Every business starts with a vision. When Bill Gates founded Microsoft, he had a vision of “a computer on every desk and in every home” – and, without even realizing it at that time, he gave us a glimpse of the future.
All companies should have a clear and concise idea of what they want to achieve, what they want to become in the next couple of years. For this reason, today we will see some of the best vision statement examples out there to get some inspiration and fuel our ambitious goals.
What is a vision statement?
Before we dive into our vision statement examples, it is important to have a good understanding of what exactly a vision is.
And despite all the dry and rigid definitions that one may find on the Internet, it is more simple than it seems. Although, of course, it becomes a more difficult when you actually have to define your vision.
A good vision statement should respond to one key question:
Where do you see your business in the next years?
As simple as that. In other words, what are the desired long-term goals that you strive to achieve with your company? Where would you like to see it in the next few years?
And that’s really all I have to say about defining your vision statement when it comes to theory. If you’ve checked my previous article on 101 mission statement examples, you may have read that I believe in putting things into practice.
So, I think that the best way to understand what a vision is is to actually see enough real examples of it. For this reason, let’s dive right into our vision statement examples without wasting any more time:
To bring inspiration and innovation to every athlete in the world.
We begin with a simple, yet powerful statement from Nike. The company not only aspires to become an inspiration to every athlete in the world, but also to become a symbol of constant innovation.
2. The Coca Cola Company
Our vision is to craft the brands and choice of drinks that people love, to refresh them in body & spirit.
Next on our list of vision statement examples is this one from The Coca Cola Company.
Their long-term goal is to make a difference in the world by becoming the company behind people’s most beloved drinks and brands.
To make the best products on earth, and to leave the world better than we found it.
I absolutely love the way Apple’s vision statement is worded. It is beautiful, simple, and beyond powerful – “to leave the world better than we found it”.
Although objectively, the first part of the statement – “to make the best products on earth” – may appear a little bit over the top. Which is not necessarily a bad thing, of course.
Inspire the world with our innovative technologies, products and design that enrich people’s lives and contribute to social prosperity by creating a new future.
While we are still on the topic of smartphones and electronic devices, let’s take a look at another example – Samsung.
Their vision statement doesn’t sound as powerful as Apple’s, but it’s a bit more centered. They strive to “inspire the world” and “contribute to social prosperity” through their technological innovation.
To provide an important service to the world, instantly delivering relevant information on virtually any topic.
In all honesty, I was expecting a little bit more from Google when it comes to their vision statement.
“To provide an important service” just doesn’t sound powerful enough to me, especially considering what a crucial role Google plays in our daily lives.
Although they definitely have a very clear direction in mind with their vision.
Our vision is 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.
Next on our list of vision statement examples is Amazon. Now this is a vision that is well-defined and clear as water!
I think that it perfectly sums up the company’s long-term goals, and how they aim to achieve them with their services.
To make this world a mobile, sustainable place with access to all the citizens.
Another beautiful vision statement comes from Volkswagen, a German automaker and the largest one by sales in the world. The company strives to empower the world by driving mobility changes through its wide range of products.
To help people and businesses throughout the world realize their full potential.
The American multinational technology company imagines itself to become a change maker by providing products that enhance the development of people and businesses. Microsoft aim’s to help them realize their true potential.
Putting Smiles on the Faces of Everyone Nintendo Touches.
According to BStrategyHub, Nintendo is one of the few companies that didn’t start with the vision of earning money, but instead of making change in somebody’s life, and making people spend more time together.
Our vision is 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.
The largest ecommerce company envisions itself to become the world’s most customer-centric company. They want to revolutionize the way people buy things online.
To be the best way to pay and be paid, for everyone, everywhere.
Clear, short, and sweet is the next on our list of vision statement examples – this one from Visa. I love it because it’s ambitious and very straightforward.
In other words, they envision themselves to become the best payment method for everyone, everywhere on earth. Definitely quite ambitious!
To be THE destination for customers to save money, no matter how they want to shop.
Another powerful vision statement comes from Walmart, one of the biggest hypermarket chains in the world.
This vision has been officially articulating since 2017, and it reflects the strategic changes of the company considering the current competitive landscape.
13. Johnson & Johnson
For every person to use their unique experiences and backgrounds, together – to spark solutions that create a better, healthier world.
Next on our list of vision statement examples is this one from Johnson & Johnson. This vision highlights the importance that the company puts on the individual capabilities of everyone, and how these capabilities can create a better world.
Doing now what patients need next.
This powerful statement from Roche aims to replace all other corporate mission and vision statements across the company.
Roche is passionate about transforming patients’ lives, and they aim to become the company that thinks ahead of time, providing solutions for the world of tomorrow.
A World Beyond Cash™
Probably the shortest of all vision statement examples on our list is this one from Mastercard. The company envisions itself to change the way payments are made, and to create a world beyond cash.
