research vision statement example

Here is what you should do to generate your vision

For several year’s now, I have been working with researchers to develop their research vision. In the beginning, some researchers thought this was a little strange, and I was even met with the comment, “Tamika, a vision is something companies have”!

However, since then, there have been several examples of why having a vision for your research is necessary.

Examples of why you should have a research vision

The first of these came from a blog post looking at the elements of research impact pathways. This work had looked at the Research Excellence Framework impact narratives from the 2014 assessment in the UK and determined the common features of the successful pathways, of which the first element was a clear vision. The second example was a media piece from the University of Toronto , where a Canadian researcher Dr Anna Taddio, was interviewed. In that article, Dr Taddio clearly stated her research vision and even called it her vision. The third reason for having a vision for your research, came as recently as this year when the National Health and Medical Research Council in Australia introduced a specific section into the Investigator Grant proposal asking for the project vision.

What is your research vision?

Well, you can have several, you may have one that is your career vision, and you may have one for each of your research projects or a program of work. In each case, your vision is your destination postcard.

Benefits of knowing your vision

Aside from the need for this in grants, a career vision will help you make decisions and stop you from getting detracted from what you want to achieve. Often researchers and in particular, early career researchers, tell me that they have so much to do and different opportunities that they don’t know which ones to accept and reject. Having a clear vision can help you to decide if the answer is yes or no. When you know where you are heading, you can say no to all the shiny new objects that take you off your path, unless of course, that’s where you want to go.

A program or project level vision is useful in two ways.

• It helps you to clearly articulate where the work is heading and attract likeminded team members and collaborators. When you know and work to your vision, it connects the team and brings everyone on the journey.
• A clear research vision is useful in talking to external collaborators, it gives you and them clarity about why you are undertaking the work, and it helps you to know if you align well with their organisation.

Articulating your research vision

Now we need to consider your vision, not an easy task. This takes time to get it right. Everyone has different ways of creating their vision and usually what happens with researchers is that we make the vision too detailed and wordy. That’s why my preferred structure is to write out both your vision and mission as follows.

Your vision statement describes what you want to achieve in the future. How long to the “future” will depend on if this is for a project or your career. Your vision should inspire you, and in the case of a project vision, it should inspire your team. A vision helps shape your understanding of why you are doing what you do. Your vision is your WHY.

Your mission is about the present state; it is the detail underpinning your vision. Your mission answers the following questions:

• What do I do?
• How do I do it?
• Who do I do it for?

Example of research vision

I mentioned earlier the article from the University of Toronto , in that article, Dr Anna Taddio outlined her vision.

My vision is to make children all over the world healthier by improving their experiences during needle procedures. Dr Anna Taddio

Reading the article further, I was able to ascertain the answers to the questions required for a mission statement.

• How: increasing the number of vaccinated youth through the implementation of interventions and programs.
• Who: Youth aged 6-18
• What: best research evidence on managing pain and fear of needles

Take a look at the article , and you can see that by understanding her vision and mission, Dr Taddio was able to articulate her work clearly and tell the reader why she is doing it.

Have you written your vision for your project or career?

Reach out and let me know your vision.

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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.

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Creating a mission and vision statement for our research group

Published: January 16, 2012

Author: Jessica Hellmann

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Vision statement template and 40 vision statement examples, a vision statement is a clear articulation of your organization’s bold future state—meaning where you want your organization to be in 5-10 years..

As you embark upon your strategic planning process, your vision statement is the foundation of your organization’s long-term goals and day-to-day activities. Knowing where to start when creating your vision statement can be tricky, but we’ve got you covered! We’ll cover the basics of vision statements, how they differ from mission and values statements, and how you can build your own using our vision statement template. As you work through the creation of your own vision, browse 37 of our favorite vision statement examples and learn some best practices.

Pro Tip: Without a clear vision statement, you’ll have a difficult time communicating that vision of your future to your team and to the people around you.

What is the Purpose of a Vision Statement?

Your vision statement is the big, bold declaration that defines what you seek to accomplish or where you want to be in the next 5-10 years. It is foundational to your strategic plan and should not be overlooked in the planning process, as it articulates and crystalizes your future state.

What is the difference between a vision statement, a mission statement, and guiding principles?

While this is a common mistake, an organization’s vision can be confused with its mission statement. They are not interchangeable, as each has a clear purpose. Missions express why you exist and what you do; visions paint a bold picture of your future, and company values outline how you expect your team to behave.

A company’s vision articulates where you’re going.

A company’s vision statement is a forward-looking declaration that outlines your organization’s aspirations for the future, typically spanning multiple years. It asks (and answers) the fundamental question, “Where are we going?”

Your vision statement is your big, bold, lofty aspirations all wrapped up in a clear and memorable sentence. Your vision may feel, in some ways, a bit out of reach and overly ambitious, but that’s okay- it’s supposed to be! The primary purpose of creating a vision statement is to provide direction and inspiration, setting a clear and ambitious target for what the organization aims to achieve.

Pro Tip: You need to create a unique vision statement! It needs to be distinct and paint a picture of the world if you reach your future goals. How will you change people’s lives? How will you change your organization?

A company’s mission statement articulates why you exist.

Unlike a vision statement, which answers the question, ‘Where are we going?’ a company mission statement focuses on it’s core purpose. A mission statement asks the question, “Why do we exist?”. Think of a mission statement like a purpose statement. It should provide the context for all the decisions made within the organization and be useful for both internal and external audiences.

It describes the organization’s current purpose and reason for its creation. Your mission is essentially your statement that defines the purpose of the work you do. It should provide the context for all the decisions made within the organization and be useful for both internal and external audiences.

Pro Tip: A good mission statement clearly communicates your higher purpose and reason for existing. It should also guide business’s vision!

Again, this statement would ideally be clear, succinct, and memorable, as it will be something that you’d share with your customers, employees, and stakeholders.

Guiding principles define how you will behave.

Your guiding principles or company’s core values are the uncompromising principles or standards by which you guide your decision-making. They inform your approach to growth and impact. These can also serve as the clear guardrails and principles that keep your organization growing with quality and integrity.

They define the clear behaviors you expect of your organization and your team as you pursue your big, bold vision.

These elements make up essential aspects of your strategic plan and are not interchangeable. Each element is foundational and has a clear purpose. Missions are what you do conversationally, visions paint a bold picture of your future, and values outline how you expect your team to behave.

What are the Benefits of a Compelling Company Vision Statement?

There are several benefits to incorporating your vision statement into your strategic plan. Some key benefits that a well-defined business vision statement provides are:

• Directional Guidance: Your vision statement acts as a compass, guiding strategic planning and decision-making by defining the desired end state.
• Motivation and Inspiration: A compelling vision can inspire and motivate stakeholders, including employees, customers, and investors, by providing a sense of purpose and direction.
• Unity and Alignment: A vision statement helps align the efforts of all team members, fostering a sense of unity and shared purpose.
• Strategic Framework: Your vision statement serves as a foundational element in the strategic planning process and helps to shape the objectives, strategies, and action plans that will drive the organization toward its envisioned future state.
• Decision-Making Clarity: With a clear vision, decisions can be evaluated based on their alignment with the desired future, ensuring that actions contribute to long-term success.
• Differentiation: A distinct and ambitious vision can set an organization apart from its competitors.

Does every organization need a vision statement? Absolutely!

A vision statement is not just a declaration of long term future intentions that is only shared during yearly board meetings or during fund-raising events; an inspiring vision statement is a strategic tool that benefits an organization by providing direction, inspiring stakeholders, fostering unity, guiding decision-making, and differentiating the organization from its competitors.

Vision Statement Template & Visioning Canvas

Coming up with a big, bold vision that encompasses your goals for the next 5 to 10 years may seem like a daunting task. Prior to drafting your vision statement, you need to go through a few ‘visioning’ exercises to determine what your vision for your organization actually is. To help you build a vision statement that matters, we’ve created a visioning guide and attached an easy-to-follow visioning template. Click here to download !

How to write a vision statement

The first step to narrowing down your vision for your organization is to ask yourself and your team these two questions:

• What does success look like for us in the future?
• How will that differ from how it looks today?

These questions are a good way to put your team in the mindset of thinking about where you are today versus where you want to be tomorrow.

When thinking of your ideal future state, it may help to think about your team’s common goals in relation to four specific areas: people and organizational suitability, operational excellence and innovation, customer growth and retention, and financial results and impact.

Pro Tip: You may recognize these four areas in a balanced scorecard, which is exactly what it is. When you outline what the future would look like in these four areas, it will paint a clear and well-balanced picture of your overall vision for your organization and provides some guidance of where you want to focus your development efforts.

