Sample Vision Statements





Writing sample vision statements is relatively easy – what is NOT easy …

- is to use your Vision as a leadership tool
- is to have your Vision promote change in the desired direction
- is to align your entire workforce’s behaviors with your Vision

Enter your email in this box here to the right and you will immediately receive a Special Report that will teach you how to create a powerful Vision and use it for organizational high performance (you will also receive “Leader Newsletter” – please click here to read the back issues).

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SAMPLE VISION STATEMENTS

These sample vision statements are organized in alphabetical order – some letters contain several sample vision statements while other letters contain just one.

If you happen to bump into sample vision statements that are not on this page, please let me know by clicking here to include them on this page.

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A” companies: Sample Vision Statements

Alcoa

At Alcoa, our vision is to be the best company in the world--in the eyes of our customers, shareholders, communities and people. We expect and demand the best we have to offer by always keeping Alcoa's values top of mind.

Anheuser-Busch

Be the world's beer company. Through all of our products, services and relationships, we will add to life's enjoyment.

Avery Dennison

To be the world leader in products, services and solutions that enable and transform the way consumers and businesses gather, manage, distribute and communicate information.

Avon

To be the company that best understands and satisfies the product, service and self-fulfillment needs of women - globally.

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B” companies: Sample Vision Statements

Bimbo

We are:

  • The world leader in the baking industry and one of the best companies in the international food industry.
  • A company with trustworthy, leading brands for our consumers.
  • Our customers' preferred supplier.
  • A strong and sound company for our stakeholders.
  • A forward-looking company.
  • An extraordinary place to work in.

    Boeing

    1950: Become the dominant player in commercial aircraft and bring the world into the jet age.

    Current: People working together as one global enterprise for aerospace leadership

  • People – A company, any company, is nothing more or less than the people who make it up.
  • Working – This is about effort. Work. We all have a task to do. We are here to provide value to our shareholders, to Boeing people, and to communities where we work.
  • Together – Every organization has forces that try to divide and reduce the impact of the total. Lockheed Martin does. Airbus does. And Boeing does. The more we can pull together, share knowledge, the stronger we will be.
  • One – We have a shared destiny. We will succeed or fail together. There is one Boeing stock price. This is a powerful concept. It can make us more efficient and competitive. For example, having a leak in a boat and not helping each other bail out the water is not a successful strategy. Looking for common solutions to problems, sharing facilities, sharing services, are all part of being "One."
  • Global – If we are to compete effectively in next century, we will be a global company. Our team will reflect global backgrounds and global experience.
  • Company – A company is a cohesive, inclusive institution. The dictionary uses words like "assemblage," "fellowship."
  • Aerospace – We are an aerospace company. We are not going to build railcars or boats. We are going to build aerospace products: airplanes, launch vehicles, satellites.
  • Leadership - We are not here to be also-rans. We are here to lead, to be the best, nothing less.

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    C” companies: Sample Vision Statements

    Caterpillar

    Be the global leader in customer value.

    Chevron

    At the heart of The Chevron Way is our vision …to be the global energy company most admired for its people, partnership and performance.

    Coal India Limited

    To emerge from the position of domestic leader to leading global player in the energy sector by adopting best practices from mine to market with due care to environmental and social sustenance.

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    D” companies: Sample Vision Statements

    Danone

    The “dual economic and social project”
    Transformation at every level
    Innovate to maintain our engagement
    Redefining roles

    Note: Each one of these four statements is thoroughly explained in great detail in long paragraphs at the Danone website – which I don’t write here because such thorough explanations are beyond the scope of this webpage.

    DuPont

    The vision of DuPont is to be the world's most dynamic science company, creating sustainable solutions essential to a better, safer and healthier life for people everywhere.

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    E” companies: Sample Vision Statements

    Epson

    Epson is committed to the relentlessness pursuit of innovation in compact, energy-saving, high-precision technologies, and through the formation of group-wide platforms will become a community of robust businesses, creating, producing, and providing products and services that emotionally engage customers worldwide.

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    F” companies: Sample Vision Statements

    Ford

    Early 1900s: Democratize the automobile

    Current: To become the world's leading Consumer Company for automotive products and services.

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    G” companies: Sample Vision Statements

    GE

    1980s: Become the number one or number two in every market we serve and revolutionize this company to have the strength of a big company combined with the leanness and agility of a small company

    Current (Note from this website publisher: I am still looking for GE’s current Vision statement – as soon as I find it, I will post it here; thanks for your patience)

    Gillette

    The Gillette Company’s Vision is to build Total Brand Value by innovating to deliver consumer value and customer leadership faster, better and more completely than our competition. This Vision is supported by two fundamental principles that provide the foundation for all of our activities: Organizational Excellence and Core Values.

    Attaining our Vision requires superior and continually improving performance in every area and at every level of the organization.

    Our performance will be guided by a clear and concise strategic statement for each business unit and by an ongoing Quest for Excellence within all operational and staff functions.

