paths of life. It is a clear and vivid mental picture of what we want to achieve in life, the person we aspire to be, and the impact we want to make on the world. Having a vision gives us direction, purpose, and motivation to take action and overcome obstacles.

Vision as a Catalyst for Action

A vision is not just a dream or wishful thinking; it is a powerful force that drives us to take action. When we have a clear vision of what we want to achieve, we are more likely to set goals, make plans, and take steps to move forward. A vision helps us stay focused and motivated, even when faced with challenges and setbacks.

Vision as a Source of Inspiration

A vision can be a source of inspiration for ourselves and others. When we share our vision with others, we can inspire them to dream big and work towards their own goals. A shared vision can bring people together and create a sense of community and purpose. A vision can also inspire us to be better versions of ourselves, to live with integrity, and to make a positive contribution to the world.

Conclusion: A Vision as a Compass for Life

In conclusion, a vision in life is like a compass that guides us through the journey of life. It gives us direction, purpose, and motivation to take action and overcome obstacles. A vision can inspire us to dream big, set goals, and make a positive impact on the world. It can also inspire others to join us on our journey and create a better future for all.

250 Words Essay on Vision In Life

What is vision in life.

Vision in life is like having a roadmap that helps you navigate your journey. It’s a picture of what you want to achieve in the future, whether it’s graduating from college, becoming a successful doctor, or starting your own business.

Why Is Vision Important?

Having a clear vision is important because it gives you direction and purpose. It helps you prioritize your goals and make decisions that align with your long-term plans. A vision also keeps you motivated and focused, even when you face challenges along the way.

How to Develop a Vision

To develop a vision, think about what you’re passionate about and what you want to accomplish in life. Consider your strengths, weaknesses, and values. Talk to your family and friends to get their insights and support. Once you have a good idea of what you want, write it down and make it specific, measurable, achievable, relevant, and time-bound.

Living Your Vision

Once you have your vision, start taking steps to make it a reality. Set goals, create a plan, and work hard every day. Don’t be afraid to make adjustments along the way. Remember, setbacks are a part of life, and it’s how you respond to them that matters.

Benefits of Having a Vision

Having a vision can make a big difference in your life. It can help you achieve success, find happiness, and live a more fulfilling life. When you know what you want, it becomes easier to find the motivation and determination to go after it.

500 Words Essay on Vision In Life

What is vision.

Vision is a clear idea of what you want to achieve in the future. It is a goal or a dream that you are working towards. When you have a vision, you are more likely to be motivated and persistent in your efforts. You are also more likely to be successful in achieving your goals.

Why is Vision Important?

Vision is important because it gives you direction and purpose. It helps you to focus on what is important and to prioritize your goals. When you have a vision, you are more likely to take action and to persevere even when faced with challenges.

There are a few things you can do to develop a vision for your life. First, take some time to reflect on your values and what is important to you. What do you want to achieve in your life? What kind of person do you want to be? Once you have a good understanding of your values, you can start to develop a vision that is aligned with them.

Setting Goals

Once you have a vision, you can start to set goals. Goals are specific, measurable, achievable, relevant, and time-bound. By setting goals, you are breaking down your vision into smaller, more manageable steps. This makes it easier to track your progress and to stay motivated.

Taking Action

The most important thing is to take action. Once you have a vision and you have set goals, you need to start taking action to achieve them. This means taking small steps every day that will move you closer to your goals. It is important to be patient and persistent.

Vision and Success

Vision is essential for success. When you have a clear idea of what you want to achieve, you are more likely to be motivated and persistent in your efforts. You are also more likely to be successful in achieving your goals. So if you want to be successful in life, start by developing a vision for your future.

That’s it! I hope the essay helped you.

If you’re looking for more, here are essays on other interesting topics:

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How to Write Mission, Vision, and Values Statements - 100 Examples to Help Guide You Through the Process

Mission, vision and values statements serve as the foundation for an organization’s strategic plan. They convey the purpose, direction and underlying values of the organization. When developed and implemented in a thoughtful and deliberate manner, these statements can serve as powerful tools that provide organizations with meaningful guidance, especially under times of rapid change. Consequently, taking the time to craft relevant mission, vision and value statements should be carefully considered.

To get started, please review our tips in the article below on how to write good mission, vision and values statements. To go deeper, download our North Star Leading Practices eBook with 250 example purpose, mission, vision, and values statements. Leading by providing your contact information in the form below. Be sure to check out our how-to video where we walk through the creation process step-by-step!

Mission Statements

The mission statement defines an organization’s purpose or reason for being. It guides the day-to-day operations of the organization, communicates to external stakeholders the core solutions the organization provides in society and motivates employees toward a common near-to-medium term goal. In short, the mission statement paints a picture of who the company is and what the company does.

A good mission statement should only focus on what is most important to the organization. It should be brief, clear, informative, simple and direct. It should avoid elaborate language, clichés, and generalizations and it should emphasize outcomes and the people the organization is serving.

When writing a mission statement, consider the following questions:

• What do we do today?
• Who do we serve?
• What are we trying to accomplish?
• What impact do we want to achieve?
• LinkedIn : To connect the world’s professionals to make them more productive and successful.
• Starbucks : To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
• Twitter : To give everyone the power to create and share ideas and information, instantly, without barriers.
• TripAdvisor : To help people around the world plan and have the perfect trip.
• Tesla : To accelerate the world's transition to sustainable energy.
• Sweetgreen : To inspire healthier communities by connecting people to real food.

Best Practices Video Bâton Global's shares our secrets learned from helping organizations worldwide write winning Purpose, Mission, Vision and Value statements.

Download 250 Examples

Interested in viewing examples from other organizations? Download our collection of of 250 purpose, mission, vision, and values statements below:

Vision Statements

The vision statement describes the future of the organization. It reveals what the company aspires to be or hopes to achieve in the long-term. The vision statement is inspirational and motivational but also provides direction, mapping out where the organization is headed. In this regard, it serves as a guide for choosing current and future courses of action.

An effective vision statement should be concise, unambiguous, futuristic, realistic, aspirational and inspirational. It shouldn’t be generic but rather focus on outcomes specific to the organization.

 When writing a vision statement, consider these questions:

• Where are we going moving forward?
• What do we want to achieve in the future?
• What kind of future society do we envision?
• LinkedIn : To create economic opportunity for every member of the global workforce.
• GoDaddy : To radically shift the global economy toward independent entrepreneurial ventures.
• Wikimedia Foundation : Imagine a world in which every single human being can freely share in the sum of all knowledge. That’s our commitment.
• Habitat for Humanity : A world where everyone has a decent place to live.
• SouthwestAirlines : To be the world’s most loved, most efficient, and most profitable airline.

Values Statements

The values statement highlights an organization’s core principles and philosophical ideals. It is used to both inform and guide the decisions and behaviors of the people inside the organization and signal to external stakeholders what’s important to the company. An organization’s core values shape daily culture and establish standards of conduct against which actions and decisions can be assessed.

A values statement should be memorable, actionable and timeless. The format of the values statement depends on the organizations; some organizations use one, two or three words to describe their core values while others provide a short phrase.

 When drafting a values statement, some questions to consider include:

• What do we stand for?
• What behaviors do we value over all else?
• How will we conduct our activities to achieve our mission and vision?
• How do we treat members of our own organization and community?
• Ownership mentality.
• Don’t optimize for the short term.
• We are all builders.
• Go the extra mile.
• Do what’s right.
• Be transparent.
• We commit to our craft.
• We minimize waste.
• We embrace differences.
• We dig deeper.
• We lead with optimism.

The mission, vision, and values statements are the guiding forces behind an organization. The mission statement communicates the purpose of the organization. The vision statement provides insight into what the company hopes to achieve or become in the future. The values statement reflects the organization’s core principles and ethics. Together, these statements provide strategic direction for an organization, informing current and future business strategies.

Learn how Bâton Global supports organizations in building lasting and impactful core commitments here .

‍ Download 250 Examples

Other helpful resources.

365 Careers, January 26, 2018, The mission, vision and values statements [video file].

Bain & Company, April 2, 2018, Mission and vision statements .

Diffen LLC, n.d., Mission statement vs. vision statement .

Paula Fernandes, May 4, 2018, What is a vision statement?

Linda Le Phan, April 12, 2018, How to define your company’s core values (37 experts share their advice) [blog].  

William A. Nelson & Paul B. Gardent, March/April 2011, " Organizational values statements ," Healthcare Executive, 56-59 .

Edward L. Powers, 2012, " Organizational mission statement guidelines revisited ," International Journal of Management & Information Systems , 16(4), 281-290.

Britt Skrabanek, August 19, 2018, Difference between vision and mission statements: 25 examples .

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Where Do I See Myself in 10 Years: Envisioning a Decade Ahead

Table of contents, where i see myself in 10 years: a profound exploration, 10 years from now: nurturing personal and professional growth, how do i see myself 10 years from now: a commitment to values, embracing the journey of the next decade, turning dreams into reality: the road to my future, navigating the career landscape: a fulfilling professional journey, fostering personal growth: a holistic approach to well-being, a global citizen: making a positive impact on society, conclusion: a journey of transformation and purpose.

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How To Write A Vision Statement With Examples

Zoom, the video conferencing software provider, became one of the most well-known names in 2020. As people moved to a…

Zoom, the video conferencing software provider, became one of the most well-known names in 2020. As people moved to a remote work environment because of the COVID-19 pandemic, many organizations turned to Zoom for video meetings.

Zoom’s vision statement is “video communications empowering people to accomplish more”. They have certainly been able to achieve this in recent times.

