In this post, we will clarify what a vision statement is and show you examples from industry-leading companies. Furthermore, we will give you a helpful guide to write your own vision statement that inspires.
In the most successful companies, large and sometimes international teams are united in their efforts. They communicate clearly at great distances, they understand their purpose in the company, and as a result, the work they do every day feels meaningful and productive.
So, how do the best companies accomplish these things? It all begins by writing an inspiring vision statement.
What is a vision statement?
Put simply, a vision statement is a sentence designed to guide company culture and decisions. Though there are many things to consider in writing one, the best vision statements tend to be:
- Concise: Saying a lot in very few words.
- Forward-Looking: Speaking to the future and unlikely to change due to short-term challenges.
- Ambitious: Reaching for a difficult, lofty goal.
When put together, these components result in a slightly abstract vision that inspires teams to do their best work and guides their decision-making. Though this sounds simple, a truly inspiring vision statement takes a lot of consideration.
What is the difference between a vision statement and a mission statement?
Though vision statements and mission statements are closely related, there are a few important differences between them.
In simple terms, a company must first have a vision — a sense of the impact they hope to make, the kind of ethic they hope to bring to the world, and the emotions they would like to stir in people. In order to make that vision a reality, they need a mission, which is a more concrete plan of what the company will do or sell to make that vision a reality.
In some sense, a vision statement is about the future, and a mission statement is about the present. Both of them work together, because without doing things in the here and now, the future can never come to pass — but without a vision for the future, a company’s actions in the present may not lead anywhere.
Vision statement examples from industry-leading companies
Not every company shares the same core values, so every vision statement will be different depending on a company’s team and the services and products they hope to bring to the world. To better illustrate this, it helps to consider the best vision statements from some of the world’s top companies for inspiration.
Apple’s vision statement:
In truth, Apple is far more than a computer company — they also make phones, earphones, software, and who knows what else in the future. By saying they make the best products on Earth, they give their team a creative, ambitious vision that can grow and change with time — and “leaving the world better” than they found it hints at the innovative manufacturing, design, and quality standards the company will need to embrace to get there.
Google’s vision statement:
Though their business includes Android phones, search engines, advertising, navigation, and much more, Google’s vision statement couldn’t be simpler about what business they’re in: information. Though it comes in many forms and can be very complex, Google’s vision is to organize it, making it as simple and convenient as possible for people all around the world.
Microsoft’s vision statement:
One of the most interesting things about Microsoft’s vision statement is how different it is from Apple’s vision statement. In this sentence, they differentiate themselves from other companies in being a helper to other companies’ potential, unlike Apple whose products are designed to be an end in themselves. By doing this, Microsoft shows that perhaps they value quality and creativity less than Apple — but perhaps they value growth and impact more.
How to write a vision statement of your own
The purpose of a vision statement is to motivate and attract team members, focus company efforts into the things that matter most, differentiate companies from their competitors, and lay the foundation for longer-term strategic plans.
To do this, companies should gather as much input from company leadership as possible and collaborate to write something that inspires everyone — and the process should not be rushed! To begin, it helps to determine what matters most to the company leadership by asking questions like:
- What is our dream for the future?
- What change do we most want to make in the world?
- What inspires us the most?
- What problem can we solve to make the world a better place?
At Babbel, one of our core values is that diversity makes us stronger, and so our entire company vision and mission revolve around it. It’s reflected in our team communication, in our inclusive culture, in our global workforce, and in how we design our language-learning software.
Though there is no one answer on how to write a vision statement, by asking important questions about the team’s core values and the impact they hope to have on the world, any company can write a vision that paves their way into the future.
