Vision statement что это
vision statement
Смотреть что такое «vision statement» в других словарях:
vision statement — UK US noun [C] MANAGEMENT, HR ► a statement of what a company or an organization would like to achieve in the future: »I sat down and drew up a vision statement for where I saw the charity in five years time. → Compare MISSION STATEMENT(Cf.… … Financial and business terms
vision statement — UK US noun [countable] [singular vision statement plural vision statements] business a general statement of what an organization aims or hopes to achieve in the future Thesaurus: statements and announcements … Useful english dictionary
vision statement — UK / US noun [countable] Word forms vision statement : singular vision statement plural vision statements business a general statement of what an organization aims or hopes to achieve in the future … English dictionary
vision statement — Management’s prediction of the future. ► “The next step is for the senior managers to meet and draft a vision statement.” (Supervisor, March 1995, p. 24) … American business jargon
vision statement — / vɪʒ(ə)n ˌsteɪtmənt/ noun a statement that sets out in general terms what an organisation is aiming or hoping to achieve in the future (NOTE: Vision statements express corporate vision, and are related to mission statements.) … Marketing dictionary in english
vision statement — noun A form of mission statement, issued by a company or organization, in which its intentions for the future are stated … Wiktionary
vision statement — See mission statement … Big dictionary of business and management
Vision — most often refers to visual perception, but may refer to vision (spirituality) (i.e., inspirational experiences or perceptions believed to come from a deity or other supernatural source) or hallucinations.In business, a vision refers to the… … Wikipedia
vision thing — See vision statement. ► “ It appears that vision may be the most sought after executive characteristic of the 1990s. Even President George Bush talks about ‘the vision thing.’ Vision is not mystical, mysterious insight. Rather, it paints a… … American business jargon
Vision therapy — Vision therapy, also known as visual training, vision training, or visual therapy, is a broad group of techniques aimed at correcting and improving binocular, oculomotor, visual processing, and perceptual disorders. [1] Contents 1 Historical… … Wikipedia
vision statement
1 vision statement
См. также в других словарях:
vision statement — UK US noun [C] MANAGEMENT, HR ► a statement of what a company or an organization would like to achieve in the future: »I sat down and drew up a vision statement for where I saw the charity in five years time. → Compare MISSION STATEMENT(Cf.… … Financial and business terms
vision statement — UK US noun [countable] [singular vision statement plural vision statements] business a general statement of what an organization aims or hopes to achieve in the future Thesaurus: statements and announcements … Useful english dictionary
vision statement — UK / US noun [countable] Word forms vision statement : singular vision statement plural vision statements business a general statement of what an organization aims or hopes to achieve in the future … English dictionary
vision statement — Management’s prediction of the future. ► “The next step is for the senior managers to meet and draft a vision statement.” (Supervisor, March 1995, p. 24) … American business jargon
vision statement — / vɪʒ(ə)n ˌsteɪtmənt/ noun a statement that sets out in general terms what an organisation is aiming or hoping to achieve in the future (NOTE: Vision statements express corporate vision, and are related to mission statements.) … Marketing dictionary in english
vision statement — noun A form of mission statement, issued by a company or organization, in which its intentions for the future are stated … Wiktionary
vision statement — See mission statement … Big dictionary of business and management
Vision — most often refers to visual perception, but may refer to vision (spirituality) (i.e., inspirational experiences or perceptions believed to come from a deity or other supernatural source) or hallucinations.In business, a vision refers to the… … Wikipedia
vision thing — See vision statement. ► “ It appears that vision may be the most sought after executive characteristic of the 1990s. Even President George Bush talks about ‘the vision thing.’ Vision is not mystical, mysterious insight. Rather, it paints a… … American business jargon
Vision therapy — Vision therapy, also known as visual training, vision training, or visual therapy, is a broad group of techniques aimed at correcting and improving binocular, oculomotor, visual processing, and perceptual disorders. [1] Contents 1 Historical… … Wikipedia
Mission vs. vision statements: definitions & examples
The lowdown on mission and vision statements (with definitions and examples)
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What are mission and vision statements? A mission statement defines the organization’s business, its objectives, and how it will reach these objectives. A vision statement details where the organization aspires to go.