An organization’s vision statement reflects its future aspirations. It gives them a direction to where they’re headed. Employees, clients and investors seek an organization’s vision statement to understand the relevance of their goals. It helps them make decisions, stay motivated and keep going even during a crisis situation.

Discover examples of a vision statement and how to write a vision statement to help your organization or initiative stand out.

What Is A Vision Statement? 

Examples of a vision statement, how to write a vision statement, writing your way to success, what is a vision statement.

The best vision statement is one that enables an organization to realize its ambitions, dreams and goals. Your vision is what guides you to the future. Making things happen and achieving your goals is what it’s all about. Your vision statement appeals to the reader’s emotions. It’s more abstract and wide in scale, including aspirational statements that move people when they encounter them. Things that aren’t part of your vision statement are your goals, such as what product or service you offer and how you plan to offer them.

Here are some examples of a vision statement that are powerful, inspiring and emotionally appealing:

LinkedIn: “To connect the world’s professionals to make them more productive and successful.”

PepsiCo: “Be the global leader in convenient foods and beverages by winning with purpose.”

Samsung: “To lead the digital convergence movement.”

Wikipedia: “A world in which every single person is given free access to the sum of all human knowledge.”

Twitter: “To give everyone the power to create and share ideas and information instantly, without barriers.”

These vision statements are clear and concise. They immediately strike a chord with the reader. Most of all, they’re honest and stand true. These examples of a vision statement can help you understand how to write your own.

Analyzing examples of a vision statement will show they have some things in common—from the crispness of their words to the brevity. Each statement is short, easy to understand and looks at the big picture.

Here’s how you can write the best vision statement:

Define Your Values And Goals

Your vision statement can be realized only when you define your goals and values for yourself. Make a list and think about where you want to go with them. For instance, if your values are empathy, community-building and compassion, you can think about helping people and creating a more inclusive world as part of your vision.

Write Clearly, Concisely And Compellingly

The statement has to be clear and concise; the intent should be compelling enough to attract attention. Write it in a few words to make sure the reader gets the idea without having to read long passages. A vision statement is effective when it’s short and sweet.

Avoid Difficult Words And Phrases

Nobody likes complex words or sentences. Something that’s engaging and easy to read will win over a puzzling statement packed with incomprehensible vocabulary. Make sure you read and reread your statement so you can make it as clear as possible.

Far Into The Future

A vision statement is all about the future and realizing your aspirations. Avoid making it relevant for the next few years only. Instead, think long-term. Think of it as your navigation tool. It’s meant to guide you on the right path when you waver.

Be Passionate

Your statement should reflect your passion. This means you have to make it as unique and tailored as possible. If there’s something you strongly believe in, you’ll have no trouble expressing it. The only thing left to do is to proofread your work to avoid errors and mistakes.

Writing the best vision statement may not look easy, but it doesn’t have to be so difficult either. You have to start some time, so do it today. You can ace this aspect of your professional life with practice, dedication and goals.

We know how relevant communication is in the workplace. Not only because you have to send several emails a day but also because you have to convey your meaning in just a few words. Harappa’s Writing Proficiently course will prepare you with business communication tools. Craft a compelling vision statement, write effective emails and communicate like an expert to make your mark!

Explore Harappa Diaries to learn more about topics such as  Vision Statement ,  Mission And Vision Statement ,  the  Difference Between Visions And Goals  and  Examples Of A Personal Vision Statement  to deliver ideas with precision.

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What Is a Vision Statement? 25 Vision Statement Examples

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What is a vision statement, what is the purpose of a vision statement, vision statement vs. mission statement, vision statement vs. purpose statement, 25 vision statement examples, how to write a vision statement.

A vision statement almost sounds mystical. But it’s not supernatural, far from it. Rather, a vision statement is a foundational business document.

There’s a lot of paperwork that clutters the office of any organization, but the vision statement is unique from the rest. Often confused with a mission statement , the vision statement has a different purpose. A vision statement looks toward the future, but a mission statement talks about what the company is doing in the present.

A vision statement is a business document that states the current and future objectives of an organization. A company’s vision must align with its mission, business plan , strategic plan, and organizational culture. A vision statement isn’t only used in business; nonprofits and government offices also use them to set strategic goals.

Vision statements aren’t necessarily set in stone. They can be returned to, reviewed and revised as necessary. Any changes should be minimal, however, because a vision statement is a guideline for a company’s strategic plan , so it must be thoroughly reviewed.

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The business vision of an organization might change over time, as companies adapt to their business environment and external factors that might affect their ability to achieve their mission. Using a SWOT analysis is a good way to gauge the internal and external factors that shape the business environment of a company.

A vision statement doesn’t have any particular length. However long it is, the vision statement is formally written and is used as a reference in company documents to serve as a guide for short and long-term strategic planning. The best way to learn about vision statements is to look at examples. We’ve gathered 25 vision statement examples from the best companies in the world to help you write your own.

As stated above, a vision statement is an integral part of an organization because it aligns with its mission, core values, and culture. It also guides the strategic plan because it sets future goals. Similar to a mission statement, a vision statement it’s a living document that’s referred to as a lodestar to lead a company to its next innovation and so, all the projects and programs executed by the project management office (PMO) should be aligned with it.

Related: Free Project & Tracking Templates for Excel

There are different approaches when it comes to writing a vision statement, as companies have unique core values. For example, a motivational vision statement will both motivate existing employees and also drive talent to the company. They’ll want to work at a place with a business vision that aligns with their personal values. A strong vision statement also works to help differentiate your company. All companies want to become profitable, but a company can create a unique vision statement that’s appealing to its customers and employees.

Free Vision Statement Template

Feel inspired? Ready to make your own vision statement? Download our free vision statement template for Word and start refining your vision. There’s even guiding questions to help you get started.

Why Is it Important to Have a Vision Statement?

Vision statements are one of the most important documents you can create for your business because they set a common goal for everyone in your organization. Once you get your employees on the same page, it will be easier to lead them toward success.

Types of Vision Statements

In addition to the traditional business vision statement, there are other types of vision statements, such as project, product and even personal vision statements.

Project Vision Statement

A project vision statement is used to guide a project, motivate the project team and further inspire those involved. Like any vision statement, it’s short but should be powerful to communicate the project’s aim. It’s not specific or directional but delivers the end goal of the project which must be aligned with the strategic goals of a company. In that sense, the project team can use the project vision statement as a guide to follow and help them make decisions that align with the overall project vision.

Product Vision Statement

A product vision statement is also a guide and a tool to motivate and inspire product development teams. It tends to look toward the future to expose where the product will be in a number of years. Therefore, a product vision statement goes beyond what the product is currently, but its vision shouldn’t be unrealistic. While there’s no standard length, like any vision statement, the product vision statement should be short and to the point.

Personal Vision Statement

A vision statement isn’t restricted to the realm of industry, you can make one for your own purposes. A personal vision statement simply focuses on your personal values, strengths and goals. While you can use a personal vision statement for your professional life, it’s also commonly focused on life-long goals. As with any vision statement, use it to keep you on track and make the right decisions to direct you to that transformational achievement. Then, you should make an action plan to make your personal vision come true.

The vision statement and mission statement are both equally important for a company as they complement each other and guide the direction of your company. The main difference between them is that the mission statement describes what your company does, while your vision statement explains what the company attempts to achieve in the future.

On the other hand, their main similarity is that they both need to align with your company’s core values and culture because all these elements make up your company’s identity and differentiation factors.

The vision statement comes before the purpose statement and it outlines where you want to be. First, you have to conjure it. You’re not there yet, but keeping the vision in sight allows you to get there in time.

A purpose statement is the why, it’s the reason you want to achieve the vision that’s your goal. You have to answer the question of why you want to achieve this vision. Therefore, the purpose statement is about the overall values.

There’s also a mission statement, which often joins these other two statements. The mission statement is about how you’ll achieve your goals. This allows you to make a plan, create steps to implement it and track your progress towards achieving that vision statement.

The best way to learn about vision statements is to look at real-life vision statement examples. We’ve gathered 25 vision statement examples from the best companies in the world to help you write your own. These examples prove that a vision statement isn’t a templated document that only differs from other organizations by the branded logo on top of it.

• IKEA: “Our vision is to create a better everyday life for many people.”
• Nike: “Bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)”
• McDonald’s: “To be the best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness and value, so that we make every customer in every restaurant smile.”
• Amazon: “We strive to offer our customers the lowest possible prices, the best available selection and the utmost convenience.”
• Walmart: “Be the destination for customers to save money, no matter how they want to shop.”
• Google: “To provide access to the world’s information in one click”
• Microsoft: “To help people and businesses throughout the world realize their full potential.”
• Facebook: “People use Facebook to stay connected with friends and family, to discover what’s going on in the world and to share and express what matters to them.”
• Coca-Cola: “Our vision is to craft the brands and choice of drinks that people love, to refresh them in body and spirit.”
• Starbucks: “Treat people like family, and they will be loyal and their all.”
• Tesla: “To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.”
• Samsung: “Inspire the world with our innovative technologies, products and design that enrich people’s lives and contribute to social prosperity.”
• Netflix: “Becoming the best global entertainment distribution service.”
• Zoom: “Zoom is for you.”
• Patagonia: “We’re in business to save our home planet.”
• Oxfam: “A world without poverty.”
• Disney: “To be one of the world’s leading producers and providers of entertainment and information.”
• Instagram: “Capture and share the world’s moments.”
• LinkedIn: “Create economic opportunity for every member of the global workforce.”
• Meta: “Give people the power to build community and bring the world closer together.”
• Shopify: “To make commerce better for everyone.”
• Uber: “We ignite opportunity by setting the world in motion.”
• TED: “Spread ideas”
• American Express: “Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.”
• Sony: “To be a company that inspires and fulfills your curiosity.”

