More and more customers are buying (and boycotting) based on beliefs. You need to connect with customers that share your values. You won’t just make more sales, you’ll create lifelong fans.
These fans will follow your journey. They’ll share in your successes as if they’ve got a stake in your company. They’ll act as shareholders. Every milestone you reach will be a shared achievement.
There are few things more important to building brand loyalty than vision. And there’s nothing more important to employee engagement.
A well-defined vision statement aligns everyone behind a common direction. That includes your customers, buyer personas, employees, and stakeholders. It’s a shared story that everyone plays a part in.
In this article, we explore what a vision statement is, how it differs from a mission statement, and the best examples from some of the world’s biggest companies.
But first, let’s look at the definition of a vision statement.
What is a Vision Statement?
A vision statement describes the ideal future of your company. It’s the aspirational role that your product or service will play in a world where you’ve achieved your mission.
This statement – best kept to a sentence or short paragraph – bands everyone together behind a shared direction or philosophy.
It’s not a roadmap or a strategy but it will guide these things. For every decision you make, every campaign you plan, every piece of content you create, you can ask…
“Is this going to help us achieve our vision?”
If the answer’s is no, then the next question is…
“Why are we doing it?”
This may sound simple but it’s easy for teams to lose sight of the end goal on a day-to-day basis. Activities lose their purpose. And that’s the benefit of a vision statement: purpose.
Vision Statement vs. Mission Statement
One thing marketers often confuse is the difference between a mission statement and a vision statement.
Here’s what separates the two:
- Vision: Where you want to be.
- Mission: What you want to do in order to get there.
It sits on top of your mission, strategy, and activities – giving purpose and direction to each.
296 Vision Statement Examples
Below is the definitive list of vision statement examples from the world’s biggest companies. Out of the Fortune 500 list, 296 have released official vision statements.
We brought every single one together to create the definitive list of the very best vision statements. You can view them all in one big Slideshare. We’ve also made a spreadsheet of vision statements you can download.
Walmart: Be THE destination for customers to save money, no matter how they want to shop.
Amazon: 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.
ExxonMobil: To safely and responsibly meet the world’s growing needs for energy and high-quality chemical products.
Apple: To make the best products on earth, and to leave the world better than we found it.
CVS Health: Helping people on their path to better health.
“Be the destination for customers to save money, no matter how they want to shop.”Walmart
Berkshire Hathaway: Be the provider of choice in our communities for comprehensive real estate and financial solutions
UnitedHealth Group: To be the most competitive and the most productive service organization in the world.
McKesson: To bring together clinical knowledge, process expertise, technology and the resources of a Fortune 15 company to fundamentally change the cost and quality of available health care services.
AT&T: To enrich our customers’ personal lives and to make their businesses more successful by bringing to market exciting and useful communications services, building \r\nshareowner value in the process.
Ford Motor: To become the world’s most trusted company, designing smart vehicles for a smart world.
Chevron: To be the global energy company most admired for its people, partnership and performance.
Cardinal Health: To be healthcare’s most trusted partner by building upon our scale and heritage in distribution, products and solutions, while driving growth in evolving areas of healthcare through customer insights, data and analytics, and focusing our resources on what matters most.
JPMorgan Chase: To be the best financial services company in the world. Because of our great heritage and excellent platform, we believe this is within our reach.
General Motors: To become the world’s most valued automotive company.
Walgreens Boots Alliance: Be the first choice for pharmacy, well-being and beauty – caring for people and communities around the world.
“To become the world’s most valued automotive company.”General Motors
Verizon: To inspire tomorrow’s creators to use technology to build brighter futures for themselves, their families and the world.
Microsoft: To be at the centre of tomorrow’s transformations.
Marathon Petroleum: To be recognized as a trustworthy, high performing team by our internal business partners; be respected by our suppliers; be admired by our competitors; and be considered the employer of choice by our employees.
Kroger: To be a leader in the distribution and merchandising of food, pharmacy, health, and personal care items, seasonal merchandise, and related products and services.
Fannie Mae: To be America s most valued housing partner.
Home Depot: To provide a one-stop shopping for the do-it-yourselfer.
Phillips 66: To provide energy and improve lives, and we back that up with core company values of safety, honor and commitment.
Anthem: To be the most innovative, valuable and inclusive partner.
Wells Fargo: To satisfy our customers’ financial needs and help them succeed financially.
Valero Energy: The world needs reliable, affordable and sustainable energy. We are advancing the future of energy through innovation, ingenuity and unmatched execution.
“To be the most innovative, valuable and inclusive partner.”Athem
General Electric: To become the world’s premier digital industrial company, transforming industry with software-defined machines and solutions that are connected, responsive and predictive.
Johnson & Johnson: For every person to use their unique experiences and backgrounds, together – to spark solutions that create a better, healthier world.
State Farm Insurance: To be the customer’s first and best choice in the products and services we provide. We will continue to be the leader in the insurance industry and we will become a leader in the financial services arena. Our customers’ needs will determine our path.
IBM: To be the world’s most successful and important Information Technology Company. Successful in helping out customers apply technology to solve their problems. Successful in introducing this extraordinary technology to new customers.
Raytheon Technologies: To be the most admired defense and aerospace systems supplier through world-class people and technology.