The best way to do this exercise is to follow this canvas to guide your exercise and with each matrix, ask yourself two questions; “What does success look like (in this area)” and “How is it different from today?” For each perspective you explore, write supporting vision descriptors, aka “min-visions,” that will ultimately support your larger vision of success.

These help your organization clearly understand your ideal future in all areas of your organization. Use the template provided in the canvas above to complete the following vision descriptors to include in your business plan and strategic plan.

People and Organizational Suitability

The first perspective is internally focused based on our equity in our people and organizational stability. This includes areas such as organization structure, size, and capabilities, as well as overall company culture and skills.

What does success look like for your people? Think about your organization’s structure, size, capabilities, and culture.

Mini Vision: Have a growing team of 200 people who are passionate about changing our industry.

Operational Excellence and Innovation

The second area focuses on operational excellence, and innovation. This includes such concerns like facilities, processes, technology, innovation and environmental impact.

What facilities, technology, innovations, or environmental impact are needed to achieve that vision? How will it help you get there?

Mini Vision: Scale our infrastructure to increase output by 50%.

Customer Growth and Retention

This area focuses on the market/customer-facing perspective of growth and impact. Areas of concern could include the services, customer service, products, benefits, and value proposition that your organization brings to the market.

What does the volume, number of customers, geographies, or products/services look like once you reach your destination?

Mini Vision: Become a top player in our market, positioned as ‘innovators’ in the minds of our customers.

Financial Results and Impact

Finally, this perspective focuses on a financial perspective, and includes concerns such as social impact, sustainability, profitability, and revenue growth.

What is the revenue growth, profitability, or social and community impact achieving this vision will help achieve?

Mini Vision: Achieve sustainable, profitable growth by increasing profits by 10% year over year over the next 5 years.

OnStrategy Vision Statement Example

Now that you have the four areas filled out, , you can use the vision statement template we’ve created as a guide to write your own . Begin by setting a target date or year to accomplish, followed by the phrase ‘we envision’ paired with your organization’s desired future state. Finally, end your statement with a ‘why’ to give your team vision a reason and purpose. Fill in the blanks to help write your own vision statement:

• By: Insert the year or timeframe

This doesn’t have to be explicitly stated in your vision statement, but you should have a timeline in mind as you draft it.

• We envision: A phrase that helps frame your vision statement.

Again, you don’t have to explicitly keep this phrase in your vision statement once you’ve drafted it. But starting your vision statement drafting process with this phrase can help put you in the right frame of mind.

• Verb: An action verb in future tense
• Impact: Description of future impact on the world

We envision being the #1 choice for premier organic, sustainable foods by changing the way produce is grown and sold in North America.

6 Characteristics of a great vision statement:

• An ideal vision statement at least five years in nature or longer, but no longer than 10 years. You need to have flexibility to pivot if your company or end goal changes, so 10-year vision might be too long.
• Your vision statement needs to be unique to your organization, sound like no one else’s, and stays true to what sets your organization apart
• Vision statements are set in the future tense and have a powerful action verb.
• A great company vision statement is directional. Again, we’re not there today but are moving towards our ideal future with forward momentum.
• A good vision statement is audacious. Visions are big and broad with high-reaching thoughts.
• Finally, a strong vision statement is descriptive.

40 Sample Vision Statements

Now that you have a template to help create your vision statement, we’ve put together a list of 37 of our favorite vision statement from organizations around the globe. First, we will jump into some of our favorite vision statement’s from OnStrategy client’s:

OnStrategy Clients Vision Examples

#1– Experience Kissimmee

To be the recognized leader in destination marketing by promoting Kissimmee and Central Florida’s tourism experiences to the world.

Get the Free Guide to Create a Clear Vision and Future State

#2– bright path labs.

Bright Path Labs’ vision is to bring our advanced manufacturing technologies to the entire pharmaceutical industry where our cutting edge and proprietary chemical production techniques can significantly contribute to solving some of today’s biggest healthcare challenges, including:

• Improving the resiliency of domestic supply chains and the affordability of medicine
• Reducing the risk of life-saving drug shortages
• Supplying increased access to medicine for underserved and overlooked patient populations.

#3– Keystone Health Care

To become the preferred provider of Emergency Medicine and Hospital Medicine services by embracing dynamic healthcare challenges and focusing on controlled growth in select markets.

#4– Patagonia

Making the best product matters for saving the home planet.

#5– Cleveland Metropolitan’s School District Engagement Division

CMSD is the number one choice in Cleveland; families enroll and remain with the District because they feel welcomed, valued, supported, and meaningfully engaged as partners in students’ success.

#6– The City of Reno

We are a thriving urban center known for our world-class colleges, vibrant culture, diverse outdoor activities, and innovative industries.

#7– City and County of San Francisco Department of Technology

We envision being a trusted leader and global example in providing innovative technology services and solutions to all CCSF agencies, the people of San Francisco and worldwide.

#8– Charlotte-Mecklenburg Police Department

We envision becoming the trusted, respected, and sought-after community partner by serving our citizens and taking care of our employees.

For-Profit Vision Examples

Serve people worldwide with the joy of expanding their life’s potential by leading the advancement of mobility and enable people everywhere in the world to improve their daily lives.

#10– Hyundai

Progress for humanity. We’re here do the right thing for humanity.

#11– Porsche

The brand for those who follow their dreams.

Providing a new space that makes life more convenient and enjoyable by realizing superlative mobility based on innovative people-oriented, eco-friendly technologies and comprehensive services.

#13– Microsoft

Microsoft’s vision statement is to help people and businesses throughout the world realize their full potential.

Lead the future of Streaming TV by creating new and familiar experiences for our viewers, amplifying bold voices, and challenging our diverse builders and creators to push the boundaries of storytelling and technology.

#15– Netflix

Becoming the best global entertainment distribution service.

#16– Verizon

We create the connections that shape the future. Verizon is transforming how people, businesses and technologies interact, setting the stage for the next Industrial Revolution.

…To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.

#18– Google

Google’s vision is to provide access to the world’s information in one click.

To create a better everyday life for the many people.

This vision goes beyond home furnishing. We want to have a positive impact on the world– from the communities where we source our raw materials to the way our products help our customers live a more sustainable life at home.

Healthcare Vision Statement Examples

#20– Renown Health

Renown Health, with our partners, will inspire better health in our communities.

#21– Blue Cross Blue Shield Minnesota

Be the customer’s first choice by reinventing ourselves and the system.

We aspire to be the premier research-intensive biopharmaceutical company in the world.

#23– Johnson & Johnson

To help people see better, connect better, live better.

#24– Mizuho

Our aim is to be a world-leading medical equipment supplier committed to meeting and exceeding the expectations of our clients.

Guided by our purpose, CVS Health® is building an entire world of health care around each and every person we serve, no matter where they are on their journey.

#26– AstraZeneca’s Vision

Driven by innovative science and our entrepreneurial culture, we are focused on the delivery of life-changing medicines that are fueling growth and contributing value to patients and society.

#27– Harvard

Harvard College sets the standard for residential liberal arts and sciences education. We have committed to creating and sustaining the conditions that enable all Harvard College students to experience an unparalleled educational journey that is intellectually, socially, and personally transformative.

We will be an innovative and adaptable community of educators that creates a seamless and transformative experience for all Brown students by equipping them to succeed academically, empowering them to be in community together as their authentic selves, and supporting them in developing skills for life after Brown.

#29– Stanford’s Vision

We are expanding avenues of discovery across all fields while creating new pathways for applying knowledge where it is needed in the world.

#30– Michigan State College of Literature, Science, and Arts

We are a diverse intellectual community, working together to reimagine the world and create positive, purposeful change.

#31– The University of Nevada, Reno

The University of Nevada, Reno ‘s vision is to educate and graduate the best-prepared, confident leaders for the state, national, and global community; to be a nexus for research and creativity that focuses on vital issues of our time; and to serve as a catalyst for the betterment of our society.

#32– Los Angeles Unified School District

L.A. Unified will be a progressive global leader in education, providing a dynamic and inspiring learning experience where all students graduate ready for success.

#33– Clark County School District

Our vision is for all students to graduate from high school having the knowledge, skills, attitudes, and values necessary to achieve academically, prosper economically, and contribute in a global society.

Non-Profit Vision Examples

#34– Global Fund for Children

The Global Fund for Children, envision a world where all children have the opportunity to learn, grow and thrive. This vision can be turned into reality with the help of grassroots organizations.