Every company has a unique vision statement, but the process is similar for most of them. Here are some steps to help you write your own.

1. What Are the Core Values of Your Company?

The core values of your company define its identity and how it interacts with the communities and the environment. It’s important to understand them to define your company vision.

2. What’s Your Company Mission?

Understanding what your company does and how it operates is essential to planning for the future.

3. Understand Your Company Culture

A strong company culture is an essential part of the success of any business. That’s why your vision must be aligned with it, otherwise, your strategic planning won’t work.

4. Identify Current Strategic Goals

Before you think about future goals, you must understand where your organization currently stands. Your vision might be a long-term plan that sets goals for the next 5 to 10 years, but those goals need to be realistic. You can use a SWOT matrix to get a better idea of the competitive environment of your business.

5. Define Future Goals

Think about what you’d like your company to achieve in the next 5-10 years based on the current status of your business and create a strategic plan to achieve your goals.

6. Write Your Vision Statement

Now that you have an idea of the main elements that are involved in the process of writing your vision statement, you can create one that fits your organization.

Best Practices for Writing a Vision Statement

There’s no template for writing a vision statement, however, a common structure for successful ones includes these traits:

• Be concise: This isn’t the place to stuff a document with fluff statements. It should be simple, easy to read and cut to the essentials so that it can be set to memory and be repeated accurately.
• Be clear: A good rule of thumb for clarity is to focus on one primary goal, rather than trying to fill the document with many ideas. One clear objective is also easier to focus on and achieve.
• Have a time horizon: A time horizon is simply a fixed point in the future when you’ll achieve and evaluate your vision statement. Define that timeline .
• Make it future-oriented: Again, the vision statement isn’t what the company is presently engaged in but rather a future objective of where the company plans to be.
• Be stable: The vision statement is a long-term goal that should, ideally, not be affected by the market or technological changes.
• Be challenging: That said, you don’t want to be timid in setting your goals. Your objective shouldn’t be too easy to achieve, but also it shouldn’t be so unrealistic as to be discarded.
• Be abstract: The vision statement should be general enough to capture the organization’s interests and strategic direction.
• Be inspiring: Live up to the title of the document, and create something that will rally the troops and be desirable as a goal for all those involved in the organization.

Because the vision statement is a foundational business document that will guide the company’s strategic planning direction for years to come, consider using project planning tools and brainstorming techniques to get input from everyone on the team. That way, you’ll get greater buy-in from the company, and you’ll widen your net for collecting business vision ideas.

Using ProjectManager to Write a Vision Statement

Writing a vision statement is a project in itself, and one that should be treated with some weight. A vision statement informs the direction, morale and spirit of the organization: you need it to be inspiring.

To help you craft the ideal vision statement, try ProjectManager . Our subscription model gives you several entry points. Then you can create collaborative task lists, so you can brainstorm with other leaders in the organization regarding your direction. Create a task, and add subtasks, so you can take everything into account when making your vision statement. Plus, you can add comments and files to tasks, so collaboration can stay focused and localized.

Once you’ve crafted a vision statement that inspires your team, the real work begins. To achieve that vision, you’ll need the right tools. ProjectManager is online project management software with tools like online Gantt charts, task lists and kanban boards to help you complete projects and make a name for yourself. Take a free trial of our award-winning software and see how it can help you realize your vision .

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My Personal Vision Statement Essay

Type of paper: Essay

Topic: Actions , Life , Learning , Money , Milestone , Goals , Vision , People

Published: 12/13/2021

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I. Introduction As I mature each day, I realize how important it is to develop and refine my personal vision statement, which would serve to guide the course of my life as I make decisions and actions. In other words, my personal vision statement is what I feel and think most of the time to achieve my objectives in life. I believe that a well-thought of and worthwhile personal vision will help me chart my career and life by setting goals with critical decisions and actions. Hence, in this essay, I offered three learning goals, as well as, two milestones and one action plan for each goal. II. Learning Goals, Milestones, and Action Steps My initial learning goal is to be a manager within a span of five years. For my first milestone, I have to climb the organizational ladder each year until such time I attain managerial position. To do so, I need to apply whatever relevant things I learned in my courses on leadership. Second, I have to surround myself with people (such as, expert leadership mentor and trustworthy colleagues) to attain my desired organizational rank. Personally, I have to use decision-oriented and action-directed style to fulfill these milestones. My initial action plan is to build my career from the company where I would work with passion, dedication, sense of fulfillment, loyalty, love, inter alia. My second learning goal is to be financially stable throughout my career. My first milestone is to save money and later on invest it. It is always good to save money in order to avoid loans and related debts. My second milestone is to work smartly and fruitfully by, say, working overtime without sacrificing my well-being, family and social life. I think that success also lies beneath those people we come to have contact with as we forge lasting relationship with them. With those milestones in mind, my initial action plan is to perform at my best in my work, social and personal life. I need a balanced outlook and lifestyle to stay fit – physically, mentally, socially, etc. – as I fulfill my life’s desire. My last learning goal is to do philanthropic activities, locally and abroad. As I perform the tasks of giving and helping out people and groups in need, I would also be travelling abroad by those times. To be able to do my third goal, my initial milestone is to work productively to earn more money from my work and investments. Moreover, I need to apply what I learned from my continuing professional studies, such as about saving and investing my hard-earned money. My second milestone is to create a network of local and international philanthropist organization so that we can do better in giving hope to disadvantaged people. My action plan is to learn from the stories of successful philanthropists on how they were able to help others despite the temptations of using their money primarily for their own selves, families and relatives. III. Conclusing Remarks I strongly believe that my learning goals of becoming a manager, a financially stable person, and philanthropist are all worth them to live by a meaningful life with lasting impact to my loved ones and the world over. Likewise, with the milestones or significant events in my life’s projects, I would then be an example to others to emulate. With each action plan in my personal vision statement, nothing should get in the way of fulfilling them all by being true to myself and others who would benefit from my decisions and actions.

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30 Noteworthy Vision Statement Examples (+ Free Template)

The vision statement is the North Star of your overall company strategy, it is where you want to be as a business in the future. A good vision statement acts as motivation for employees and provides guidance on long-term goal setting.

Wondering why it matters? According to a January 2022 survey by Gartner, 52% of surveyed employees said the pandemic made them question the purpose of their day-to-day job. What can you get from unmotivated employees? Well, probably wasted money and slower business growth. But that’s a story for another day.

Let’s dive into this article, where you’ll discover:

Why Do You Need A Good Vision Statement?

What is a vision statement, vision vs. mission statement: what's the difference, how to write a company vision statement example, tips for creating your vision statement, 30 vision statement examples from top companies.

• Vision Statement Template And Resources

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Do you think a vision statement is just fluff with its only purpose to look good in the “About Us” section on the website?

Well, we beg to differ and so does Ryan Saundry, a General Manager in charge of Strategy & Value Creation at Asahi Beverages. Here’s why he believes a vision statement is crucial for business:

"If you look at many of the great examples of super successful companies over the last 10,15 or 20 years, there's one thing they have in common. And that’s a really simple, clear vision their business and people can understand and coalesce behind."

The reason why a good vision statement matters is that the people you are leading want to know the “why” behind your decision-making before they follow you.

If you are a disruptive business, your vision will have to be bigger and more badass than any other. And you need to figure it out to create engagement and followership from your stakeholders and team members.

On top of that, a vision statement plays an important role in the strategic planning process.

Vision statements have a directional role , meaning they guide the organization’s plans and strategies. In other words, a clear vision acts as your North Star that helps you set strategic initiatives and objectives while keeping the focus on the big picture. That’s why a vision statement should be a part of the company’s every strategic plan.

When you think about an organization's vision statement, it's not just about the business goals and how to achieve them (that's more like a mission statement). It's about looking at the bigger picture. Take Kellogg's vision statement, for example: " A good and just world where people are not just fed but fulfilled. " They're not only talking about sales here or about being the #1 company in their industry. It's about how they want to make a positive impact on society and improve people's lives.

The bottom line is that people follow leaders with vision and customers are loyal to companies with good vision statements that deeply resonate with them . That’s why your company’s vision shouldn’t be just an afterthought. After all, a memorable and engaging vision statement engages your people emotionally, causing them to work around and through obstacles, and inspires change.

📽️ Must watch : We’re sure you’ve seen it already, BUT if you haven’t, Simon Sinek’s TED talk “ How great leaders inspire action ” is a great resource to understand the importance of your vision statement, and the “why” behind your organization.

In short, a vision statement describes the desired future state of a business within a 5-10 year timeframe and guides the direction of the business's efforts. It is essentially the future objectives of a business. The vision statement is also the first step in building a highly-effective business strategic plan, since it sets the foundation to understand the direction of your business in the long-term.

While this is more of a general definition, let’s dig a bit deeper into it by looking at the difference between a vision statement and a mission statement.

If you hear 10 different people talking about mission and vision, you will most likely hear 10 different definitions. Taking a look at some of the websites and social media accounts, it's clear that many people confuse one for another. 

But here’s how Anita Stubenrauch, ex-Apple creative veteran, explains why you shouldn’t ignore the difference : 

Here’s what’s at stake: if we mistake mission for vision, we just might accomplish what we set out to do — and then stop there.

