Writing vision statements can seem like an abstract activity with no bearing on day-to-day business operations. After all, customers and investors are more interested in your product and how much revenue you bring in. However, brands like Amazon clearly think otherwise.
In its drive to be ‘Earth’s most customer-centric company,’ Amazon strictly enforces two-day delivery with sellers and suppliers. Going by their stupendous success, it’s clear that a strong vision statement can have a catalyzing effect on business growth. Besides, that’s an amazing vision statement example to have!
For outsiders looking in, a vision statement gives a glimpse of the values your business stands for. A good vision statement also communicates trust to your customers and employees alike. That sets the foundation for a long-term relationship.
But how do you write a vision statement that’s inspiring and unique? This blog has the answers.
In this blog, we’ll deep dive into:
- What is a vision statement?
- What makes a vision statement different from a mission statement?
- What should a vision statement include?
- How to create a vision statement?
- Words to use in a vision statement
- How to write a vision statement?
- 15 vision statement examples to inspire you
Table of Contents
What Is a Vision Statement?
A vision statement shows where an organization sees itself in 5 to 10 years. It’s a key document that helps in strategic planning. It articulates the values and defines the culture of an organization. You can build on the ideas outlined in a vision statement to create specific goals, KPIs, and strategies for business growth.
Done well, a vision statement can help employees feel a part of a larger mission and drive engagement. To investors, it gives a sense of your long-term aspirations. A good vision statement can differentiate your brand and create customer loyalty.
There are no rules for writing a vision statement. It can be as long or as short as you like. However, it must not be too specific or discuss products and services. It should be about the impact you want to make in the future.
Mission vs Vision Statement: What’s Different?
Conceptually, mission and vision statements may sound similar. However, there are many differences between the two. Let’s take a closer look:
A vision statement lays out the long-term goals of an organization over a 5-10 year timeline. It tries to imagine the future based on present realities. On the other hand, a mission statement outlines what you do, how you do it, and why you do it. For example, it describes the products or services you produce, and what makes you different (processes, systems, etc.).
So, a vision statement describes ‘what will be’ while a mission statement talks about the present state or ‘what is.’
Based on the future state envisioned in the vision statement, a mission statement lays out specific objectives and goals to focus on. So, if you’re starting a new business, write your vision statement first, followed by a mission statement. Finally, you create a strategic plan that outlines specific KPIs and timeframes for achieving those objectives.
Remember, a vision statement is not meant to be static. As business goals change over time, they should be updated to reflect new priorities and aspirations.
What Should a Vision Statement Include?
A good vision statement inspires employees, customers, investors, and the public at large to participate in and buy from your business. While it may not be possible to cover all of these points, you should aim for a mix of 2-3 of them.
1. People
Think about the experience you want to create for employees, suppliers, investors, and, most importantly, customers. What do you want them to say after every interaction?
2. Products
What tangible needs do you want to fulfill? This can also include features and/or attributes like quality, durability, professionalism, etc.
3. Planet
How do you plan to support the environment or create sustainable outcomes? What difference do you want to make for future generations?
4. Profit
What value do you create for investors and shareholders?
5. Productivity
A lean, agile organization can be more competitive and survivable in the marketplace.
How to Create a Vision Statement?
Creating an effective vision statement requires a great deal of clarity about who you are and the outcomes you want to create. Let’s take a closer look at some of the key aspects of writing a vision statement.
1. Define your purpose, values, and business goals
A vision statement should highlight the outcomes you want to create for others. This is not about your product but the benefits your customers get out of it. Next, define your ‘why’ for doing what you do.
This includes the values and personality that make you unique. Think about how the world will look after you’ve achieved your goal.
2. Think about what your audience wants
Next, think about the needs of your target audience. This should include not just external customers but also internal employees, suppliers, etc. This exercise will help you relate to them better and create a balanced vision statement – one that’s not too vague or altruistic.
3. Use the right words and phrases
Brainstorm words or phrases that best capture your brand essence (core ideas, feelings that your brand evokes) and your audience’s pain points. You can leverage existing market research, ideal customer profiles (ICPs), customer reviews, and other data.