#35– St. Jude

To accelerate progress against catastrophic disease at a global level.

#36– Big Brothers Big Sisters of America

All youth achieve their full potential.

#37– Nevada Humane Society

Our vision is that all pets have a healthy, happy life.

#38– Boys and Girls Club of America

Provide a world-class Club Experience that assures success is within reach of every young person who enters our doors, with all members on track to graduate from high school with a plan for the future, demonstrating good character and citizenship, and living a healthy lifestyle.

#39– Habitat for Humanity

A world where everyone has a decent place to live.

#40– American Red Cross

The American Red Cross, through its strong network of volunteers, donors and partners, is always there in times of need. We aspire to turn compassion into action so that…

• …all people affected by disaster across the country and around the world receive care, shelter and hope;
• …our communities are ready and prepared for disasters;
• …everyone in our country has access to safe, lifesaving blood and blood products;
• …all members of our armed services and their families find support and comfort whenever needed; and
• …in an emergency, there are always trained individuals nearby, ready to use their Red Cross skills to save lives.

For a deep dive on Vision Statements, check out our Vision Statements post.

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What Is a Vision Statement? 25 Vision Statement Examples

Table of Contents

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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Vision Statement Template

Use this free Vision Statement Template for Word to manage your projects better.

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 .

Deliver your projects on time and under budget

Start planning your projects.

How to Write a Vision Statement (With Examples, Tips, and Formulas)

This comprehensive guide will take you through the entire process of writing a well-thought-out and compelling business vision statement. 

Here’s what you will discover inside: 

• Why is a vision statement important for company goals?

Vision Statement vs Mission Statement: What’s the difference?

• Bad Vision Statements Examples (And What Makes Them Bad)

Helpful Tips for Writing your Vision Statement

• Fail-proof formula: Write your vision statement in 4 simple steps 
• Great Vision Statement Examples For Inspiration
• How to effectively communicate the company vision?

What is a Vision Statement?

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 one of the key elements in a highly-effective business strategic plan.

Why is a vision statement important for company goals? 

We explained the real purpose of the vision statement  in this article , but here’s a quick reminder of what we're trying to achieve with a company vision statement:

• Improve the decision-making process by setting a 'limiter' that helps us to rule out strategic initiatives and opportunities which aren’t aligned with business long-term goals. 
• Make a succinct statement about what our organization is trying to achieve to help third parties such as investors or the media better understand us.
• Create a strong North Star that can guide and motivate employees even during difficult times if it is taken seriously.
• Develop an engaging vision statement that’s  one of the key elements  of thriving company culture. 

The bottom line is that a vision statement isn't just a nice-to-have. It should be included in every business plan and strategy discussion, especially during the strategic planning process , to ensure the organization and its departments stay aligned with its vision and don’t get sidetracked.

The most common mistake we see across the internet and with our clients is that most people do not understand the difference between a company's vision and mission. 

While we covered this a bit more in-depth  in this article , here’s a short recap: 

• A vision statement  describes a long-term, idealistic  state  of the FUTURE. 
• A mission statement  is a roadmap to a specific destination (your VISION) that explains how will you achieve it. 

Mistaking one for another can prevent an organization from reaching its full potential. 

So, while keeping this in mind, let’s look at some “vision” statements examples and analyze where they fit so you can avoid doing the same mistake when crafting your own vision statement.

Bad Vision Statements Examples (and why)

Here are some real-life examples of vision statements that, in our opinion, could do with a little tweaking. For each, we will explain what could be done better.

"Provide maximum value for our shareholders whilst helping our customers to fulfill their dreams."

If this was your vision statement  → Well, let’s hope it isn’t. That’s a classic mission statement example that describes HOW the company will achieve its vision. 

"Our company vision is to make every brand more inspiring and the world more intelligent by 2023."

If this was your vision statement  → You would want to make it more specific and relatable. Is it realistic that 'every brand' will use the services of this company? How about 'making the world more intelligent.' Can you be more specific on which brands? What does it mean to make the world more intelligent? Not to be too harsh though - there are strong elements here; 'making brands more inspiring' makes a lot of sense and has some depth.

"We aspire to be the most admired and valuable company in the world."

If this was your vision statement  → We would suggest you rethink your decision. Can you even make it more empty than it is? Which company doesn’t want to be the most admired and most valuable? Your vision statement should be more specific than that. 

"We are committed to achieving new standards of excellence by providing superior human capital management services and maximizing the potential of all stakeholders - clients, candidates, and employees - through the delivery of the most reliable, responsive ..." [and it goes on, but that's probably enough]...

If this was your vision statement  → you’d want to make sure it is less tangible and subjective. 'New standards of excellence'. 'Superior human capital management. 'Maximizing the potential'. There are simply far too many buzzwords, intangibles, and vagueness here for this to be either memorable or inspiring.

We are, of course, being rather harsh. But hopefully, the above examples illustrate well some of the pitfalls to avoid when creating your own vision.

Keep in mind that vision creation doesn't begin with sitting behind a desk and writing black on white. Reach out to your stakeholders and team members who will play a role in realizing the company's vision. Organize a workshop, or more if necessary, to brainstorm ideas and gather their feedback.

This toolkit with a template and workbook can help you with brainstorming exercises and navigating the whole process.

As a result, including other stakeholders in the vision-creation process will not only yield ideas but also get buy-in from the beginning since it will be their vision too. 

Here are 8 tips to help you write a memorable vision statement: 

• Keep it  short  - max 2 sentences. Your vision statement should be punchy and easy to remember. 
• Make it  specific  to your business and describe a unique outcome that only you can provide.
• Write it in the present tense. 
• Do not use words that are open to interpretation. Saying that you will maximize shareholder return in 2022 doesn't mean anything unless you specify what that means.
• Simple is best . There is a tendency for people to overcomplicate things, but you should make your vision clear enough for both people within and outside your organization to understand. Stay away from jargon, metaphors, and business buzzwords. 
• It should be  ambitious  enough to get people excited, but not so ambitious that it seems impossible to achieve.
• A vision statement isn't a one-off thing and  should evolve  with your business. When brainstorming your vision for the future, stick to a five-year timeframe. It's an ambitious end goal that's far enough ahead to work towards, but not too far for the organization to lose focus and commitment. 
• Vision  should align  with your company's core values. We go deeper into company values in this article, but when you have created your company values, you should review your vision to see if it aligns.

If anything, you should memorize these 4 words before you go into crafting your own vision statement:  Short, Specific, Simple , and  Ambitious .

Fail-proof formula: Write your vision statement in 4 simple steps

There are literally hundreds of articles out there that give examples of good and bad vision statements. There's also plenty of articles that give a high-level overview of what to consider when creating your own.

However, what we noticed was lacking was a concrete process to go through to help you create one. As such, we've outlined a process that we have used with clients in Cascade that might work for you too.

There are plenty of great vision statements out there that will not conform to the process below. But if you're struggling or just need a place to start, then hopefully this will help.

Step 1: Define what you do as an outcome

Start by being exceptionally clear about what it is your organization actually does. Be careful to remain 'outcome focused' rather than 'output focused'. For example, Microsoft famously had a vision statement to Put a Microsoft powered computer on every desk in the world (slightly paraphrased).

Strictly speaking, what Microsoft 'do' is make computer software, but for the purposes of their Vision, they looked forward to the actual outcome of this process - i.e. computers on desks.

Let's look at some other hypothetical examples:

• A bakery makes bread. But the outcome is consumers enjoying that bread.
• A consulting company gives advice. But the outcome is the success of others based on that advice.
• A government department does...lots of things. But the outcome is better lives for the citizens they serve.

Whilst this process may seem obvious - you would be surprised by how rarely organizations actually go through this process in a formal, written way.

Doing so will take you a long way towards creating your vision statement - BUT it's not enough alone! If it was, all bakeries, for example, would have the same vision statement - which is hardly inspiring!

TIP: If you are not sure where your organization wants to be in the future, you can use different tools, like SWOT or SOAR analysis , that will help you formulate your vision and future-oriented goals.

Step 2: Define what unique twist your organization brings to the above outcome

Very few products or services these days are truly new - most are more like reinventions of something that exists already, but with a different approach, focus or spin.

At some point in your organization's lifespan - someone will have believed that the reason that THIS organization would be successful where others have failed, was because of.........something.

You need to define that something!

Let's take our bakery example. So far, our vision statement looks pretty generic, along the lines of customers enjoying our bread. But why will they enjoy our bread MORE than the bread from the place next door?