In other words, mistaking the vision for a mission statement might just stop your organization from achieving its true growth potential.

Let’s settle this battle once and for all: 

• A vision statement is a long-term, idealistic state of the FUTURE that doesn’t exist yet. It’s an inspiring, rallying cry that invites everyone who believes in it to contribute and become a part of it. 
• A company's mission statement is how the company chooses to pursue its vision - like a roadmap . It is more specific and relates directly to the company’s products and services.

Let’s take a look at a few examples to illustrate the difference: 

Vision statement example: 

• HYBE’s vision: “To be the world’s top music-based entertainment lifestyle platform company.”  

Mission statement example: 

• Google’s mission statement: “Our mission is to organize the world’s information and make it universally accessible and useful.” 
• Walt Disney’s mission: “The mission of The Walt Disney Company is 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.”

So, let’s repeat the key difference. A vision statement is a definition of a company’s future, while a good mission statement represents a roadmap that tells what the company will do to achieve its vision.

Here at Cascade, we've come across a LOT of vision statements while working with thousands of teams of all shapes and sizes, helping them execute strategies . Some of these vision statements are good, some are bad, and most come somewhere in between.

And that’s why we outlined a step-by-step process that will help you craft an effective vision statement.

You can check a complete guide here , but here’s a short recap of each step:

Step 1 - The outcome

Start by being exceptionally clear about what it is your organization actually does. Be careful to remain outcome-focused rather than output-focused.

Step 2 - The twist

What’s your unique selling point? Make sure to include it in your vision statement.

Step 3 - The quantification

One of the common problems with a vision statement is too specific. If we return to the basic definition, your vision statement should be a long-term, idealistic state of the FUTURE that doesn’t exist yet. That said - don't be too specific or apply specific metrics at this stage. 

You might want to refine your target audience or target market, but avoid adding financial projections or any numbers.

Step 4 - The human connection

One final trick you can apply to help make your vision even more memorable is to add a real-life aspect. This will allow people to conjure up a solid mental image to associate with your vision statement.

Below is a vision statement example we've created for a fictional bakery place using our vision statement formula !

Vision Statement Example

Our vision is to "produce and sell locally sourced cakes and pies that are so delicious and satisfying , that every customer who leaves our store does so with a smile ."

Can you imagine yourself standing in the middle of the bakery surrounded by the smell of fresh pastry, and with a smile on your face? We certainly can! And that’s the whole point. Your vision should be imaginable and desirable, like the one above.

Here are a few things you should consider when you start writing down your company’s vision statement: 

• Keep it short - max 2 sentences.
• It must be specific to your business and describe a unique outcome that only you can provide. 
• Use the present tense . 
• Keep it simple enough for people both inside and outside your organization to understand. No technical jargon, buzzwords, or metaphors.
• It should be ambitious enough to be exciting but not too ambitious that it seems unachievable. Here at Cascade, we recommend thinking 5 years into the future.
• Vision needs to align with the company’s core values that you want your people to exhibit as they perform their work. 

Following these tips and best practices should give you a solid starting point for creating a vision statement. 

👉🏻 Check out our step-by-step guide on how to write a vision statement.

💡Pro Tip: Writing your vision statement is an iterative process, so don't worry if you don't get it right on the first try. A helpful practice is to brainstorm with a diverse group, welcoming various perspectives and refining ideas until you capture the essence of your organization's aspirations.

There are many good vision statement examples that have become widely recognized because they have some pretty amazing companies behind them. You should keep in mind that these are just a starting point. There is much more to the creation process of these vision statements than meets the eye. 

Let’s look at some popular company vision examples: 

Microsoft is one of the most well-known technology companies in the world. Their vision is to help people and businesses throughout the world realize their full potential. 

This e-commerce giant’s vision is to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online. 

Tesla ’s vision is to create the most compelling car company of the 21st century by driving the world's transition to electric vehicles. Their mission is to accelerate the world's transition to sustainable energy.

This world’s largest furniture retailer’s vision is to create a better everyday life for many people. 

Lego 's vision emphasizes the importance of play in fostering creativity, imagination, and educational development among children and adults alike: “A global force for Learning-through-Play”. 

Patagonia stands out among companies for consistently aligning its actions with its mission, values, and company culture around sustainability. Their mission statement is “We're in business to save our home planet.” However, they don’t have any official release on their vision statement. 

If we asked you what TED’s vision is, you’d probably know or at least imagine it. That’s because TED has a vision statement that’s short and sweet: “Spread ideas”. Though it doesn’t follow the secret formula we’ve shared, we can say it’s definitely memorable.

LinkedIn’s vision statement is “Create economic opportunity for every member of the global workforce,” and their mission statement is “connect the world’s professionals to make them more productive and successful.”

There is no official release of Starbucks ' vision statement, but here's one example of what it could look like: “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow." 

For inspiration, we are also adding their official mission statement: “To inspire and nurture the human spirit - one person, one cup, and one neighborhood at a time.”

Disney 's vision statement is “to be one of the world's leading producers and providers of entertainment and information.”

Nike ’s vision is “To bring inspiration and innovation to every athlete* in the world” - and here’s the brilliance when they add the commentary below “*if you have a body, you’re an athlete.”

McDonald's

This multinational fast food chain’s vision statement is “to be the world's best quick service restaurant experience,” and its mission statement is “to make delicious feel-good moments easy for everyone.” 

Coca-Cola ’s vision is to craft the brands and choice of drinks that people love, to refresh them in body & spirit. It makes sense right? Just think about Coca-Cola’s famous ads like “Open happiness” and you’ll instantly see how they’re aligned with their vision.

Netflix’s vision is “To entertain the world.” On their website they complement this vision with what we could say would be their “manifesto”:

Whatever your taste, and no matter where you live, we give you access to best-in-class TV series, documentaries, feature films and mobile games. Our members control what they want to watch, when they want it, in one simple subscription. We’re streaming in more than 30 languages and 190 countries, because great stories can come from anywhere and be loved everywhere. We are the world’s biggest fans of entertainment, and we’re always looking to help you find your next favorite story.

🤔What’s a brand manifesto? A concise statement that captures the essence and values of a brand, aiming to create an emotional connection with the target audience and inspire loyalty. It communicates the brand's mission, personality, and desired impact on the world. Brand manifestos can take various forms, including written statements, videos, or visual representations.

American Express

American Express’ vision is to “Provide the world’s best customer experience every day.”

Zoom’s vision is “Video communications empowering people to accomplish more.” Yikes . It could definitely be more memorable and inspiring, right?

Warby Parker 

Warby Parker’s vision is to be one of the most impactful brands in the world by inspiring the next generations of entrepreneurs and consumers to transform the eyewear and eyecare industry through design and innovation. 

Oxfam is a global organization with a vision of a world that is just and sustainable. 

Southwest Airlines 

Their vision is “To be the world's most loved, most efficient, and most profitable airline.”

The Nature Conservancy

This nonprofit’s vision is “A world where the diversity of life thrives, and people act to conserve nature for its own sake and its ability to fulfill our needs and enrich our lives.”

Astellas’s vision is to be at the forefront of healthcare change to run innovative science into VALUE for patients.

This giant beauty company’s vision is  “to be the most inclusive beauty leader and contribute to a society in which everyone can live safely, peacefully, and equally.”

NASA , the National Aeronautics and Space Administration, embarks on a bold and awe-inspiring vision of “Exploring the secrets of the universe for the benefit of all.”

The legendary New Zealand national rugby team embodies the indomitable spirit of unity, excellence, and Maori culture. Their vision is: “Inspiring and Unifying through rugby”.

As a global leader in the pharmaceutical industry, Novartis ’ vision is to be a trusted leader in changing the practice of medicine.

The British Broadcasting Corporation’s vision is to enrich people's lives with programs and services that inform, educate and entertain by being the most creative organization in the world.

Leading global food company, Danone , is driven by a powerful vision ignited by words from their founder, Antoine Riboud: "There is only one earth, we only live once." Guided by this ethos, Danone is committed to bringing health to our planet and generations of people. 

This company is committed to creating a better world through health and wellness, and this is shown in their vision statement: “To be the leading partner in reimagining local healthcare and wellbeing for all.”

Toyota ’s vision is written slightly differently from the others we’ve seen. It’s a little longer than we’d recommend, but it serves the purpose:

“Toyota will lead the future mobility society, enriching lives around the world with the safest and most responsible ways of moving people. Through our commitment to quality, ceaseless innovation, and respect for the planet, we strive to exceed expectations and be rewarded with a smile. We will meet challenging goals by engaging the talent and passion of people who believe there is always a better way.”

This global automotive supplier’s vision is to accelerate profitable growth and enhance our technology offer to become a leader in sustainable mobility and smart life on board. Its mission is to create and deliver high-quality and innovative products which comply with legal constraints and customer quality requirements.

In this example above, the difference between vision and mission is obvious.

Vision Statement Template And Resources 

Feeling inspired to create a good vision statement for your business? We have a collection of amazing resources that will help you create your own!

Need a bit more inspiration? Download our carefully curated collection of 100 world’s best vision statements sorted by various industries, including:

• Retail vision statement examples
• Healthcare & Pharmaceuticals vision statement examples 
• Food & Beverages vision statement examples
• Automotive vision statement examples
• Vision statement examples for Financial Services
• Manufacturing vision statement examples
• Airlines, Aerospace & Defense vision statement examples

Want to start working on your own vision statement? Look no further and download our vision statement toolkit that includes all resources you need to create an inspiring vision statement. Inside you’ll also find a vision statement template and a special workbook we’re using with our customers to align their vision with company values and company strategic goals.

