In what could be considered their vision statement, they go on to say, “We focus on fashion as a force for good, inspiring young people to express their best selves and achieve amazing things. We believe fashion thrives on individuality and should be fun for everyone.”
The Most Inspiring Vision Statement Examples For 2022!
We’ve come across a LOT of vision statements while working with clients of all shapes and sizes, helping them execute strategy. Some of these vision statements are good, some are bad, most come somewhere in between.
Vision Statement vs Mission Statement
There can be some confusion when it comes to what the difference between vision and mission statements is. Simply put, A company’s vision statement represents the future position the company desires to be in. Whereas, a company’s mission statement is a definition of the company’s business state and objectives in the present.
How to Write a Mission Statement
1. Explain your company’s product or service offering.
2. Identify the company’s core values.
These are principles that not only company employees respect, but are principles that our customers appreciate as well. By identifying core values that hold meaning on personal and organizational levels, you’ll have an appealing set to add to your mission statement.
3. Connect how your company’s offering aligns with your values.
For example, if one of your core values is centered on innovation, you want to frame your product or service as pushing boundaries and explaining how it helps customers innovate their lives or business practices. Essentially, you’re taking the literal benefit of the offering and expanding it to serve a higher purpose.
4. Condense these statements into one.
5. Make sure it’s clear, concise, and free of fluff.
Above all, your mission statement is a marketing asset that is meant to be clear, concise, and free of fluff. It should clearly outline the purpose of your company offering and demonstrate the common goals the company is working to achieve. You should also have other team members or advisors read the mission statement and make adjustments if needed according to their recommendation.
Both mission and vision statements are often combined into one comprehensive “mission statement” to define the organization’s reason for existing and its outlook for internal and external audiences — like employees, partners, board members, consumers, and shareholders.
Mission Statement vs. Vision Statement
A mission statement clarifies what the company wants to achieve, who they want to support, and why they want to support them. On the other hand, a vision statement describes where the company wants a community, or the world, to be as a result of the company’s services. Thus, a mission statement is a roadmap for the company’s vision statement.
A mission statement is a literal quote stating what a brand or company is setting out to do. This lets the public know the product and service it provides, who it makes it for, and why it’s doing it. A vision statement is a brand looking toward the future and saying what it hopes to achieve through its mission statement. This is more conceptual, as it’s a glimpse into what the brand can become in the eyes of the consumer and the value it will bring in longevity.
Does Your Business Need Mission and Vision Statements?
- 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.
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.
“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.
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.
4. Warby Parker
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.
“Everything we do – from our Conferences to our TED Talks to the projects sparked by The Audacious Project, from the global TEDx community to the TED-Ed lesson series – is driven by this goal: How can we best spread great ideas?”