What is a Vision Statement? 100+ Vision Statement Examples

by Tom Wright, on Jun 16, 2022

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The vision statement is the north star of your overall company strategy, it is where you want to be as a business in the future. A good vision statement acts as motivation for employees and provides guidance on long-term goal setting. 

If you're having trouble writing your own vision statement check out our how to write a vision statement step-by-step guide! And if like most you're a little confused about the difference between vision statements and mission statements, read our mission vs vision statement paragraph below.

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Vision Statement Example Industries:

What is a Vision Statement?

A vision statement is an aspirational statement made by an organization that articulates what it would like to achieve. It is essentially the idealistic future of the organization. We recommend that vision statements are around the 5-year period and furthermore, guide the direction of the organization's efforts.

To help create your vision check out our how to write a vision statement guide

We've come across a LOT of vision statements while working with clients of all shapes and sizes, helping them execute strategies. Some of these vision statements are good, some are bad, and most come somewhere in between.

Download the 100+ vision statement examples ebook  These are 100+ of the most inspiring vision statements we've seen! Learn from  the best. Download Now


These vision statement examples should be used in conjunction with our overall strategic planning guide.

What is the Purpose of a Vision Statement?

There are a few common rules that pretty much every vision statement will follow:

  1. They should be short - two sentences at an absolute maximum. 

  2. They need to be specific to your business and describe a unique outcome that only you can provide. 

  3. Do not use words that are open to interpretation. For example, saying you will 'maximize shareholder return in 2022' doesn't actually mean anything unless you specify what it actually looks like.

  4. Keep it simple enough for people both inside and outside your organization to understand. No technical jargon, buzzwords, or metaphors.

  5. It should be ambitious enough to be exciting but not too ambitious that it seems unachievable. Cascade recommends thinking 5 years into the future.
  6. It needs to align with the company values that you want your people to exhibit as they perform their work. 

Following these rules should give you a solid starting point for creating a vision statement. To help refine things further, we'll look at some examples of vision statements. 

Mission vs Vision Statement: What's the Difference?

A company's mission statement is how the company chooses to pursue its vision. It is more specific and relates directly to the company’s products and services. It is a long-term aspiration, but not so enduring as its vision.

This differs as a company's vision statement is the long-term, idealistic state of the FUTURE that doesn’t exist yet. It’s an inspiring, rallying cry that invites everyone who believes in it to contribute and become a part of it. 

So to sum up the difference between mission vs vision statements, Simply put, a company's mission statement is a definition of the company's business state and objectives in the present. Whereas, a company's vision statement represents the future position the company desires to be in

mission vs vision statement infographic

Mission Statement Examples

A good Mission statement example is Tesla. Tesla's mission statement is “To accelerate the world’s transition to sustainable energy.” This is a good mission statement example to provide as Tesla's Elon Musk is driven by the possibilities of sustainable energy. 

The Walt Disney Company’s mission statement is “to be one of the world’s leading producers and providers of entertainment and information.”

Netflix’s mission statement is “Becoming the best global entertainment distribution service.”

Disney and Netflix's missions could be more specific and tailored to each company, but they summarize their long-term aspirations well.

How to Write a Company Vision Statement

We have a full article on how to write a vision statement but here's a quick reminder of our Vision Generator formula:

Step 1 - The output
Step 2 - The twist
Step 3 - The quantification
Step 4 - The human connection

Vision Statement Example:
"Producing and selling locally sourced cakes and pies that are; so delicious and satisfying, that every customer who leaves our store does so with a smile."

Our formula for writing good vision statements comes from our article 'How to write a Good Vision Statement' which is part of our mini-series 'How To Write A Strategic Plan: The Cascade Model'.

Here is our compiled list of the best company vision statement examples that we’ve ever seen!

Vision Statement Examples

Vision Statement Examples for Retail


Their vision is “To be the world’s most customer-centric company.”


Their vision is “To become the worldwide leader of all retailing.”


Their vision is “To bring inspiration and innovation to every athlete in the world.”


Their vision is to “Create better everyday lives for as many people as possible.”


Their vision is "To make sustainable living commonplace." 


Their vision is “To be the go-to fashion destination for 20-somethings, globally.”

Procter & Gamble

Their vision is "Be, and be recognized as, the best consumer products and services company in the world."


Their vision is “a place where efficient buying and operating practices give members access to unmatched savings.”

The Scooter Store

Their vision is “To provide freedom and independence to people with limited mobility.”

Vision Statement Examples for Healthcare & Pharmaceuticals


Their vision is “To be the world's most valued company to patients, customers, colleagues, investors, business partners, and the communities where we work and live.”

Johnson & Johnson

Their vision is “for every person to use their unique experiences and backgrounds, together – to spark solutions that create a better, healthier world.”


Their vision is “Offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy and safety.”


