17 Vision Statement Examples To Spark Your Imagination

Cody Cromwell
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17 Great Examples of Vision Statements

Visions statements are important tools. They help you clearly articulate what you want to accomplish and what you aim for as an organization. They are the ultimate tool to inspire your colleagues and employees, to build their confidence, and to articulate themselves to the outside world.

They Are the Reason why We Create Vision Statements …

to get people to keep going even when they don’t want to. Kind of like a brainstorming session where you keep feeding them ideas and ideas and ideas and when you’re almost killed by your own enthusiasm, then you’re almost done. Vision statements are something like that.

From the above description, it’s pretty obvious that a vision statement is a big responsibility. To make them sound good, they need careful thought, writing and effective communication.

Here are some great examples of vision statements that you can use as models of simple clarity and versatility.

LinkedIn: “Create economic opportunity for every member of the global workforce.”

Time Out Los Angeles: “Making a day of it isn’t just about physical activity. It’s also about mental health; it’s about creating a sense of community, it’s about spending time with family and friends, and it’s about a break from the daily grind. That’s what we’re all about, too, and we’re proud to enrich the lives of some of the city’s most dedicated workers with games and activities that promote health, mental well-being, economic opportunity, and social inclusion.”

Mens Journal: “Our mission is to protect your family with liability insurance that protects your family while you’re making a living.”

USA Today: “We’re a group of writers, editors, producers and web developers who have joined forces to form a full-service digital media company.”

IKEA: “Our vision is to create a better everyday life for many people.”

Microsoft: “We create software products and services dedicated to helping people and businesses throughout the world realize their full potential.”

Zappos: “Deliver WOW through customer happiness.”

The Body Shop: “Protecting people’s livelihood from the environmental hazards to which our bodies are exposed.”

Nature Conservancy: “Preserving the species, habitats, and natural communities that support the world’s biodiversity.”

Starbucks: “Inspiring and nurturing the human spirit in our customers, partners, and shareholders.”

Lululemon: “Coaching high performance and inspiring connection and community.”

Southwest Airlines: “Low fares, high value.

New York Times: “Equality of opportunity.”

Zoom: “Video communications empowering people to accomplish more.”

Google: “Organizing the world’s information.”

IBM: “Adding value to people’s lives.”

Perrier: “Adding something new to water.”

Johnson & Johnson: “Bringing together the best ideas.”

Blockbuster: “Helping people devour entertainment.”

Lubriderm: “Protecting and caring for the skin.”

Dell Computer: “Creating a customer-enabled world.”

Sharp Electronics: “Bringing the world into focus.”

Cadbury: “Making chocolate in every country of the world.”

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

Godin: “To constantly redefine publishing by moving away from the typical idea and book and in favor of a new set of experiences called Tribes.”

King: “To enthrall, entertain and challenge for the love of reading.”

Anderson: “To inspire cinema and video artists to take the best in their craft to the next level.”

Riley: “To ensure that all people living with Alzheimer’s Disease and their families have everything they need to maintain safe and fulfilling lives.”

Ries: “To solve the problem that has stumped advertisers for 20 years: how to capture the attention of people who don’t care to be advertised to.”

Carder: “To help restore and replenish wildlife populations around the world by supporting projects that are working to live alongside wildlife.”

Purcell: “To provide consumers with finely crafted wines at fair prices.”

Southwest Airlines: “To become the world’s most loved, most efficient, and most profitable airline.”

Etsy: “Building an Etsy Economy”

Skillful work and love of a craft do not guarantee a living wage. If you make anything outside the home, there’s life after Etsy. The marketplace is not always the answer.

Etsy is a website where individuals or businesses sell handcrafted products from anywhere in the world. Officially launched in 2005, it now supports 21 million active sellers in 50 categories. Women make up over 90% of the active sellers. About 36% of Etsy’s sellers reside in the United States.

One of Etsy’s goals is to support its sellers by encouraging them to offer work that generates a living wage. Etsy sellers use a combination of strategies to make ends meet. They sell full time, part time and create their own to-do lists. Their Etsy business “lives” on the side. While this is a common response, Etsy wants sellers to use Etsy as a supplement, not a substitute for their other jobs. Etsy’s business model allows sellers to sell tools and services that make their work easier.

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

Habitat for Humanity is a global, nonprofit, Christian housing organization committed to eliminating substandard housing. Habitat seeks to “put God’s love into action by building simple, decent shelter to provide housing for the world’s poorest people.”

Skoll Foundation: “Seed the generation of new ideas to end poverty and injustice.”

The Skoll Foundation is a global nonprofit organization with a mission to uncover the most pressing social challenges of our time to find innovative solutions rooted in positive values.

Worldreader: “One book, one child.”

Worldreader is a nonprofit organization that supports the development of educational technologies in under-served countries. They enable learners to access, manage, and remix a global library of learning resources.

Google: “To provide access to the world’s information in one click.”

Apple: “To empower every person and every organization on the planet to make the best personal technology products and services.”

Microsoft: “To put a computer on every desk and in every home, and to help make every home and every office on every computer a place of business.”

Netflix: “To give valuable entertainment and educational programming to people when, how, and where they want it.”

