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• Business Planning

How to Write a Mission Statement for Business Plan + Example

Written by Vinay Kevadiya

Published Sep. 13 2024 · 11 Min Read

Ever noticed how all established and successful brands have a loyal customer base? It’s often because they’re very clear as to what they bring to the table and why the business operates.

And a solid mission statement reflects that generally.

Businesses use mission statements to define their purpose, give a unified direction to their employees, and attract customers—just to name a few. If you’re wondering how to craft an impressive mission statement for your business, you’re at the right place.

In this blog post, we’ll explore the essential steps to writing a compelling mission statement that truly captures the essence of your business.

What is a mission statement?

A mission statement is a clear, concise action-oriented statement that conveys an organization’s purpose and goals. It serves as a guiding principle for better decision-making and ensures that a company’s actions align with its overall objectives.

A good mission statement gives answers to the following:

• Why does your company exist?
• What are the core values that guide your organization?
• What are your primary objectives?
• Who does the organization serve?

It’s important to note that a company’s mission statement may change over time—depending on its growth and evolution. As a company grows, the business owner must revise their mission statement to align with their new goals and values.

Why is a mission statement important for your business plan?

A well-crafted mission statement can help motivate employees, attract potential customers, build company spirit, and develop a strong brand identity.

There are several reasons why you must write a mission statement to include in your business plan such as:

1. Defines purpose and communicates values

A mission statement defines an organization’s purpose, giving direction and focus to its activities. It briefly explains the organization’s reason for existence, what it aims to achieve, and the values it upholds. This helps a business to establish credibility and develop an action plan that aligns with its core values.

2. Gives a unified direction

A mission statement outlines an organization’s purpose and objectives, ensuring everyone is working in a unified direction.

Many times, employees lose focus and question their roles due to stress at the workplace. They can realign themselves to the shared team goals and values by referring to the mission statement.

This clarity helps to prevent distractions and ensures that resources are focused on what truly matters, thus leading to more effective and aligned decision-making.

3. Inspires and motivates employees

Good mission statements inspire and motivate employees by providing a shared sense of purpose. It creates a sense of belongingness and commitment, encouraging individuals to work towards a common goal.

A great mission statement can motivate employees to go beyond their job duties and contribute to something meaningful. This helps in boosting the overall productivity of the company.

4. Attracts customers

Clear and compelling mission statements can attract customers who share the organization’s values and goals.

When potential customers understand what the company stands for and how it aligns with their own beliefs, they’re more likely to be drawn to the brand. This can result in increased customer brand loyalty, positive word-of-mouth, and greater business success.

5. Helps differentiate and establish brand identity

A mission statement differentiates an organization from its competitors, giving it a unique identity and setting it apart in the market. It communicates the organization’s unique value proposition, values, and approach, helping to establish its brand identity and reputation.

6. Facilitates decision making

A mission statement acts as a compass, guiding the organization toward a common goal by ensuring all actions are consistent with its core beliefs and objectives.

It provides a strategic framework for effective decision-making, ensuring that business choices align with its purpose and values. It helps evaluate opportunities, prioritize resources, and make informed decisions that support the organization’s long-term goals.

How to write a mission statement

Writing a compelling and concise mission statement can be a challenging task when you need to ensure that it covers all the important elements.

To simplify it, we’ve explained how to write a mission statement for your business.

1. Define your company’s purpose

The first step in crafting an effective mission statement is identifying and defining your company’s purpose. You must have clarity on the reason for its existence beyond making profits. It’s the impact you want to make in the world.

Ask yourself the following questions:

• What problem do we solve?
• What needs do we fulfill?
• What do we aim to achieve?

For example, Tesla’s purpose is to accelerate the world’s transition to sustainable energy.

While defining your purpose:

• emphasize how your brand differs from others.
• Avoid using generic statements.
• Be a little more specific.
• Communicate your company’s specialty.

For example, a non-woven fabric company might aim to “provide eco-friendly alternatives to plastic packaging.”

 2. Know your target audience

Knowing your target audience is crucial when writing a good mission statement. Identify who your organization serves, including customers, clients, or stakeholders. Understand their needs, values, motivations, and expectations. Tailor your mission statement to resonate with them.