16. Home Depot
One-stop shopping for the do-it-yourselfer.
The largest home improvement retailer in the US, Home Depot, aspires to become the only shop that you’ll need to visit if you want to do something for your home by yourself.
And although this vision statement is not confirmed as such officially, it has been widely used by the company.
17. Hilton Hotels & Resorts
Our vision is to fill the earth with the light and warmth of hospitality.
Our list of vision statement examples continues with Hilton, an iconic global brand of full-service hotels.
Compared to others on the list, their statement is somewhat ambigious, and doesn’t provide a specific vision on how they see themselves in the next years. Or maybe it’s me who doesn’t get it, which is also possible. 🙂
Our vision sets out our ambition to deliver connectivity and innovative services to improve people’s livelihoods and quality of life.
The leading telecommunications company in Europe and Africa envisions itself to become a game-changer in the industry. They want to improve people’s quality of life by delivering innovative solutions.
To inspire tomorrow’s creators to use technology to build brighter futures for themselves, their families and the world.
While we are still on the telecommunications industry, next on our list of vision statement examples is Verizon. The company puts emphasis on its role in the lives of its stakeholders.
Working together to create brands people love.
The British multinational confectionery company has a simple, but powerful vision – to provide high-quality products and create brands that people love.
Our vision is to become the world’s most renowned center for customer service in the automotive sector.
Mercedes-Benz has a customer-centric vision statement, aiming to become the company that provides the best customer service in the industry.
To become the Ultimate House of Luxury, defining style and creating desire, now and forever.
Our list of vision statement examples continues with Chanel, the iconic high-fashion French house.
The company aspires to be the fundamental model of what a luxury brand should look like, as well as to show its dedication on the high-quality products it develops.
23. Red Bull
To upholding Red Bull standards while maintaining the leadership position in the energy drinks category when delivering superior customer service in a highly efficient and profitable manner.
One of the longest vision statement examples in this article is definitely this one from Red Bull. The company aspires to become the leader in the energy drinks category while maintaining high standards and superior quality.
We are on a journey to be the trusted performance leader that unleashes the potential of data.
I love the way Inte’s vision statement is worded – it is beautiful, simple, and straightforward. They envision themselves as becoming the leader in performance, allowing companies to take advantage of their data.
25. Kraft Heinz
To be the best food company, growing a better world.
The American food company’s vision is very simple – to become the best food company. Although it is also quite ambigious because which company is the best in a certain industry can be viewed from different perspectives.
26. Ralph Lauren
To inspire the dream of a better life through authenticity and timeless style.
The American fashion house envisions itself as a company that delivers sustainable, long-term growth. It aims to be the reference for authenticity and timeless style for its customers, and a true value creator for its shareholders.
The Boeing Vision is an expression of our company’s purpose and values, designed to inspire and focus all employees on a shared future and to reaffirm that, together, we can meet the challenges that lie ahead.
Next on our list of vision statement examples is Boeing. Within this long statement, the company has included everything – its mission, vision, values, as well as aspiration. It is focused on its employees as a driving force for the company.
Innovate to bring therapies to patients that significantly improve their lives.
Pfizer is one of the world’s leading biopharmaceutical companies. This vision statement shows its dedication to improving the lives of people through innovation and continuous Research & Development (R&D).
The opportunity to make a difference to millions of lives every day.
This statement by the British multinational pharmaceutical company has the same vision as Pfizer – to make a difference by improving people’s lives.
Our vision is to ensure that people across the globe are inspired, motivated, trained and developed to embrace the future of work.
Our vision statement examples continue with Adecco, the world’s second largest HR & staffing company headquartered in Switzerland.
Its vision is as clear as possible – to improve the current state of Human Resources, and ensure that people are motivated and ready to embrace the future of work.
Video communications empowering people to accomplish more.
I feel like this vision statement from Zoom falls a bit short on clarity and inspiration. “Empowering people to accomplish more” sounds rather ambiguous. I believe that they could have specified a little bit on what they mean by “accomplish more”.
To bring digital to every person, home and organization for a fully connected, intelligent world.
In contrast to Zoom, this vision statement by Huawei is so good it could be shortened to “To bring digital to every person”, and still sound as brilliant and inspiring as the longer version.
To become one of the world’s leading companies, bringing innovations to improve the way the world works and lives.
Next on our list of vision statement examples is this one from Accenture. The company aspires to become one of the leaders in its industry on a global scale, achieving this through innovation and by making a difference in people’s lives.
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.
McDonald’s vision statement is focused both on its shareholders and its customers. The company envisions itself as highly-profitable business that delights customers with its food every day.
35. Dunkin’ Donuts
To be always the desired place for great coffee beverages and delicious complementary donuts & bakery products to enjoy with family and friends.