Facebook: “To enable people to easily connect and share with the people they care about most.”

PayPal: “To democratize financial services and give everyone in the world the freedom to participate in the global economy.”

Airbnb: “To create a world where people can globally discover, book, and share unique experiences as a guest or host.”

Source: The New York Times

As strange as it may sound, this post shares 17 examples of vision statements perfect for startups. Vision statements are a quick and concise way to put your own personal spin on your product.

Each vision statement provides not only a description of what your product does, but also examples that let your customers know how they can enjoy it.

Facebook: “Connect with friends and the world around you on Facebook.”

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.”

Coca-Cola’s: “To spread happiness around the globe by offering a great taste experience that uplifts and refreshes and produces a lasting impression.”

It’s great to have a vision, but it’s even better to have a vision that resonates with your employees and puts them on the right track towards achieving it. Otherwise, they may fall into a –comfort zone” and not make the –right decisions” to further the business.

So what exactly is a vision statement, and how should one use it to ensure his or her business goals are actually achieved?

As the old saying goes, –Vision without action is a daydream. Action with no vision is a nightmare.” A vision is something you can aspire to: a future you’re working towards to the best of your ability each day. It’s something your employees and customers can look forward to, but it’s also something practical you can put into action each day.

Patagonia: “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”

Adidas: “Better products, every day”.

Porsche: “Porsche. Driving performance.”

Gap Inc.: “The brand that makes wardrobe essentials.”

Dell: “Nothing is impossible. For everything, there is a way.”

Snapchat: “Fun, simple, self-deleting.”

Philips: “Safe lighting.”

Berkshire Hathaway: “Our vision is to be the provider of choice in our communities for comprehensive real estate and financial solutions.”

When we think of Berkshire Hathaway, we think of economic strength, responsibility and wisdom.

  • Bill Gates: “Our mission in life is to make people smarter than we are.” Aside from being one of the most successful businessmen of all time, Bill Gates’s mission statement outlines many personal values.
  • Apple: “To make a great product, put a computer on every desk, and let people create their own applications.” Apple’s mission statement is focused on innovation. Apple is constantly pushing the technological envelope, which is why their mission statement stands the test of time.
  • Intel: “To change the way people compute.” Intel’s mission statement reflects their desire to grow and change. They have an unbelievable track record of being on the forefront of technology, and they’re not planning on slowing down anytime soon.

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

Nerdster: “To be a nerd for all your needs.”

Xoel: “To harness the power of fears.”

Wiz: “To be the people’s champion.”

Puffin: “To be a ‘bright spot.’”

SausageFam: “To be a family of friends and fun.”

Mullet: “To be a community of smart minds.”

Ate too much sugar: “To bring people together.”

Skkdork: “To file all things for the ease of users.”

Gamerzrule: “To provide the best for games.”

Hittin’at: “To be big on feelings.”

SteveMei: “To be mei while still being able to be gamer.”

Sklee: “To be a mermaid among nerds.”

Netflix: “Becoming the best global entertainment distribution service. Licensing entertainment content around the world. Creating markets that are accessible to filmmakers.”

McDonald’s: “Gathering people together to enjoy a delicious meal. Serving our customers our food. Creating great tasting products. Creating a warm and welcoming environment.”

McDonald’s: “Gathering people together to enjoy a delicious meal. Serving our customers our food. Creating great tasting products. Creating a warm and welcoming environment.” You’d probably notice that this statement is much more similar to McDonald’s than it is to Netflix. Why have the words “giving” and “inspiring” disappeared? The answer is that when you use the word “create,” too many people mentally substitute it with “build.”

Human Rights Campaign: “Equality for everyone.”

The Human Rights Campaign is a movement to secure equal rights and equal opportunities for LGBT persons.… I’ve included the HRC as a vision statement because although their overall goal is to secure equal rights for the LGBT community, their vision statement centers on the principle ”Equality for everyone.” In the past, the HRC has recognized the importance of this principle and contributed to the advancement of LGBT rights in direct ways, such as campaigning for gay marriage. In 2005, the HRC announced the Marriage Equality Pledge, which asked supporters to promise that they would protect and support the freedom to marry for all Americans.

Alzheimer’s Association: “A world without Alzheimer’s disease.”

What Makes an Effective Vision Statement?

As a leader, it’s important to come up with a vision for your business or organization. Your vision statement doesn’t need to be detailed and comprehensive – it just needs to be focused and inspiring. You might not know exactly how to create a vision statement, but with some research and inspiration, you’ll be able to come up with one that will be effective and effective.

It should be:

  • Clear …
  • Inspiring … and
  • Well-crafted

It’s also important that you come up with your own vision statement. Never just copy someone else’s idea … your vision will be more meaningful and unique.

Bottom Line

Your vision should not be created by anyone else. It should come from you. It should be crafted by you. You’re the only one that can truly understand your business and your business values.

If you’re struggling to come up with a vision statement, take some time to reflect on your business and your life. What have you already accomplished? What are you passionate about? What do you know that others don’t? What interest you?

Once you’ve put those thoughts together, some useful questions to ask are:

  • What do you want to be known for? What have you been known for?
  • Why do you want to do what you are doing?
  • How do you want to make the world a better place?