Types of Vision Statements

Short Vision Statements

Made up of a few words only:
–Disney – To make people happy.
–Oxfam – A just world without poverty.
–Ikea – To create a better everyday life for the many people

Quantitative Vision Statements

Are based on numbers, quantities:
–Microsoft – A computer on every desk and in every home; all running Microsoft software.
–Nike – Current: To be the number one athletic company in the world.
–Wal-Mart – Become a $125 billion company by the year 2000.

Qualitative Vision Statement

Are based on qualities that you want to have:
–7Ford – To become the world’s leading Consumer Company for automotive products and services.
–Avon – To be the company that best understands and satisfies the product, service and self-fulfillment needs of women—globally.

Superlative Vision Statement

Superlative vision statements are aimed at being the best in the market. These are mostly associated with firms that have been in business for a while, and are willing to undergo internal transformation. The aim of these goals is to change something about the organization. Superlative vision statements could be something to becoming the best in its field of customer service or being the most Eco-friendly company in the market.

Competitor Based Vision Statements

This type is becoming less common, but famous examples are:
–Honda – in 1970: We will destroy Yamaha.
–Nike – in 1960s: Crush Adidas.
–Philip Morris – in 1950s: Knock off RJR as the number one tobacco  company in the world.

Role Model Vision Statements

Using another company as an example:
–Giro Sport Design – To become the Nike of the cycling industry.
–Stanford University – To become the Harvard of the West.
–Reach for Success  – To become the next Tony Robbins in self development.

Internal Transformations Vision Statements

–Sony – Become the company most known for changing the worldwide poor-quality image of Japanese products.
–GE – Become number one or two in every market we serve and revolutionize this company to have the strengths of a big company combined with the leanness and agility of a small company.
–US Armies Vision – To transform ourselves into a newer, leaner Army positioned for the 21st century.
Longer and More Detailed Vision Statement
–Coca Cola – To achieve sustainable growth, we have established a vision with clear goals:
•Profit: Maximizing return to share owners while being mindful of our overall responsibilities.
•People: Being a great place to work where people are inspired to be the best they can be.
•Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples; desires and needs.
•Partners: Nurturing a winning network of partners and building mutual loyalty.
•Planet: Being a responsible global citizen that makes a difference.
–Heinz – Our VISION, quite simply, is to be: “The World’s Premier Food Company, Offering Nutritious, Superior Tasting Foods To People Everywhere.” Being the premier food company does not mean being the biggest but it does mean being the best in terms of consumer value, customer service, employee talent, and consistent and predictable growth