Sample Vision Statements

What is a Vision Statement

Before giving sample vision statements, what is a vision statemment. Vision statements capture your dreams and hopes for your business. It reminds you of what you are trying to build. It should act as an inspiration to all associated with the company - employees, customers and shareholders.

In summary it answers the question, “Where do we want to go?”

It may apply to an entire company or to a single division of that company. It doesn’t tell you the 'how' you are going to get there,but it sets the direction for your business planning.

The vision statement is usually short...a few sentences at most and should be memorable.

It is not similar to the Mission statement which states the fundamental purpose of the business. Also it can overlap with the companies values.

Formulating this statement is a key part in creating a business strategy

Here are a few sample vision statements:

General Electric(GE)

"We bring the good things to Life"

"Either number 1 or 2 in any business it is in" was also created by Jack Welch the former GE CEO


"To enable people and businesses throughout the world realise their potential"

Marriott Hotels

"Our ability to grow, innovate and deliver superb service, combined with our tested, highly successful business model, positions us to perform well in a wide range of economic scenarios. We're looking forward to our future — the best is yet to come."

Walt Disney

"The Company's objective is to be one of the world's leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products. The company's primary financial goals are to maximize earnings and cash flow, and to allocate capital profitability toward growth initiatives that will drive long-term shareholder value."

Compare this statement with Walt Disney's mission statement of what their purpose is:

"To make people happy."

For more on Walt Disney's vision link to BHAG (Big Hairy Audaious Goals).

Sometimes it is hard to see how a vision statement (future - where they want to be) differs from a mission statement (purpose - what they do). Whatever, it is vital it is clear to all parties associated with the company. Some companies have combined statements.

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