A vision statement is a declaration of an organization’s goals and values that guide its purpose and overall mission. It outlines what the company wants to become in the future and is usually written in aspirational language. A good vision statement should be concise, easy to understand, concretely define the company’s desired future state, and encourage employees to strive toward it.
How to Write a Vision Statement
The section below outlines the foundational steps you need to take when writing a vision statement.
- Brainstorm potential goals. Begin by brainstorming potential goals for your organization. Consider where you’d like it to be in five years and what you need to do to achieve that future state.
- Identify core values. Think about the values that will guide your organization toward its desired future state. What principles will help drive success?
- Draft your statement. Once you have a clear idea of your goals and values, craft them into an aspirational statement that expresses your organization’s desired future state simply and concisely.
Vision Statement Examples
Here are some examples of vision statements from well-known companies:
- Amazon: “To be earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”
- Coca-Cola: “To craft the brands and choice of drinks that people love, to refresh them in body and spirit, and to make a difference.”
- Tesla: “Accelerate the advent of sustainable transport by bringing mass-market electric cars to market as soon as possible.”
- Sony: To be the most comprehensive entertainment company in the world.
Note that each statement is concise, easy to understand, and aspirational. They also lean toward customer service, an important value to each company.