Lowe’s: To provide customer-valued solutions with the best prices, products and services to make Lowe’s the first choice for home improvement.
Intel: To be the trusted performance leader that unleashes the potential of data.
Proctor & Gamble: To be, and be recognized as, the best consumer products and services company in the world. In this corporate vision, the term “best” characterizes what the company aims to achieve in the global consumer goods market.
PepsiCo: Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. This reflects our ambition to win sustainably in the marketplace and accelerate our top line growth, whilst keeping our commitment to do good for the planet and our communities.
Prudential Financial: To distinguish Prudential as an admired multinational financial services leader, trusted partner, and provider of innovative solutions for growing and protecting wealth.
“To be, and be recognized as, the best consumer products and services company in the world.”P&C
Archer Daniels Midland: To be one of the world’s leading agricultural processors, ADM plays a pivotal role in meeting all of these needs.
Albertsons: Albertsons is a unified team of energized associates obsessed with creating the world’s number one food and drug retailer in the areas of market value, scale, profitability, customer service and associate satisfaction.
Sysco: To be our customers’ most valued and trusted business partner.
Lockheed Martin: Be the global leader in supporting our customers’ missions, strengthening security and advancing scientific discovery.
HP: To create technology that makes life better for everyone, everywhere — every person, every organization, and every community around the globe. This motivates us — inspires us — to do what we do. To make what we make. To invent, and to reinvent.
Goldman Sachs Group: To be the advisor of choice for our clients and a leading participant in global financial markets.
Caterpillar: 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.
Cisco Systems: Changing the way we work, live, play, and learn.
Pfizer: Innovate every day to make the world a healthier place
American International Group: To be the world’s first-choice provider of insurance and financial services. We will create unmatched value for our customers, colleagues, business partners and shareholders as we contribute to the growth of sustainable, prosperous communities. Develop diverse talent. Reward excellence.
“To be the world’s first-choice provider of insurance and financial services.”American International Group
American Express: Provide the world’s best customer experience every day.
Delta Air Lines: To be the World’s Most Trusted Airline.
American Airlines Group: To be a world’s most reliable, affordable, and profitable airline.
Allstate: To deliver substantially more value than the competition by reinventing protection and retirement to improve customers’ lives.
New York Life Insurance: To provide counsel designed to help you make prudent financial decisions that are in harmony with your goals and to deliver personal satisfaction and lasting peace of mind.
United Airlines Holdings: To become recognized as an airline where: leaders embrace diversity and inclusion as a business advantage, employees feel highly valued, are actively engaged and are treated with dignity and respect and customers value our inclusive approach to delivering flyer-friendly service.
Liberty Mutual Insurance Group: When you think about Liberty General Insurance, think of a company which aims to help people live safer, with more security. To go beyond what other health insurance companies or the car insurance companies in India might offer; to become an attentive and empathetic insurer of choice for the citizens of the country.
Dow: We want to become the most innovative, customer-centric, inclusive and sustainable materials science company in the world. Our goal is to deliver value growth and best-in-class performance.
Tyson Foods: To be the world’s first choice for protein solutions while maximizing shareholder value.
TIAA: To be the #1 provider of lifetime financial security for those who serve others.
“To become the most innovative, customer-centric, inclusive and sustainable materials science company in the world.”Liberty Mutual Insurance Group
General Dynamics: A safer world through smarter platforms and missions.
Deere: A planet in which people, the land, and technology work in harmony. Together, we’ll create a healthy, sustainable future.
Coca-Cola: 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.
Tech Data: To be the vital link in the technology ecosystem, enabling our channel partners to bring to market the products and solutions the world needs to connect, grow and advance.
World Fuel Services: Become the world’s leading provider of credit, finance, services, and logistics to our business partners in the energy market.
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.
ConocoPhilips: Our vision is to be the E&P company of choice for all stakeholders by pioneering a new standard of excellence.
USAA: Be authentic and build trust. Create conditions for people to succeed. Purposefully include diverse perspectives for superior results. Innovate and build for the future.
Exelon: At Exelon, we believe that reliable, clean, and affordable energy is essential to a brighter, more sustainable future. That’s why we’re committed to providing innovation, best-in-class performance and thought leadership to help drive progress for our customers and communities.
Northrop Gumman: To be the most trusted provider of systems and technologies that ensure the security and freedom of our nation and its allies. As the technology leader, we will define the future of defense – from undersea to outer space, and in cyberspace.
“To be the most trusted provider of systems and technologies that ensure the security and freedom of our nation and its allies.”Northrop Gumman
Plains GP Holdings: To become the premier crude oil and NGL 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.
Northwestern Mutual: We aim to be the pre-eminent financial security firm by consistently focusing on one ambition: to have a meaningful impact on our financial professionals and staff, our clients and our communities that will create a legacy for future generations.
3M: 3M Technology Advancing Every Company. 3M Products Enhancing Every Home. 3M Innovation Improving Every Life
Abbott Laboratories: To be the world’s premier health care company. Simply put, we want to be the best – the best employer, the best health care supplier, the best business partner, the best investment and the best neighbor.
Raytheon: One global team creating trusted, innovative solutions to make the world a safer place.
