What is a Vision Statement?

A vision statement is sometimes called a picture of your organization in the future - it's your inspiration, the ideal future state your strategic plan is working towards. You could consider it the target for all of your strategic planning efforts.

When you create a vision statement, you are articulating the dreams and hopes for your organization. It reminds you of what you are trying to build.

While a vision statement doesn't tell you how you're going to get there, it does set the direction for your business planning. Once you have one, your vision statement will have a huge influence on decision making and the way you allocate resources.



To be the best, most trusted and admired financial services company.


To be the best forest products company in the world and a global leader among all industries.

Plains All American Pipeline

To become the premier crude oil transportation and marketing company in the United States and Canada.

Stanford University

To be the Harvard of the West.


To be the most admired defense and aerospace systems supplier through world-class people and technology.

Sara Lee

To be the first choice of consumers and customers around the world.

Washington Mutual

To be the nation's leading retailer of financial services for consumers and small businesses.

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