Vision Statement

Team meeting around a table

What is a vision statement?

A vision statement concisely and compellingly conveys the meaning and purpose of a company. It simplifies the company’s core ideals and goals into a powerful and motivating statement. A vision statement inspires employees to fulfill a company’s purpose. It is part of a company’s overall strategic plan

Why are vision statements important? 

A vision statement is important to company success. If it is meaningful, it inspires and engages employees and company leaders. The vision statement gives direction from which to draw a road map toward the company’s goals.

A clear vision motivates employees to put forth their best efforts and make a difference in the world through their work. The benefits of employee engagement range from productivity to profits. 

Elements of a good vision statement.

When crafting a vision statement, it’s helpful to get input from more than one source within a company. A good vision statement is often the result of collaboration and brainstorming sessions with stakeholders and employees. Craft a vision statement that is:

  • Bold. This is not the time to play it safe and write a generic statement that could apply to any company. Make it compelling, challenging, and daring.

  • Grounded in reality. Don’t create an unrealistic vision statement. It needs to be actionable and include steps to achieve the vision. It should be grounded in reality but oriented toward the future.

  • Specific. Do not be vague about the company’s intentions for the future. Spell it out so that anyone who reads the vision statement can understand what the company hopes to achieve.

  • Attainable. If your vision statement is grounded in reality, it is attainable. 

  • Clear. Use clear language free of jargon or difficult words. Every employee should know what the vision statement means and recite it easily. 

  • Concise. Use as few words as possible to define the company vision. A sentence, maybe two, is all that you need for a good vision statement.

  • Unique. A vision statement is an opportunity to set a company apart from its competition. The statement must be different from any competitor’s vision statement.

Take these elements into account while drafting a vision statement. You can revisit your vision statement at a later date and revise it as necessary.

Are vision statements and mission statements the same thing?

Vision statements and mission statements work together for the benefit of your company; however, they are different.

A vision statement focuses on the future, while a mission statement describes the who, what, where, and why of your present business situation. A mission statement also speaks to those outside your company.

Questions to ask yourself when creating a vision statement.

Creating a vision statement is easier to do after you find answers to important questions about your organization. These answers become an outline from which you can pull the most vital details to create a vision statement.

Here are some examples of questions to ask:

  • Why does our organization exist?

  • What products or services do we have to offer?

  • What product or service do we want to provide?

  • Who is our customer?

  • What do we hope to achieve?

  • Do we have specific long-term goals?

  • How do we improve the lives of our customers?

  • How do we make an impact on our industry or our world?

  • What will our organization’s culture be like?

  • What words best describe our organization and its goals?

Sometimes, the answers may overlap and that is fine. The main point is to get the team’s thoughts and feelings about the company and its future.

Vision statement examples.

Examples may help you to understand better what it takes to create a vision statement. Here are some examples from top global brands:

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

  • Apple: “We believe that we are on the face of the earth to make great products, and that’s not changing.”

  • Coca-Cola: ”Our vision is to craft the brands and choice of drinks that people love, to refresh them in body and 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.”

  • Disney: “To be one of the world’s leading producers and providers of entertainment and information.”

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

  • 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.”

  • Mercedes-Benz: “To become the world’s most renowned center for customer service in the automotive sector.”

  • Microsoft: “To help people and businesses throughout the world realize their full potential.”

  • Samsung: “Inspire the World, Create the Future.”

  • Toyota: “To be the most successful and respected car company in America.”

A concrete way to understand the purpose of your company.

Above all, your vision statement should remind your team of the larger picture. It can help your team think more creatively and be that much more motivated. 

See Workfront in action

In this interactive tour, you will get hands-on experience using Workfront. You will learn how Workfront enables the enterprise to:

  • Connect strategy to delivery
  • Iteratively plan and prioritize work
  • Collaborate across teams and divisions to get work done
  • Streamline and optimize processes
  • Measure and report on progress
  • Deliver against your strategy