By defining your target audience, you can craft an effective mission statement that:

• Speaks to their pain points and aspirations
• Aligns with their values and goals
• Motivates them to support and advocate for your organization

3. Explain your company’s offerings

Clearly describe what you offer to your customers. This includes your products or services, their unique features, and how they benefit your customers.

To do this effectively:

• Identify the pain points of your target audience.
• See how your product or service can help solve their problems.
• Express it in your mission statement.

For example, Warby Parker’s mission is to “inspire and impact the world with vision, purpose, and style”.

Why this a good mission statement:

• Simple and brevity: It is simple and brief
• Inspirational language: Using "inspire" and "impact" creates a sense of aspiration and purpose.
• Memorable: It is easy to catch and easy to remember.

4. Identify your core values

A company’s core values are the fundamental principles that guide your organization’s behavior, decision-making, and culture. They define what matters most to your organization and help shape its identity.  For example, innovation, teamwork, sustainability, celebrating human spirit, integrity, etc.

These values ensure your mission statement aligns with your company culture and beliefs.

To identify your company values, consider asking the following questions:

• What beliefs drive your company’s actions?
• What principles do you stand for?
• What values do you want to instill in your team?
• What kind of culture do you aspire to create?

5. Write and refine your mission statement

Combine the elements above into a concise and inspiring statement that captures the essence of your company. A mission statement can be 3 sentences or more, depending on how big your organization is and what it aims to accomplish.

During the mission statement writing process, consider the “what,” “why,” and “how” of your company:

What – product or service are you selling?

Why – are you selling? (primary objective)

How – is your product helpful to your customers?

Make sure your mission statement is clear, memorable, and aligned with your overall goals.

Take the help of your team members and spend ample time crafting an impactful mission statement. Once you’re done with your first draft, revise and refine it to make it crisp and clear. Remove any fluff and tweak the language to ensure it resonates with your stakeholders.

3 Additional tips for writing the best mission statements

Below are a few additional tips that will make your business mission statement more effective.

1) Be concise

Keep it brief and impactful. Aim for a mission statement under 150 words, using clear and direct language to convey your purpose. This makes it easily digestible, memorable, and effective in communicating your company’s vision and goals.

Further, eliminate unnecessary words or overused phrases such as “being the best possible”, “world-class” etc. They sound very generic and unnecessarily add to the word count.

2) Think from a long-term perspective

Envision where you want your organization to be in 5-10 years and ask yourself:

• What impact do you want to make?
• What values do you wish to uphold?
• What legacy do you want to create?

This forward-thinking approach will help you craft a business mission statement that’s enduring and guides your company’s decisions and actions for years to come.

3) Bring inspiration

Add an emotional appeal. Incorporate words or phrases that evoke emotions, creating a personal or human connection with your audience.

The easiest way to do so is to display passion. Show your enthusiasm in your mission statement, what drives you, and why you love what you’re doing.

That said, let’s move on to...

Mission statement examples

Here are some real-life company mission statement examples from popular giants:

To organize the world’s information and make it universally accessible and useful.

Google’s mission statement is great because it has the following elements:

• Clarity: Easy to understand and concise
• Purpose: Aims to make a significant impact globally
• Focused: Concentrates on information and accessibility
• Inspiring: Empowers individuals and advances knowledge

Overall, Google’s mission statement effectively communicates the company’s purpose, guiding its innovations and services and resonating with users worldwide.

2. Microsoft

 To empower every person and every organization on the planet to achieve more.

Some statements speak volumes in very few words. Microsoft’s mission statement is one such example. It reflects the company’s goal to make a positive difference globally.

Why it’s a good statement:

• Inclusive language: "Every person" and "every organization" makes the statement inclusive and universal.
• Empowering: emphasizes enabling individuals and organizations to reach their full potential.
• Positive and uplifting tone: The statement conveys a sense of optimism and possibility.

3. American Express

“To become essential to our customers by providing differentiated products and services to help them achieve their aspirations.”

American Express has a strong mission statement that shows they’re a customer-centric company that places high emphasis on carrying an element of differentiation. This is a good one because the mission statement focuses on:

• Customer needs: Prioritizes helping customers achieve their aspirations
• Differentiation: Commits to offering distinct and valuable products and services
• Setting a high standard: Aims to be essential, not just useful

American Express’ mission statement conveys a customer-centric approach, driving innovation and excellence for creating meaningful relationships that last long with its customers.