You also want to consider the brand’s tone and voice. For example, if your brand is aspirational, use words that are inspiring or forward-looking.
Dos and Don’ts
- Use simple, clear language that leaves no room for misinterpretation
- Use present tense
- Use action-oriented words
- Keep it short
- Keep it open-ended. Don’t use numbers or deadlines
15 Vision Statement Examples to Inspire Yours
There’s no one-size-fits-all when it comes to writing a winning vision statement. However, you can glean a lot of good ideas by looking at other examples. To make it easier, we’ve compiled a list of the most inspiring vision statement examples across industries.
A. Vision statement examples for nonprofits
Here are some examples of non-profit vision statements.
1. Alzheimer’s Association
The Alzheimer’s Association is a non-profit working towards ‘a world without Alzheimer’s’. The vision statement is a great example because it’s clear and outcome-oriented. Reading it makes you want to take action – either by donating, volunteering, or simply spreading the word on social media. Notice how they avoid talking in terms of specific targets or KPIs.
2. The American Red Cross
The American Red Cross is part of a global humanitarian aid and advocacy organization. Their vision is to ‘prevent and alleviate human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors’.
This wording evokes many emotions like action, empathy, collaboration, and inspiration. It has a long-term outlook and is thoughtfully worded to resonate with both volunteers and donors.
3. The Smithsonian Institution
The Smithsonian Institution runs 21 museums in the US, including the National Zoo. Its vision is to “provide Americans and the world with the tools and information they need to forge our shared future”. One thing that stands out about this vision statement is its forward-looking perspective.
It has a global character as it talks about a “shared future”.
B. Vision statement examples for any business
In this section, we’ll look at examples of vision statements from businesses across industries.
4. Citibank
Citibank’s vision is “to be the most competent, profitable, and innovative financial organization in the world”. The wording used is aspirational yet clear. It has a global outlook as you’d expect from a company their size. This vision statement tells customers and investors that the company is committed to delivering the best possible value.
5. McDonald’s
McDonald’s vision statement reflects its desire to “be the world’s best quick service restaurant experience.” McDonald’s is already famous for its quality and customer service. The vision statement shows that the company sets the bar much higher for its employees and suppliers. Notice how simple and brief the wording is.
6. Pfizer
Pfizer aspires to “innovate to bring therapies to patients that significantly improve their lives.” Two things stand out in this vision statement: One is the company’s long-term commitment to innovation with a patient-centric approach. Two, the statement implies its goal of making therapies accessible to patients all over the world.
This is a great example of a forward-looking mission statement that bridges Pfizer’s value proposition with the needs of its customers.
C. Vision statement examples for law firms
If you’re a law firm, a compelling vision statement can help differentiate you from the competition and build trust with clients.
7. The Lynch Law Group LLC
The Lynch Law Group is a full-service law firm based in Pittsburg, Pennsylvania. Their vision statement breaks with tradition in wanting ‘to create a different kind of law firm, putting culture first, with great people doing the best legal work for our clients’. Notice how it starts with the cultural aspect.
After all, building an empowering culture supports employees to serve clients in the best possible way. This is a great way for high-performance organizations to inspire employees to perform to their fullest potential.
8. Smith and Smith Law Firm
In contrast to the previous example, Smith and Smith take a top-down approach in writing their vision statement. Their desired future state is ‘to be the leading advocate for justice and integrity in our community, providing exceptional legal services with compassion and professionalism.’
This wording inspires trust and respect in employees as well as clients. It shows a sense of responsibility on the part of the company to uphold justice and make a positive impact.
9. Wong Fleming
Wong Fleming started operations in 1994 and practices law in the US, Canada, and Germany. Their vision for the future is ‘to become a global law firm called upon before others and be valued for our creative, cost-effective solutions.’ Simply put, the company wants to be a preferred legal partner for global clients by delivering innovative and affordable services.
This customer-centric vision statement seeks to build trust and authority with a diverse clientele. This approach can be great for small and medium businesses that rely on personal relationships to attract and retain customers.