Their vision is “We will help people live longer, healthier, happier lives.”


Their vision is "We serve the needs of our patients, wherever they are."


Their vision is “To reduce the human trauma and economic costs associated with automobile accidents.”

Vision Statement Examples for Entertainment & Leisure


Their vision is “To make people happy.”


Their vision is “Helping content creators around the world to find a global audience.”


Their vision is “To be the most comprehensive entertainment company in the world.”


Their vision is “Dedication to creating the most epic entertainment experiences...ever.”

Belle Events

Their vision is “To make every event delightfully unique through creative vision, beautiful artistry and delectable desserts.”

Vision Statement Examples For Technology, Internet & Electronics


Their vision is “To organize the world‘s information and make it universally accessible and useful.”


Their vision is “Video communications empowering people to accomplish more.”


Their vision is “A world in which every single person is given free access to the sum of all human knowledge.”

Microsoft (early 90’s)

Their vision is “A computer on every desk and in every home.”


Their vision is “To give people the power to share and make the world more open and connected.”


Their vision is “To connect the world’s professionals to make them more productive and successful.”

Trip Advisor

Their vision is “Help people to have the best possible trip.”


Their vision is “To give everyone the power to create and share ideas and information instantly, without barriers.”

Vision Statement Examples for Food & Beverages


Their vision is “To establish Starbucks as the most recognized and respected brand in the world.”

Ben & Jerry’s

Their vision is “Making the best possible ice cream, in the nicest possible way.”


Their vision is “to craft the brands and choice of drinks that people love, to refresh them in body & 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.”


Their vision is “A good and just world where people are not just fed but fulfilled.”


Their vision is “To be the world’s best quick service restaurant experience.”


Their vision is “Be the global leader in convenient foods and beverages by winning with purpose.”


Their vision is “To bring consumers safe, high quality foods that provide optimal nutrition.”

Kraft Heinz

Their vision is “To sustainably grow by delighting more consumers globally.”

Mondelez International

Their vision is "To empower people to snack right. We will lead the future of snacking around the world by offering the right snack, for the right moment, made the right way."

Download the 100+ vision statement examples ebook  These are 100+ of the most inspiring vision statements we've seen! Learn from  the best. Download Now

Vision Statement Examples for Education

Stanford University (in the 1940s)

Their vision is “To be the Harvard of the West Coast.”

Harvard University

Their vision is “To develop leaders who will one day make a global difference.”

Florida Department of Education

Their vision is “To create an efficient world-class education system that engages and prepares all students to be globally competitive for college and careers.”

South African Department of Education

Their vision is “A South Africa in which all our people have access to lifelong learning.”

Spalding School

Their vision is “To create an environment in which every individual is cared for spiritually, morally, intellectually, physically, socially and emotionally.”

Vision Statement Examples for Automotive

Harley Davidson

Their vision is “To fulfil dreams through the experiences of motorcycling.”


Their vision is “Democratize the automobile - to become the world's leading Consumer Company for automotive products and services.”


Their vision is “Toyota will lead the way to the future of mobility, enriching lives around the world with the safest and most responsible ways of moving people.”


Their vision is “To create advanced technology on an ongoing basis and provide consumers with distinctive products.”


Their vision is to “Accelerate the advent of sustainable transport by bringing mass-market electric cars to market as soon as possible.”


Their vision is “We want to be the brand with the greatest appeal, fascinating customer-relevant innovations and breathtaking design.”

Vision Statement Examples for Business Support & Logistics


Their vision is “The enablers of global e-commerce.”


Their vision is “To be the safest, most progressive North American railroad, relentless in the pursuit of customer and employee excellence.”

Ken Blanchard

Their vision is “To be the number one advocate in the world for human worth in organizations.”


Their vision is “To become the premier crude oil transportation and marketing company in the United States and Canada by providing the utmost in value-added services to our customers, and in doing so, delivering superior returns to our stakeholders.”

Burlington Railway

Their vision is “To realize the tremendous potential of The Burlington Northern and Santa Fe Railway by providing transportation services that consistently meet our customers' expectations.”

Vision Statement Examples for Construction, Machinery & Homes

PPG Industries

Their vision is “Be recognized as a preeminent global engineered-materials and services company that fully engages our people, passionately embraces new ideas, seeks out transforming technologies and operates with unbending ethical standards.”

AK Steel

Their vision is “Dedication to safely producing the highest quality steel products for our customers.”


Their vision is “To be the world’s pre-eminent designer/builder of unique, architectural memorial structures.”


Their vision is “To become the leading Engineering and Construction firm in Thailand and eventually the region, by consistently delivering projects that meet international standards.”


Their vision is “Striving to bring growth to our community, helping to maintain existing companies and assist our clients in making their dreams become a reality.”