Need a step- by-step guide? Read our thorough article on how to write a vision statement with extra tips, best practices, and formulas.

As Jack Welch, former Chairman and CEO of General Electric, said :

“Good business leaders create a vision, articulate the vision, passionately own the vision and relentlessly drive it to completion.”

Every business needs an inspiring vision to spread ideas and make a difference in the world. However, even the greatest vision means nothing without execution.

Cascade is a global software company, consistently ranking as the world’s #1 strategy execution platform. At Cascade, we make visions happen by acting as the strategic brain of your organization, remediating the chaos of running your business so that you can move forward. 

Do you want to learn how to bridge the gap between vision and execution? Sign up today for a free forever plan or book a guided 1:1 tour with one of our Cascade in-house strategy execution experts and get your team moving toward your vision.

What’s the difference between vision statement and purpose?

A vision statement and a purpose serve distinct but complementary roles in an organization:

• The vision statement outlines the desired future state or long-term aspirations of an organization, providing a clear and inspiring picture of what the organization aims to achieve.
• Purpose refers to the fundamental reason for an organization's existence beyond financial gain, representing its deeper meaning, societal impact, and core mission. It goes beyond profitability and focuses on making a positive difference in the world.

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2.4: Angle of Vision

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Learning Objectives

• Identify how different wording can change angles of vision and impact on readers
• Apply techniques to demonstrate different angles of vision and create objective writing

On occasion, you will be asked to write an emotionally expressive or sensory piece—something like your journal entries. However, during your academic studies, your instructors will ask you to write essays that are fact based and academic in tone. This means you will only be able to show your opinions by the choice of ideas you discuss and how you present your evidence. Your instructors will expect you to compose emotion-free papers, which means you have to choose your words carefully. When you write pieces full of emotion without facts, the reader is less likely to trust your argument. Imagine that you feel very strongly on an issue but do not use facts to support your argument. What if the reader disagrees with you? Since you have not provided factual supporting evidence, the reader will not be convinced of your point of view.

In this section, we will explore the impact of emotional writing and the impact on the reader; we will also explore word choices and their possible connotations. To begin, look at the two passages in Exercise 2.10 showing different angles of vision or points of view.

Exercise 2.10

This exercise will show you how simple changes in word choice and a writer using a lot of personal opinion will impact the reader. Look at the two passages below then answer the questions.

Passage 1 What a glorious day! The beautiful sun is shining down on those basking, hoping to absorb its wonderful rays. The surf is playfully nudging the young children who are frolicking in the waves. A group of smiling young people laugh joyously as they plan an exciting game of volleyball. As I watch their rousing game, I enjoy the feel of the warm sand playing between my toes. I love summer at the beach!

Passage 2 It is way too hot! The sun is beating down on all those foolish enough to think it is healthy to get a suntan. They will be sorry when they burn. I keep seeing unsupervised children getting knocked down by the strong waves, and their negligent parents are nowhere to be seen. Nearby, some rowdy teenagers keep laughing obnoxiously every time one in their group misses the volleyball; they are really terrible volleyball players. I would like to move from where I am sitting, but the sand is scorching hot and will burn my feet. I wish I had stayed home!

What are the differences in the physical setting that these passages are describing? Are they in different locations or happening at different times of day? Are there different people involved?

What evidence beyond sensory perceptions and personal opinion do the writers provide?

Which one are you more likely to agree with? Why? Is this because it matches your personal opinion of the beach or because it is combined with supporting facts?

It is clear that the two authors like or appreciate conditions and experiences differently. In Passage 1, the writer likes warm weather and does not mind noise, but in Passage 2, the writer would probably prefer to be at home in air conditioning. Ultimately, the passage that you connect with more is probably based on how you personally feel about going to the beach. Because the passages are based solely on opinion, there is nothing in them to convince the reader that other perspectives or angles of vision are valid. This is why you need to use facts to back up your ideas when writing (and of course include citations, which are discussed in Chapter 9 ). However, before we look at objective, fact-based writing, your first assignment will give you an opportunity to practise choosing your words to show differing perspectives; it will also help you to see how changing words can completely change the effect of the writing.

Assignment 1: angles of vision (2.5%)

Choose a place where you can sit and observe for 15 to-20 minutes. Then write a focused description of the scene that will enable the reader to see what you see. You will actually have to write two descriptions of the same scene. One will be of the scene from a positive or favourable perspective; the other needs to convey a negative or unfavourable impression.

Both descriptions must contain only factual details and must describe exactly the same scene from the same location at the same time. This means that you cannot just change the facts like making the weather cloudy instead of sunny; your descriptive words need to do the work for you. Length: combined total of 300 to 400 words.

You can start with either the positive or negative paragraph, but remember, you do not want to just substitute antonyms, or opposite words, when writing from the opposite angle. You want to step back from the scene, so to speak, and visualize how aspects of what you are experiencing or witnessing would appear to someone who did not feel the same way you do.

You need to submit this assignment to your instructor for marking . (2.5%)

Assignment 1 shows you that changing your wording even slightly can completely change the impact or effect. This exercise also showed you an example of subjective writing—something that is writer centred often based on the writer’s sensory perceptions or emotions.

We have also talked about how the reader’s angle of vision may differ from the writer’s, and since there are no facts to give the reader a solid and believable perspective, the reader could be unconvinced. Now, we will look at an objective , or quantifiable, factual/scientific, example of the same type of passage.

Exercise 2.11

Objective p assage

On the morning of Saturday, June 10, I decided to visit the beach. The sky was clear with no clouds visible in the sky. I arrived at the beach at about 12:30, and it was already quite warm. I had to drive with the windows open, and it read 25C on the car’s temperature display. Just before getting out of the car, I remembered to grab my 30 SPF sunscreen because I got burned so badly last year, and I do not want to experience that blistering again this year. In front of me, there were five children who were about six years old playing in the foot-high waves; it looked like their parents were sitting watching them carefully from about four metres away probably just in case the waves got too high and they needed to dash to their children quickly. I chose a spot 10 metres to the right away from a group of young people, maybe 16 years old, playing volleyball, close enough to watch them having fun but far away enough to not get hit by any stray balls. These teenagers must have been playing just for fun because it seemed like someone missed every second ball, and the entire group started laughing when they did. Thankfully I wore my sandals, so I could feel the warmth of the sand between my toes but protect my feet in case the sand got too hot.

How is this passage different from the subjective examples in Exercise 2.10? What evidence beyond sensory perceptions and personal opinion does the writer provide? Is the passage more positive or negative? Does it discuss both good and bad things? What is different about how the different perspectives are presented?

In the passage above, the writer has presented both positive and negative situations, but the language she used is neutral and without judgment. The writer has linked bad past experiences and put a positive spin on them or was able to see possible negatives but also present solutions. She also provided enough detail (measurements, temperatures, distances, etc.) to present a more complete description, so the reader could visualize where everyone was situated in the scene, how hot it was, how high the waves were. Essentially, the writer presented a complete, unemotional, and objective perspective that is supported by quantifiable evidence.

• How to Write a Vision Statement

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Where do you see your business in five years from now? If the question caught you off-guard, your business might be missing a vital part of strategic planning: a vision statement. In order to know what your business needs to do, you must know where you want to go – you need a vision for the business.

So, how to write a vision statement and what is it all about? In this guide, I’ll explain the concepts, the key strategies and provide you examples of the good, the bad and the downright ugly.

WHAT IS A VISION STATEMENT?

Every successful business has to define itself. A business can’t survive in today’s competitive world without a clear identity: a story of who, why, what, when, where, and how. A vision statement is a tool for telling a part of this story, helping to define the business.

The definition

A vision statement is a short statement to define the core ideas shaping and directing your business. It’s a description of the long-term changes your company wants to achieve with its work, either by providing products or services. By writing a vision statement you are outlining the place where your organization is headed and define what the place will look like.

When you read a vision statement or, indeed, write one for your organization, you are creating a message that can answer the following questions:

• What does the business do?
• How do you help people?
• What are you trying to achieve?
• How are you planning to achieve it?

A vision statement is essentially a summary of the reasons your organization exists and the purpose of it doing what it does. The structure of the statement can vary a bit, as you’ll see later, but the key thing to know is the simplicity of vision statements. A vision statement is not a longwinded answer or a comprehensive business plan : it’s simply the bare-naked reason for your business.

The difference between a vision statement and a mission statement

Every business needs a strategic plan and a vision statement is part of this plan. The other component – a mission statement – is easily mixed with a vision statement. In fact, many companies out there tend to combine the two. You can find one example of such act in the final section with examples – the IKEA example is a good reminder why you should understand the difference between these two statements.

Although both statements are crucial, they serve a different purpose.

Mission statements are essentially based on the present . The statements are about the idea of why the company exists, especially for the customer to understand. A mission statement has two audiences: the company, with the people working for it together with the stakeholders, and any outsider, such as customers and potential customers. If you want to pinpoint a mission statement to a single issue, the statement examines and answers the question “ Why does the business exist? ” The mission statement should be built around actions – the things the business is doing and will do in the future.

On the other hand, vision statements are focused on the future . The purpose of a vision statement is to outline the future, by focusing on the values and hopes of the business. The purpose is more about inspiring and directing, especially internally. Not all vision statements are public for this reason. Organizations sometimes want to have the vision statement just as an internal guidance of the bigger picture. Nonetheless, vision statements can be public and they can convey the outside, i.e. the customer, what the organization is looking to achieve. In the case of a vision statement, you could define its objective with the question “ Where does the business go? ” Vision statements are not too concerned about the how, but the purpose is to aspire and paint a picture of the future.