Read also: A Roadmap to Mastering Law Firm Marketing Automation
D. Vision statement examples for real estate
For real estate companies, a vision statement is a key part of building an effective brand identity. Here are some examples of real estate vision statements.
10. Milne Construction Co.
Milne Construction Co. is a construction company based in Dearborn, Michigan. Its vision statement is ‘to be the world’s pre-eminent designer/builder of unique, architectural memorial structures.’ Open-source information shows that the company also has other lines of business, such as residential properties.
However, the vision statement focuses only on one of them – memorials. This is a great example of how vision statements can be used to create differentiation in a crowded market. The wording used is ambitious and highlights the niche expertise of the firm.
11. National Association of Realtors
The National Association of Realtors is a real–estate industry body with over 1.5 million members. Its vision statement is ‘to be a trusted ally, guiding our members and those they serve through the ever-evolving real estate landscape.’
Considering the vital role the NAR plays in advocating for the real estate industry, the vision statement is very straightforward and subtle. The phrase ‘guiding our members’ is very reassuring and subtly brings out the decades of experience and resources the association has at its disposal. If you’re a non-profit, this can be a great template to build on.
12. Coldwell Banker
Coldwell Banker is a property brokerage and investment management company with operations around the world. Its mission statement is ‘to provide our community and clients a principal partnership in the investment of real estate and leading the way through serving others in investment, home, and happiness.’
‘Principal partner’ is real estate terminology for a senior manager responsible for running one of the hundreds of Coldwell Banker offices worldwide. The vision statement alludes to the company’s expertise in delivering growth for clients. It’s another example of a modest but
E. Vision statement examples for retail stores
Here are some examples of vision statements for retail.
13. Amazon
Amazon’s is perhaps one of the most succinct yet powerful vision statements of any company. ‘To be the world’s most customer-centric company,’ you’d need to put the customer at the center of every business decision.
Amazon certainly exemplifies that. Notice how the wording is concise but meaningful.
14. Nike
Nike’s vision statement, “to bring inspiration and innovation to every athlete in the world,” is another great example of an all-inclusive/universal theme that inspires admiration and respect. It reflects the aspirational appeal and quality of Nike’s sporting products. Another aspect that stands out is accessibility.
Nike wants to make the latest sporting goods and accessories available worldwide. This vision statement is certain to motivate Nike employees to go above and beyond in customer experience.
15. Asos
This vision statement specifically names the company’s target audience. The phrase ‘to be the go-to fashion destination’ indicates that Asos wants to provide a wide range of products and build a deep understanding of customer needs and preferences.
Overall, the vision statement is very clear about the outcomes the company wants to create in the time to come.
Read also: How to Overcome the Silo Mentality in Your Organization
Wrapping Up
A vision statement is the foundation of business strategy. It can directly impact your business growth by telling customers and partners ’why’ you do what you do. Creating a compelling vision statement isn’t a one-time task. It should evolve as your business evolves.
You can’t go wrong if you stick to the values you care about most and the needs of your audience. After all, everything you do flows from it!
FAQ
1. How do I write a vision statement?
When writing a vision statement:
- Think about your long-term goals for your business
- Identify the key steps that will get you there
- Think about the problems you want to solve for your customers
- Brainstorm words and phrases that best describe what you want to achieve
- Keep it under 30 words and two sentences long
- Ask for feedback from your team and iterate
2. What is the ideal vision statement?
The ideal vision statement is forward-looking, uses compelling words, and is open-ended. Here are a few key factors to keep in mind:
- Timelines: Write from a 5 to 10-year perspective
- Purpose: Consider the problems you want to solve for customers
- Values: Think about your brand identity and make a list of the values you stand for
- Business goals: Review your business plan and list all the major goals you want to achieve
Here are a couple of examples of effective vision statements:
- To be the most customer-centric company in the world – Amazon
- To provide access to the world’s information in one click – Google
3. Which comes first – vision vs mission?
Typically, you’d first start with a vision statement to provide a long-term direction for your business. You can then break down those high-level goals into smaller, actionable steps to be taken on a day-to-day basis.
