Example 1: A vision statement by Microsoft
To help people and businesses throughout the world realize their full potential.
Microsoft Corporation is an American multinational technology company with headquarters in Redmond, Washington. It develops, manufactures, licenses supports, and sells computer software, consumer electronics, personal computers, and related services. Its best-known software products are the Microsoft Windows line of operating systems, the Microsoft Office suite, and the Internet Explorer and Edge web browsers. Its flagship hardware products are the Xbox video game consoles and the Microsoft Surface lineup of touchscreen personal computers. Microsoft ranked No. 21 in the 2020 Fortune 500 rankings of the largest United States corporations by total revenue; It was the world’s largest software maker by revenue as of 2016. It is considered one of the Big Five companies in the U.S. information technology industry, along with Google, Apple, Amazon, and Facebook.
Information Courtesy: Wikipedia
Ratings by experts: 4 / 5
Takeaways:
- This mission statement communicates the intention of the empowerment of people and organizations.
- It also indicates the vision of catering to the world’s unity and productivity.
- However, the [How] is missing.
Example 2: A vision statement by Harley Davidson
Harley-Davidson, Inc. is an action-oriented, international company, a leader in its commitment to continuously improve our mutually beneficial relationships with stakeholders (customers, suppliers, employees, shareholders, government, and society). Harley-Davidson believes the key to success is to balance stakeholders’ interests through the empowerment of all employees to focus on value-added activities.
Harley Davidson, Inc. is the fifth-biggest motorcycle manufacturer of heavyweight motorcycles in the world.
Ratings by experts: 4 / 5
Takeaways:
- The mission statement shows the company is looking forward to expanding its business. Moreover, they have shown interest in the stakeholder’s leadership.
- No user benefit is shown.
Example 3: A vision statement by Google LLC
To organize the world’s information and make it universally accessible and useful.
Google LLC is an American multinational technology company that specializes in Internet-related services and products, which include online advertising technologies, a search engine, cloud computing, software, and hardware. It is considered one of the Big Five technology companies in the U.S. information technology industry, alongside Amazon, Facebook, Apple, and Microsoft.
Information Courtesy: Wikipedia
Ratings by experts: 5 / 5
Takeaways
- Clear communication on the intention.
- Short, simple, and catchy.
- Relevant to the audience and their services.
Example 4: A vision statement by KFC in the year 2013
To sell food in a fast, friendly environment that appeals to price-conscious, health-minded consumers…
KFC stands for Kentucky Fried Chicken. It is an American fast-food restaurant chain headquartered in Louisville, Kentucky, that specializes in fried chicken. It is the world’s second-largest restaurant chain after McDonald’s
Information Courtesy: Wikipedia
Ratings by experts: 3 / 5
Takeaways:
- Clear mention of the target customer.
- Can’t be used for branding purposes.
- The reason why the statements fall back is that their actions as a brand did not completely align with their mission.
Example 5: A vision statement by Unilever
To make sustainable living commonplace. We believe this is the best long-term way for our business to grow.
Unilever plc is a British multinational consumer goods company headquartered in London, England. Unilever products include food, confections, energy drinks, baby food, soft drinks, cheese, ice cream, tea, cleaning agents, coffee, pet food, bottled water, toothpaste, chewing gum, frozen pizza, pregnancy tests, juice, margarine (Upfield), beauty products, personal care, breakfast cereals, pharmaceutical, and consumer healthcare products. Unilever is the largest producer of soap in the world. Unilever’s products are available in around 190 countries.
Information courtesy: Wikipedia
Ratings by experts: 4 / 5
Takeaways:
- This statement targets the current requirement of the world community. Which is very relevant to the industry in which the company serves.
- This is a long-term vision and can even concrete vision statement
- Good use of vocabulary.
