examples of vision statement in education

How to Write School Mission and Vision Statements

Cultivating a sense of shared educational values, goals, and ideals for a school is one of the primary ways that leaders can inspire positive outcomes in their institutions. In fact, research shows that a positive school culture—defined as the collective values and beliefs of a school’s staff—can:

• Increase attendance rates and academic achievement
• Elevate school morale significantly
• Improve staff wellbeing
• Reduce aggressive behavior in students
• Lessen teacher turnover

One way that educational leaders can establish and encourage a positive culture that benefits everyone on campus is by creating well-written school mission and vision statements. Such statements set the tone for staff and students alike, making the purpose of the school clear and inspiring everyone to join together in realizing it. Learning how to write school mission and vision statements is an important step for educators who want to lead their institutions to succeed.

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Why School Mission and Vision Statements Matter

Mission and vision statements help to set the course for a school. These statements communicate core educational values, speak to the culture of the institution, and provide faculty, staff, students, and community members with ideals to reach for in participation with the school. 

In addition to communicating what is important to a school, mission and vision statements can also be useful for creating unity on campus. A clear mission and vision statement communicate to everyone involved at the school what they are collectively aspiring to attain. When individuals share a purpose, they may be more likely to trust one another, engage in collaboration, and have a positive experience in the school setting. 

When it comes to teachers, in particular, mission and vision statements can be effective in a few ways. First, being aligned on a mission and vision can help prospective candidates and hirers determine if a teacher is a good fit for the school. Additionally, teachers—who are often overwhelmed and overworked—can look to their school’s mission or vision statement for guidance in prioritizing their tasks and setting their focus when many things call for their attention at once. Finally, teachers can benefit from strong school mission and vision statements when it comes to their relationships with fellow teachers as well as with students, as the common language and purpose of the statements provide common ground for those relationships. 

Students may experience several key benefits of school mission and vision statements, too. The Values Education Good Practice Schools Project found that well-written vision statements can improve student-teacher relationships. The project also discovered that students in schools with good vision statements that truly impacted the day-to-day culture of the school enjoyed more calm and focused class activities. Lastly, students were more empowered to develop self-regulation and self-management skills in schools with strong vision statements. 

What Are the Differences between Mission and Vision?

While school mission and vision statements have some overlap, there are a few key distinctions between the two. 

The primary difference between a mission statement and a vision statement is that a mission statement describes the school’s current and/or founding identity and the key values that characterize the school as it is in the present. A vision statement, on the other hand, looks forward to the future. Oftentimes, a mission statement will begin with a phrase like “[School name] is…” while a vision statement might begin with “[School name] will be known for…”

In other words, a mission statement is largely a definition of the school, answering questions like:

• What is important to this school? 
• How does this school seek to reach its objectives?
• What are the fundamental traits, cultural influences, or beliefs of this school?

A vision statement, on the other hand, answers questions such ask:

• What does this school aspire to accomplish in the years to come? 
• What does the school want to become known for doing?
• How would this school define future success?

While school mission and vision statements will likely arise from the same core values, they serve two different purposes. The mission statement speaks to the school’s operations in the present. The vision statement speaks to the school’s hopes and intentions for the future. 

Who Should Be Involved in Writing and Approving School Mission and Vision Statements? What Is the Process Like?

Experts agree that gathering insight from a diverse population can help create the best school mission and vision statements. By including various groups of people connected to the school—including teachers, students, administration, parents, and community members—education leaders can ensure that they are gathering as comprehensive of a perspective as possible. While it’s important to hear from a variety of people, education leaders should take care not to grow the group too large, as it could become difficult to find consensus or be productive.

Once a group has been established, discussion can begin. Educational values are a good place to start. Through data, anecdotes, and personal perspectives, group members can share their perceptions of the school’s current values or the values that should be prioritized. Identifying strengths and opportunities for growth can be insightful as well. 

From there, the group members can discuss what their hopes are for the future of the school. What outcomes might the school’s educational values help produce? What does the school want to be known for in 5, 10, or 20 years? What are the school’s current priorities, and how might they be reordered for greater success? 

Once a group has gathered, identified the school’s values, and discussed hopes for the future, then it is time to write the first draft. 

