Some vision statements are enduring, but others are modified over time. For example, in the 90’s the Microsoft vision statement was “A computer on every desk and in every home” and today it is “To empower every person and every organization on the planet to achieve more.”

Creating Your Vision Statement

Your company vision defines your desired future state and provides direction for where you are going as an organization. It should be inspiring and describe a better future. When creating your vision statement ask:

• Where are we going and what does winning look like?
• What is our ideal future state?
• What are we aspiring to achieve?
• What mountain are we climbing and why?

Don’t overcomplicate it. Use simple, clear, memorable language.

Sample Vision Statements

What you will notice is that there are no formulas or wrong ways to create your vision statement.

• Ben & Jerry’s “Making the best possible ice cream, in the nicest possible way.”
• CVS “We will help people live longer, healthier, happier lives.”
• Feeding America “A hunger-free America.”
• General Electric “To be number 1 or 2 in every single market that we serve.”
• IKEA “Create better everyday lives for as many people as possible.”
• Intel “We are on a journey to be the trusted performance leader that unleashes the potential of data.”
• LinkedIn “To connect the world’s professionals to make them more productive and successful.”
• Nike “To bring inspiration and innovation to every athlete in the world.”
• Philips “Improving people’s lives through meaningful innovation.”
• Twitter “To give everyone the power to create and share ideas and information instantly, without barriers.”