What is a Vision Statement? 100 Vision Statement Examples

By | 2022-07-19

Honest Vision Statement

What is a Vision Statement? 100+ Vision Statement Examples

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. Thibault Mesqui, MD at Heineken says in our strategy report to “Make your strategy based on a vision.”

If you’re having trouble writing your own vision statement check out our how to write a vision statement step-by-step guide! And if like most you’re a little confused about the difference between vision statements and mission statements, read our mission vs vision statement paragraph below.

Vision statement examples from top companies

1. Tesla

Tesla vision statement

2. Nordstrom

nordstrom vision statement

Nordstrom’s statement centers on serving its customers for a lifetime. Its vision shows the company values its customers first and foremost and believes in high-quality service and constant improvement for the sake of those customers.

3. Amazon

amazon vision statement

This statement communicates that Amazon wants to provide customers with anything they might want. Its aim is to build the company to be so expansive that any Amazon customer will never need to shop anywhere else again.


IKEA vision statement

The IKEA point of view includes initiatives on making its products in an environmentally friendly and sustainable way. It also includes the support of human rights and animal rights.

5. Warby Parker

warby parker vision statement

Vision statement: We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.

Warby Parker started with the grand vision of innovating eyewear through social media. The brand used social media to advertise its products and raise awareness of the need for glasses and exams for people without access to these services.

Warby Parker’s vision statement conveys its belief that shopping for glasses shouldn’t be difficult or expensive and that everyone should be able to see. To that aim, it started the buy a pair, give a pair initiative. Every pair of glasses you purchase from Warby Parker will provide eye exams and glasses to those who wouldn’t otherwise have access to them.

6. Patagonia


Patagonia’s vision statement shows it’s in it for the long haul in protecting the Earth. It even commits “all of its resources” to the cause. Patagonia makes it clear our well-being is directly connected to that of the planet.

You can see Patagonia’s commitment to this vision statement by the 1% tax it imposes on itself. The brand takes 1% of all sales and donates it to environmental nonprofits. It also actively supports environmental activists. In fact, it even shut down all its stores and offices in September of 2019 so employees could strike alongside youth climate activists.

7. Disney

disney vision statement

8. Southwest Airlines

visions statement by southwest

Southwest’s vision statement makes it obvious that it wants to be a different kind of airline. While other airlines marketed themselves as exclusive and luxurious, Southwest promoted a company culture of love and acceptance. It even debuted with a love-themed marketing campaign and chose LUV as its stock market ticker symbol.

9. Coca-Cola

Coca cola vision statement

Coca-Cola has chosen a globally appealing vision statement. True to its word, Coca-Cola has become the world’s leading soft drink brand. It has a presence in more than 200 countries and owns more than 200 other brands—like Vitaminwater, Fanta, Honest Tea, and AdeS soy-based beverages.

10. Microsoft

microsoft vision statement

With this aim, Microsoft has numerous initiatives. It’s a big supporter of inclusivity, diversity, environmental issues, and corporate responsibility. And to put its money where its mouth is, it offers free health care to all employees, including vision and dental.

Mission and Vision Statement Examples

  • Tesla : To accelerate the world’s transition to sustainable energy.
  • Nike : Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.
  • MVMT : Style shouldn’t break the bank.
  • Warby Parker : To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.
  • Shopify : Make commerce better for everyone, so businesses can focus on what they do best: building and selling their products.
  • Patagonia : Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
  • IKEA : To create a better everyday life for the many people.
  • TED : Spread ideas.
  • Amazon : To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.
  • Southwest Airlines : To become the world’s most loved, most flown, and most profitable airline.
  • Google : To organize the world’s information and make it universally accessible and useful.
  • Asos : Become the world’s number-one destination for fashion-loving 20-somethings.
  • Loreal : To provide the best in cosmetics innovation to women and men around the world with respect for their diversity.
  • Bulletproof : Help people perform better, think faster, and live better.
  • Honest Tea : Create and promote great-tasting, healthy, organic beverages.
  • Starbucks: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
  • Passionfruit: Create inclusive clothing and accessories that enable you to show your pride all year round while giving back to our community.
1. Tesla

Tesla Vision statement

Their mission statement clearly defines their core goal: “To create the most compelling car company of the 21st century.” Then it tells you how they intend to accomplish that goal: “By driving the world’s transition to electric vehicles.”

The car company’s clever use of the world “accelerate” helps to enliven their lofty aspiration. This vision statement also showcases their drive (pun intended) for sustainable energy and how it steers (pun intended) the business.

2. Nike

Nike Vision Statement

Mission statement: Create groundbreaking sports innovations, make our products sustainably, build a creative and diverse global team, and make a positive impact in communities where we live and work.

“To bring inspiration and innovation to every athlete in the world” sounds a little vague at first. It’s Nike co-founder Bill Bowerman’s addition that hits you right in the feels: “If you have a body, you are an athlete.”

As a result, Nike’s vision statement is transformed into a moving sentiment that impacts every person who reads it. It’s also one of the best vision statement examples for business owners to use for inspiration.


MVMT Vision statement

Mission and vision statement: We were founded on the belief that style shouldn’t break the bank. Our goal is to change the way you think about fashion by delivering premium designs at radically fair prices.

First, they tell you what they aim to achieve: “Change the way you think about fashion.” Then, they tell you how they intend to do it: “By delivering premium designs at radically fair prices.”

4. Warby Parker

Warby Parker Vision statement

Mission statement: Warby Parker was founded with a rebellious spirit and a lofty objective: To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.

Vision statement: We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.

In the vision statement, they address the core problems consumers face when purchasing glasses: It can be annoying, boring, costly, and still leave you anxious about whether or not they look good.

5. Shopify

Shopify Vision statement