Crafting a Vision Statement, Part 1 of 3

Crafting a Vision Statement - Axiom Blog

Crafting a Vision Statement, Part 1 of 3

Dozens of books and guides talk about creating vision statements. As with a mission statement or a unique selling proposition, crafting a vision statement follows these straight-forward and inclusive guidelines.

#1 – What is a Vision Statement?

Your vision statement is a shared, clear and unique guide visualizing the desired future state of your organization.

#2 – What are the key components of an effective vision statement?

Effective vision statements contain these key elements:

  1. Standard of excellence (Idealism)
  2. Point of differentiation (Uniqueness)
  3. Future direction (Destination)
  4. Utopian view (Imagery)

#3 – How do we start the process of creating a vision statement?

The process for creating a vision statement can be as simple as these four steps:

  1. Examine vision statements in the market place that you admire for their effectiveness and clarity
  2. Create phrases that embody each element of idealism, uniqueness, destination, imagery
  3. Refine and review
  4. Approve, integrate and communicate to every employee

Some companies have every employee “sign-off” on the mission and vision statements.

Examples of Vision Statements

Tesla: “To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.”

Habitat for Humanity: “A world where everyone has a decent place to live.”

Google: “To provide access to the world’s information in one click.”

McDonald’s: “To move with velocity to drive profitable growth and become an even better McDonald’s serving more customers delicious food each day around the world.”

Netflix: “Becoming the best global entertainment distribution service. Licensing entertainment content around the world. Creating markets that are accessible to filmmakers.”

Nike (doesn’t have a vision statement but a mission and purpose statement): “Our purpose is to unite the world through sport to create a healthy planet, active communities, and an equal playing field for all.”

If this is helpful, you may also find our post on writing a Creative Brief of interest. If you would like discuss or refine your vision, we can help. Email Rob Beachy at

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