Is it because we use centuries-old traditions passed through generations of our family? Because we only use premium grade locally sourced ingredients? Whatever your unique selling point is - let it shine through in your vision statement.

Step 3: Apply some high-level quantification

Ironically, a common problem with a vision statement that isn't as good is that it's too visionary! With no possible end in sight (or a totally unrealistic one) - the initial inspiration derived from a solid vision statement can quickly turn to frustration or even cynicism among employees and customers.

That said - this doesn’t mean you should put numbers or any financial metrics to your vision statement. This will come later in your planning process.

However, you still want to add some high-level quantification to make it achievable.

Sticking with our bakery example, we might want to refine our target audience to 'every customer who walks through the door'. That's fine, or maybe we want to be bolder: 'every customer within walking distance of a store'.

The quantification we apply could also be industry specific. If you're a B2B - are you shooting for small businesses or multinationals, for example?

Step 4: Add relatable, human, 'real world' aspects

OK, your vision statement by this point should be getting pretty close to finished. But one final trick you can apply to help make it 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.

Let's look at an example - which of the following statements is likely to be more memorable:

a) To have every working person in the world using Microsoft product.

b) A Microsoft-powered computer on every desk.

I would argue that (b) is more memorable because as I read this, I'm actually visualizing a computer (in my case) sitting on a wooden desk in a room.

There's nothing wrong with (a) but it's highly conceptual and thus difficult to transform into a mental picture. Let's look at another example:

"Ensure that every customer who leaves our store, does so smiling." 

Here, using the word 'smiling' as opposed to 'happy' is powerful, because it conjures a mental image of a person smiling.

It won't always be possible to bring this level of tangibility to a vision statement - but if it is, I would strongly encourage doing so.

Final check

Our tip for creating a good vision statement is to use our formula, which we explain below, in conjunction with the CASCADE vision framework. 

Ask yourself the following questions to check if your vision statement checks all boxes of a good vision: 

• Is it  C lear? 
• Is it  A mbitious, but not seemingly unattainable? 
• Is it  S timulating? 
• Is it  C oncise
• Is it too  A bstract? 
• D uration: Is it limited to a specific time range? 

Does it  E ncourage you to take action?

Great Vision Statement Examples for inspiration

First, let’s look at the vision statement on an example of the bakery we used in the previous section.

Following our 4-step process, the final vision statement looks like this:

Producing and selling locally sourced cakes and pies that are so delicious and satisfying , that every customer who leaves our store does so with a smile.

If we deconstruct this into our various steps, we can see each at work as follows:

Step 1 - The output Step 2 - The twist Step 3 - The quantification Step 4 - The human connection

Even if yours doesn't look like this at the end, following the process above will help you to bring structure and purpose to your effort.

Of course - there are other ways to write a well-thought-out and effective vision statement. So let’s look at some other examples of great vision that don’t match our vision statement formula but still make an engaging and memorable company vision: 

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

Vision statement: To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.

Vision statement: A global force for Learning-through-Play. 

We love this one because it’s short, sweet and easy to remember. 

Vision statement: To create the most compelling car company of the 21st century by driving the world's transition to electric vehicles.

Note: If you look closely, you’ll see that their vision statement is a mix of vision and mission statement. Let’s remember the difference between these two: Vision shows your business desired future state, while the company’s mission describes how you will get there. 

Cascade tip:  If you’re in doubt about what is a vision statement and what is a mission statement, do this simple test with two questions: 

• What do they want to achieve?  To create the most compelling car company of the 21st century…  (vision statement)
• How?  … by driving the world's transition to electric vehicles.  (mission statement)

Want to see more examples of a great vision statement? Check  this article with 17 vision statement examples  from top companies, such as Patagonia, Ikea, LinkedIn, and Disney. 

How to effectively communicate the company vision? 

Let's say you've finally crafted the perfect vision statement that makes everyone in the C-suite proud. Marketing updated the website, ran a PR, and posted across all company social media channels. The new direction is making waves in the company, but as time passes, everyone forgets about it and gets on with their business-as-usual. 

If you have a vision but take no action - your organization has no future. In other words, you need to keep the company's vision top of mind 24/7/365 if you want to achieve it. Consistent communication is the key to success.

Keep your vision statement in a place where everyone can see it on a daily basis.

You can start by including your vision in every company-wide meeting. Here at Cascade, we make sure to run the all-hands meeting every week. Here’s what our agenda usually looks like: 

• Drive alignment around company vision and overall strategy 
• Communicate the strategy priorities 
• Share updates and progress toward key business goals
• Celebrate our accomplishment 
• Establish two-way communication between employees and executives 

Turn your vision into a strategic advantage 

We have entered a new normal - an environment where change is the norm. You may have a top-flight board and a great executive team, but the success of your organization depends on your leadership. Your vision for the future needs to be clear and strong so people can understand it and join forces behind it.

In short, unity and a laser-sharp focus are what separate winning businesses from losers these days.

Cascade has your back, offering speedy and agile  business transformation  to help you align teams behind a shared vision and drive business growth.  See Cascade in action  to discover how you can turn your vision into reality.

Editor’s note:

This article was originally part of our ‘How to Write a Strategy’ series:

• How To Write A Strategic Plan: The Cascade Model
• How to Write a Good Vision Statement (This Article)
• How To Create Company Values
• Creating Strategic Focus Areas
• How To Write Strategic Objectives
• How To Create Effective Projects
• How To Write KPIs

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How to write a vision statement: Steps and examples

The vision statement is designed to inspire employees, compel investors, and engage the imaginations of your customers. It paints a picture of your company's future and the impact you want your business to have on the world.

It takes work and creativity to write an inspiring vision statement. Here, we'll break down the elements of a great vision statement, guide you through the process, and walk through a few examples of excellent vision statements and explain what makes them great.

What is a vision statement?

A vision statement is your company’s guiding beacon. It zooms out to give perspective on the overarching reasons for your company's mission. Rather than articulating the specifics of your business operations, the vision statement describes how your company seeks to impact and improve the world around it.

Vision statement vs. mission statement

While both statements help define your company's character and personality, there are some key differences between a vision statement and a mission statement.

The mission statement describes what your company does in the present. It's comprised of three parts: what you do, how you do it, and why you do it. 

A vision statement outlines the company's long-term goals and aspirations for the future in terms of its long-term growth and impact on the world. Your mission defines what your organization does and what you stand for, while your vision statement speaks to your goals and ideals for the future. 

Characteristics of a great vision statement

Vision statements are like snowflakes—each one is unique to its company in length, form, structure, and scope. Your vision statement should reflect your company's personality. However, there are a few traits that all great vision statements share. No matter how unique a statement is in terms of size, shape, or structure, a good vision statement should be:

The purpose of a vision statement is to inspire employees, investors, and customers to believe in your company's mission. Great vision statements are aspirational and ambitious. They convey a sense of passion for the ideal future toward which the company is working.

Though your vision needs to be ambitious in order to be inspiring, it shouldn't be so far out of reach that it feels impossible. You want to choose something that your company will have to strive for, but a completely unattainable goal isn't a vision—it's a fantasy.

A vision statement connects your company mission to your goals, but it isn’t a goal in and of itself. If your vision statement feels too finite or specifically achievable, try to zoom out and broaden the scope of your vision.

Don’t try to cram every detail of your vision into your vision statement—be strategic in selecting the ideas that feel the most relevant and compelling to your stakeholders . You might dream of someday having offices in every major city in the world, but your vision statement should focus on aspirations that speak to your company's mission and purpose.

Vision statement writing tips

Here are a few best practices to keep in mind as you start writing your vision statement:

Collaborate. The vision statement should reflect the character of your entire company, and there's no better way to accomplish this than to write the statement alongside key members of your team. Gather leaders from across the organization to participate in vision statement brainstorms, and run drafts by these same people to get buy-in on your final vision statement.

Write first, edit later. Don't try to write a succinct, well-crafted vision statement right out of the gate. Put everything you think of down on paper, no matter how small. You may not see the value in a particular idea when it crosses your mind, but if you write it down anyway, it may spark better ideas later on.

Keep your own vision statement separate. Many people have personal vision statements that reflect their individual goals, and if you're a business owner, our own vision statement may overlap strongly with the vision of your company. It's important to keep your personal aspirations and your company's vision separate, so that your company's vision statement is something that your entire company can relate to and feel represented by. 

Avoid buzzwords and jargon. Using "industry-speak" makes a brand feel aloof and inaccessible, even to people within the industry. Plain language is always more powerful than jargon, so if you find yourself falling back on buzzwords, isolate the phrase in question and picture a friend or family member asking, "What does this actually mean?" Write or record the explanation you would give to that person and use that language to replace the buzzwords in your vision statement.