Hewlett Packard Enterprise To create technology that makes life better for everyone, everywhere — every person, every organization, and every community around the globe. This motivates us — inspires us — to do what we do. To make what we make. To invent, and to reinvent.
ViacomCBS: To be the world’s leading, branded entertainment company across television, motion pictures and digital media platforms. We focus on our consumers, enhancing our existing brands, developing new brands and executing on our multiplatform strategy to reach this objective and sustain growth.
Starbucks: To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.
Bristol-Myers Squibb: To be the world’s leading biopharma company that transforms patients’ lives through science.
Macy’s: To operate Macy’s and Bloomingdale’s as dynamic national brands while focusing on the customer offering in each store location.
“To be the world’s leading, branded entertainment company across television, motion pictures and digital media platforms.”ViacomCBS
Jabil: To be the most technologically advanced and trusted manufacturing solutions provider.
Kraft Heinz: TO BE THE BEST FOOD COMPANY, GROWING A BETTER WORLD.
Qualcomm: Each day, your vision of what tomorrow might hold inspires us. Each day, we work to bring that vision to life as we lay the foundation for a new world of wireless communication. So while no one can be absolutely certain what tomorrow will bring, we have a pretty good idea. After all, with your help, we re building it.
Tesla: Create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles
CBRE Group: Deliver superior outcomes for occupiers, residents and the communities in which we build. Deliver market-leading financial returns to our investment partners. Attract and retain top talent by upholding an entrepreneurial and rewarding work environment.
Synnex: The highest performing IT solutions are available, delivered, enabled and supported for all.
Cummins: Innovating for our customers to power their success
United Natural Foods: Better for our World. Better for Our Communities. Better for Our People
Micron Technology: Transforming how the world uses information to enrich life for all.
Visa: To be the best way to pay and be paid for everyone, everywhere.
“To be the best way to pay and be paid for everyone, everywhere.”Visa
Nucor: to become the world’s safest steel company
Gilead Sciences: To create a better, healthier world for all people.
Southwest Airlines: To become the world’s most loved, most flown, and most profitable airline
Halliburton: To deliver a customer experience second to none, as globally competitive, creative, and ethical thought-leaders.
CenturyLink: To improve lives, strengthen businesses and connect communities by delivering advanced technologies and solutions with honest and personal service.
Eli Lilly: To make significant contribution to humanity by improving global health in 21st century
Aflac: To help make the path to getting there a little clearer
Occidental Petroleum: To achieve excellence in our industry as the leader, globally respected, financially sound and positioned to generate future value for Occidental’s stakeholders
Union Pacific: Build America for all generations by connecting our nation’s businesses and communities to each other and the world.
Rite Aid: Customers confidently choose us first for their everyday health and wellness needs because we consistently understand and exceed their expectations.
“Build America for all generations by connecting our nation’s businesses and communities to each other and the world.”Union Pacific
DuPont: To be the world’s most dynamic science company, creating sustainable solutions essential to a better, safer, healthier life for people everywhere.
AutoNation: To be America’s best place to buy and service cars and trucks.
McDonald’s: 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.
Marriott International: To be the World’s Favorite travel Company
ManpowerGroup: To lead in the creation and delivery of innovative workforce solutions and services that enable our clients to win in the changing world of work.
Whirlpool: Be the best kitchen and laundry company, in constant pursuit of improving life at home
Netflix: Becoming the best global entertainment distribution service.
Kohl’s: To be the leading family-focused, value-oriented specialty department store offering quality exclusive and national brand merchandise to the customer in an environment that is convenient, friendly, and exciting
Lear: To be consistently recognized as the supplier of choice, an employer of choice, the investment of choice and a company that supports the communities where we do business
Altria Group: Responsibly lead the transition of adult smokers to a non-combustible future.
“Becoming the best global entertainment distribution service.”Netflix
Performance Food Group: Be the best at providing customer satisfaction. Be the leader in creating distinctive customer relationships. Be the leader in creating a distribution network focused on customer needs
Synchrony Financial: To build a future where every ambition is within reach. And we work towards that each day by creating financial and technology solutions to move our customers and partners forward – we consider this our Mission
NextEra Energy: To be the largest, most profitable clean energy provider in the world with the best skills and capabilities across the industry
CarMax: An iconic experience — Every time. Everywhere.
Tenet Healthcare: To consistently deliver the right care, in the right place, at the right time and to be a premier organization to work, where patient care and saving lives remain our focus
Kimberly-Clark: Lead the World in Essentials for a Better Life
WestRock: To be the premier partner and unrivaled provider of winning solutions for our customers
CDW: To be the leading IT solutions and services provider in the markets we serve.
Jones Lang LaSalle: To make JLL a world-leading, sustainable professional services firm by creating spaces, buildings, and cities where everyone can thrive
Sherwin-Williams: To be the world leader in the paint industry committed to satisfying customer needs through quality products, excellent service and a highly trained and professional workforce.
“Lead the World in Essentials for a Better Life”Kimberly-Clark
Fluor: To be the preferred choice in our industry through our commitment to safety, cost-competitive innovation and execution excellence.
PayPal Holdings: 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.
D.R. Horton: We believe in a vision of home ownership for everyone, a home for every stage in life.