Make work life simpler, more pleasant, and more productive.

We can see that Slack’s clear mission statement highlights three key goals: simplifying communication, improving user experience, and boosting productivity.

This makes it a strong and concise statement because it directly addresses the needs of its target audience—businesses and professionals seeking effective collaboration tools. By focusing on simplicity, enjoyment, and efficiency, it resonates with users, making it easy to understand and memorable.

To devote our human resources and technology to creating superior products and services that contribute to a better global society.

This is a powerful business mission statement because it emphasizes the company’s commitment to both innovation and social impact.

By focusing on “human resources and technology”, it highlights the importance of skilled people and advanced solutions in driving progress. The aim to create “superior products and services” underscores their pursuit of quality and customer satisfaction.

Furthermore, the goal of contributing to a “better global society” reflects a broader company vision, displaying a sense of responsibility beyond profit.

A well-crafted mission statement isn’t merely a tagline; it’s a guiding light for your company. It defines your purpose, outlines your values, and inspires your team.

By following the steps explained in this article, you can create an impactful mission statement that resonates with your audience and establishes your brand identity. That said, we know it’s not as simple as it may sound. If you’re feeling stuck, try Bizplanr . Its AI can whip up a business plan containing the perfect mission statement for you in a jiffy.

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Frequently Asked Questions

What are the key elements of a strong mission statement?

The key elements of a successful mission statement include:

• Purpose: The reason why your business exists
• Values: A company’s culture, core values, and beliefs
• Target audience: specific group of people, customers, or communities that the organization aims to serve.
• Product/service: What a company is selling and how it benefits the user
• Unique Selling Proposition (USP): How your company is different from its competitors.

How often should you update your mission statement?

Generally, mission statements need updating every 3-5 years to ensure relevance, accuracy, and alignment with your values. However, it depends on various factors, such as your company’s growth, changes in its goals, shifts in the industry, etc.

How long should a mission statement be?

Ideally, it should be between one and three sentences. And no more than 100 words. A shorter mission statement is memorable, easier to communicate, and more appealing to customers.

What are the common mistakes to avoid when writing a mission statement?

Here are a few things to avoid to create a well-written mission statement for your own business:

• Using vague language: avoid using broad, generic language with no clear purpose, as it can confuse your readers.
• Having Unrealistic goals: this can make your company lose its credibility.
• Making it too long or complex: lengthy or overly complicated statements may not have the desired impact on your audience.

As the founder and CEO of Upmetrics, Vinay Kevadiya has over 12 years of experience in business planning. He provides valuable insights to help entrepreneurs build and manage successful business plans.

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35 Noteworthy Vision Statement Examples (+ Free Template)

The vision statement is the North Star of your overall company strategy, it is where you want to be as a business in the future. A good vision statement acts as motivation for employees and provides guidance on long-term goal setting.

Wondering why it matters? A McKinsey research reveals that nearly two-thirds of U.S.-based employees have reflected on their life purpose due to COVID-19. Additionally, nearly half are rethinking the type of work they do because of the pandemic. What can you get from unmotivated employees? Well, probably wasted money and slower business growth. But that's a story for another day.

Let's dive into this article, where you'll discover:

What Is A Vision Statement?

Why do you need a good vision statement, vision vs. mission statement: what's the difference, how to write a vision statement, tips for creating your own vision statement, 35 vision statements examples from top companies.

• Vision Statement Template And Resources

Turn Your Vision Into Reality With Cascade 🚀

Before we dive into our 35 vision statement examples list, let's cover the basics - if you already know this, just skip to the examples !

In short, a vision statement describes the desired future state of a business within a 5-10 year timeframe and guides the direction of the business's efforts. It is essentially the future objectives of a business . The vision statement is also the first step in building a highly-effective business strategic plan, since it sets the foundation to understand the direction of your business in the long-term.

While this is more of a general definition, let's dig a bit deeper into it by looking at the difference between a vision statement and a mission statement.

Do you think the company's vision statement is just fluff with its only purpose to look good in the “About Us” section on the website?

Well, we beg to differ, and so does Ryan Saundry, a General Manager in charge of Strategy & Value Creation at Asahi Beverages. Here's why he believes a vision statement is crucial for business:

"If you look at many of the great examples of super successful companies over the last 10,15 or 20 years, there's one thing they have in common. And that's a really simple, clear vision their business and people can understand and coalesce behind."