Why does your company exist? What do you hope to accomplish in the next several years?
On the surface, those questions seem pretty straightforward. But if you’ve ever had to respond with something concise and powerful, you know that it’s way more challenging than it seems.
This is where your mission and vision statements come in. To craft them, you need to put in the work to understand what your company is all about, as well as where you’re headed in the future.
And once you’ve invested the elbow grease to do so, you’ll be prepared to respond to questions about your reason for being with something impressive – rather than silence and a deadpan expression.
So, let’s dig into everything you need to know about mission and vision statements, shall we?
Mission statements vs. vision statements
Sometimes the terms “mission statement” and “vision statement” are used interchangeably or even combined into a single statement.
But they mean two very different things. Your mission statement is what your company is doing right now, while your vision statement is what you hope to achieve in the future – where you are in this moment versus where you’re going.
Let’s bring this home: if someone asks you, “So, what do you do?” you might say, “I’m a software developer at a mid-size software company” or “I’m a circus clown.”
But, what if they asked you, “What do you want to be doing five or 10 years from now?” Your answer might be a bit different, right?
Maybe you’d say, “My goal is to move into a management position where I oversee all of the company’s developers” or “Ultimately, I’d like to be a world-famous clown and the choice entertainer at birthday parties for celebrities’ kids.”
Mission statement examples
We’ve put together a mini list of inspiration to help you get started. Below are some winning mission statements from a few well-known companies. We know it’s tempting, but no, you cannot copy them.
sweetgreen: “Our mission is to inspire healthier communities by connecting people to real food.”
Nike: “Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.”
Etsy: “Our mission is to Keep Commerce Human.”
LinkedIn: “Connect the world’s professionals to make them more productive and successful.”
How to write a mission statement
Alright, now the real work begins: rolling up your sleeves and pulling together your own mission statement.
Let’s mention one more thing about what a mission is not – a slogan. A slogan (think “Just do it” or “Like a good neighbor, State Farm is there”) is a catchy marketing line that customers can immediately associate with a brand. Your mission statement is more than that. It captures the heart of your organization and explains why you do what you do and why you exist in the first place.
A solid mission statement calls for you to dig deep, beyond just “Do a good job” or “Delight our customers”, which can make writing your mission statement tough. Fortunately, we’ve broken it down into three (kind of) easy steps.
1. Start with the basics
Mission statements run the gamut from one sentence to several paragraphs, and there’s a lot that they can include. Some mission statements even go into detail about how a company not only serves their customers, but also their employees and communities.
But, let’s just keep this simple for now. In its most basic form, your mission statement should capture:
Grab your favorite pen (we know you have one!) and a notepad and write a short (just a single sentence fragment will work) response to each of those prompts.
For example, imagine that you work for a software company that developed an app that uses highly tailored personality tests to match candidates with dream jobs. You might come up with something like this:
Got your own answers scribbled down? Great! Let’s move to the next step.
2. Piece it together
You have the nuts and bolts of your mission statement figured out, but, let’s be honest, it’s still a hot mess. It’s time to tape them together into a more readable statement.
Begin rearranging the pieces, swapping in different words, and making other changes to come up with a few potential statements.
Don’t feel like you’re married to the very first version you come up with. It’s all about trial and error here. Plus, the more options you come up with, the more flexibility you have to land on something that sings.
Sticking with our personality test company example, you might develop these potential mission statements:
They’re all pretty solid choices, right? Don’t worry. The next step will help us narrow these down.
3. Collect feedback and refine
Your mission statement captures your company as a whole, which means you can’t write it in a vacuum. Make sure it really does your organization justice by welcoming other viewpoints in the process.
Collect feedback from your teammates, leaders, board of directors, and loyal customers. You can gather their thoughts through a formal survey, focus groups, or just casual one-on-one chats.