WHY SHOULD YOU HAVE A VISION STATEMENT?

But do you need to have a vision statement? Without a proper vision statement, you lack a clear definition of your objectives. You don’t have that idea of the business laid out and this could impact how well your business performs. The two key ways a vision statement can help your business are its ability to identify and understand your organization’s underlying ambitions and the ability to motivate and inspire your workforce.

First, your business must have a vision for the future even before you’ve written it down. You must have had an underlying reason to start the business and a broad idea of what you want to achieve with the project. If you don’t, you don’t really have a business idea. With a vision statement, you turn this broad concept in your head into a clear message. You clarify your objectives and your ambition.

Instead of “ I want the company to create the best apps ”, you say “ I want the company to create a world where small business can connect with each other easier and improve the society around them ”.

Why does it matter? Why does clarifying your future dreams help? It simply reveals the outcomes you are expecting to happen. When you have the outcomes outlined, you can naturally create a better process for achieving them. You aren’t just moving; you get a sense of direction. For example, with the above statements, the latter defines your urge to focus on small businesses, which can mean things like creating apps that are affordable and easy to use with limited resources. You emphasize the value of connectivity, which means you want to instill the value of communication and networking for your business. As you can see, your mission ‘to make apps’ becomes much clearer.

While you might have a vision in your head, a vision statement is concrete and available for others to see. This is important in an organization because you need the different stakeholders to understand the purpose of the business. The employee and the investor have to know where you are heading in order to appropriately help you. It can help them feel more motivated and engaged, according to research .

In a study of employees, the companies who appealed to employees with their vision statement, the engagement levels stood at 68%, while on average the engagement levels tend to stand at 49%. The more engaged your employees are, the more productive they are. You can think about it from your own experience. Perhaps you’ve worked in a business where you didn’t quite get the sense of the values or the bigger picture of the business. Did you enjoy the work? Did it feel meaningful? On the other hand, if you’ve worked in a business where the vision was clearly outlined, you most probably felt more energy, as you understood what the company is trying to achieve.

By creating a vision statement, you are boosting the long-term success of the organization through better strategic planning. You define the values and the guiding objectives for the business, making it easier to plan future actions. But you are also improving the bottom line because you align the business’ processes with the vision and you inspire your employees and stakeholders to subscribe to your vision.

THE COMMON RULES OF A VISION STATEMENT

So, what does a good vision statement look like? Essentially, in order to write a good vision statement, you need to follow four common rules. These are outlined below, together with examples of both good and bad practices.

It has to be short and unambiguous

The key to a good vision statement lies in the length. There’s no specific word count, but you don’t want to write more than two sentences. If you can’t define your vision within less than two to three sentences, you haven’t clarified your true objectives well enough. You can always expand your vision further and go into more detail, but the actual vision statement must be short. Compare the below statements to see how the same essential message can be said with fewer words.

+ Creating a world where healthcare is affordable and accessible to everyone.

– Help people live a healthier life with more healthcare options to choose from. These are affordable solutions and people use them to feel better. We’ll also ensure affordable service to guarantee people with different background can enjoy from the service.

The message should also be unambiguous. You don’t want to use words that don’t create an impact – after all, you are looking to inspire and motivate people. Words are important because they create meaning and emotion. You need to pick the words that describe your vision clearly and have the impact you are looking for. This means avoiding business jargon and fancy talk. Get to the point and make it clear what you are trying to achieve with your vision statement. Look at the examples:

+ We’ll create a world of customer-led content to enhance information sharing across different communities.

– We continue to pursue mission-critical catalysts to value customers while offering emerging content to all.

The second sentence doesn’t say much. It adds fancy words together, but you don’t get a sense of what the end goal is. On the other hand, the first example uses words that are easy to understand and which are full of action, not ambiguity. There are two great rules for avoiding ambiguity with your vision statement:

• Pick word’s that indicate direction and avoid generic word . A generic statement would be to say, “ We want to be a success ”.
• Avoid being too specific ; vision statement shouldn’t become ‘old’. If you say, “ We’ll be the best selling bookshop in five years ”; you are setting an objective, not a vision. In five years time, you may or may not have achieved the vision and you need to change it.

It should be ambitious, yet simple

Your vision statement shouldn’t just be short, but also aim for simplicity. The vision statement should be easily understood, whether you work in the business or the industry. Although you might keep the vision statement only for the eyes of people working in the organization, you still want it to be understood without knowing much about your business or the industry.

Technical jargon or reading between the lines are not qualities for a proper vision statement. The message has to jump out and be understood within a few seconds. A vision statement is not to be deciphered.

+ We want a world free of office paper waste.

– We implement the waste protocol to meet WRAP standards and clear the world of office waste.

But the above shouldn’t make you feel the vision statement has to be down to earth. Unlike the mission statement or your business plan, a vision statement is the place for dreams. You should be ambitious in the vision statement and not focus on the realistic timeline for achieving them. Reach for the stars with your vision statement and imagine the ideal future for your future.

As mentioned in the previous section, your vision statement doesn’t need to be finished within a set of years – it should be a vision your company is constantly thriving towards.

+ Our hope is to see the beloved town enjoy healthier and more sustainable lifestyle.

– We thrive to create a 100 strong customer base for our range of goods.

It must be specific to the business

The final two core rules of vision statements get more detailed in terms of your specific business. First, your vision statement should always relate to your business and its values. So, if you were tempted at nicking one of the examples from this article, don’t do it. You can’t copy another company’s vision or use a blanket solution – your vision statement is about your business and its ideals .

While vision statements aren’t supposed to outline your specific product or service, or discuss the approach you are taking to achieving your vision, it does have to be part of your company. You shouldn’t have a vision statement aspiring to boost sustainability, if your company has nothing to do with it, doesn’t use sustainable practices or create sustainable products.

The vision statement must be at the heart of what your business is about; the values you instill to your employees. Let’s consider your business is an accounting software company. An example of a good and a bad, business-specific vision statement would look like:

+ Providing people the opportunities to worry less about work and spend more time achieving goals.

– Ensure people are able to live happier.

The bad example isn’t good for two reasons. It doesn’t really define the values and objectives your accounting software can provide. It’s also too ambiguous and unclear. You don’t get any idea what, why and how? There’s no connection between the ideal world and your business. Surely we would all hope to live a happier life, but you need to clarify a bit more why your business also believes in it and how could they help you do it.

It must align with the business values

Finally, your vision statement must align with your business values. You can’t talk about wanting to be known for excellent service, if you don’t place customer service at the core in your actions. In a sense, you need to ‘practice what you preach’. Since the aim of a vision statement is to inspire and motivate your employees and other stakeholders, you need to ensure you talk about the values you want them to exhibit in their work.

Let’s say your business values are sustainability, customer service and social mobility. You want to keep these at the heart of your vision and not include the values you’re not emphasising. For instance, if your business is all about eco-friendly decisions, the good and the bad vision statement might look like this:

+ Creating a network of trading used goods to ensure everyone gets to enjoy the planet for longer.

– Producing products on a large scale to give people efficient service.

THE STEPS TO TAKE

You should now have a good understanding of the building blocks of a vision statement. The above outlined the structure of a good vision statement, together with the focus points. So, how to ensure you create a vision statement that’s fit as a good example? Here are some pointers for writing your vision statement.

Defining your organization’s existence

As you now know, I’ve told about the importance of ensuring your vision statement is business-specific. Therefore, you need to get to the heart of what it is your business does. Why are you operating? Where do you want to go? The best way to start thinking about this is by looking at your mission statement.

Mission statement defines your business purpose and the strategies you want to use, which can be helpful in understanding where you are going. If you don’t have a mission statement made, you should write it before working with your vision statement. Check out the YouTube video for quick tips on writing a great mission statement.

Aside from your mission statement, you’ll find your overall strategic plan to be helpful at this point. If you have an elevator pitch ( and you should! ), you can look at it to remind yourself of why you do the things you do. You’ll also need to examine and outline your business goals. Goals are part of the vision because they form the basis of the long-term ideas you have for the business.

It’s also helpful to consider your strengths and weaknesses. Knowing what your business is good at can help you define the road you want the business to take and in the end, lead you to the ‘ideal place’. Furthermore, consider things such as the business identity. Each business has a story to tell; something unique that makes them tick and perform in a specific way and you want to find the story and reflect it in your vision statement.

The above documents will start forming in your head and you’ll start noticing key themes. These might be around values, goals or the stories you want to tell – the key is to identify them and use them as part of the basis for your vision statement. It might be that you find a set of words jumping out from the paper, like responsibility, enjoyment, success, or sustainability. Repeating words can be a good idea to start thinking about the future. How do the actions, emotions and characteristics in your strategic plan reflect the vision you might have for the business?

A good idea is to think about the above and use it to reflect the outcomes of your business’ actions. Notice how outcomes are not the same as products or services you provide, but what your business helps customers to achieve. Let’s say you are a vegetable soup business. Although you make soup, the outcome of your business activity is not soup. The outcome is the soup’s impact on the health of the customers when they enjoy the tasty vegetable soup.

By thinking about the output, you start thinking about the vision for your business. For example, in this case it would be improving people’s health with tasty soup. A real life example of a vision statement that focused on output in this manner is the old Microsoft vision statement. It essentially said the vision to be “ to put Microsoft computer on every home ”. Now, as you know, Microsoft isn’t a delivery company or even a retailer per se. Yet, it saw it’s output to essentially be that of people using a PC at home for different tasks.