The reason why a good vision statement matters is that the people you are leading want to know the “why” behind your decision-making before they follow you.

If you are a disruptive business, your vision will have to be bigger and more badass than any other. And you need to figure it out to create engagement and followership from your stakeholders and team members.

On top of that, a vision statement plays an important role in the strategic planning process.

Vision statements have a directional role , meaning they guide the organization's plans and strategies. In other words, a clear vision acts as your North Star that helps you set strategic initiatives and objectives while keeping the focus on the big picture. That's why a vision statement should be a part of the company's every strategic plan.

When you think about an organization's vision statement, it's not just about the business goals and how to achieve them (that's more like a mission statement). It's about looking at the bigger picture. Take Kellogg's vision statement, for example: " A good and just world where people are not just fed but fulfilled. " They're not only talking about sales here or about being the #1 company in their industry. It's about how they want to make a positive impact on society and improve people's everyday life.

The bottom line is that people follow leaders with vision, and customers are loyal to companies with good vision statements that deeply resonate with them . That's why your company's vision shouldn't be just an afterthought. After all, a memorable and engaging vision statement engages your people emotionally, causing them to work around and through obstacles, and inspires change.

📽️ Must watch : We’re sure you’ve seen it already, BUT if you haven’t, Simon Sinek’s TED talk “ How great leaders inspire action ” is a great resource to understand the importance of your vision statement, and the “why” behind your organization.

If you hear 10 different people talking about mission and vision, you will most likely hear 10 different definitions. Taking a look at some of the websites and social media accounts, it's clear that many people confuse one for another. 

But here's how Anita Stubenrauch, ex-Apple creative veteran, explains why you shouldn't ignore the difference : 

Here's what's at stake: if we mistake mission for vision, we just might accomplish what we set out to do — and then stop there.

In other words, mistaking the vision for a mission statement might just stop your organization from achieving its true growth potential.

Let's settle this battle once and for all: 

• A vision statement is a long-term, idealistic state of the FUTURE that doesn't exist yet. It's an inspiring, rallying cry that invites everyone who believes in it to contribute and become a part of it. 
• A company's mission statement is how the company chooses to pursue its vision - like a roadmap . It is more specific and relates directly to the company's products and services.

Sometimes it's hard to find a company's vision statement either because they don't share it on their website or because they combine their mission and vision statements into one, or even because they communicate their vision as their mission - a classic mistake we've seen. This happens even with very well-known brands. So when you see these on a company's webpage, just think about the definition and you'll be able to tell - this is exactly what we did while researching to bring the list of 35 vision statement examples in this article.

Let's take a look at a few examples to illustrate the difference: 

Vision statement example: 

• LinkedIn's vision statement: “Create economic opportunity for every member of the global workforce”  

Mission statement example: 

• Google's mission statement: “Our mission is to organize the world's information and make it universally accessible and useful.” 
• Walt Disney's mission statement: “The mission of The Walt Disney Company is to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world's premier entertainment company.”

So, let's repeat the key difference. A vision statement outlines a company's future , while a good mission statement represents a roadmap that tells what the company will do to achieve its vision.

Here at Cascade , we've come across a LOT of vision statements while working with thousands of teams of all shapes and sizes, helping them execute strategies . Some of these vision statements are good, some are bad, and most come somewhere in between.

And that's why we outlined a step-by-step process that will help you craft your own vision statement.

You can check our complete guide on "How To Write A Vision Statement", but here's a short recap of each step:

Step 1 - The outcome

Start by being exceptionally clear about what it is your organization actually does. Be careful to remain outcome-focused rather than output-focused.

Step 2 - The twist

Identify your unique selling point (USP) and incorporate it into your vision statement. This twist differentiates your organization from others and highlights what makes you special.

Step 3 - The quantification

One of the common problems with vision statements is that they are too specific. If we return to the basic definition, your vision statement should be a long-term, idealistic state of the FUTURE that doesn't exist yet. That said - don't be too specific or apply metrics at this stage. 

You might want to refine your target audience or target market, but avoid adding financial projections or any numbers.

Step 4 - The human connection

One final trick you can apply to help make your company vision statement even more memorable is to add a real-life aspect. This will allow people to conjure up a solid mental image to associate with your vision statement.