Pull together all of the mission statements that you came up with (that you think are good options, of course), and ask questions like:
The trick here is that you can’t just collect that feedback – you should actually think about and work with it.
Imagine that in response to the personality test mission statement options, most people agreed that they wanted to see something shorter and snappier. You take that in and end up with a final mission statement like this:
Building better careers through customized personality assessments.
Bam! You have your mission statement. It seems easy peasy laid out like this, right? But don’t fret if it’s not done in a snap for you.
It might take some time and many rounds of revisions to nail it. That’s totally normal. Take it as a sign that you’re giving your mission statement the effort and consideration it deserves.
Vision statement examples
Forecasting the future of your company – and with such bravado – makes creating a vision statement a strange (and somewhat braggy and therefore slightly uncomfortable) task. But, seriously, that’s what a vision is all about. See below for examples of companies who have taken this task and owned it.
Habitat for Humanity: “A world where everyone has a decent place to live.”
Ford: “To become the world’s most trusted company.”
Ben & Jerry’s: “We make the best possible ice cream in the best possible way.”
Dow: “We want to become the most innovative, customer-centric, inclusive, and sustainable materials science company in the world. Our goal is to deliver value growth and best-in-class performance.”
You’ll notice that nonprofits tend to describe an ideal world while for-profit companies describe their place in an ideal world.
How to write a vision statement
You probably don’t have a crystal ball that will help you foresee the future of your company (although, if you do, are you willing to share?).
So, coming up with your vision statement can be a challenge for someone without psychic abilities, since it makes you think super big. Zoom out and ask yourself, “What’s the ultimate purpose I’m serving?”
Have no fear, we’ve boiled this vital project into three approachable steps.
1. Define your end game
Start by understanding why your product or service matters. What does it help people do? How does it better their lives?
Think about our career personality test example for a moment. What’s the end result there? Nope, it’s not the app itself. The ultimate result (and value!) is a match with a career that seems like a perfect fit.
Think of it this way: Your company is the road on which your customers are running a race. Once they cross the finish line, what do they get? This can help you see how what you’re doing makes a difference for your customers, your community, or even the world.
2. Pinpoint when you know you’ve made it
When you look five or 10 years down the road (let’s stop there for now), what fills out your win column? Jot down everything that comes to mind.
Turning back to our personality test scenario, do you want to become the world’s most trusted resource for career exploration? Do you want to create a world where nobody hates their jobs? Do you want every person to have confidence in their next career step?
Remember, this is your chance to be ambitious and be bold, so don’t be timid. Find your swagger and go big!
3. Pull together your vision
Ok, you’re almost there. You have two elements locked down:
Now, similarly to what you did with your mission statement, it’s time to start piecing them together using different combinations and wording to see what you come up with.
Sticking with our running career test example, your vision statement could be any one of the following (among many other gazillion options you come up with, of course).
Again, this is a game of trial and error until you’re happy with a near-final product that you can run by other people for feedback.
At the end of that, you’ll have a vision statement that sums up your goals for the future of your organization.
Purpose of vision and mission statements
We won’t be offended if you’re wondering, “What’s the point of all this?”
Trust us: creating these statements is worth the sweat. They’re far more than formalities and really can be useful for your organization.
Your mission statement highlights your company’s core values and helps everybody – from your customers to your employees – immediately understand what your business is about and how you’re different from your competitors.
Your vision statement serves as a roadmap of sorts. It’s an inspiring reminder of what you’re working toward, which is easy to lose sight of when you’re bombarded with the day to day.
But here’s the thing: you can’t stop at just creating them. In order for them to do their job, you need to actively promote and live them.
That doesn’t just mean slapping them up on your website or printing them on a poster that hangs in your break room. You need to integrate them as core parts of your culture by always acting and making decisions with those statements in mind.
Plus, you need to educate your employees about what your mission and vision are, and what they really mean. One survey found that a whopping 61% of employees didn’t know their company’s mission statement. You can’t really expect your team to help you achieve your mission and vision if they don’t know what they are.