HollyFrontier: To be the premier North American petroleum refining, lubricants and logistics company as measured by superior financial performance and sustainable, profitable growth.
Tenneco: Pioneering global ideas for cleaner air, and smoother, quieter and safer transportation.
Becton Dickinson: We envision a world where our solutions advance healthcare and improve worker and patient safety. To make this world of difference, we leverage who we are as people and what we do as professionals to provide products when and where our customers need them.
PG&E: To be the leading utility in the United States
SalesForce: We believe that the business of business is to improve the state of the world, and we work to make sure Salesforce is a platform for change through serving the interests of all our stakeholders — employees, customers, partners, communities and the environment.
Mastercard: A World Beyond Cash
Molina Healthcare: Molina Healthcare is an innovative national health care leader, providing quality care and accessible services in an efficient and caring manner.
“A World Beyond Cash.”Mastercard
Marsh & McLennan: To be the world-class leader, revolutionizing our industry and our colleague and client experience
Western Digital: We thrive on the power and potential of diversity. As a global company, we believe the most effective way to embrace the diversity of our customers and communities is to mirror it from within. We believe the fusion of various perspectives results in the best outcomes for our employees, our company, our customers, and the world around us. We are committed to an inclusive environment where every individual can thrive through a sense of belonging, respect and contribution.
Gap: Creating opportunities for the people and communities touched by our business throughout the world
Aramark: To employ the best employees and have customers that recommend them to other companies
American Electric Power: Powering a new and brighter future for our customers and communities.
Nordstrom: To serve our customers better, to always be relevant in their lives and to form lifelong relationships
Jacobs Engineering Group: Providing solutions for a more connected, sustainable world.
C.H. Robinson Worldwide: Accelerating commerce through the world’s most powerful supply chain platform.
PPG Industries: To be the world’s leading coatings company by consistently delivering high-quality, innovative and sustainable solutions that customers trust to protect and beautify their products and surroundings.
Ecolab: To be the global leader in water, hygiene and antimicrobial technologies and services – providing and protecting what is vital: clean water, safe food and healthy environments.
“To be the global leader in water, hygiene and antimicrobial technologies and services.”Ecolab
Stryker: To make healthcare better for our customers by providing innovative products and services that meet regulatory requirements through our effective quality system.
Goodyear Tire & Rubber: To be first in the global tyre industry
Applied Materials: To being the innovation leader that pushes the boundaries of science, technology and engineering to solve the world’s toughest materials engineering challenges.
Stanley Black & Decker: We will become known as one of the world’s leading innovators, continue to deliver top quartile performance and elevate our commitment to corporate social responsibility, where we can be a force for good.
Freeport-McMoRan: We are pursuing a dynamic portfolio of expansion and growth projects, which we believe positions us well in the current economic environment of strong commodity prices and demand.
Texas Instruments: To become a premier electronics company providing world class leadership in digital solutions for the networked society–a society transformed by personalized electronics, all speaking the same digital language, all able to communicate anytime, anywhere.
Reinsurance Group of America: RGA is an integral and trusted partner, a respected leader, and a long-term value creator.
Howmet Aerospace: Innovation, Engineered
Uber Technologies: Transportation as reliable as running water, everywhere for everyone.
Illinois Tool Works: To reach our full potential and position ITW as one of the world’s best-performing, highest-quality and most-respected industrial companies.
“Transportation as reliable as running water, everywhere for everyone.”Uber
DaVita: To Build the Greatest Health Care Community the World Has Ever Seen through our commitment to upholding our Mission and Core Values for our patients, partners and teammates.
Discover Financial Services: To be the leading digital bank and payments partner
Land O’Lakes: To be one of the best food and agricultural companies in the world
Textron: To become the premier multi-industry company, recognized for our network of powerful brands, world-class enterprise processes and talented people.
Kellogg: A good and just world where people are not just fed but fulfilled.
Community Health Systems: Become the prominent, integrated healthcare system in Northwest Indiana.
Kinder Morgan: Delivering Energy to Improve Lives and Create a Better World.
State Street: Integrating the Investment Process.
Ameriprise Financial: To be the most respected and referred financial services brand.
United States Steel: World Competitive. Building Value.
“Delivering energy to improve lives and create a better world.”Kinder Morgan
DISH Network: To change the way the world communicates.
DTE Energy: To be the best-operated energy company in North America and a force for growth and prosperity in the communities where we live and serve.
American Family Insurance Group: To be the most trusted and valued customer-driven insurance company
Farmers Insurance Exchange: To Be the leader in delivering peace of mind, innovating for customers whenever and wherever they need us
LKQ: LKQ Corporation is a leading provider of alternative and specialty parts to repair and accessorize automobiles and other vehicles.
Sempra Energy: Delivering energy with purpose.
Edison International: To lead the transformation of the electric power industry toward a clean energy future.
CenterPoint Energy: To lead the nation in delivering energy, service and value.
Murphy USA: To build a reputation that makes Murphy the company that instantly comes to mind for the best choice in Insulation and Construction related services
Expedia Group: To be locally relevant on a global basis, be customer-centric, attract and engage the world of travel suppliers, power other industry partners, continuously improve our platform with data and tech, and be the place where exceptional people who share our passion for tech and travel want to do their best work.
