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Before we look at examples of vision statements - what is a vision statement? It could be summed up as being where the company is headed. It is usually brief and simple. It should inspire and excite. It captures the dream of those who behind the company - usually the founders. It could be how the business will look like in three to five years.
I have tried to pull the ones I think are exceptional.
"To Make People Happy" - Walt Disney
"The happiest place on Earth" - Disneyland
"People Fly for Free" - Ryanair
"To Create a Better Everyday Life for the Many" - IKEA
"To give ordinary folk the chance to buy the same things as rich people" -Walmart
"Ladies and gentlemen serving ladies and gentlement" - Ritz Carlton - the luxury hotel chain
"A computer on every desk and in every home" - Bill Gates
"The idea that you could buy PCs
from many different hardware companies
and yet they would all run the same software" - Bill Gates and Paul Allen - Microsoft
"I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the Earth." — Pres. Kennedy, May 25, 1961
"To organize the world's information and make it universally accessible and useful." -Google
"Democratize the automobile - to become the world's leading Consumer Company for automotive products and services." - Ford Motors
"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" - General Electric (GE) under CEO Jack Welch
The vision needs to be customer focused - describing a better world for people and how the company can help them achieve that.. It should not be about profit and dividends.
It is really your aspiration for your company in the future. What could you best at in the World!
Some people according to A.G. Lafley and Roger L. Martin,authors of 'Playing to Win', never progress beyond setting their vision or aspiration. Watch the following short video.
A.G. Lafley on Strategy's Tough Choices
Click here for more on - Sample Vision Statements and for more on What is a Vision Statement
Finally, sometimes the vision and mission statements of companies become interwined. It does not really matter - the aim is to give clear direction and hopefully inspire a dream. I trust that these examples of vision statements will inspire you and your company.