So, give new employees the message on day one. Make your company mission and vision part of the onboarding process for new hires, and return to these statements whenever you’re launching new projects, problem-solving, brainstorming, or making big decisions.
Do that, and your mission and vision statements won’t be a formality. They’ll be fundamental to the way you do business.
The 101 Most Inspiring Vision Statement Examples We’ve Ever Seen!
by Tom Wright, on May 4, 2021
A vision statement is an aspirational statement made by an organization that articulates what they would like to achieve. Furthermore, the vision guides the direction of the organization’s efforts.
To help create your vision check out our how to write a vision statement guide
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.
These vision statement examples should be used in conjunction with our overall strategic planning guide.
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.
Vision Statement Examples From Industries:
How to Write a Vision Statement
We have a full article on how to write a vision statement but here’s a quick reminder of our Vision Generator formula:
Our formula for writing good vision statements comes from our article ‘How to write a Good Vision Statement’ which is part of our mini-series ‘How To Write A Strategic Plan: The Cascade Model’.
Here is our compiled list of the best vision statement examples that we’ve ever seen!
Vision Statement Examples for Retail
Amazon
Their vision is “To be the world’s most customer-centric company.”
Walmart
Their vision is “To become the worldwide leader of all retailing.”
Nike
Their vision is “To bring inspiration and innovation to every athlete in the world.”
IKEA
Their vision is to “Create better everyday lives for as many people as possible.”
Unilever
Their vision is «To make sustainable living commonplace.»
ASOS
Their vision is “To be the go-to fashion destination for 20-somethings, globally.”
Procter & Gamble
Their vision is «Be, and be recognized as, the best consumer products and services company in the world.»
Costco
Their vision is “a place where efficient buying and operating practices give members access to unmatched savings.”
The Scooter Store
Their vision is “To provide freedom and independence to people with limited mobility.”
Vision Statement Examples for Healthcare & Pharmaceuticals
Pfizer
Their vision is “To be the world’s most valued company to patients, customers, colleagues, investors, business partners, and the communities where we work and live.”
Johnson & Johnson
Their vision is “ for every person to use their unique experiences and backgrounds, together – to spark solutions that create a better, healthier world.”
L’Oreal
Their vision is “Offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy and safety.”
CVS
Their vision is “We will help people live longer, healthier, happier lives.”
Takeda
Their vision is «We serve the needs of our patients, wherever they are.»
Progressive
Their vision is “To reduce the human trauma and economic costs associated with automobile accidents.”
Vision Statement Examples for Entertainment & Leisure
Disney
Their vision is “To make people happy.”
Netflix
Their vision is “Helping content creators around the world to find a global audience.”
Sony
Their vision is “To be the most comprehensive entertainment company in the world.”
Blizzard
Their vision is “Dedication to creating the most epic entertainment experiences. ever.”
Belle Events
Their vision is “To make every event delightfully unique through creative vision, beautiful artistry and delectable desserts.”
Vision Statement Examples For Technology, Internet & Electronics
Their vision is “To organize the world‘s information and make it universally accessible and useful.”
Zoom
Their vision is “Video communications empowering people to accomplish more.”
Wikipedia
Their vision is “A world in which every single person is given free access to the sum of all human knowledge.”
Microsoft (early 90’s)
Their vision is “A computer on every desk and in every home.”
Their vision is “To give people the power to share and make the world more open and connected.”
Their vision is “To connect the world’s professionals to make them more productive and successful.”
Trip Advisor
Their vision is “Help people to have the best possible trip.”
Their vision is “To give everyone the power to create and share ideas and information instantly, without barriers.”
Vision Statement Examples for Food & Beverages
Starbucks
Their vision is “To establish Starbucks as the most recognized and respected brand in the world.”
Ben & Jerry’s
Their vision is “Making the best possible ice cream, in the nicest possible way.”
Coca-Cola
Their vision is “ to craft the brands and choice of drinks that people love, to refresh them in body & spirit. And done in ways that create a more sustainable business and better shared future that makes a difference in people’s lives, communities and our planet.”