To recap, you need to first think about what your business purpose is and how do you go about helping customers. What are the outcomes people have or you want to have when they use the products or services? Remember your vision statement is not to explain what you do, but you can’t define the place you want to be, if you don’t know where you are coming.

Outlining the core values of the business

As well as outlining the purpose and picking inspiration from the strategic plan, you should also consider the core values of the business. What are the behaviors and characteristics you want to highlight with your work? While your values may not be mentioned directly in the vision statement, they should be below the surface – you need the vision to reflect the ideals of your business. If you’ve not thought about your business values, here’s a reminder of what business values are:

• The operational qualities and characteristics you seek to uphold in your performance – both in individual and group level.
• The qualitative goals, you strive to achieve in everything the business does.

Examples of business values include: integrity, honesty, sustainability , and excellence . Each company has it’s own set of values and especially the qualities it chooses to emphasize. Not listing honesty doesn’t mean you don’t want to be an honest company, it might just mean you place greater emphasis on a value such as service. So, like with many things in business, don’t try to copy what others are doing.

If you’re struggling to think about the values most important to your business, sit down and begin writing simple statements. Jot down on the paper, “ I believe in… ” and continue with your chosen value. Perhaps you believe in co-operation or trust as the pillars of good relationships. Don’t think too hard or analyze your value systems too much, but listen to the inner voices.

When you have a set of core values outlined, you should start looking at them in the light of the purpose of your business. You are essentially looking to align the values of your business with what it does. Think both in terms of the present and the future. Ask yourself:

• What are we currently doing to align our business values with performance?
• Are there areas where our values don’t meet with our performance?
• What needs to be done to guarantee continuous alignment?

By answering these questions, you begin to understand the bigger picture. Why and where is your organization headed?

You might have quite a bit of material to work with at this point. Remember to just consider the information and findings as the building blocks – the key to a good vision statement lies in the simplicity of it. Therefore, don’t feel like all the outcomes or values need to be part of the finished statement. Start distilling your vision to the essentials. Your vision statement is not a business plan and you only need to outline the ultimate vision, not all the things you want to achieve.

Thinking where you want to be in the future

A vision statement is not about the here and now. I want you to step away from the present and start gazing into the future next. Use what you’ve found as the slight touch of realism, but start also thinking big. A vision statement wasn’t a representation of a specific goal you want to achieve in five years – it was about the bigger picture or the ideal future for you and your customers.

In fact, Jené Kapela, the owner and founder of Jené Kapela Leadership Solutions, told Business News Daily how generic and safe vision statements wouldn’t produce the best results. “ If a vision statement sets out a generic goal that anyone can agree with, it is likely to produce mediocre results, ” Kapela said . Just as I mentioned above, if you just ‘ want to be successful ’, you’re not giving much information about what success looks like to you. We all want to be a success, but my success is different to your idea of success.

Focus on the future by figuring solid answers to questions like:

• Where is your business going to be in 5/10 years time?
• What will the business look like then? Is it the same size? Does it do the same things?
• What would your business have accomplished by then? What are the key milestones your business has been able to go past?

Visualize your future by mentally scripting what would be said or shown about your company. Imagine I’m interviewing you for the news or an industry specific newspaper. What would the story be about? What are the things you’d be known for and why would your business be loved or respected?

Let’s say you are a photographer and your business provides studio-style photography for families. In 5 years, I might be interviewing because you’ve just started a new branch of studios or perhaps you’ve expanded to become a big fashion photography business. The key is to focus on where you want to be and adding a touch of realism to your vision by understanding your business purpose and values.

Thinking about the future, and creating a vision is important. For a small business or an entrepreneur, visualization is the best way to identify ambitions and focus the efforts needed in order to turn these ambitions into reality. You gain that much needed direction to your business and therefore, you want to spend enough time at this step to truly figure out where you want to go.

To start shaping your vision statement in writing, you should use the following formula to gather your thoughts about the future. You can write a few sentences first:

Five/ten years from now, (the business) will ( achieve/accomplish something ) by ( doing something )

Narrow your sentences down to just a two actions and achievements you want to achieve and use these as the basis for your vision statement. Be a visionary, think outside of the box, and dare to look to the future in a way you want to see it. Remember that big part of the functionality of a vision statement is inspiring others. You need to focus on a future that would motivate people, not bring them down or lead to just mild excitement.

Consider the vision statement by the Canadian Cancer Society , which states, “ Creating a world where no Canadian fears cancer ”. It’s inspirational and it speaks to your emotions. You immediately think, “ Wow! Yes, lets beat this horrible disease. ” If they had said, “ Reducing the number of cancer deaths ”, you wouldn’t get that same, charged feeling. That still sounds great and aspirational, but it’s still essentially saying, “ Hey, we can’t figure how to save everyone ”.

Sharing your vision with the organization

Once you have your vision statement written or you have a few different versions ready, you should do two things. First, you want to gather some feedback before you publish your vision statement. Show it around to your co-workers or friends and family. They might be able to give ideas regarding the vision and the values you didn’t think about. If the business is your ‘baby’, it can be hard to see how others view it. If you want, you could even show a few different versions to your customers and get their opinion regarding your proposed ideas. Don’t worry if you receive negative feedback.

Try understanding where the person is coming from and whether the feedback has some truth to it. Is the statement too vague? Does it leave the person too cold? Furthermore, don’t just make changes based on what you hear. Some people might try to instill their own visions, which might not actually be what you want with the company. Although each feedback is worth examining, not every critique or suggestion is appropriate or valid in your particular situation.

After you’ve gotten feedback and honed your vision statement, you need to share it with others. As I’ve mentioned from the start, a vision statement is a physical statement written either on a piece of paper or as a digital version. It’s not just an idea you have in your head, but also a statement you can show to others.

Therefore, you shouldn’t just write a vision statement and keep it behind locked doors. Since the key part of a vision statement is its inspirational and motivational ability, you need to make it part of your organization’s core. Each employee and stakeholder must be able to view the vision statement and to get back to it for more inspiration. By sharing the vision statement with your employees and other stakeholders, you are keeping it alive and using it as part of organizational strategy.

The vision statement will, in essence, start manifesting itself in every action, turning the vision into a possibility not just a distant dream. You should use it for business planning – ensuring each action you take and the decisions you make push you forward towards the vision. The same should happen with your employees and investors, so you want to share your vision statement and ask people to use the statement as guidance.

How can you share your vision statement with the organization? You can print it out on a poster to place somewhere where people can see it, add it to your business’ website, and share with employees in their welcome back. The key is to ensure people know about it and they can view the statement whenever they please.

Reviewing your statement

A vision statement needs to be visible and accessible, but it also must be reviewed. Your business shouldn’t just come up with a vision statement and then stick to it like it’s the ultimate truth. Perhaps you do come up with a vision statement that’s so on the point you don’t have to tweak it. But don’t be afraid to look at your vision statement in a few years and make the necessary changes.

First, you might have achieved some of your vision and the statement doesn’t seem as inspirational anymore. Windows’ statement about getting a desktop in every home was inspirational in the early 1990s, but in today’s world, it’s rather redundant. You don’t want your vision statement to lose that spark.

In addition, your company might change and evolve over the years. You shouldn’t be afraid of change and you need to embrace it and reflect it in your vision statement. Perhaps your product development suddenly comes up with an idea that transforms your business or maybe the technological advances force your business to change its operations. You never know what the future will bring and you should keep your mind open for these shifts. If your business or the world around you changes, be ready to change and readjust your vision as well.

Review your vision statement regularly and see how it aligns with what your business is doing. Are you moving any closer to your vision? Do you and the people that work for the business believe in the vision? Essentially, you need to make sure people are continuously inspired by the vision and they utilize the values and principles of the vision statement in the work they do.

There’s a big difference in having a vision statement and living by the statement. If the business doesn’t seem to be practicing what it preaches – if there’s a disconnect between your message and what you do – then you need to figure whether the vision is wrong or if you’re just not doing to right things to implement it. You might not be committing enough time and resources to help establish the vision you’ve established, even though everyone passionately believes in the message.

In these instances, you have to review your operational aspects and see what you are doing wrong. Why isn’t the focus more strongly on the vision? But it might not be about the use of resources. It’s not an easy thing to hear, but sometimes your vision statement is simply not a match for your business. But before you despair, remember that practice does make perfect and finding the right vision statement might take a bit of trial and error.

5 examples of real vision statements

So, now you know the basics of a good vision statement and the process for coming up with a statement for your organization. Before you get to work, it’s auspicious to study other organization’s vision statements. This can clarify the things discussed above and give you an idea of what a good and a bad vision statement looks like in the real world.

The five companies mentioned here are great examples of vision statements, some for good and some for bad. For further ideas and examples, check out TopNonProfits.com and its selection of 30 good vision statements, specifically from the charity sector.

American Express

“At American Express®, we have a mission to be the world’s most respected service brand. To do this, we have established a culture that supports our team members, so they can provide exceptional service to our customers.”

American Express is a world-renowned credit card and banking company with a clever vision statement. Although the company specializes in financial services, its vision is centered on what it wants to achieve the most: good customer service . It doesn’t want to be known for its ability to provide financial services, but to offer customers a helpful and comfortable experience.

Why does the above statement work? First, it gets to the point quickly. It doesn’t waste time explaining things, but immediately states what is at the heart of what the company does: becoming “ the world’s most respected service brand ”. The vision statement highlights well what the guiding principle in the company is.  The vision statement gets to the heart of the issue: the company’s desire to be known for its great service to customers.