Beautifully expressed and worded is this vision statement from Dunkin’ Donuts. The end goal is simple – “to be the desired place for great coffee and donuts”. Yumm!
36. Krispy Kreme
Our vision is to be the worldwide leader in sharing delicious tastes and creating joyful memories.
This vision statement by Krispy Kreme is very similar to the one we just saw in Dunkin’ Donuts, but expressed in a slightly different way. The key difference is that they clearly state that they want to be a worldwide leader, instead of just a desired place.
To be a global energy company, creating value in a sustainable manner through innovation, efficiency, and respect for the progress of society.
Another company that puts a huge focus on changing the world through progress and innovation is Repsol. They envision themselves as a global leader, achieving this in a sustainable manner.
38. Exxon Mobil
Exxon Mobil Corporation is committed to being the world’s premier petroleum and petrochemical company.
To continue with some additional vision statement examples from the oil and gas industry, we have this powerful phrase from Exxon Mobil. They aspire to become the “world’s premier petroleum and petrochemical company”. As simple as that.
39. Ford Motor
To become the world’s most trusted company, designing smart vehicles for a smart world.
In comparison to other vision statement examples, Ford Motor doesn’t focus on becoming just the world’s “leading company”. They want to be the world’s “most trusted company”, which is very inspiring and shows their commitment to customers.
A place where efficient buying and operating practices give members access to unmatched savings.
While this statement doesn’t sound particularly inspirational, there is no doubt that it has a very clear idea in mind. Costco defines a solid cost leadership strategy, and aims to be the reference in prices and savings for its customers.
To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”
Starbucks envisions itself as the leading provider of great coffee on a global scale. They also put an important focus on their values and principles, which should remain unchanged on their way to growth.
42. Mayo Clinic
Mayo Clinic will provide an unparalleled experience as the most trusted partner for health care.
Another company that emphasizes the importance of trust as a part of their vision is Mayo Clinic, an American non-profit academic medical center.
43. General Motors
We envision a future of zero crashes, zero emissions and zero congestion, and we have committed ourselves to leading the way toward this future.
I find this vision statement by General Motors extremely inspiring. They imagine a better and more sustainable world, and want to become the ones that lead this change.
44. J.P. Morgan
Aspire to be the best; execute superbly; build a great team and a winning culture.
The multinational investment bank and financial services holding company has a simple vision: to be the best. Compared to other businesses on the list that had a similar vision, J.P. Morgan gets a little bit more specific, which is great.
In other words, they want to be the best in terms of customer service and company culture.
45. Fannie Mae
Our vision is to be America’s most valued housing partner.
Fannie Mae, The Federal National Mortgage Association, is next on our list of vision statement examples. With their simple, but clear vision of becoming America’s most valued housing partner.
At Philips, we are striving to make the world healthier and more sustainable through innovation, with the goal of improving the lives of 3 billion people a year by 2030.
I love how detailed this one of our vision statement examples is. The leading health technology company Philips has a very inspirational vision of making a difference in the world through innovation.
47. General Electric
To focus on businesses that connect to its core competencies and is a market leader in.
General Electric’s vision is to reshape its portfolio. They envision themselves transforming their brand from a broad conglomerate to a more focused industrial leader.
48. State Farm
Our vision for the future is to be the customer’s first and best choice in the products and services we provide.
State Farm is a group of insurance companies in the USA, and they are next on our list of vision statement examples. State Farm has a very customer-centric vision, aiming to be the leading provider of products and services in their industry.
We’re committed to helping customers pioneer more sustainable solutions, delivering packages more efficiently, creating more connections around the world, and finding more ways to take action and give back.
Our vision statement examples continue with UPS, an American multinational package delivery and supply chain management company. In a similar way as others on the list, they envision themselves as the driver of change in their industry.
We will provide customer-valued solutions with the best prices, products and services to make Lowe’s the first choice for home improvement.
I found this vision statement particularly curious. Instead of setting a goal that may or may not happen, Lowe’s chose to give a solid promise – “we will provide customer-valued solutions”.
To create world-changing technology that enriches the lives of every person on earth.
Inspirational and beautifully worded is this statement from Intel. It is also very ambitious – they envision themselves as a company able to make a difference in the life of every person on earth.
52. Procter & Gamble
To be the best consumer products and services company in the world.
This phrase from Procter & Gamble is one of the vision statement examples that I don’t like as much. As I’ve mentioned multiple times beforehand, “to be the best” is very difficult to visualize because of how vague and non-specific it is.
Become a global leader in convenient foods and beverages.
This vision statement from PepsiCo is also somewhat generic, but very powerful nonetheless. They aim for nothing less but to become a global leader in their industry.
To be our customers’ most valued and trusted business partner.
We have another customer-centric example from Sysco, an American company involved in the marketing and distribution of multiple products across the consumer goods sector.
