What do we mean by vision

Creating a vision statement that really lives up to this name is not that easy. After all, it should be short, to the point and, above all, one thing: inspire.

The best way to show what constitutes good vision statements is through examples - both good and bad. So: Here are 6 great examples of vision statements and 6 specimens that show how not to do it.

>> Here you will also find 6 great mission statements and their opposites <<

The Good: This is what vision statements should be

1. Alzheimer's Association: "Our vision: A world without Alzheimer's."
It could hardly be shorter, clearer or more inspiring. A clear picture of the future that everyone can understand and that motivates. Admittedly, nonprofits, which ultimately have the idealistic aspect inherent, find it easier than companies to do here. However, Microsoft shows that the latter can also have great visions.

2. Microsoft (old vision):"A personal computer in every home running Microsoft software."
Even if not quite as idealistic, but rather “me-centered”, this vision is also crystal clear, large and at the same time very concrete. A vision like this has to change over time, of course, but when it was created it was exactly what it should be: A clear picture of the future that has motivated Microsoft's employees to achieve something tremendous.

3. Wikipedia:"Imagine a world in which every single person has a free share in the totality of knowledge."
Wikipedia expresses in the wording of the statement what makes a good vision: Imagination.

4. IKEA:"To create a better everyday life for the many people."
Although it is a corporate vision, it is still very altruistic. One could assume that IKEA only created a good-sounding statement to create a nice image. But everyone who knows IKEA realizes that there is something to it here.

5. Walmart: "To become the worldwide leader in retailing."
There is little to add here.

6. charity: water: "Charity: water believes that we can 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."
Another example from the non-profit world. Very specific and at the same time appealing to the emotions. Who doesn't get at least a bit of the urge to be part of the vision here?

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The Bad: Vision Statemens shouldn't be like thatT

1. Macy’s:"Our vision is to operate Macy’s and Bloomingdale’s as dynamic national brands while focusing on the customer offering in each store location."
Although Macy’s is a model example in many areas of the business world, in my opinion this does not apply to the area of ​​corporate vision. On the one hand, the content is practically interchangeable (which company does not want to act as a “dynamic brand”?), And on the other hand, terms like “operate”, if already in mission statements, do not belong in a vision.

2. Siltronic: Our vision: We develop intelligent solutions for permanent growth. "
This statement shows even more clearly the confusion between vision and mission. And you can tell that it is far too general by the fact that you don't even get the slightest clue about which company it is about.

3. Microsoft (penultimate vision):“Global diversity and inclusion is an integral and inherent part of our culture, fueling our business growth while allowing us to attract, develop, and retain this best talent, to be more innovative in the products and services we develop, in the way we solve problems, and in the way we serve the needs of an increasingly global and diverse customer and partner base. "
As good as the old statement was, the new one is just as bad. Of course, Microsoft correctly recognized that a new vision is needed. It's just a shame that it turned into such a lengthy series of bullshit bingo terms. Update: Microsoft now (again) has a new vision.

4. BASF: "We are" The Chemical Company "and work successfully in all important markets."
An example of a vision statement that expresses a competitive position rather than a real vision.

5. REWE: The best service - for customers, businesspeople, employees. "
Just because you hold high achievements does not inspire anyone. This statement falls into the category of values, not vision. And what services is it all about? That would not be recognizable from this sentence alone.

6. Goodwill"Every person has the opportunity to achieve his / her fullest potential and participate in and contribute to all aspects of life."
Not really bad, but a bit too general according to the motto “we want to change everything in the whole world”. So you can see: Even non-profit organizations do not always find it easy to make vision statements.


Even the corporate visions of some well-known players are not always on point. Often vision and mission are confused, or visions are formulated far too generally. The best inspire and paint a clear picture of the future. Ultimately, we can learn from positive as well as negative examples what really meaningful vision statements should look like.

>> Are you interested in how you can communicate your vision successfully? Here are some tips for you.<<

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