“To lead the nation in delivering energy, service and value.”Edison International
Bed Bath & Beyond: To make an environmental impact in the community while providing an excellent walkway surface for staff recreation.
Unum Group: We will be the leading provider of employee benefits products and services that help employers manage their businesses and employees protect their families and livelihoods.
CSX: To be the best run railroad in North America
Charles Schwab: To be the most trusted leader in investment services
Crown Holdings: To be the only company with the breadth and depth of product lines in metal, the most sustainable material available, enabling our customers worldwide to build their brands.
Ally Financial: Be a relentless ally for your financial well-being
Xcel Energy: We will be the preferred and trusted provider of the energy our customers need
W.W. Grainger: To be the world leader in offering solutions that help businesses and institutions save time and money as they maintain, repair, and operate their facilities
Ball: Ball is your “Can Do.” “Let’s Do.” And “Will Do.”
Universal Health Services: UHS, the region’s leading integrated healthcare system, will demonstrate exceptional value in the delivery of coordinated, patient-centered care.
“We will be the preferred and trusted provider of the energy our customers need.”Xcel Energy
Norfolk Southern: Be the safest, most customer-focused, and successful transportation company in the world
Navistar International: It takes more than just a mission to succeed. It takes perseverance. It takes courage. And it takes drive. At Navistar we believe the world is propelled forward by new ideas, brave inventors and bold thinkers. That’s why we’re committed to giving our customers our best every day. We find new ways to help America’s workers go that extra mile. We pioneer technologies that burn cleaner fuel. And we use the latest innovations to protect our troops, so they ride more safely into conflict – and back home. Pushing our industry forward is more than just our passion. It’s our drive to deliver.
J.C. Penney: To win together with our customers, by building deeper, more enduring customer relationships
Keurig Dr Pepper: To be the best beverage business in the Americas
Leidos Holdings: Become the global leader in the development and application of technology to solve our customers’ most demanding challenges.
IQVIA Holdings: integrate advances in data science and technology with human science expertise to help people in healthcare make better decisions and advance human health.
Reliance Steel & Aluminum: To be a market leader, committed to setting industry leading standards in all measures of business performance and customer service.
Entergy: We power life.
eBay: To be the world’s favorite destination for discovering great value and unique selection.
Office Depot: to be the leading expert in workplace solutions for everyone, everywhere.
“To be the world’s favorite destination for discovering great value and unique selection.”eBay
Molson Coors Beverage: To be a top-performing brewer winning through inspired employees and great brands
Mutual of Omaha Insurance: For every customer a financial future imagined, planned, and secured
Alcoa: to be the best company in the world – in the eyes of our customers, shareholders, communities and people
Interpublic Group: to be one of the world’s most diverse and inclusive companies
AES: To be the world’s leading sustainable power company that safely provides reliable, affordable energy
Fiserv: to move money and information in a way that moves the world
BorgWarner: Worldwide Product Leadership ; to be the first choice for our customers
O’Reilly Automotive: To be the dominant supplier of auto parts in our market areas by offering our retail customers, professional installers, and jobbers the best combination of price and quality provided with the highest possible service level
Public Service Enterprise Group: People providing Safe, reliable, Economic, & Greener Energy
Calpine: To be the Premier Competitive Power Company
“To move money and information in a way that moves the world.”Fiserv
PVH: To be the most admired fashion and lifestyle company in the world.
NRG Energy: to be a regionally focused, multi-fuel, carbon-diversified scale generator with assets across the merit order, and around transmission in each of our core markets, with the capability to procure, transport and trade all of the commodities involved in our business
Fifth Third Bancorp: to be the One Bank people most value and trust
Hertz Global Holdings: We will be the first choice brand for vehicle and equipment rental / leasing and total mobility solutions.
Newmont: We will be recognized and respected for exceptional economic, environmental and social performance.
Cheniere Energy: Provide clean, secure and affordable energy to the world
Lam Research: Number one in customer trust; Number one in market share ; A company where successful people want to work ; Best in-class products and services ; Financial performance to fund the solutions our customers require and provide the return that our shareholders expect
Owens & Minor: To be part of the improvement and progress of healthcare, into the future
Equitable Holdings: In five years, we will be successful because: We are a financially solid mutual company and have achieved or exceeded the earnings, sales and expense management metrics from our strategic plan ; We have achieved an increase in market share by building our current business and positioning ourselves for growth opportunities in changing markets and new distribution channels. And . . .We have an engaged, motivated workforce and are considered an employer of choice with a reputation for attracting, developing and keeping top talent.; We are increasingly recognized by advisors and customers across Canada. ; We have secure, agile technology that meets the needs of customers and distribution partners, enables self-service and supports employee productivity. ; We are a visible and socially responsible corporate citizen committed to giving back to the communities in which we operate.
Conagra Brands: Conagra has the most impactful, energized and inclusive culture in food. Our diverse team embraces debate to challenge marketplace/business conventions. We are respected for our great brands, great food, great margins and consistent results.
“Number one in customer trust. Number one in market share.”Lam Research
Hormel Foods: Building upon our heritage of innovation and quality, together we will elevate the everyday experience by making Hormel Foods the favorite part of any eating occasion.