The agenda is further reinforced in the second line, where the company highlights its belief that good customer service starts from good treatment of its employees. By taking care of the team, the company can use the team is able to better support the customers as well. The vision statement lays down the objective for the company, as well as the process they believe will help them fulfill that vision.

“At IKEA our vision is to create a better everyday life for the many people. Our business idea supports this vision by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”

IKEA’s vision statement is rather a double-edged sword. The biggest reason for this is how the statement is actually not just a vision statement. Read the statement carefully and compare it to the points discussed about the difference between a vision statement and a mission statement. As you might notice, the above sentences are a mixture of both. The company has tried to be clever and combine the two, but this is problematic. The vision and the mission of the business are separate ideas. Therefore, while there are good points about the above statement, it still lacks clarity. It doesn’t go further into addressing the vision, other than in the first sentence.

Now the statement is not too bad. If you just stripped it down to the core, which would for vision statement be the first sentence, you would have a decent answer to the question “ What’s the purpose? ” You can see the company is about helping customers of all sorts to live an easier and happier life. While the sentence provides a glimpse of the vision, you would need a bit more meat around the idea. You’d need a clearer idea of what the core purpose is and the position the company want’s to be in the future.

Save the Children

“Our vision is a world in which every child attains the right to survival, protection, development and participation. ”

Without knowing anything about the organization, by reading the above vision statement, you will learn about its core values and even the mission. You can tell the organization works for the betterment of children. Save the Children has managed to highlight its core values and its purpose on a single statement. Indeed, the organization’s statement has the advantage of consisting just a single sentence.

Because of the structure and the words it uses, it doesn’t need anymore than that. The vision statement is full of meaningful and high-impact words like ‘ survival ’, ‘ protection ’, and ‘ participation ’. You immediately notice the purpose of the organization – improving children’s lives – and the core areas of focus – education, security, and human rights.

Nonetheless, unlike some of the other examples, Save the Children’s vision statement doesn’t touch too much on the way it is going to achieve its vision. On the other hand, the vision statement is about aspiration and not action. Therefore, the Save the Children vision statement hits home with its focus on the pure essential: the ambitious plans the organization has for its future.

“Reebok is dedicated to providing each and every athlete – from professional athletes to recreational runners to kids on the playground – with the opportunity, the products, and the inspiration to achieve what they are capable of. Everyone has the potential to do great things.”

Reebok’s vision statement focuses mainly on the values of the company. The sports company aims to make products, which are available and accessible to all. Through the statement, you can see the company wants to be for everyone, not just for the top athletes, but the amateurs as well. If you’d have to pick one excellent aspect of the vision statement, it would have to be the focus on inspiring others. Reebok wants to be a company motivating people to be active, according to their skills. But it doesn’t just want that, it also inspires people with its vision statement as well. The statement talks about everyone being able to unlock his or her potential.

It speaks directly to the audience, telling them to join the vision and to stop worrying whether they fit in – the Reebok family wants to include everyone. The message from the above statement is clear and it personally touches you. It doesn’t just outline what the company wants, but also calls you to become part of the vision because you are great. Reebok manages to say that its vision is not really about its own products, but about empowering you to reach your potential. The great achiever is you, not the sports shoes you wear.

“PepsiCo’s responsibility is to continually improve all aspects of the world in which we operate – environment, social, economic – creating a better tomorrow than today. Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company.”

Finally, you have PepsiCo ’s vision statement. The vision statement gets to the heart of what the company is trying to do and become: be a sustainable company that seeks constant positive change around it. The statement clearly outlines the two key values the company holds dear: sustainability and development.

It shows the company doesn’t want to just put money in the pockets of the shareholder, but create value among the community it operates in. The vision statement works because it helps you to understand the driving force of the company. You can easily pick out the different values the company wants to highlight, as it uses words like ‘ commitment ’, ‘ stewardship ’, and ‘ responsibility ’.

Furthermore, the statement delves deeper into the objectives for obtaining the vision. The company talks about the programs it runs in order to create change and to ensure sustainability. While the vision statement looks rather long at first glance, each word has a meaning, and the two sentences both add value to the statement. You don’t feel like removing any of the information you are given.

THE BOTTOM LINE

Writing a vision statement isn’t rocket science. But just because it’s not hard doesn’t mean it’s straightforward. A perfect vision statement takes time and proper understanding of your business. And while the statement might seem like a relatively unimportant sentence to write, a vision statement can provide plenty of benefits to your business strategy. Maybe you even want to make it more visual and create an online vision board .

A vision statement is a look to the future; it’s a roadmap of what you are and where you want to be. A business can use it to focus its message and operational efficiency, but it can also inspire and motivate the workforce. It creates unity within the organization because it paints a picture for everyone to see. With a vision statement, you are saying, “ this is where we want to be, this is what you deserve to create ”.

Although vision statements are concise and short, creating the perfect message takes a lot of planning. You need to know your business inside out and identify the values and behaviors, which matter to you the most. If you want your vision statement to work, you need to fully commit to it and believe its message. A vision statement you don’t believe in is never worth writing.

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My Vision For India In 2047 Essay

India has come a long way since gaining independence in 1947 and becoming a republic in 1950. In 2047, it will have completed 100 years as a republic, and it is exciting to think about what the country might look like then. As a nation, we have made significant progress over the past few decades, especially at the beginning of the 2000s. It is easy to imagine that in the next 25 years and make even greater strides. Here are a few sample essays on “ My Vision For India In 2047 ”.

100 Words Essay On My Vision For India In 2047

I envision India as a global leader in 2047 in innovation and technology. With a highly educated and skilled workforce, India will be at the forefront of the Fourth Industrial Revolution, driving the development of cutting-edge technologies and solutions.

Additionally, I see India as a hub for international trade and commerce, with a thriving business environment that attracts investment from around the world. The country's diverse culture and rich history will continue to be a major draw for tourists, making it a top destination for cultural exchange and exploration.

Overall, my vision for India in 2047 is one of prosperity and progress, with a strong emphasis on sustainability and social responsibility. By prioritising education, innovation, and international cooperation, India has the potential to become a beacon of hope and motivation for the world.

200 Words Essay On My Vision For India In 2047

My vision for India in 2047 is of it to be a world leader in technological innovation and sustainable development. With a population of over 1.5 billion people, we must prioritise the well-being of our citizens and the environment.

Shift To Renewable Energy | One major aspect of this vision is the widespread adoption of renewable energy sources. Solar panels and wind turbines will be common, providing clean and efficient energy for households and businesses. This shift towards clean energy will reduce our carbon footprint and create jobs and stimulate the economy.

Advanced Transportation | Another important aspect is the implementation of advanced infrastructure. High-speed trains and efficient public transportation systems will connect major cities, reducing road pollution and congestion.

Technology | Smart cities will be equipped with state-of-the-art technology to optimise resource management and enhance the quality of life for citizens.

Education Hub | In addition, I envision India as a hub for education and research. Our universities will attract top talent from around the globe, and our scientists and engineers will make groundbreaking discoveries in fields such as artificial intelligence and biotechnology.

Overall, my vision for India in 2047 is for it to be a country that is technologically advanced, environmentally conscious, and socially progressive. We will lead the way in creating a sustainable and equitable future for all.

500 Words Essay On My Vision For India In 2047

In 2047, India will be a country that will be thriving in every aspect of life. It will have successfully harnessed the power of technology, innovation, and education to transform itself into a global leader. The government will be proactive in addressing the needs of its citizens and will have implemented policies that ensure the overall well-being of the population.

Thriving Infrastructure

One of the most striking features of India in 2047 will be the rapid development of infrastructure. The country will have a well-connected network of roads, railways, and airports, making it easy for people to travel within and abroad. The government will have also invested heavily in developing smart cities, which will be equipped with state-of-the-art amenities and facilities. These cities will be designed to be energy-efficient and environmentally friendly, making them ideal places to live and work.

Accessible Healthcare

In terms of healthcare, India 2047 will be home to some of the best hospitals and medical facilities in the world. The government will have prioritised healthcare and implemented policies that make it accessible to all citizens. Many trained medical professionals, including doctors, nurses, and specialists, will work in the public and private sectors to provide top-quality care to patients.

Improved Education

Education will also be another area where India will have made significant progress. The government will have invested heavily in developing schools and universities, and there will be many highly qualified teachers and professors who will be helping to shape the minds of the next generation. A wide range of educational resources will be available to students, such as books, computers, and other technological aids, which will enhance their learning.

Thriving Economy

One of the most notable features of India in 2047 will be its thriving economy. The country will have a diverse range of industries, including manufacturing, agriculture, and services, contributing to its rapid growth. Many successful businesses will operate in the country, and the government will implement policies that encourage entrepreneurship and innovation.

Strong International Relations

In terms of international relations, India in 2047 will be a respected member of the global community. The country will have strong diplomatic ties with many countries and will be a key player in regional and international organisations. It will have also taken a leading role in addressing and tackling major global challenges, such as climate change and terrorism. It will be working closely with other nations to find solutions to these pressing issues.

Embracing Technology And Innovation

For example, in 2047, India will become a leader in renewable energy, with a significant portion of its energy needs being met through solar and wind power. The government will implement policies that encourage the use of clean energy and invest heavily in developing infrastructure to support it.

A Nation Full Of Potential

In conclusion, India in 2047 will be a country that is full of potential and will have the potential to become a global leader in the 21st century. It will be a nation that has embraced technology, innovation, and education to drive its growth and development and will be well-positioned to take on future challenges.

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