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Good Vision Statement Examples

by Tom Wright, on May 1, 2018 8:58:39 AM

A vision statement is an aspirational statement made by an organization that articulates what they would like to achieve. Furthermore, the vision guides the direction of the organization's efforts.

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

As a result, we’ve compiled some of the best vision statement examples that we’ve ever seen. We've also gone ahead and turned them into one PDF eBook, sorted by industry.

These vision statement examples should be used in conjunction with our guide to writing a good vision statement, as well as our overall strategic planning guide.

We've included vision statement examples from a range of industries, including:

  • Advertising & Marketing
  • Airlines, Aerospace & Defense
  • Automotive
  • Business Support & Logistics
  • Construction, Machinery & Homes
  • Education
  • Entertainment & Leisure
  • Financial Services & Insurance
  • Food & Beverages
  • Government
  • Healthcare & Pharmaceuticals
  • Manufacturing
  • Not for Profit
  • Retail
  • Technology, Internet & Electronics
  • Utilities, Energy & Mining

Here's a quick reminder of our formula for writing good vision statements:

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

For 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 come 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'.

Vision Statements Examples for Advertising & Marketing


Their vision is “To receive national recognition as the most innovative, dedicated, and productive marketing and communications firm in the United States.”


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.”

Download the Vision Statement Examples eBook Free  The Vision Statement Examples eBook contains 100+ examples of great vision  statements and is 100% free. Grab your copy now. DOWNLOAD EBOOK

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 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 delight our customers worldwide, all of the time.”


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 “To make unique sports cars that represent the finest in Italian design and craftsmanship, both on the track and on the road.

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 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.”

Newport Public Schools

Their vision is “A community of lifelong learners that demonstrates the knowledge, skills, and values required for productive global citizenship.”

Vision Statement Examples for Entertainment & Leisure


Their vision is “To make people happy.”


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


Their vision is “Each of our brands will be the overwhelming first choice for casino entertainment of its targeted customers.”


Their vision is “To enrich people’s lives with programmes and services that inform, educate and entertain.”


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


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

Belle Events

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

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 Food & Beverages

Ben & Jerry’s

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

Bi Rite

Their vision is “Creating community through food.”


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

Heart & Soul Restaurant

Their vision is “Our aim is to provide happiness and joy through, food, music and art.”


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


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


Their vision is “Every guest who chooses Culver's leaves happy – no matter what it takes.”

Vision Statement Examples for Government

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.”

Australian Department of Health

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

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.”

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.”


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


Their vision is “To lead the way to a healthier world. By carrying out this vision at every level of our organization, we will be recognized by our employees, customers and shareholders as the best pharmaceutical company in the world, resulting in value for all.”


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


Their vision is “Tenet will distinguish itself as a leader in redefining health care delivery and will be recognized for the passion of its people and partners.”


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

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 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.”

The Scooter Store

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


Their vision is “To be the company that best understands and satisfies the product, service and self-fulfilment needs of women – globally.”


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

Vision Statement Examples For Technology, Internet & Electronics


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.”


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


Their vision is “To be the fabric of real-time communication on the web.”

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 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.”

Download the Vision Statement Examples eBook Free  The Vision Statement Examples eBook contains 100+ examples of great vision  statements and is 100% free. Grab your copy now. DOWNLOAD EBOOK

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'. As a result of it's popularity, we've also prepared a downloadable toolkit to help you write a good vision statement.
Finally, we would love to hear your own examples of good vision statements! Write them down in the comments section below, and we'll include the best ones in the next version of the eBook!

Topics:Creating Your Strategy

The Cascade Strategy Blog is a leading source of strategy articles, eBooks, toolkits & more to help plan & execute strategy.

Download the Vision Statement Examples eBook Free  The Vision Statement Examples eBook contains 100+ examples of great vision  statements and is 100% free. Grab your copy now. DOWNLOAD EBOOK