55. Lockheed Martin
Be the global leader in supporting our customers’ missions, strengthening security and advancing scientific discovery.
Lockheed Martin, an aerospace, defense, and security organization, envision itself not only as a leader, but also as a company that drives innovation while keeping its customers satisfied.
Our vision is a world in which all people’s basic needs – such as shelter, clean water, sanitation, food and reliable power – are fulfilled in an environmentally sustainable way and a company that improves the quality of the environment and the communities where we live and work.
Caterpillar, the world’s largest construction equipment manufacturer, is next on our list of vision statement examples. It aims to deliver innovative and sustainable solutions for meeting all peoples’ basic needs.
57. American Express
To become essential to our customers by providing differentiated products and services to help them achieve their aspirations.
If you are not tired of seeing customer-centric vision statement examples yet, here is another one – this time from American Express.
58. Delta Airlines
To be the World’s Most Trusted Airline.
One of the major US airlines envisions itself as the most trusted company in the sector, highlighting the role its customers play in its desired positioning.
Merck will be a formidable force for good in the world.
I love how short, but intense is this one from our vision statement examples. It comes from Merck, one of the largest pharmaceutical companies in the world.
60. General Dynamics
General Dynamics focuses on creating shareholder value while delivering superior products and services to military, other government and commercial customers.
General Dynamics, a global aerospace and defense company, continues our list of vision statement examples with this detailed phrase. In fact, it is so detailed that I don’t really have anything to comment on!
61. Honeywell International
To continuously improve the way we do things so that we can capture greater value not just for us, but also for our customers.
Honeywell’s vision statement showcases their committment to constant improvement and innovation for both its shareholders and customers.
We believe every person has the right to participate fully in the global economy. We have an obligation to empower people to exercise this right and improve financial health.
Next on our list of vision statement examples is PayPal, quite possibly the most popular online payment systems worldwide. I love the way it’s expressed, empowering people and providing them with the tools they need to “fully participate in the global economy”.
62. Arrow Electronics
We seek to provide our suppliers and customers with solutions designed to help them produce products that are inherently more sustainable.
Another company that highlights the importance of doing things in a sustainable, responsible, long-term manner is Arrow Electronics. They envision themselves as the providers of these sustainable solutions.
To operate Macy’s and Bloomingdale’s as dynamic national brands while focusing on the customer offering in each store location.
The vision statement from Macy’s puts emphasis on the positioning of the company’s brands without forgetting the perspective of the customers.
64. Southwest Airlines
To be the world’s most loved, most efficient, and most profitable airline.
When it comes to vision statement examples, this one from Southwest Airlines is quite similar to the one we saw from Delta Airlines. However, instead of focusing only on their customers, they also include a vision for their shareholders – to be the “most profitable airline”.
65. Marriott International
To be the World’s Favorite travel Company.
Next we have the international hotel chain Marriott International, whose vision is simple – to be the most loved and preferred company in the travel industry.
Be the best kitchen and laundry company, in constant pursuit of improving life at home.
To continue with our list of vision statement examples, we have another inspirational statement, this time from Whirlpool.
67. Harley Davidson
Building our legend and leading our industry through innovation, evolution and emotion.
Harley Davidson uses its unique selling proposition of being a reputable and iconic brand as its vision statement – “building our legend”. And honestly, it sounds really good!
Pioneering global ideas for cleaner air, and smoother, quieter and safer transportation.
Tenneco is a leading supplier of replacement parts in the automotive industry. They envision themselves as the pioneer in sustainable and innovative solutions that improve people’s lives.
We aspire to never settle for the status quo. At every turn, we look to innovate, taking bold action and paving the way for others to join us.
This is another one of the more inspirational vison statement examples on this list. The way it’s worded is simply beautiful, and gives us a powerful promise of expecting nothing but the best from Salesforce.
To offer people the best opportunities through its clothing designs.
Again, as we saw in other vision statement examples, simply saying “the best” without specifying in what apsect and how, just doesn’t sound powerful enough to me. What does it mean to offer the best opportunities through clothing?
71. American Electric Power
Powering a new and brighter future for our customers and communities.
I particularly like the pun in this vision statement from American Electric Power – “powering a new and brighter future…” Get it? Because they are American Electric Power…yes, I am fun at parties.
Our goal is to provide business and leisure travellers worldwide with a pleasant, efficient and cost-effective way to book hotel accommodations.
Booking.com has another way of saying “we want to be the best”. Except that they’ve provided enough detail to give us a clear vision statement – “with a pleasant, efficient, and cost-effective way”.
Smarter transportation with fewer cars and greater access.
Delivering the tools and solutions to provide smarter transportation is the vision that Uber has for the future. I think it’s brilliant!
And that was all from me for today! Thank you for taking the time to read my article on vision statement examples, and I hope to see you in the next one!