Kellogg’s
Their vision is “A good and just world where people are not just fed but fulfilled.”
McDonalds
Their vision is “To be the world’s best quick service restaurant experience.”
Pepsico
Their vision is “Be the global leader in convenient foods and beverages by winning with purpose.”
Nestle
Their vision is “To bring consumers safe, high quality foods that provide optimal nutrition.”
Kraft Heinz
Their vision is “To sustainably grow by delighting more consumers globally.”
Mondelez International
Their vision is «To empower people to snack right. We will lead the future of snacking around the world by offering the right snack, for the right moment, made the right way.»
Vision Statement Examples for Education
Stanford University (in the 1940s)
Their vision is “To be the Harvard of the West Coast.”
Harvard University
Their vision is “To develop leaders who will one day make a global difference.”
Florida Department of Education
Their vision is “To create an efficient world-class education system that engages and prepares all students to be globally competitive for college and careers.”
South African Department of Education
Their vision is “A South Africa in which all our people have access to lifelong learning.”
Spalding School
Their vision is “To create an environment in which every individual is cared for spiritually, morally, intellectually, physically, socially and emotionally.”
Vision Statement Examples for Automotive
Harley Davidson
Their vision is “To fulfil dreams through the experiences of motorcycling.”
Ford
Toyota
Their vision is “Toyota will lead the way to the future of mobility, enriching lives around the world with the safest and most responsible ways of moving people.”
Subaru
Their vision is “To create advanced technology on an ongoing basis and provide consumers with distinctive products.”
Tesla
Their vision is to “Accelerate the advent of sustainable transport by bringing mass-market electric cars to market as soon as possible.”
Audi
Their vision is “We want to be the brand with the greatest appeal, fascinating customer-relevant innovations and breathtaking design.”
Vision Statement Examples for Business Support & Logistics
UPS
Their vision is “The enablers of global e-commerce.”
CSX
Their vision is “To be the safest, most progressive North American railroad, relentless in the pursuit of customer and employee excellence.”
Ken Blanchard
Their vision is “To be the number one advocate in the world for human worth in organizations.”
PAAP
Their vision is “To become the premier crude oil transportation and marketing company in the United States and Canada by providing the utmost in value-added services to our customers, and in doing so, delivering superior returns to our stakeholders.”
Burlington Railway
Their vision is “To realize the tremendous potential of The Burlington Northern and Santa Fe Railway by providing transportation services that consistently meet our customers’ expectations.”
Vision Statement Examples for Construction, Machinery & Homes
PPG Industries
Their vision is “Be recognized as a preeminent global engineered-materials and services company that fully engages our people, passionately embraces new ideas, seeks out transforming technologies and operates with unbending ethical standards.”
AK Steel
Their vision is “Dedication to safely producing the highest quality steel products for our customers.”
Milne
Their vision is “To be the world’s pre-eminent designer/builder of unique, architectural memorial structures.”
Stecon
Their vision is “To become the leading Engineering and Construction firm in Thailand and eventually the region, by consistently delivering projects that meet international standards.”
Bowman
Their vision is “Striving to bring growth to our community, helping to maintain existing companies and assist our clients in making their dreams become a reality.”
CAT
Their vision is “To enable economic growth through infrastructure and energy development, and to provide solutions that support communities and protect the planet.”
Vision Statement Examples for Financial Services & Insurance
CitiBank
Their vision is “To be the most competent, profitable and innovative financial organization in the world.”
Credit Agricole
Their vision is “To create a European leader in banking and insurance that will always adhere to the principles of the United Nations Global Compact.”
Wells Fargo
Their vision is “We want to satisfy all of our customers’ financial needs.”
Regions Financial
Their vision is “To help our customers and communities realize their dreams by anticipating, understanding and meeting financial needs.”
Auto-Owners Insurance
Their vision is “To be known for providing the best claims service in the insurance industry.”
PayPal
Their vision is “The web’s most convenient, secure and cost-effective payments solution.”
Vision Statement Examples for Manufacturing
Samsung
Their vision is “To lead the digital convergence movement.”