Avoid ambiguity. Vision statements don't have to be concrete the way a mission statement should be, but you want to avoid using words that could potentially be interpreted in a way that changes the entire vision statement's meaning. You won't be there to clarify or offer context to everyone who reads your statement, so it needs to be able to stand on its own.

7 steps to write your company's vision statement

There's a lot more to crafting a great vision statement than just writing a few sentences. In order to create a statement that's truly aspirational and inspiring, you're going to need to do a little bit of work. Here's our seven-step process to write a great vision statement:

1. Identify important stakeholders

Your vision statement speaks on behalf of your entire company, so make a list of co-founders, fellow executives, and high-level employees who can help you craft and refine your statement so that it represents your organization as a whole. Getting buy-in from company leaders is also a smart strategic move—the more they believe in the vision statement, the better they'll model it in their daily work and communicate it to their own departments and teams.

Make a second list of stakeholders that represent your vision statement's audience. This list may consist of personas rather than actual people, and should include:

Board members

Partner organizations

Different customer personas

Shareholders

Depending on your industry, this list may be longer or shorter; the main point is to write down a basic overview of the group of people you're writing for. If you're only thinking about your customers, your vision statement may not feel as relatable to employees or might not inspire potential funders to invest. Check your drafts against this list to make sure it feels applicable to all of your key stakeholders.

2. Start with a list of keywords

Ultimately, you're aiming to craft a few concise sentences—and the process of crafting those sentences will be a lot easier if you have a "word bank" of sorts to draw from as you write. Hold an open brainstorming session with your internal stakeholders to come up with a keyword list. 

Make sure your keyword list is comprehensive by subdividing it into smaller categories and making sure you have a good list of keywords for each. At a minimum, you should collect keywords related to:

Your product or service

Your mission and values

Your company's goals and initiatives

Your company's long-term strategic plan

Adjectives that describe your company, product, teams, community, and ideal future (e.g. expert, innovative, affordable, inspiring)

Adverbs that describe the way in which your company operates (e.g. flexibly, sustainably, cooperatively, fearlessly)

Just like your list of stakeholders, the number and type of keyword lists you should generate will vary depending on your industry and company. The important thing is to create a document filled with keywords that you can draw from as your writing, if you get stuck trying to communicate an idea, or if you need to replace some jargon-y text.

3. Answer foundational company questions

In addition to your keywords document, take time during your brainstorm to answer the following questions:

What is our organization’s main purpose?

What are our company’s main strengths?

What are our company values?

Why does what we’re building matter?

How do we want to make a difference as a company?

What is our vision for our company culture ?

What are our most ambitious goals?

What impact do we want our company to have on the world?

What are our company wants? What about company needs?

If our company succeeded in everything it set out to do, how would the world be different?

4. Sort your answers by importance

By the time you're finished brainstorming, you should have a lot of stuff written down.Put all of this content aside for a few days, so that your mind is clear when you return for the next step: deciding what goes in your vision statement and what gets left on the cutting room floor.

Sit down with your vision statement tiger team and a highlighter and review everything you have written down. Highlight ideas and phrases that your group feels are the most important to your company, and cross out items that you're ready to eliminate from consideration (however, don't throw this content out entirely—everything you brainstormed can be helpful in creating other important documents, like your core values, roadmap, or business plan). 

5. Write your company's vision out longform

At the end of step four, you'll have a smaller "word bank" of your most important phrases, ideas, keywords, and answers to foundational company questions. Your next step will be to organize these ideas into sentences that flow logically and are ordered according to your company's priorities.

Right now, don't worry about length—focus instead on communicating your vision in a way that makes sense, touches all of the key points you want to include, and feels relatable to your stakeholders and your audience. It's much easier to edit a long but comprehensive statement than it is to bulk up a statement that's missing pieces.

6. Step back and evaluate

Before you go through the work of editing your vision down to size, take a step back and look at your vision paragraph from afar. This is another point where you may benefit from setting it aside for a few days and returning with fresh eyes.

As you review your vision paragraph, check for the following things:

Is it ambitious enough? Your paragraph should feel aspirational, not like a finite goal to be accomplished.

Is it too ambitious? Make sure you strike a balance between idealistic and unrealistic.

Does it accurately reflect your organization? Run your paragraph by internal stakeholders who weren’t involved in creating it, and as for their feedback on what may be missing, what parts may be unnecessary, or how certain ideas may be phrased more effectively.

Does it make sense? Have friends and family members read your paragraph to confirm that it makes sense to the average reader.

7. Write your final vision statement

Once you've adjusted your vision paragraph and made the changes you wanted to make, it's time to edit your vision paragraph down to a vision statement. In many cases, your paragraph may naturally shrink as you solicit and implement feedback from others, and you may even want to specifically ask for opinions on how your paragraph could be more concise.

Here are a few ways to shorten your vision paragraph:

Eliminate what's unnecessary. Now that you've stepped away from your paragraph a few times and gotten a few rounds of feedback, are there any phrases or ideas that don't feel as necessary as they did when you wrote it? Cut any parts that feel lackluster or less impactful than the rest of the paragraph.

Look for synonyms. Are there any areas where you used several words to say something that there's already a word for? For example, you might replace the phrase "give people the ability to," with "provide access."

Edit each concept individually. Chop your paragraph into sentences and chop your sentences into phrases. Pick up each small segment on its own and see if you can come up with a shorter way to phrase it. It helps if you evaluate the smaller segments out of order—hopping around or going backwards piece by piece will help you notice things that your brain smooths over when you're reading a full sentence.

When your vision statement is finished, bring it back around to your stakeholders to get final feedback and make any finishing tweaks. 

Vision statement examples

There's no way around it—writing a vision statement is hard, especially if it's your first time doing so. Before you get started, or if you get stuck and need to spark some new ideas, take a look at some of these example vision statements for inspiration. 

Note that not all companies have both a mission and a vision statement. Some companies combine the two into a single small paragraph that touches on tangible objectives (mission) as well as more long-reaching aspirations (vision). In some cases, companies won't label either statement, encasing them in a broader page dedicated to "purpose," "who we are," or another similar title.

Here, we've gathered mission and vision statements for a few companies that have publicly set both. 

Mission: To act in the public interest, BBC serves all audiences through the provision of impartial, high-quality and distinctive output and services which inform, educate and entertain.

Vision: To be the most creative company in the world.

Mission: IKEA offers a wide range of well-designed, functional home furnishing products at low and accessible prices.

Vision: To create a better everyday life for the many people.

Southwest Airlines

Mission: Southwest connects people to what’s important in their lives through friendly, reliable, and low-cost air travel.

Vision: To become the world’s most loved, most flown, and most profitable airline.

Mission: Hasbro creates the world's best play and entertainment experiences.

Vision: To make the world a better place for all children, fans and families.

Mission: To make things universally accessible and useful, Google organizes the world's information.

Vision: To significantly improve the lives of as many people as possible.

Mission: To harness the next wave of innovation and solve customers’ toughest challenges, VMware uses disruptive technologies like edge computing, AI, blockchain, machine learning, Kubernetes, and more.

Vision: To build a sustainable, equitable and more secure future for all.

Use your vision statement to help you grow

A company's vision statement is a living document—it should adapt and change as your company achieves its business goals and sets new ones, grows in size, expands its offerings, and updates its mission. Revisit your vision statement once every year or so to make sure it still accurately reflects your company's ideal future; if not, adjust it! 

But for now, enjoy the fact that your vision statement is written. Share it with your team, announce it to your customers, and use it to proudly guide your company forward.

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Writing a research vision statement in a pandemic

Tom Gleeson , University of Victoria with lots of input from the GSAS research collective

We’ve all done weird, new things in the pandemic. We have tried Zoom parlour games and a few of us have done the pandemic tropes of giving bread baking or even giving a new fitness regime a try.

Strangely, the very last thing that we did together in person as a research group before the first pandemic lockdown was conduct our first brainstorming session for writing a new research vision and mission statement. Even in these challenging times, we knew this was important and have episodically continued this process through Zoom and Google Docs. We are now happy with the outcome, check it out here and with a bit more detail on our Mission webpage .

We found the process to be insightful, generative, both individually and collectively affirming, and thus overall very useful. We thought we’d share our process to encourage others to reflect and look forward through the pandemic fog with more clarity by working collectively on a research vision statement.