Below is a vision statement example we've created for a fictional bakery place using our vision statement formula !

Vision Statement Example

Our vision is to "produce and sell locally sourced cakes and pies that are so delicious and satisfying that every customer who leaves our store does so with a smile ."

Can you imagine yourself standing in the middle of the bakery surrounded by the smell of fresh pastry, and with a smile on your face? We certainly can! And that's the whole point. Your vision should be imaginable and desirable, like the one above.

Here are a few things you should consider when you start writing down your company's vision statement: 

• Keep it short - max 2 sentences.
• It must be specific to your business and describe a unique outcome that only you can provide. 
• Use the present tense . 
• Keep it simple enough for people both inside and outside your organization to understand. No technical jargon, buzzwords, or metaphors.
• It should be ambitious enough to be exciting but not too ambitious that it seems unachievable. Here at Cascade, we recommend thinking 5 years into the future.
• Vision needs to align with the company's core values that you want your people to exhibit as they perform their work. 

Following these tips and best practices should give you a solid starting point for creating a great vision statement. 

👉🏻 Check out our step-by-step guide on how to write a vision statement.

💡Pro Tip: Writing your vision statement is an iterative process, so don't worry if you don't get it right on the first try. A helpful practice is to brainstorm with a diverse group, welcoming various perspectives and refining ideas until you capture the essence of your organization's aspirations.

There are many great vision statement examples that have become widely recognized because they have some pretty amazing companies behind them. You should keep in mind that these are just a starting point. There is much more to the creation process of these vision statements than meets the eye. 

Let's look at some popular company vision examples:

Microsoft is one of the world's most renowned technology companies. On their website, you will find their mission statement: "To empower every person and every organization on the planet to achieve more."

However, based on the definition we discussed earlier, this statement aligns more closely with the characteristics of a vision statement. It is broad, aspirational, and future-oriented, describing an idealistic state of the future that Microsoft aims to create.

Amazon doesn't clearly communicate their vision statement on their website, but they weave it into their "Who we are" section - can you spot it?

Remember, a vision statement describes the company's future aspirations. In this case, Amazon's vision statement would be: "Amazon strives to be Earth's most customer-centric company, Earth's best employer, and Earth's safest place to work."

Tesla 's vision statement is "to create the most compelling car company of the 21st century by driving the world's transition to electric vehicles." This vision encapsulates Tesla's ambition to lead the automotive industry through innovation and sustainable energy solutions.

Interestingly, Tesla no longer communicates their vision statement on their website, although they used to. Instead, the first thing you see on their website is their mission statement: "to accelerate the world's transition to sustainable energy."

IKEA's vision statement, "to create a better everyday life for the many people," emphasizes inclusivity, accessibility, and practicality in their products, ensuring they enhance daily living for a broad audience. This broad vision allows IKEA to innovate, focus on sustainability, and offer affordable, well-designed home furnishings globally.

Lego 's vision emphasizes the importance of play in fostering creativity, imagination, and educational development among children and adults alike: “A global force for Learning-through-Play”. 

The brand structures its core elements in a comprehensive and cohesive manner, as shown in the image.

Patagonia stands out among companies for consistently aligning its actions with its mission, the company's core values, and company culture around sustainability. Their mission statement is “We're in business to save our home planet.” However, they don't have any official release on their vision statement. 

If we asked you what TED's vision is, you'd probably know or at least imagine it. That's because TED's vision statement is short and sweet: “Spread ideas.” Though it doesn't follow the secret formula we've shared, we can say it's definitely memorable.

LinkedIn's vision statement, "to create economic opportunity for every member of the global workforce," and their mission statement, "to connect the world's professionals to make them more productive and successful," complement each other seamlessly.

The vision sets a broad, ambitious goal of global economic empowerment, while the mission statement outlines the practical steps to achieve this—by connecting professionals, enhancing productivity, and driving success.

There is no official release of Starbucks ' vision statement, but here's one example of what it could look like: “To become the world's most beloved coffeehouse that creates moments of connection, transforming communities and enriching lives." 

For inspiration, we are also adding their official mission statement: “With every cup, with every conversation, with every community - we nurture the limitless possibilities of human connection.”

Disney 's vision statement is “to be one of the world's leading producers and providers of entertainment and information.” This vision sets a high bar for Disney’s future aspirations, aiming to position the company as a global leader.