ThyssenKrupp
Their vision is “To be the partner-of-choice for best-in-class industrial and manufacturing outsourcing services.”
General Electric
Their vision is “To be number 1 or 2 in every single market that we serve.”
Intel
Their vision is “Utilize the power of Moore’s Law to bring smart, connected devices to every person on earth.”
Dow
Their vision is “To be the largest, most profitable, most respected chemical company in the world.”
Owens Illinois
Their vision is “To become the world’s leading packaging company by achieving sustainable and consistent growth by providing consumer preferred products that enable superior taste, health, visual appeal and value benefits for our business customers’ products.”
Philips
Their vision is “Improving people’s lives through meaningful innovation.”
Vision Statement Examples for Not for Profit
Alzheimer’s Association
Their vision is “Our vision is a world without Alzheimer’s.”
San Diego Zoo
Their vision is “To become the world leader at connecting people to wildlife and conservation.”
Charity: Water
Their vision is “To end the water crisis in our lifetime by ensuring that every person on the planet has access to life’s most basic need — clean drinking water.”
Feeding America
Their vision is “A hunger free America.”
The Smithsonian
Their vision is to “Shape the future by preserving our heritage, discovering new knowledge, and sharing our resources with the world.”
Life is Good
Their vision is “Spreading the power of optimism.”
The American Red Cross
Their vision is “To prevent and alleviate human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors.”
Vision statement examples for utilities, energy & mining
Chevron
Their vision is “To be the global energy company which is most admired for its people, partnerships and performance.”
Conoco Philips China
Their vision is “To be the leading international petroleum company in China.”
Gazprom
Their vision is “To establish ourselves as a global leader through market diversification and reliable supply.”
ArcelorMittal
Their vision is “To build our future upon the strength of our Research & Development.”
AT&T
Vision Statements Examples for Advertising & Marketing
DataXu
Their vision is “To be remembered as the company that brought science to the art of marketing.”
Manik
Their vision is “To be the most passionately referred agency in the Advertising industry.”
Fanatics
Their vision is “Be the most innovative, interactive, consumer-driven sports and entertainment marketing agency in North America.”
GMG
Their vision is “To be the advertising agency most admired for its people.”
Adobe
Their vision is “To move the web forward and give web designers and developers the best tools and services in the world.”
Vision Statement Examples for Airlines, Aerospace & Defense
Etihad Airways
Their vision is “We seek to reflect the best of Arabian hospitality in everything that we do.”
Marvin Group
Their vision is “To become the benchmark manufacturing company for the aerospace industry providing world-class products to satisfied customers through continuous improvement driven by the integrity, teamwork and creativity of our people.”
BAE Systems
Their vision is “To be the premier global defense, aerospace and security company.”
Boeing
Their vision is “People working together as a global enterprise for aerospace leadership.”
Ethiopian Air
Their vision is “To become the most competitive and leading aviation group in Africa.”
Oman Air
Their vision is “To be a leading airline offering high quality service, connecting and promoting Oman to the world with Omani identity, culture and values.”
Vision Statement Examples for Government
Australian Department of Health
Their vision is “Better health and active ageing for all Australians.”
US Postal Service
Their vision is “To meet the postal needs of today, without compromising the future.”
Queensland Libraries
Their vision is “Enriching the lives of the people of Queensland, through reading experiences.”
US Department of Defence
Their vision is “To provide the military forces needed to deter war and to protect the security of our country.”
Martin County, Florida
Their vision is “To be the benchmark example of the best in local government.”
Manitowoc, Wisconsin
Their vision is “a friendly, culturally diverse, and economically vibrant community that embraces the arts and humanities and that preserves the best of small town life on the lakeshore, including health, long life, beauty, comfort, and safety.”
That’s the end of our post on examples of good vision statements, so thanks for reading! Hopefully, our examples gave you some inspiration to start creating your own vision statement. Furthermore, if you’re ready to start writing your own vision statement, check out our post ‘How To Write a Good Vision Statement’.