So what is a research vision statement? We personally like Jessica Hellmann’s excellent description : a mission statement is really just a way to clearly define who we are, what we do, and why we do the sorts of things that we do.  We embarked on the process inspired by Earth Leadership Program blog posts by Chris Buddle and John Sabo.

Our first step was to  brainstorm in person with a whole bunch of sticky notes arranged with the headings:

• Who are we?
• What do we do?
• Why do we do it? and
• Who do we do it for?

It was great to see the consistency in responses to these questions from various people in the group and a visitor (Petra Döll). Although we did this in person with real paper stickies lots of online tools like Google Jamboard can work too.

Next, we iterated, refined, and cut ruthlessly. We had a few 1-2 hour long Zoom conversations where we worked collectively and individually on individual sentences, sketched images, and debated many questions, words, and meanings. For me, there were brilliant moments of insight mixed with the frustration of iteration as we would circle back to similar words or debate semantics.

Eventually, we felt confident enough to seek feedback both internally and externally. I reached out to colleagues in academia and industry, family members, and university communication people for suggestions and feedback. In each case, I described what to focus on in their comments and reviews. Family members commented on the clarity of our plain language, colleagues in academia and industry suggested how to make words more consistent with reality, and communications people tightened our language.

One very useful review tool were these questions which we modified slightly from Foresight after Foundry Spatial shared these from the Foresight Launch Program :

• Do you find this purpose personally inspiring?
• Can you envision this purpose being as valid 100 years from now as it is today?
• Does the purpose help you think expansively about the long-term possibilities and range of activities the organization can consider over the next 100 years, beyond current research and impact?
• Does this purpose help you to decide what activities to not pursue, to eliminate from consideration?
• Is this purpose authentic – something true to what the organization is all about – not merely words on paper that “sound nice”?
• Would this purpose be greeted with enthusiasm rather than cynicism by a broad base of people in the organization?
• When telling your children and/or other loved ones what you do for a living, would you feel proud in describing your work in terms of this purpose?

All in all, these iterations, modifications and discussions likely took ~20-30 hours over a 6-8 month period. This feels like time very well spent individually and collectively, especially during this pandemic as we all continue to seek solidarity and community through these challenging times. We plan to return to this blueprint once per year to evaluate if we are still working and living by our mission.

Screenshot from our updated group website, displaying our new mission statement front and center.

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Research statement, what is a research statement.

The research statement (or statement of research interests) is a common component of academic job applications. It is a summary of your research accomplishments, current work, and future direction and potential of your work.

The statement can discuss specific issues such as:

• funding history and potential
• requirements for laboratory equipment and space and other resources
• potential research and industrial collaborations
• how your research contributes to your field
• future direction of your research

The research statement should be technical, but should be intelligible to all members of the department, including those outside your subdiscipline. So keep the “big picture” in mind. The strongest research statements present a readable, compelling, and realistic research agenda that fits well with the needs, facilities, and goals of the department.

Research statements can be weakened by:

• overly ambitious proposals
• lack of clear direction
• lack of big-picture focus
• inadequate attention to the needs and facilities of the department or position

Why a Research Statement?

• It conveys to search committees the pieces of your professional identity and charts the course of your scholarly journey.
• It communicates a sense that your research will follow logically from what you have done and that it will be different, important, and innovative.
• It gives a context for your research interests—Why does your research matter? The so what?
• It combines your achievements and current work with the proposal for upcoming research.
• areas of specialty and expertise
• potential to get funding
• academic strengths and abilities
• compatibility with the department or school
• ability to think and communicate like a serious scholar and/or scientist

Formatting of Research Statements

The goal of the research statement is to introduce yourself to a search committee, which will probably contain scientists both in and outside your field, and get them excited about your research. To encourage people to read it:

• make it one or two pages, three at most
• use informative section headings and subheadings
• use bullets
• use an easily readable font size
• make the margins a reasonable size

Organization of Research Statements

Think of the overarching theme guiding your main research subject area. Write an essay that lays out:

• The main theme(s) and why it is important and what specific skills you use to attack the problem.
• A few specific examples of problems you have already solved with success to build credibility and inform people outside your field about what you do.
• A discussion of the future direction of your research. This section should be really exciting to people both in and outside your field. Don’t sell yourself short; if you think your research could lead to answers for big important questions, say so!
• A final paragraph that gives a good overall impression of your research.

Writing Research Statements

• Avoid jargon. Make sure that you describe your research in language that many people outside your specific subject area can understand. Ask people both in and outside your field to read it before you send your application. A search committee won’t get excited about something they can’t understand.
• Write as clearly, concisely, and concretely as you can.
• Keep it at a summary level; give more detail in the job talk.
• Ask others to proofread it. Be sure there are no spelling errors.
• Convince the search committee not only that you are knowledgeable, but that you are the right person to carry out the research.
• Include information that sets you apart (e.g., publication in  Science, Nature,  or a prestigious journal in your field).
• What excites you about your research? Sound fresh.
• Include preliminary results and how to build on results.
• Point out how current faculty may become future partners.
• Acknowledge the work of others.
• Use language that shows you are an independent researcher.
• BUT focus on your research work, not yourself.
• Include potential funding partners and industrial collaborations. Be creative!
• Provide a summary of your research.
• Put in background material to give the context/relevance/significance of your research.
• List major findings, outcomes, and implications.
• Describe both current and planned (future) research.
• Communicate a sense that your research will follow logically from what you have done and that it will be unique, significant, and innovative (and easy to fund).

Describe Your Future Goals or Research Plans

• Major problem(s) you want to focus on in your research.
• The problem’s relevance and significance to the field.
• Your specific goals for the next three to five years, including potential impact and outcomes.
• If you know what a particular agency funds, you can name the agency and briefly outline a proposal.
• Give broad enough goals so that if one area doesn’t get funded, you can pursue other research goals and funding.

Identify Potential Funding Sources

• Almost every institution wants to know whether you’ll be able to get external funding for research.
• Try to provide some possible sources of funding for the research, such as NIH, NSF, foundations, private agencies.
• Mention past funding, if appropriate.

Be Realistic

There is a delicate balance between a realistic research statement where you promise to work on problems you really think you can solve and over-reaching or dabbling in too many subject areas. Select an over-arching theme for your research statement and leave miscellaneous ideas or projects out. Everyone knows that you will work on more than what you mention in this statement.

Consider Also Preparing a Longer Version

• A longer version (five–15 pages) can be brought to your interview. (Check with your advisor to see if this is necessary.)
• You may be asked to describe research plans and budget in detail at the campus interview. Be prepared.
• Include laboratory needs (how much budget you need for equipment, how many grad assistants, etc.) to start up the research.

Samples of Research Statements

To find sample research statements with content specific to your discipline, search on the internet for your discipline + “Research Statement.”

• University of Pennsylvania Sample Research Statement
• Advice on writing a Research Statement (Plan) from the journal  Science

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50+ Vision Statement Examples from High-Performing Organizations

• July 30, 2013

Eric Douglas

Establishing good vision in an organization is the key to sharpening focus. A statement of vision says, “here’s our direction, here’s where we’re going, and here’s how we’re going to change the world.” This tool defines a successful vision and provides examples of good vision statements. (Updated for 2021)

Successful Vision

Vision is not simply a slogan without substance or context. A vision statement is more than abstract words with no ability to guide tough decisions. Vision enables tough decisions to be made. It builds trust. It attracts talented people to the organization.

Successful vision should:

• Inspire and energize.
• Be hopeful and positive.
• Guide decision-making and the allocation of resources.
• Create consistency in the organization.

The Two Components of Vision Statements

A vision statement has two components. The external vision is a vision of the ultimate benefits and outcomes you want to achieve. This can be a healthier society, a secure future, an improved environment, or a mobile society.

The second component is an internal vision of change. This is a vision of the future for your organization. This can mean a world-class money manager or the best-known brand in the world.

The vision statement for your organization should encompass both internal and external components. It should be sufficiently detailed and focused and give the reader a clear idea of what future success looks like.

Vision needs to be linked to a clear understanding of the strengths and assets of the organization along with the opportunities in the marketplace. Often it means a dramatic shift in focus and direction. Occasionally it requires a full-scale revamping of the company’s business model. Typically, it takes months to develop a fully-understood and fully-realized vision.

Vision is the third ring in the Six Rings Planning Model .

Vision Statement Examples

Sony, 1950s (excerpt) : Fifty years from now, our brand name will be as well-known as any on Earth. And it will signify innovation and quality that rivals the most innovative companies anywhere. “Made in Japan” will mean something fine, not shoddy.

Sony, today : To be a company that inspires and fulfills your curiosity.

