Professional Documents
Culture Documents
Vision Statement
Vision Statement
Forward-looking
Motivating and inspirational
Reflective of a company’s culture and core values
Aimed at bringing benefits and improvements to the organization in the
future
Defines a company’s reason for existence and where it is heading
Example
The Rise of a Purpose Statement
The mission statement, vision, and values are traditionally the three most
common descriptions of a business that explains why a company exists. In
recent years, another type of statement has also emerged in the business
world and is gaining more popularity. This type of statement is called the
Purpose Statement.
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There is normally a lengthy list of things you need to consider when starting a business,
and if you don’t manage them properly, your excitement can quickly turn into
overwhelm. What can support you to stay inspired and on the right track when starting
out? You guessed it: this is your vision statement.
TABLE OF CONTENTS
1. What Is a Vision Statement?
2. The Importance of a Vision Statement
3. How to Craft an Inspiring Vision Statement
4. The Bottom Line
A vision statement provides the direction and describes what the founder wants the
organization to achieve in the future; it’s more about the “what” of a business. It is
different from a mission statement, which describes the purpose of an organization and
more about the “how” of a business.
If you were to take a photo of your future business now, what would it look like? What
do you want your business to be recognized for one day?
You need to have a crystal clear vision when you start out, otherwise you can get easily
lost in deciding the best way forward. When you are making strategic decisions for your
business and even daily operation decisions, your vision statement will give you the
inspiration and targeted direction you need.
The Importance of a Vision Statement
Without a vision statement, your business will lack motivation to keep going.
If you don’t aim for anything, you might not hit anything. The more specific and clear
you are, the better your chances are at seeing your vision turn into reality.
The importance of a vision statement cannot be overlooked; not only does it provide
long term direction and guidance, but it also gives you the inspiration and the necessary
energy to keep going when you feel lost.
Always keep your vision statement alive by revisiting it regularly and communicating
your vision with other members of the team, to inspire and motivate them as well.
Imagine how you want the business to be like in five to ten years.
Infuse the business’ values in the statement.
Make sure that the statement is implying a clear focus for the business.
Write your vision statement in the present tense.
Use clear and concise language.
Ensure the statement is easily understood.
There are many different types of vision statements and there is no wrong or right way
to do it. The most important thing is to resonate with it. It will always inspire you and
give you a clear targeted direction.
Empower every person and every organization on the planet to achieve more.
5. Nike
Bring inspiration and innovation to every athlete* in the world. (*If you have a body,
you are an athlete.)
Stated another way, LinkedIn’s vision statement focuses on allowing everyone to find
employment, grow, and advance. It also reminds us that the platform intends to help
people generate economic opportunities, which may involve finding a new job,
promoting your own business, or connecting with other industry experts.
(Source: Ikea)
As a home design brand, IKEA focuses on creating a high quality of life for its customers
—precisely what its customers think about when choosing to shop there. By aligning its
goals with consumers’ desires, IKEA is signaling that it understands the wants and needs
of its customers and that it’s ready to meet those needs.
The vision statement’s focus on the customer is also evident in using “many people”
instead of “all people.” In using this language, IKEA demonstrates that it doesn’t need
everyone to be loyal customers to succeed—but they are committed to helping those who
relate to and appreciate the IKEA lifestyle.
3. Zoom: “Video communications empowering
people to accomplish more.”
(Source: Zoom)
Zoom’s vision statement is effective because it focuses on its primary product—video
communications—and highlights that it can empower users. What’s more, the vision
statement speaks directly to Zoom’s typical customers—businesses—by assuring they’ll
accomplish more with the help of the platform.
This statement tells customers that the product is to increase productivity and invites
business owners to leverage the tool to help its bottom line.
4. Tesla: “To create the most compelling car
company of the 21st century by driving the world’s
transition to electric vehicles.”
(Source: Tesla)
Tesla’s statement is interesting because it doesn’t say what it wants to provide or what it
wants to accomplish. And, unlike many vision statements, it doesn’t say it wants to sell—
it wants to be compelling.
The goal is not to produce the most high-quality cars or sell the most vehicles. Instead,
Tesla wants to inspire people, embolden them, and drive and encourage them. More
specifically, the statement doesn’t say it wants to sell cars. It says it wants to drive the
transition to electric. Again: encourage, inspire, promote innovation.
5. Southwest Airlines: “To become the world’s
most loved, most efficient, and most profitable
airline.”
(Source: Southwest Airlines)
Southwest’s vision statement stands out because it focuses on what the company wants to
become. The brand is also putting its customers first with its goal of being the most loved
airline while maintaining the importance of making a profit for its shareholders. This puts
the focus on both the company’s journey and the customer’s journey.
What’s more, many elements in the vision statement are quantifiable. So when Southwest
says it wants to be the most efficient and most profitable airline—leadership can measure
these metrics and track how well the company aligns with its vision.
6. Etsy: “Building an Etsy Economy”
(Source: Etsy)
In this short vision statement, Etsy creates a new term to strive for, the “Etsy economy.”
This statement encompasses both creators and buyers. This vision statement is great
because it doesn’t just focus on creating products, but the interaction and relationship
between buyer and seller.
(Source: Habitat)
Here, Habitat for Humanity is thinking worldwide. While it has several divisions around
the world, its vision statement brings everyone together.
The second part of the statement “a decent place to live” is an excellent vision for the
workers and volunteers. Every home it constructs has the goal of delivering a great place
for someone or a family to call home.
Instead of using complicated business jargon, the vision statement example is simple
enough for a second grader to read and understand. This is important—because even
second graders use Google.
Additionally, the direct and actionable language puts the onus on the reader, whether it be
Facebook employees or users—to connect. This language draws people into Facebook’s
online community—in the same way, they’re part of their own communities—by inviting
them to experience the world online.
Using inspirational language and focusing on the environmental crisis, Patagonia’s vision
statement targets both customers and employees who care deeply about the environment.
Instead, it’s plainly stated to draw attention to how the company’s website development
services can help customers. And, because this is a vision statement, it goes beyond its
current offerings to say Nerdster can be a nerd for ALL client needs.
Interestingly, the statement doesn’t say anything about viewers and instead directs its
future toward production and making it easier for creators to get their content to market.
This strategy makes the vision statement even more aspirational because it leaves the
organization open to growth and lets readers interpret it how they want. In this way, it
both inspires and invites people to support the organization’s efforts.
17. Alzheimer’s Association: “A world without
Alzheimer’s disease.”
The Alzheimer’s Association’s vision statement is truly that—a vision. It doesn’t say it
wants to pursue its goal. It doesn’t say it wants to inspire people to move toward it. Its
vision is to eliminate Alzheimer’s disease. Still, how they’ll achieve it and what they do
once they get there—they leave open to imagination.
Not only is this a confident vision statement, it’s unabashed as if to say, “This is our
vision. It’s not changing. Because it’s that important.”
Because of these characteristics, this vision statement from the Alzheimer’s Association
is genuinely aspirational. It is the foundation of the organization’s efforts.