According to the website Marketing Blender, a “vision statement should be an audacious dream of a future reality based on the work you do. It should be bursting-at-the-seams with possibility. It’s where “begin with the end in mind” lives. It’s the heart and DNA construct of your organization. Your vision should be so big, it feels nearly impossible. Your vision should require people to dream.”
If well-constructed, a vision statement should enable the reader to immediately recognize the firm behind the vision statement, and what its major purpose is.
The following is a list of vision statements from 20 well-known companies. Can you guess which company goes with each one? (answers at every end of blog)
- Delivering happiness to customers, employees, and vendors.
- To be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.
- To make people happy.
- To give people the power to share and make the world more open and connected.
- To provide access to the world’s information in one click.
- Our vision is to create a better everyday life for many people.
- Capture and share the world’s moments.
- To empower every person and every organization on the planet to achieve more.
- To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.
- To accelerate the world’s transition to sustainable energy.
- To be a company that inspires and fulfills your curiosity.
- Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
- To give customers the most compelling shopping experience possible.
- Spread ideas.
- To be the best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value so that we make every customer in every restaurant smile.
- A just world without poverty.
- Imagine a world in which every single person is given free access to the sum of all human knowledge.
- Prevents and alleviates human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors.
- To refresh the world in mind, body and spirit; Inspire moments of optimism and happiness through our brands and actions; create value and make a difference.
- To give everyone the power to create and share ideas and information instantly, without barriers.
As I read through these, and try to be honest with myself (I already know the answers), I think I might have guessed slightly less than half of them – numbers 1, 2, 5, 9, 14 (maybe), 15, 18, 20.
If I were to come up with a vision for my blog, it might be something like this:
a daily blog to share my thoughts and to engage with my followers
As noted above, your vision statement should feel nearly impossible; I think I’ve accomplished the first part of the vision statement; the second part not so much.
- American Red Cross
image from Feedough