Citibank, 1970s : Our vision is to become the most powerful, the most serviceable, the most far-reaching world financial institution that has ever been.

General Electric, 1980s : Our vision is to become #1 or #2 in every market we serve and revolutionize this company to have the speed and agility of small enterprise.

Southwest Airlines, early on : To make air travel cheaper and more convenient than auto travel.

Southwest Airlines, today : To become the world’s most loved, most flown, and most profitable airline.

Curves : To make it affordable and easy for women to be physically fit.

HSBC Bank : To be the world’s local bank.

Amazon : To be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.

Avon Products : To be the company that best understands and satisfies the product, service and self-fulfillment needs of women – globally.

Kraft Foods : Helping people around the world eat and live better.

Macy’s : Our vision is to operate Macy’s and Bloomingdale’s as dynamic national brands while focusing on the customer offering in each store location.

Wal-Mart : To be the worldwide leader in retail.

Microsoft : A personal computer in every home running Microsoft software.

The Walt Disney Corporation : To make people happy.

IKEA : To create better everyday life for the many people.

Nike : Bring inspiration and innovation to every athlete* in the world. * If you have a body, you are an athlete.

Apple : To produce high-quality, low cost, easy to use products that incorporate high technology for the individual.

Giro Sport Design : To make sure that riding is the best part of a great life.

Tesla : To accelerate the world’s transition to sustainable energy.

Facebook : To give people the power to share and make the world more open and connected.

Ford : People working together as a lean, global enterprise to make people’s lives better through automotive and mobility leadership.

Heinz : To be the world’s premier food company, offering nutritious, superior tasting foods to people everywhere.

Competitor-Based Vision Statements

A trend in the past (as noted by Kirstin O’Donovan at LifeHack.com ) used to be to craft vision statements based on a competitor. A few popular examples are:

Honda, 1970s : We will destroy Yamaha.

Nike, 1960s : Crush Adidas.

Philip Morris, 1950s : Knock off RJR as the number one tobacco company in the world.

Kirstin also mentions another type of vision statement for startups:

Role-Model Vision Statements:

Stanford University – in the past : To become the Harvard of the West.

Reach for Success – in the past : To become the next Tony Robbins in self-development.

Non-Profit Vision Statement Examples

Here are some non-profit vision statement examples compiled by TopNonprofits.com :

Human Rights Campaign : Equality for everyone.

Feeding America : A hunger-free America.

Alzheimer’s Association : A world without Alzheimer’s.

Oxfam : A just world without poverty.

National Multiple Sclerosis Society : A World Free of MS

The Nature Conservancy : To leave a sustainable world for future generations.

Make-A-Wish : That people everywhere will share the power of a wish.

Habitat for Humanity : A world where everyone has a decent place to live.

San Diego Zoo : To become a world leader at connecting people to wildlife and conservation.

NPR: NPR, with its network of independent member stations, is America’s pre-eminent news institution.

Ducks Unlimited : Ducks Unlimited is wetlands sufficient to fill the skies with waterfowl today, tomorrow and forever.

Oceana : Oceana seeks to make our oceans as rich, healthy and abundant as they once were.

In Touch Ministries : Proclaiming the Gospel of Jesus Christ to people in every country of the world.

Cleveland Clinic : Striving to be the world’s leader in patient experience, clinical outcomes, research and education.

Save the Children : A world in which every child attains the right to survival, protection, development, and participation.

Teach for America : One day, all children in this nation will have the opportunity to attain an excellent education.

Smithsonian : Shaping the future by preserving our heritage, discovering new knowledge, and sharing our resources with the world.

ASPCA : That the United States is a humane community in which all animals are treated with respect and kindness.

Leukemia & Lymphoma Society : Cure leukemia, lymphoma, Hodgkin’s disease and myeloma, and improve the quality of life of patients and their families.

World Vision : For every child, life in all its fullness; Our prayer for every heart, the will to make it so.

Clinton Foundation : To implement sustainable programs that improve access worldwide to investment, opportunity, and lifesaving services now and for future generations.

Goodwill : Every person has the opportunity to achieve his/her fullest potential and participate in and contribute to all aspects of life.

Boy Scouts of America : To prepare every eligible youth in America to become a responsible, participating citizen and leader who is guided by the Scout Oath and Law.

WWF : We seek to save a planet, a world of life. Reconciling the needs of human beings and the needs of others that share the Earth…

Kiva : We envision a world where all people – even in the most remote areas of the globe – hold the power to create opportunity for themselves and others.

Amnesty International : A world in which every person enjoys all of the human rights enshrined in the Universal Declaration of Human Rights and other international human rights instruments.

charity: water : Charity: water believes that we can end the water crisis in our lifetime by ensuring that every person on the planet has access to life’s most basic need — clean drinking water.

Special Olympics : To transform communities by inspiring people throughout the world to open their minds, accept and include people with intellectual disabilities and thereby anyone who is perceived as different.

Creative Commons : Nothing less than realizing the full potential of the Internet — universal access to research and education, full participation in culture — to drive a new era of development, growth, and productivity.

VFW : Ensure that veterans are respected for their service, always receive their earned entitlements, and are recognized for the sacrifices they and their loved ones have made on behalf of this great country.

Mission Statements vs. Vision Statements

The mission statement is “every day,” and the vision statement is the “someday.” (Source: ChamberMaster.com )

Here are a few examples to illustrate the differences:

Mission Statement : A company that inspires and fulfills your curiosity.

Vision Statement : Using our unlimited passion for technology, content and services to deliver groundbreaking new excitement and entertainment, as only Sony can.

Southwest Airlines

Mission statement : The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.

Vision statement : To become the world’s most loved, most flown, and most profitable airline.

Mission statement : To give people the power to build community and bring the world closer together.

Vision statement : 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.

Mission statement : To be our customers’ favorite place and way to eat and drink.

Vision statement : To move with velocity to drive profitable growth and become an even better McDonald’s serving more customers delicious food each day around the world.

Mission statement : To be the worldwide leader in retail.

Vision statement : To give customers a wide assortment of their favorite products, Every Day Low Prices, guaranteed satisfaction, friendly service, convenient hours (24 hours, 7 days a week) and a great online shopping experience.

Mission statement : Refresh the world. Make a difference.

Vision statement : Our vision is to craft the brands and choice of drinks that people love, to refresh them in body & spirit. And done in ways that create a more sustainable business and better shared future that makes a difference in people’s lives, communities and our planet.

Developing a Vision Statement

Vision statement definition.

A vision statement gives people a clear picture of what the organization is aiming for in a finite period of time – typically ten years or less. It needs to be sufficiently visionary to sustain peoples’ energies and dreams. It should be sufficiently concrete that it results in clarity, not confusion, about goals and objectives. The vision statement is always rooted in the organization’s purpose and values.

The Process

Appoint members of a team to develop the vision statement. This should include the senior officers of the organization. Members of the planning team should complete the homework assignment on the following pages and discuss their results. The agenda below can be used to guide the planning meeting.

Agenda for Planning Meeting

• A. Introduction: Review the agenda. Establish ground rules for the discussion.
• B. Ask members of the planning team to share their answers to the first six questions of the homework assignment. As each question is discussed, probe for areas of agreement and disagreement. Highlight the key agreements and underlying differences, but don’t try to resolve any conflicts until you complete every question.
• C. Draft visions: Ask each person to work with another person (or by themselves if the group is small) to prepare a flip chart of their newspaper story. Ask them to include the headline and the key story elements. When they are done, ask each group to present their newspaper article to the larger team. Be sure to post them on a wall.
• D. Metrics: Ask the group to share their metrics. Highlight the common elements.
• E. Perceived conflicts: Ask people to share any perceived conflicts. Highlight areas of perceived conflict that are shared.
• F. Have people work in groups of two to draft proposed vision statements. Share and discuss.
• G. Decide on next steps. This may be further refinement by a smaller drafting team, or communication of the draft vision(s) to a wider group for feedback.

Homework Assignment

Please think about and answer (in writing) the following questions. Be prepared to share your answers and your thinking – i.e., how you derived your answers – with the planning team. Feel free to provide additional information or thinking. Don’t feel constrained by the assignment. Rather, use it as a jumping off point.