    This Quest for Excellence requires hiring, developing and retaining a diverse workforce of the highest caliber. To support this Quest, each function employs metrics to define, and implements processes to achieve, world-class status.

    GM

    GM’s vision is to be the world leader in transportation products and related services. We will earn our customers’ enthusiasm through continuous improvement driven by the integrity, teamwork, and innovation of GM people.

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    H” companies: Sample Vision Statements

    Heinz

    Our VISION, quite simply, is to be "THE WORLD'S PREMIER FOOD COMPANY, OFFERING NUTRITIOUS, SUPERIOR TASTING FOODS TO PEOPLE EVERYWHERE." Being the premier food company does not mean being the biggest but it does mean being the best in terms of consumer value, customer service, employee talent, and consistent and predictable growth. We are well on our way to realizing this Vision but there is more we must do to fully achieve it.

    Honda

    1970: We will destroy Yamaha

    Current: To Be a Company that Our Shareholders, Customers and Society Want

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    I” companies: Sample Vision Statements

    IKEA

    The IKEA vision is to create a better everyday life for the many people. We make this possible by offering a wide range of well-designed, functional home furnishing products at process so low that as many people as possible will be able to afford them.

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    J” companies: Sample Vision Statements

    John Deer

    At John Deer they don’t use the word “Vision” – rather, they word it like this:

    Our Goals:

    By being the agricultural, turf, forestry, and construction equipment partner of choice throughout the world, we can reach our goals of sustainable SVA (Shareholder Added Value).

    By relentlessly improving our products and our business efficiencies, we'll achieve exceptional operating performance.

    And, by linking employee, unit, and divisional goals to John Deere's overall business objectives, we'll be able to harvest the power of aligned high-performance teamwork.

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    K” companies: Sample Vision Statements

    Ken Blanchard Companies

    To be the number one advocate in the world for human worth in organizations

    Kraft Foods

    Our Vision...
    Helping People Around the World Eat and Live Better

    Our vision captures the essence of who we are. Everything we do flows from our vision. We just don't happen to be a business that sells food – it's what we're all about. Our vision is about meeting consumers' needs and making food an easier, healthier, more enjoyable part of life.

    Our vision tells the world – our employees, customers, consumers and the communities where we make and sell our products – what we care about. It captures the importance of health and wellness, but it also embodies all the ways we can eat and live better, such as the enjoyment of a dessert, the convenience of a microwave meal, the safety and value of our products and the services and solutions we provide.

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    L” companies: Sample Vision Statements

    Lexmark

    For some companies, mission statements are reserved for annual reports, but Lexmark has infused its culture with the aspirational principles that guide our business operations. Our Vision Statement and Values were drafted by employees, embraced by the board of directors, and promulgated by senior management. They are prominently posted in Lexmark offices around the globe so that employees, customers and partners are reminded daily of Lexmark's operating philosophy.

    We, the employees, are Lexmark - a dynamic, global information technology company.

    We have a vision: Customers For Life. To earn our customers' loyalty, we must listen to them, anticipate their needs and act to create value in their eyes.

    We want to be known for reliability, flexibility, responsiveness, innovative products and services, and exemplary citizenship. Growth, longevity and financial success will naturally follow.

    We will make this happen in an enriching environment of trust, cooperation and mutual respect.

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    M” companies: Sample Vision Statements

    Mazda

    Mazda established a new corporate vision in December 1999, comprised of three elements:

    Vision: To create new value, excite and delight our customers through the best automotive products and services.

    Mission: With passion, pride and speed, we actively communicate with our customers to deliver insightful automotive products and services that exceed their expectations.

    Value: We value integrity, customer focus, creativity, and efficient and nimble actions and respect highly motivated people and team spirit. We positively support environmental matters, safety and society.

    Guided by these values, we provide superior rewards to all people associated with Mazda

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    N” companies: Sample Vision Statements

    Nike

    1960s: Crush Adidas

    Current: To be the number one athletic company in the world

    Note: Browsing through the web I have found that many people confuse Mission statements with Vision statements – for instance, I have found several websites claiming that Nike’s Vision statement is: “To bring inspiration and innovation to every athlete in the World” – but this is Nike’s Mission statement. A Vision statement by definition is something you want to become, to achieve, it is a seductive image of an ideal future – whereas a Mission statement explains the purpose of the organization – why it exists – it captures the organization’s soul.

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    O” companies: Sample Vision Statements

    Office Depot

    Delivering Winning Solutions That Inspire Worklife™

    Delivering = Our actions speak louder than words. We are accountable: doing what we say we're going to do efficiently and on time.

    Winning = We act with confidence. We're proud to win. We push ourselves to greater heights. And we don't settle for less than being the best.

    Solutions = We listen to our customers and understand their needs. We offer products, services and innovative thinking that enable our customers to achieve success.

    Inspire = Our inspiration is contagious and enables us to unleash creativity to help people achieve their goals. Our motivation and enthusiasm inspire others to succeed.