Their vision is “To enable economic growth through infrastructure and energy development, and to provide solutions that support communities and protect the planet.”

Vision Statement Examples for Financial Services & Insurance


Their vision is “To be the most competent, profitable and innovative financial organization in the world.”

Credit Agricole

Their vision is “To create a European leader in banking and insurance that will always adhere to the principles of the United Nations Global Compact.”

Wells Fargo

Their vision is “We want to satisfy all of our customers' financial needs.”

Regions Financial

Their vision is “To help our customers and communities realize their dreams by anticipating, understanding and meeting financial needs.”

Auto-Owners Insurance

Their vision is “To be known for providing the best claims service in the insurance industry.”


Their vision is “The web’s most convenient, secure and cost-effective payments solution.”

Vision Statement Examples for Manufacturing


Their vision is “To lead the digital convergence movement.”


Their vision is “To be the partner-of-choice for best-in-class industrial and manufacturing outsourcing services.”

General Electric

Their vision is “To be number 1 or 2 in every single market that we serve.”


Their vision is “Utilize the power of Moore’s Law to bring smart, connected devices to every person on earth.”


Their vision is “To be the largest, most profitable, most respected chemical company in the world.”

Owens Illinois

Their vision is “To become the world’s leading packaging company by achieving sustainable and consistent growth by providing consumer preferred products that enable superior taste, health, visual appeal and value benefits for our business customers’ products.”


Their vision is “Improving people’s lives through meaningful innovation.”

Vision Statement Examples for Not for Profit

Alzheimer’s Association

Their vision is “Our vision is a world without Alzheimer’s.”

San Diego Zoo

Their vision is “To become the world leader at connecting people to wildlife and conservation.”

Charity: Water

Their vision is “To end the water crisis in our lifetime by ensuring that every person on the planet has access to life’s most basic need — clean drinking water.”

Feeding America

Their vision is “A hunger free America.”

The Smithsonian

Their vision is to “Shape the future by preserving our heritage, discovering new knowledge, and sharing our resources with the world.”

Life is Good

Their vision is “Spreading the power of optimism.”

The American Red Cross

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.”

Vision statement examples for utilities, energy & mining


Their vision is “To be the global energy company which is most admired for its people, partnerships and performance.”

Conoco Philips China

Their vision is “To be the leading international petroleum company in China.”


Their vision is “To establish ourselves as a global leader through market diversification and reliable supply.”


Their vision is “To build our future upon the strength of our Research & Development.”


Their vision is “To build a new global communications network that allows human resources to reallocate to more complex and productive activities - within a decade.”

Vision Statements Examples for Advertising & Marketing


Their vision is “To be remembered as the company that brought science to the art of marketing.”


Their vision is “To be the most passionately referred agency in the Advertising industry.”


Their vision is “Be the most innovative, interactive, consumer-driven sports and entertainment marketing agency in North America.”


Their vision is “To be the advertising agency most admired for its people.”


Their vision is “To move the web forward and give web designers and developers the best tools and services in the world.”

Vision Statement Examples for Airlines, Aerospace & Defense

Etihad Airways

Their vision is “We seek to reflect the best of Arabian hospitality in everything that we do.”

Marvin Group

Their vision is “To become the benchmark manufacturing company for the aerospace industry providing world-class products to satisfied customers through continuous improvement driven by the integrity, teamwork and creativity of our people.”

BAE Systems

Their vision is “To be the premier global defense, aerospace and security company.”


Their vision is “People working together as a global enterprise for aerospace leadership.”

Ethiopian Air

Their vision is “To become the most competitive and leading aviation group in Africa.”

Oman Air

Their vision is “To be a leading airline offering high quality service, connecting and promoting Oman to the world with Omani identity, culture and values.”

Vision Statement Examples for Government

Australian Department of Health

Their vision is “Better health and active ageing for all Australians.”

US Postal Service

Their vision is “To meet the postal needs of today, without compromising the future.”

Queensland Libraries

Their vision is “Enriching the lives of the people of Queensland, through reading experiences.”

US Department of Defence

Their vision is “To provide the military forces needed to deter war and to protect the security of our country.”

Martin County, Florida

Their vision is “To be the benchmark example of the best in local government.”

Manitowoc, Wisconsin

Their vision is “a friendly, culturally diverse, and economically vibrant community that embraces the arts and humanities and that preserves the best of small town life on the lakeshore, including health, long life, beauty, comfort, and safety.”

That's the end of our post on examples of good vision statements, so thanks for reading! Hopefully, our examples gave you some inspiration to start creating your own vision statement.

Furthermore, if you're ready to start writing your own vision statement, check out our post 'How To Write a Good Vision Statement'

Download the 100+ vision statement examples ebook  These are 100+ of the most inspiring vision statements we've seen! Learn from  the best. Download Now

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