The Questions

• What are the essential ways in which the organization generates value? What is its business model? How do you think the business model will change during the next ten years?
• How does the organization measure success today? How will the ways it measures success change?
• What are your customer segments today? How do you think your customer segments will change during the next ten years?
• How will the things that differentiate you from your competition change during the next ten years?
• What other changes may have a significant impact on your future?
• Based on your responses, what do you think will be the most important changes for your organization during the next ten years within your control?
• What do you think will be the most important changes outside your control?
• What is your vision for the organization? Within the realm of reality, imagine the best possible scenario for your organization in ten years. To help you articulate it, imagine you are reading a newspaper ten from now. A front-page story is covering the major successes that your organization has achieved. What does the story say? What does the headline read? What key milestones or achievements are cited in the story?
• If you have ideas about how to measure success in achieving your vision, write them down here.
• Your thinking may have triggered some concerns about conflicts between your proposed vision and the organization’s current goals and direction. Please list any perceived conflicts.

Two Key Steps to Developing a Vision Statement

Pick a time horizon.

The first step is always to decide on a time horizon. For some organizations, vision spans a ten-to-fifteen year period. But in others, a shorter horizon – three years – is just fine. At Teradyne, a fast-moving maker of software that monitors web performance, the time horizon was one year. Why? Because the software industry was moving so quickly its CEO didn’t see any value in planning beyond a 12-month time horizon.

Map the Strategy

Once you decide on a time horizon, the planning team needs to meet and have initial discussions about vision. Ask people to think about these questions in advance. (For this example, I’m assuming a typical time horizon of three years.)

• What are our strengths as an organization? What do we do exceedingly well?
• What are our weaknesses? Where do we consistently fall down?
• What are our opportunities? What’s new that we could be capitalizing on?
• What are the challenges? What alternatives to our products and services do our customers have? How are those alternatives changing?
• Who are our primary customers? Who are the people for whom we are trying to create the most value?
• What trends are affecting our customers? How might their perceptions of the value of our products and services change over the next three years?
• Are we focusing on the right customers? What would happen if we shifted our customer focus? What could we do more of (or less of) to create increased value for our customers?
• What is our current business model? how do we create value for customers? how does that translate into profitability?
• What might be some essential innovations in our way of doing business that would create added value for our customers? how could we re-define our way of doing business?
• Based on the above, what should be our external vision? What outcomes are we trying to achieve in three years? What are the rationales for that vision?
• Based on the above, what is our internal vision – how do we envision our organization changing over the next three years to support the external vision?
• What do we see as the major priorities for change and investment to realize this vision?

Once everyone has discussed these questions, you can create a map, laying out the components of your emerging vision. Plotting them on paper enables people to visualize the emerging vision.

Related Tool : Streamlined Strategic Planning

LRI’s expert consultants assure you and your organization are thinking and acting strategically. Here are the specific ways we can help you: https://leading-resources.com/consulting/strategicplanning/

Eric Douglas is the senior partner and founder of Leading Resources Inc. , a consulting firm that focuses on developing high-performing organizations. For more than 20 years, Eric has successfully helped a wide array of government agencies, nonprofit organizations, and corporations achieve breakthroughs in performance. His new book The Leadership Equation helps leaders achieve strategic clarity, manage change effectively, and build a leadership culture.

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Faculty Application: Research Statement

Criteria for success.

• Clearly articulate your brand.
• Demonstrate the impact of your past work.
• Show that you are credible to carry out your proposed future research.
• Articulate the importance of your research vision.
• Match the standards within the department to which you are applying.
• Show that you are a good fit for the position.
• Polish. Avoid typos.

Structure Diagram

The typical structure and length of research statements vary widely across fields. If you are unsure of what is typical in the field where you are applying, be sure to check with someone who is familiar with the standards. 

In electrical engineering and computer science, research statements are usually around three pages long with a focus on past and current work, often following the structure in the diagram below.

Identify Your Purpose

Your cover letter and CV outline your past work and hint at a general direction of your future work but do not go into detail. Therefore, the purpose of a research statement is to emphasize the importance of your past work and describe your research vision. Both your past/current work and future work presented in the research statement should reflect your branding statement .  

In EECS, faculty research statements focus on past/current work. However, it is important to also include your vision for the future, which should build on your previous work. This statement should convince the committee that your future work is important, relevant, and feasible. The future work section should go beyond direct extensions of your doctoral or postdoctoral work; it should cover a 5-10 year span. Proposed future work should show scientific growth and convince the committee that you propose strong research directions for your future group. Your research statement can also include possible funding sources and collaborations.

Analyze Your Audience

Your audience is a faculty search committee, which is made up of professors from across the department, not just the ones in your research area. A typical search committee member is probably very busy reviewing lots of applications, and hence may not read your statement in depth until you make it to later rounds of the hiring process.

Knowing details of the job posting and what the faculty search committee is looking for will help you tailor your statement. If the call is for a specific research area (e.g., language processing, bioinformatics, algorithms, machine learning, systems), it is beneficial to motivate and emphasize the importance of your work in the language of that area whenever possible.

Structure your statement

Although there is usually no mandated structure for a research statement, it can be very helpful to a reader if the content flows naturally.

Use the hourglass concept. It makes a compelling introduction if a research statement presents motivation starting from the high-level picture and then zooms in to the main topic(s) of research. This is helpful for two reasons. First, a research statement is typically read by committee members from several research areas, so starting with a high-level picture gives members a gentle guidance to the meat of a work. Second, providing general motivation helps in showing how different pieces of research fit in a big puzzle.

After talking about specific results, the story typically zooms back out by discussing impact and future directions. It is best if future work has some concrete research directions and also widens up to touch on a broader perspective of research plans.

The diagram below summarizes the hourglass concept and provides one potential flow of content.

Use good formatting to help retain focus . A successful research statement is typically organized into three main parts: Introduction and motivation; past work/achievements; and vision/future work. Each of these parts can be divided into subsections.

In addition, you can help a reader focus their attention on the important content by:

• making each section/paragraph title tell a message;
• using bullet points and itemization while listing;
• using bold or italics to emphasize important keywords or sentences. 

Some institutions set constraints on the format of research statements, primarily constraints on length . Make sure that your research statement is tailored to the guidelines. It is helpful to prepare two versions of your statement — a long one and a short one. The short version is usually the long one stripped of many details with the emphasis on high-level pictures and ideas.

Say who you are

Your research statement tells a story about you. Think who you want to be in the eyes of committee members (e.g., a programming languages person, a machine learning expert, a theory professor) and which of your achievements you want them to remember.

Make your research statement echo your branding one . A successful research statement builds a story around the author’s branding statement. A strong point is made if past and future work are echoes of the same brand. 

Successful candidates outline their research agenda before stating actual results and after providing a background. Sometimes this is done even before giving background and motivation. In the latter case, the research agenda is typically stated briefly, and then reiterated with more context after providing the background.

Show credibility for your future work by your past work

Your past work is an excellent way to illustrate that you are fit for the future work you are proposing. Refer to some of your past work when outlining feasibility of your proposed future directions. Even if you aim to change your field of research, your past experience should still serve as a justification for why you are well suited for the new line of work.

Dedicate space to your strongest results . Describe your strongest results in the most detail. If you want to mention many papers, organize them into several themes. A successful statement communicates how obtained results affect a field or a research community. Impact of papers can be shown by awards, high number of citations, or follow up papers by other research groups. A reader will have limited time to go over your statement, so make sure that the reader’s attention is spent on your most impactful work. Note that your strongest results do not necessarily have to be your most recent ones; they can even be several years old. Nevertheless, it is still a good idea to also mention some of your recent work as it shows that you have been active lately as well.

Importantly, a research statement should be a coherent story about ideas and impact, not only an overview of published articles. Hence, it is often the case that a research statement does not discuss all papers published or all work done by the applicant.

Use figures to support important claims . Consider including figures . They can be used to support your claims about your results and/or in the future work section to illustrate your research plans. A well-made figure can help the reader quickly understand your work, but figures also take up a large amount of space. Use figures carefully, only to draw attention to the most important points.

Devote time!

Getting out a job application package takes an indefinitely long time (writing, addressing feedback, polishing, addressing feedback … aaaand polishing)! Start early and invest time.

Get feedback . Your application package will be read by committee members that are not necessarily in your research area. It is thus important to get feedback about your research statement from colleagues with different backgrounds and seniority. Note that it might take time for other people to share their feedback (remember, others are busy as well!), so plan ahead.

MIT EECS affiliates can also make an appointment with a Communication Fellow to obtain additional feedback on their statements.

Resources and Annotated Examples

Amy zhang research statement.

Submitted in 2018-2019 by Amy Zhang, now faculty at University of Washington 1 MB

Elena Glassman Research Statement

Submitted in 2017-2018 by Elena Glassman, now faculty at Harvard University 2 MB

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