Hilton Worldwide Holdings: To fill the earth with the light and warmth of hospitality –by delivering exceptional experiences – every hotel, every guest, every time.
Univar Solutions: to redefine distribution and be the most valued chemical and ingredient distributor on the planet
Pioneer Natural Resources: to be America’s leading independent energy company, focused on value, safety, the environment, technology and our greatest asset, our people
Delek US Holdings: to merge the acquisition savvy of a private equity firm with the management and operational expertise of seasoned energy industry veterans. The result is a company that has become one of the more active acquirers of downstream energy assets.
Eastman Chemical: to improve the value, wealth and well-being of all its stakeholders, thereby becoming the most preferred supplier in every country it operates in
EMCOR Group: EMCOR is the most relevant, world-class, community-based organization that enables customers to achieve a better life by providing quality products and services through personalized care.
Avis Budget Group: We will lead our industry by defining service excellence and building unmatched customer loyalty
KKR: to generate attractive investment returns by following a patient and disciplined approach, employing high-quality people, pursuing the highest standards of excellence, and aligning our interests with those of our investment partners.
AGCO: Trusted partner for industry-leading, smart farming solutions.
“To lead our industry by defining service excellence and building unmatched customer loyalty.”Avis
Ryder System: to bring compelling value through outsourcing
Mosaic: We are the changing face of healthcare, passionate about serving the whole person and partnering for quality outcomes.
Huntington Ingalls Industries: To be a trusted, respected and dynamic technical services provider sought out by customers, partners and employess.
Berry Global Group: to continuously improve our operations, products, and services to be a global leader in sustainability.
Alaska Air Group: to be one of the most respected U.S. airlines by our customers, employees, and shareholders
Dick’s Sporting Goods: to build brands that serve and inspire athletes and outdoor enthusiasts also to create value for the shareholders through improvements of everything they do
Caesars Entertainment: Create memorable experiences, personalize rewards and delight every guest, every team member, every time.
Genworth Financial: Leading Global Mortgage Insurer. Competitive U.S. Life Insurer Focused On Life, LTC, Fixed Annuities
Dana: To be the global technology leader in efficient power conveyance and energy-management solutions that enable our customers to achieve their sustainability objectives.
Thrivent Financial for Lutherans: to be the organization that Lutherans, Lutheran congregations and Lutheran institutions seek first when pursuing their financial goals. More than creating financial solutions, we add the unique capability of enabling Lutherans to demonstrate their care and concern for others
“To create memorable experiences, personalize rewards and delight every guest, every team member, every time.”Caesars Entertainment:
Autoliv: Saving More Lives
SpartanNash: A best-in-class business that feels local, where relationships matter.
Darden Restaurants: Darden Restaurants strives to become the restaurant industry leader nationwide by offering a variety of culinary innovations, an inviting atmosphere, and superior customer service in its category-leading restaurant brands.
Chesapeake Energy: Chesapeake Utilities Corporation genuinely cares while turning aspirations into reality every day. We make meaningful connections with our peers, customers, communities, shareholders and partners.
Fidelity National Financial: To be the premier worldwide provider of high quality, information-based solutions that not only meet the business needs of our clients today, but also help them plan for the future.
WESCO International: to be the global leader of supply chain solutions by addressing customers’ MRO, OEM, and capital project demand streams
CommScope Holding: Customers will engage CommScope first, trusting us to solve their communication challenges, optimize their business and achieve success.
Huntsman: Huntsman wants to be recognized as a highly responsible chemical company with a record of successful product stewardship performance that’s clear for all to see.
American Financial Group: Our vision is to deliver financial solutions that fulfill today’s needs and tomorrow’s dreams. We strive to create long-term value for our customers, employees and investors.
Masco: MASCO has planned its future to be aleading diversified investment company that participate in the kingdom’s development.
“To deliver financial solutions that fulfill today’s needs and tomorrow’s dreams.”American Financial Group
Westinghouse Air Brake: We will accelerate the future of transportation by building the safest, most reliable and sustainable freight, transit, signaling and logistics systems and services. Through our scale and innovation, we will drive average double-digit earnings growth and lead the transportation industry in unprecedented ways.
Westlake Chemical: to build a better future and we are committed to operating our business in a socially and environmentally sustainable way that positively impacts people, products and the planet
Constellation Brands: We push boundaries with a passion that allows us to provide more for consumers, shareholders, employees and the communities where we live and work.
Citizens Financial Group: to create a professional team selected for their knowledge, commitment, and devotion to client service
Raymond James Financial: to create a professional team selected for their knowledge, commitment, and devotion to client service
Cincinnati Financial: to be the best company serving independent agents
Western & Southern Financial Group: to be the absolute best at everything we do in order to reach our goal of becoming a world-class, best-in-class enterprise.
J.M. Smucker: Engage, delight, and inspire consumers through trusted food and beverage brands that bring joy throughout their lives. Our Vision is our long-term direction that guides business priorities and aligns our organization. As a Company of #1 and leading brands with emerging, on-trend brands, we will continue to drive balanced, long-term growth, primarily in North America.
PPL: Empowering economic vitality and quality of life
Insight Enterprises: Insight’s vision is to be the trusted advisor to our clients, helping them enhance their business performance through innovative technology solutions.
