A vision statement identifies where the organization wants or intends to be in future or where it

should be to best meet the needs of the stakeholders.

A vision statement for a company or organization focuses on the potential inherent in the
company's future; it’s about what they intend to be. It describes the future aspirations of the
organization. Every organization needs a vision to steer itself in a proper direction. A vision
serves as a guide for choosing the current as well as future course of actions.

Here are some examples of vision statements:

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

 Nike: “To bring inspiration and innovation to every athlete in the world.”

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

 Walmart: “Be the destination for customers to save money, no matter how they want to
shop.”

 Marriott: “To be the World’s Favorite travel Company.”

Stakeholders play an integral part in the development and ultimate success of an organization.
An organization is usually accountable to a broad range of stakeholders, who are an integral
part of an organization’s strategy execution. This is the main reason organization must consider
stakeholders’ interests, needs, and preferences. A vision statement is for the organization and
it‘s members, unlike the mission statement which is for the customers/clients. It contributes in
effective decision making as well as effective business planning. It incorporates a shared
understanding about the nature and aim of the organization and utilizes this understanding to
direct and guide the organization towards a better purpose. It describes that on achieving the
mission, how the organizational future would appear to be.