How To Write An Inspiring Vision Statement

How To Write An Inspiring Vision Statement

Hold the vision and trust the process.

You may have heard of a mission statement – but what about vision statements?

Simply put, vision statements describe what your company wants to achieve in the long run. It's a way for employees and stakeholders to understand the meaning and purpose behind the company.

Want to create your own vision statement? Then keep reading as we dive deeper into the most commonly asked questions.

What is a good vision statement?

While there are a number of factors that contribute to a compelling vision statement, you’ll want to ensure that the below factors are incorporated:

  • A motivational and inspiring tone of voice
  • Setting realistic expectations
  • Reflective of your core beliefs and company values
  • States where your company is going

While it’s great to be ambitious in your vision statement, you must also ensure the goal is actually achievable. Your set statement will then serve as a guide for your business that helps you make decisions that align with your philosophy and goals.

Vision statement vs. mission statements

Jamie Falkowski, managing director at marketing and communications company Day One Agency, once said: "A vision is aspiration. A mission is actionable”.

Simply put, a mission statement is based on the present and defines the now. Vision statements define the future and are implemented to be there as your employee’s guiding light that gives direction and clarity for where you’re heading.

While a vision statement doesn’t state how exactly you will get there, it provides a direction for your business strategy and planning. Not only is it a vital point of reference for the executive team, but it also matters to the Marketing team so they can craft content that pushes your company towards your purpose and what you are trying to achieve.

How do you write a vision statement?

When it comes to actually writing your vision statement, many people are left puzzled as to where they should even start. While there are a number of best practices, we recommend:

  • Projecting at least 5 years in advance: while you can project even further, a good rule of thumb is to aim for between five and ten years ahead.
  • Use clear language free of jargon and fluff: e short, sweet and concise so the statement resonates with your team and customers alike.
  • Focus on the future: be sure to describe where you plan to be, not where you are right now (aka mission statement).
  • Make the goal stable: something that won’t be challenged or affected by technological changes and advancements.

The average length of a vision statement is around 29 words, however, they should never be longer than 35 words – which equates to about two or three sentences.

What is an example of a vision statement?

A great way to get started with crafting our very own mission statements is to look at those of industry-leading companies like Nike, Tesla, and Apple. The below statements are iconic, memorable, and distinct from their competitors. Take a read to see for yourself:


“Bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)”

Nike’s vision statement successfully highlights that everyone is an athlete, ensuring an inclusive environment where everyone feels like they belong.


“To create the most compelling car company of the 21stcentury by driving the world's transition to electric vehicles.”

Tesla’s vision statement encapsulates that technology is the driving force of everything they do.


“To make the best products on earth, and to leave the world better than we found it.”

A great example of Apple’s commitment to innovation within product development, while minimizing environmental impacts along the way.


“A world without poverty.”

This is a fantastic example of a short and sweet vision statement. It cuts to the chase, is direct, and incredibly powerful.

Man Holding a compass

Purposeful statements: on the rise

In recent years, we’re noticing an undeniable uptick in the need to integrate ‘purpose’ within vision statements. Vision and purpose go hand-in-hand, considering that they reflect exactly what the company is striving to achieve and that their journey is a rewarding and inspiring process for everyone involved.

Without having a purpose in your vision statement or within your company at all, your employees will struggle to feel like they are making any difference with their efforts. Help them connect their hard work with a motivational vision statement that makes them excited to get up every morning at an organization that has clear goals!

Now it’s time to build your own

Need a little extra guidance? ZeBrand is a brand-building platform specially designed to help you brand your way to growth. Let's unravel your vision statement together! It's free.

How To Write An Inspiring Vision Statement