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What is a vision statement?

From a strategic perspective, in Exploring Strategy: Text and Cases, Johnson et al. (2017: 8) define a vision statement as follows:

‘A vision statement is concerned with the future the organisation seeks to create.’

Some examples of vision statements

‘Our vision is to be earth’s most customer-centric company where customers can find and discover anything they might want to buy online … at the lowest possible prices.’ Amazon (online retail)

‘Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company.’ PepsiCo (retail)

‘Our vision is of a world in which every person – regardless of race, religion, ethnicity, sexual orientation, or gender identity – enjoys all of the human rights enshrined in the Universal Declaration of Human Rights and other internationally recognized human rights standards.’ Amnesty International (non-profit)

‘To create a better everyday life for the many people.’ IKEA (retail)

‘Our vision is to have a world where all humans respect and live in harmony with the animal kingdom.’ Royal Society for Prevention of Cruelty to Animals (RSPCA) (non-profit)

Classifying vision statements

It is possible to classify vision statements in a number of groups:

  • Ubiquitous – giving a very wide view and being in all areas/sectors simultaneously

  • Inspirational – clearly providing a compelling vision

  • Corporate – clearly positioning the name (or brand)

  • Advancement of human civilisation – showing that company goals can be seen to align with some agreed societal advancement

Your task

Think about the different types of vision statements listed above.

Which category do you think your business relates to best?

Find an example of a vision statement from a business within the same category and share your findings with fellow learners. How well do you think that the branding/logo reflects this vision statement?


Johnson, G., Whittington, R., Regnér, P., Scholes, K., and Angwin, D. (2017) Exploring Strategy: Text and Cases. 11th edn. Harlow: Pearson Education Limited.

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Business Model Thinking

Coventry University