“To be the trusted advisor to our clients, helping them enhance their business performance through innovative technology solutions.”Insight Enterprises
Quest Diagnostics: Quest Diagnostics empowers people to take action to improve health outcomes. Derived from the world’s largest database of clinical lab results, our diagnostic insights reveal new avenues to identify and treat disease, inspire healthy behaviors and improve health care management. Quest annually serves one in three adult Americans and half the physicians and hospitals in the United States, and our 45,000 employees understand that, in the right hands and with the right context, our diagnostic insights can inspire actions that transform lives.
Veritiv: We operate as one team, giving our customers a competitive edge through exceptional service, innovative people, and consistent values. We are committed to these values—they shape our culture and how we do business.
DCP Midstream: Our vision is to be the safest, most reliable, low-cost midstream service provider. We believe this is achieved through a dedicated focus on operational excellence and sustainability, continuous innovation, and adherence to our cultural hallmarks.
American Tower: We make wireless communication possible everywhere.
Ulta Beauty: To be the most-loved beauty destination of our guests and the most-admired retailer by our Ulta Beauty associates, communities, partners and investors.
Devon Energy: To be the premier independent oil and natural gas company in North America.
Dean Foods: At Dean Foods, we aim to be the most admired and trusted provider of wholesome, great-tasting dairy products at every occasion.
UGI: At UGI, we believe that safe, reliable, affordable, and sustainable energy solutions are a necessity for our customers and communities. We strive to deliver this fundamental need through best-in-class safety, operations, products, and services while enhancing the quality of life of our employees, customers, and the communities we serve.
Builders FirstSource: Our vision is to make the dream of home ownership more achievable for everyone, making Builders FirstSource the most valuable partner in the industry.
Toll Brothers: Our ultimate goal is for you to move into a home built to the highest standards.
“To be the most admired and trusted provider of wholesome, great-tasting dairy products at every occasion.”Dean Foods
Old Republic International: Old Republic operates in a decentralized manner that emphasizes specialization by type of insurance coverage, as well as industries and economic sectors served.
Asbury Automotive Group: Old Republic operates in a decentralized manner that emphasizes specialization by type of insurance coverage, as well as industries and economic sectors served.
Magellan Health: We focus on the health and well-being of every individual that we serve. We connect behavioral, physical, pharmacy and social needs into a complete picture of care that’s personalized, coordinated and cost-effective. By turning fragmented care into focused care, we empower 1 in 10 Americans to lead healthier, more vibrant lives every day.
Avery Dennison: The pursuit of our vision has compelled us to align our businesses into a focused, customer-driven company that specializes in materials science. Our in-depth pool of expertise and global scale enable us to deliver insights, innovative products and intelligent solutions to customers all over the world.
Hanesbrands: To be the leading apparel essentials company in the world
M&T Bank: We strive to be the best company our employees ever work for, the best bank our customers ever do business with, and the best investment our shareholders ever make.
Northern Trust: To be our clients’ most trusted financial partner, delivering market-leading capabilities through exceptional people and technology.
Polaris: Our vision is to fuel the passion of riders, workers and outdoors enthusiasts around the world by delivering innovative, high-quality vehicles, products, services and experiences that enrich their lives.
CMS Energy: CMS Energy improves the quality of life and prosperity of its customers by providing energy and related services that are reliable, attractively priced and tailored to the needs of the customer.
Seaboard: to harness the competitive advantage of our uniquely connected food system to create the most sought-after pork products for our diverse global consumers.
“To be the best company our employees ever work for, the best bank our customers ever do business with, and the best investment our shareholders ever make.”M&T Bank
Intuit: To meet the needs of an increasingly connected world, we are moving aggressively on three fronts to create products and services that are available how, where and when customers want them.
Regions Financial: Regions aims to be the premier regional financial institution in America through being deeply embedded in its communities, operating as one team with the highest integrity, providing unique and extraordinary service to all of its customers, and offering an unparalleled opportunity for professional growth for its associates.
Advanced Micro Devices: High performance computing is transforming our lives.
Ovintiv: Ovintiv’s vision is to be the leading North American resource play company, known for our operational excellence, top tier assets, market fundamentals and strategic resource allocation.
Rockwell Automation: Be the most valued global provider of innovative industrial automation and information products, services and solutions.
Wynn Resorts: To be a world leader in luxury resorts in the gaming sector, with unbeatable world class customer service.
Weyerhaeuser: Working together to be the world’s premier timber, land, and forest products company.
Brighthouse Financial: Working with independent financial advisors, we are committed to providing everyone with the opportunity to achieve financial security. We believe that with our focus and dedication, we can provide solutions that help people secure brighter financial futures.
American Axle & Manufacturing: To POWER the future and provide value to our stakeholders.
Activision Blizzard: We strive to make the most fun, thrilling, and engaging entertainment experiences for our players, who live in a world with many entertainment options.
“To be a world leader in luxury resorts in the gaming sector with unbeatable world class customer service.”Wynn Resorts
GameStop: Together, we hold a passion for gaming, a commitment to our industry and a disciplined business perspective to continuously drive value with shareholders, customers, vendors and employees
Apache: Our VISION is to be the premier exploration and production company, contributing to global progress by helping meet the world’s energy needs.