By striving to be a top producer and provider, Disney's vision aligns with its mission statement to entertain, inform, and inspire.

Nike 's vision is “To bring inspiration and innovation to every athlete* in the world” - and here's the brilliance when they add the commentary below “*if you have a body, you're an athlete.”

McDonald's

This multinational fast-food chain's vision statement is “to be the favorite place and way to eat for our customers.” Their mission statement is “to make delicious feel-good moments easy for everyone.” FYI, although McDonald's does not communicate this vision on their global website, we found it on their McDonald's Spain website .

Coca-Cola 's vision statement is "to craft the brands and choice of drinks that people love, to refresh them in body & spirit." It makes sense, right? Just think about Coca-Cola's famous ads like “Open happiness,” and you'll instantly see how they're aligned with their vision.

This is a great example to talk about the difference between purpose and vision. Coca-Cola's purpose is “Refresh the world. Make a difference.” This is all about why they exist and the impact they want to have on the world. On the other hand, their vision is about where they want to go and what they aspire to achieve in the future.

Together, these statements drive Coca-Cola's strategic direction and brand identity.

Netflix's vision statement is “To entertain the world.” On their website, they complement this vision with what we could say would be their “manifesto”:

Whatever your taste, and no matter where you live, we give you access to best-in-class TV series, documentaries, feature films and mobile games. Our members control what they want to watch, when they want it, in one simple subscription. We're streaming in more than 30 languages and 190 countries, because great stories can come from anywhere and be loved everywhere. We are the world's biggest fans of entertainment, and we're always looking to help you find your next favorite story.

🤔What's a brand manifesto? It’s a short, powerful statement that captures the essence and values of a brand. Its goal is to create an emotional connection with the target audience and inspire loyalty. A brand manifesto communicates the brand’s mission statement, personality, and the impact it wants to have on the world. Brand manifestos can take various forms, including written statements, videos, or visual representations.

American Express

American Express' vision is to “provide the world's best customer experience every day.”

Their mission statement, “become essential to our customers by providing differentiated products and services to help them achieve their aspirations,” outlines the practical steps to achieve this vision, ensuring a focus on customer satisfaction and value.

Remember we said some companies merge their vision and mission statements? Zoom is the perfect example. Zoom combines their mission and vision into one concise statement: “One platform delivering limitless human connection.”

While this unified statement is clear and focused, it lacks some depth. Separate vision and mission statements can offer more detail and clarity.

Warby Parker

Warby Parker doesn't share their vision on their website, but their mission statement feels a lot like a vision statement because it emphasizes long-term goals and global impact. They say, "Warby Parker was founded with a mission: to inspire and impact the world with vision, purpose, and style."

This focus on making a global difference and their commitment to creativity, empathy, and innovation is exactly what you'd expect from a vision statement.

Oxfam sums up their vision simply as "a just and sustainable world." They then expand on this by detailing what this world looks like providing a clear, detailed picture of their goals and the specific changes they seek to achieve.

Southwest Airlines

Southwest Airline's vision statement is “To be the world's most loved, most efficient, and most profitable airline.”

The Nature Conservancy

This nonprofit's vision is “A world where the diversity of life thrives, and people act to conserve nature for its own sake and its ability to fulfill our needs and enrich our lives.”

Astellas's vision is to be "On the forefront of healthcare change to turn innovative science into VALUE for patients," with a clear emphasis on the word "value."

L'Oreal doesn't have a specific vision statement on its website, but they focus on a clear purpose: "Create The Beauty That Moves The World." This purpose captures their long-term goals and aspirations, acting as both their vision and purpose by showing what they aim to achieve and the positive impact they want to make.

NASA , the National Aeronautics and Space Administration, has a bold and inspiring vision: "NASA explores the unknown in air and space, innovates for the benefit of humanity, and inspires the world through discovery."

This vision statement captures the essence of NASA's ambitions and the impact they aspire to have on the world.

The legendary New Zealand national rugby team embodies the indomitable spirit of unity, excellence, and Maori culture. Their vision is: “Inspiring and Unifying through rugby”.

As a global leader in the pharmaceutical industry, Novartis ' vision is "to be a trusted leader in changing the practice of medicine."

The British Broadcasting Corporation's vision is "to enrich people's lives with programs and services that inform, educate, and entertain by being the most creative organization in the world."

