Vision Statement Examples

Writing Vision statement examples is only the beginning – even the best-crafted Vision statements are worthless if they are NOT used as a leadership tool.

To learn how to create a powerful Vision for organizational alignment and peak performance, enter you email address in this box here to the right to receive the Special Report – you will also receive a complimentary subscription to "Leader Newsletter" with educational leadership articles – please click here to read the back issues.

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The power of these vision statement examples is not in the wording itself, but in how much these vision statements truly reflect the aspirations of the organizations’ stakeholders (employees, clients, stockholders, etc.), and in how much they are embodied in the entire workforce everyday behaviors (more about this in my Special Report mentioned above).

I present these vision statement examples in this order:

1) I prefer the older version in this section
2) Short vision statement examples
3) My favorite vision statement examples
4) Not as sharp and clear
5) Long vision statement examples
6) Too long

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1) In these vision statement examples, I prefer the older version:


Early 1900s: Democratize the automobile (this is also one of my favorite vision statement examples)

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


1970: We will destroy Yamaha (this is also one of my favorite vision statement examples)

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


1950s: Become the Company most known for changing the worldwide poor-quality image of Japanese products (this is also one of my favorite vision statement examples)

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.

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2) Short vision statement examples:


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


1950: Become the dominant player in commercial aircraft and bring the world into the jet age (this is also one of my favorite vision statement examples)


Be the global leader in customer value.

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.

Ken Blanchard Companies

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


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

Stanford University

1940s: Become the Harvard of the West (this is also one of my favorite vision statement examples)

Note: 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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3) My favorite vision statement examples:


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


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

Note: I have looked for GE’s current vision statement but I haven’t found it – if you know it, please let me know where to get it from through my contact page – and I’ll post it here; thank you VERY much.


1960s: Crush Adidas

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

Note: Many people confuse Mission statements with Vision statements – several websites claim that Nike’s Vision statement is: “To bring inspiration and innovation to every athlete in the World” – but this is Nike’s Mission statement.

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4) Note how these vision statement examples below are not as sharp and clear as the vision statement examples above:


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.

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.


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


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.


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


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.

Note: I prefer short, sharp, and focused vision statement examples the stakeholders can easily see.

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5) Long vision statement examples:


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.


    Current: People working together as a 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 (this is also one of my favorite vision statement examples – the vision itself is short, clearly creating a mental picture; and then they provide an explanation)

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    6) These vision statement examples are too long:


    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.


    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.

    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.


    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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    Note: Are these vision statements clear images of what the future will look like?

    What are your favorite vision statement examples?

    If these vision statement examples 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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    To keep on learning about other useful management and leadership skills, go back to the previous page, or click here to continue reading.

    To learn more about the skills you need to manage the performance of your direct reports, go to my Management Skills page.

    To learn more about the skills you need to lead the performance of your entire organization, go to my Leadership Skills page.

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