Science Applications International: Powering and advancing the future of government
AK Steel Holding: Create innovative steel products and processes that surpass our customers’ needs today and for the future.
Ralph Lauren: To be a global leader in the design, marketing, and distribution of premium lifestyle products.
Celanese: Our Vision at Celanese is to improve the world and everyday life through our people, chemistry, and innovation.
R.R. Donnelley & Sons: Diversity and Inclusion is ingrained in our culture, driving business success and ensuring that all our employees feel they belong at RRD. Our clients, suppliers, and communities benefit from the wealth of ideas, innovations and focused solutions our diversity creates.
Zoetis: Our products, services and people will be the most valued by animal health customers around the world.
Clorox: Clorox’s vision to build on its industry leadership in technology-enabled consumer engagement.
Graphic Packaging Holding: Inspired Packaging. A World of Difference.
“To improve the world and everyday life through our people, chemistry, and innovation.”Celanese
NetApp: We’re shaping the future of cloud by taking a step back from what the technology looks like today. We spot opportunities that others in our industry miss, and we get to work on them first.
Robert Half International: It has been our longstanding belief that a specialized staffing services company is only as good as its reputation with clients and job candidates. Our focus at RHI is on providing unparalleled service. Our business is at once simple and complex: We aim to find the best talent in the industry for our clients, while offering the best employment opportunities to our job candidates.
EnLink Midstream: To become the future of midstream by leading in innovation and creating sustainable value.
Avantor: From discovery to delivery, we are a trusted global partner to customers and suppliers in the life sciences, advanced technologies and applied materials industries.
TD Ameritrade Holding: Where our purpose reflects our commitment to operate for a greater good, our values guide our behavior. They are the embodiment of our purpose. Regardless of our tenure or role on the TD Ameritrade team, our values guide us an bring us together to create something much greater than ourselves.
Analog Devices: Analog Devices is dedicated to enriching people’s lives through signal processing technologies. We transform people s experience with technology by bridging the analog and digital worlds.
Ameren: to be the recognized performance leader of the U.S. electric and gas utility industry
Williams-Sonoma: OUR VISION IS TO ENHANCE THE QUALITY OF OUR CUSTOMERS’ LIVES AT HOME. WE PUT THE CUSTOMER AT THE CENTER OF EVERYTHING WE DO, EVERY DAY, AND A SHORT BUT IMPORTANT LIST OF CORPORATE VALUES GUIDES OUR ACTIONS AND DECISIONS.
“To enhance the quality of our customers’ lives at home.”Williams-Sonoma
Rush Enterprises: Our customers expect more from a leader, and Rush Enterprises delivers. With unsurpassed expertise in our industry and a coast-to-coast network of state-of-the-art service centers, no other commercial vehicle dealer supports its customers as completely as Rush Enterprises. Our goal will always be to deliver best-in-class commercial vehicle solutions that enable our customers to keep the global economy up and running.
Levi Strauss: We are the embodiment of the energy and events of our times, inspiring people with a pioneering spirit.
Simon Property Group: Simon’s culture is driven by an obsession with excellence, integrity, innovation, and an entrepreneurial spirit that recognizes and rewards vision and hard work.
How to Write a Vision Statement
1. Look a decade into the future.
Imagine what the world looks like in five to ten years. Ignore your company for now. Instead, focus on how the political, economical, social, technological, legal, and environmental landscape looks like.
2. Determine your company’s purpose and role.
Think about what your company’s role and purpose is in this future. Imagine a world where you’ve achieved your mission – where you’re the go-to leader for what you do.
3. Cut this down into a focused vision statement.
Keep it brief, to-the-point, and inline with what you stand for as a company.
4. Communicate your vision back to your company.
A great vision statement isn’t a meaningless marketing exercise. It should be a call to arms for everyone in your organisation – a checkbox with which to make better decisions.
What Makes a Great Vision Statement?
There are five factors that make for a great vision statement:
- Short: If you can’t convey your vision in a few sentences or fewer, then it’s too complicated. Keep it brief and to-the-point. Avoid unnecessary buzzwords and cliche phrases.
- High-level: Don’t make your vision statement too specific. Avoid focusing on any specific department. It should apply to all the functions across your department.
- Ambitious: Don’t be timid. No one in your team will be inspired by a pessimistic objective. And your customers won’t want to follow your journey if the. Think big and inspire people.
- Unique: Your vision statement is a chance to stand out from the crowd. Don’t fall into the trap of copying or imitating others in your sector.
- Authentic: Starbucks mission statement is to “inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” The easiest way to support local neighborhoods? By paying tax. Your vision statement isn’t a meaningless marketing exercise. Make sure you can stand by it.
Vision Statement FAQs
A vision statement describes the ideal future of your company. It’s the aspirational role that your product or service will play in a world where you’ve achieved your mission.
Vision is where you want to be – the ideal role you see your company playing in the future. The mission is how you’re going to get there.
Start with the problem your product or service solves. Then imagine a world where this problem is continuously being solved.
The 3 parts of a vision statement include your big-picture dream for the future, your company’s role in that future, and the direction that you will still be continuing in as a company.
A vision statement statement describes the ideal future of your company. It’s the aspirational role that your product or service will play in a world where you’ve achieved your mission.