Leading global food company, Danone's vision is encapsulated in the phrase "One Planet. One Health." ignited by words from their founder, Antoine Riboud: "There is only one earth, we only live once." 

This company is committed to creating a better world through health and wellness, as shown in its vision statement: “To be the leading partner in reimagining local healthcare and wellbeing for all.”

Toyota 's vision statement is written slightly differently from the others we've seen. It's a little longer than we'd recommend, but it serves the purpose:

“Toyota will lead the future mobility society, enriching lives around the world with the safest and most responsible ways of moving people. Through our commitment to quality, ceaseless innovation, and respect for the planet, we strive to exceed expectations and be rewarded with a smile. We will meet challenging goals by engaging the talent and passion of people who believe there is always a better way.”

Forvia (ex Faurecia)

Forvia's vision is also a little longer than our recommendations on how to write a vision statement, but it thoroughly covers key pillars for the company.

In summary, we could say that Forvia's vision is to pioneer sustainable, safe, customized and affordable mobility experiences that improve people's lives and adapt to global challenges.

While Uber doesn't explicitly state a vision on their website, their focus is clear: "We reimagine the way the world moves for the better". They aim to improve how people move, connecting them to places and opportunities, and enhancing their overall transportation experience globally.

Kellogg's

Kellogg's vision statement is to create "A good and just world where people are not just fed but fulfilled." This vision reflects Kellogg's commitment to making a positive impact on global society.

Sanofi , the multinational pharmaceutical giant, envisions "a healthier, more resilient world." Although they don't explicitly communicate this as their vision, you can clearly see it woven into the "We Are Sanofi" section of their website.

Samsung’s vision, as outlined in their recent editorial, is "to improve the health of billions through connected care centered around the home by connecting devices, services and people".

Dorel Juvenile

Dorel Juvenile's vision is "Care for precious life," which they consistently pursue through their innovative car seats and strollers. This vision drives their commitment to creating safe, reliable, and high-quality products for children and families.

Vision Statement Template And Resources 

Feeling inspired to write your own vision statement? We have a collection of amazing resources that will help you create an inspiring vision statement for your business!

Need a bit more inspiration? Download our carefully curated collection of 100 world's best vision statement examples sorted by various industries, including:

• Retail vision statement examples
• Healthcare & Pharmaceuticals vision statement examples 
• Food & Beverages vision statement examples
• Automotive vision statement examples
• Vision statement examples for Financial Services
• Manufacturing vision statement examples
• Airlines, Aerospace & Defense vision statement examples

Start working on your own vision statement today! Download our vision statement toolkit , which includes all the resources you need to create an inspiring one. Inside, you'll also find a vision statement template and a special workbook we're using with our customers to align their vision with company values and strategic goals.

Need a step- by-step guide? Read our thorough article on how to write a vision statement with extra tips, best practices, and formulas.

As Jack Welch, former Chairman and CEO of General Electric , said :

“Good business leaders create a vision, articulate the vision, passionately own the vision and relentlessly drive it to completion.”

Every business needs an inspiring vision statement to spread ideas and make a difference in the world. However, even the greatest vision means nothing without execution.

Cascade is a global software company, consistently ranking as the world's #1 strategy execution platform . At Cascade, we make visions happen by acting as the strategic brain of your organization, remediating the chaos of running your business so that you can move forward. 

Do you want to learn how to bridge the gap between vision and execution? Sign up today for a free forever plan or book a guided 1:1 tour with one of our Cascade in-house strategy execution experts and get your team moving toward your vision.

What's the difference between vision statement and purpose?

A vision statement and a purpose serve distinct but complementary roles in an organization:

• The vision statement outlines the desired future state or long-term aspirations of an organization, providing a clear and inspiring picture of what the organization aims to achieve.
• Purpose refers to the fundamental reason for an organization's existence beyond financial gain, representing its deeper meaning, societal impact, and core mission. It goes beyond profitability and focuses on making a positive difference in the world.

How does the vision statement relate to company culture?

The vision statement sets the direction for the company's future and defines the core values that need to be aligned across the organization. It provides a clear purpose, guiding employee behaviors and decisions to foster a cohesive and motivated work environment. By aligning with the vision, the company culture ensures that all actions and strategies are consistent with the shared goals and values, driving overall success and unity within the team.

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