    Worklife™ = We combine our energy for work with our passion for life. We are creating a fuller, more enriched lifestyle. We share the desire to maximize human potential to achieve personal dreams.

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    P” companies: Sample Vision Statements

    Pfizer

    We will become the world's most valued company to patients, customers, colleagues, investors, business partners, and the communities where we work and live.

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    Q” companies: Sample Vision Statements

    Qualcomm

    To deliver the world’s most innovative wireless solutions.

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    R” companies: Sample Vision Statements

    Robert Bosch Corporation

    Invented for Life. Enhance the quality of life with solutions that are both innovative and beneficial.

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    S” companies: Sample Vision Statements

    Sears

    To be the preferred and most trusted resource for the products and services that enhance home and family life.

    Sony

    1950s: Become the Company most known for changing the worldwide poor-quality image of Japanese products

    Current: Sony is a leading manufacturer of audio, video, communications, and information technology products for the consumer and professional markets. Its motion picture, television, computer entertainment, music and online businesses make Sony one of the most comprehensive entertainment companies in the world.

    Stanford University

    1940s: Become the Harvard of the West

    Current (Note from this website publisher: The last time I looked, Stanford University was in the process of re-crafting its Vision statement – as soon as I learn about their new Vision statement, I will post it here; thanks for your patience)

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    T” companies: Sample Vision Statements

    Tyco

    We will increase the value of our company and our global portfolio of diversified brands by exceeding customers' expectations and achieving market leadership and operating excellence in every segment of our company.

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    U” companies: Sample Vision Statements

    Unilever

    The four pillars of our vision set out the long-term direction for the company – where we want to go and how we are going to get there:

  • We work to create a better future every day
  • We help people feel good, look good and get more out of life with brands and services that are good for them and good for others
  • We will inspire people to take small everyday actions that can add up to a big difference for the world
  • We will develop new ways of doing business with the aim of doubling the size of our company while reducing our environmental impact

    We've always believed in the power of our brands to improve the quality of people’s lives and in doing the right thing. As our business grows, so do our responsibilities. We recognise that global challenges such as climate change concern us all. Considering the wider impact of our actions is embedded in our values and is a fundamental part of who we are.

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    V” companies: Sample Vision Statements

    Volkswagen

    At Volkswagen they don’t use the word “Vision” – rather, they word it like this:

    Our strategy pursues a clear objective: By 2018 the Volkswagen Group is to be the world’s most successful and fascinating automobile manufacturer – and the leading light when it comes to sustainability

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    W” companies: Sample Vision Statements

    Wal-Mart

    Saving people money to help them live better was the goal that Sam Walton envisioned when he opened the doors to the first Walmart more than 40 years ago. Today, this mission is more important than ever to our customers and members around the world.

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    X” companies: Sample Vision Statements

    Xerox Mission and Vision

    Through the world's leading technology and services in business process and document management, we're at the heart of enterprises small to large, giving our clients the freedom to focus on what matters most: their real business.

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    Y” companies: Sample Vision Statements

    Yamaha

    Yamaha doesn’t use the word “Vision” – rather, “Corporate Objective”

    Creating “Kando” together: Yamaha will continue to create “kando” and enrich culture with technology and passion born of sound and music, together with people all over the world.

    Note: Yamaha uses the word “kando” to describe its corporate mission.

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    Z” companies: Sample Vision Statements

    Zappos

    One day, 30% of all retail transactions in the US will be online.
    People will buy from the company with the best service and the best selection.
    Zappos.com will be that online store.

    Our hope is that our focus on service will allow us to WOW our customers, our employees, our vendors, and our investors. We want Zappos.com to be known as a service company that happens to sell shoes, handbags, and anything and everything.

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    As you saw, some vision statements are just one short sentence long while other sample vision statements are way-way too long.

    Out of all of these vision statements, which ones are crafted most effectively?

    Did you find any vision statements that are not as focused and even difficult to understand?

    In my opinion, the best vision statements are those that are short, focused, clear, memorable, and easy to understand. In contrast, the worst vision statements are the opposite: long, not focused, unclear, easy to forget, and difficult to understand.

    I hope you found these sample vision statements useful.

    If you must craft or improve your Vision Statement, get my Special Report for organizational alignment and peak performance – remember, writing sample vision statements is easy; using it as an effective leadership tool is a total different story (learn "how to" with my Special Report).

    Sample vision statements are many – depending on market conditions, industry type, rate of change, etc.

    In order to craft yours, use these sample vision statements as food for thought and to stimulate your creativity.

    If you would also like to take a look at Sample Mission Statements, please click on this link.

    To learn about the skills you need to lead your organization (like using sample vision statements, culture creation, organizational alignment, etc.), please click here.

    To learn about the skills you need to manage the performance of your direct reports, click here.

    To learn about other practical skills, please click here.

    If these sample vision statements are an inspiration and you would like to learn more about how to use your Vision as an effective leadership tool through my speaking or consulting services, please click on this link.

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