How to Write a Mission Statement

At this point in the process, it is likely that there could be several pages of notes filled with ideas, values, and hopes for the future that the group has produced. This is exactly what is needed in order to write a mission statement, but condensing the content into a succinct sentence or paragraph may feel daunting.

Reading the mission statements of other schools and organizations may be helpful at this stage. Consider, for example, the Marymount University mission statement:

Marymount is a comprehensive Catholic university, guided by the traditions of the Religious of the Sacred Heart of Mary, that emphasizes intellectual curiosity, service to others, and a global perspective. A Marymount education is grounded in the liberal arts, promotes career preparation, and provides opportunities for personal and professional growth. A student‐centered learning community that values diversity and focuses on the education of the whole person, Marymount guides the intellectual, ethical, and spiritual development of each individual.

Notice that this mission statement fulfills several key objectives:

• Communicates a value system (Catholic)
• Sets priorities (intellectual curiosity, service, global perspective)
• Establishes an educational framework (liberal arts)
• Describes the community (student-centered, diverse, holistic)

At the elementary school level, a mission statement may read something like:

Our school fosters a love of lifelong learning by guiding each student to build foundational academic skills that will contribute to their ongoing success and by encouraging creative collaboration in an inclusive environment.

This statement makes clear that the school values the love of learning, basic skill development, and cultivating a positive community. 

How to Write a Vision Statement 

School vision statements should align with the values communicated in school mission statements, but they need to communicate forward thinking as well. The Marymount University vision statement reads:

Marymount, a leading Catholic university, will be nationally recognized for innovation and commitment to student success, alumni achievement, and faculty and staff excellence.

This statement:

• Succinctly describes the school (a leading Catholic university)
• Sets the scope for success (national) 
• Establishes goals to attain (recognition in student success, alumni achievement, faculty and staff excellence) 

A high school vision statement may read something like:

Our school will develop critical thinkers who model an inclusive spirit and graduate prepared for success in a profession or higher education.

This statement communicates that critical thinking and inclusivity are prioritized educational values at the school and that employability and admission to college are the standards for success.

Lead in Education with Vision and Values

Do you want to develop a school mission statement that clearly communicates the educational values of the institution you lead? Are you interested in setting academic standards, establishing a campus culture, and doing the work to produce positive future outcomes as an education leader? If so, the Marymount University Online Doctorate in Education program can help you reach your professional goals.

Created for working professionals, Marymount’s flexible online Ed.D. allows students to personalize their coursework according to their vocational goals. Students in the program cite many personal benefits , including building relationships with fellow students and faculty members, honing their project completion skills, and improving their research abilities. 

Student Alexander Gagnet says, “What I love best about the program is the care and attention the faculty put into the success of all the students. You really feel wanted and appreciated for your hard work and effort.” 

Students also appreciate the way that the program allows them to meet their personal and professional obligations while in school. 

“Not to be ignored is the fact that the online program allows you to be who you are AND be a student,” explains Marie Gemelli-Carroll . “It is a key benefit to be able to do classwork on your own time as long as you meet the assigned deadlines.”

Are you ready to further your career by earning a doctorate in education? Marymount University’s online Ed.D. features a practical curriculum and is a top program choice that will prepare you to lead positive change in education. Click here to connect with an enrollment advisor . 

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Creating a School Vision Statement

by Gordana S | Aug 2, 2020 | Starting a School | 0 comments

Table of Contents

A Detailed Guide to Creating a School Vision Statement

Credit: JB Hi-Fi

A school vision statement is a mirror image of the school’s purpose. If you tried to recall your high school vision statement right now, you likely wouldn’t be able to quite put your finger on it. Yes, it probably had something to do with those slogans and posters hung all over the school’s walls, talking about “global citizens,” “inspiring leadership,” “reshaping education,” or similar concepts, but that’s about it, right?

If you were like most high school students, you either never knew or forgot entirely what your school’s vision statement was. And the chances are that many of your teachers and other members of the school’s administration weren’t able to recite it word for word, either.

Now that you are starting your own school, you want to hit that nail on the head and devise the perfect vision statement that will inspire your staff, students, and the whole community. You need to put a lot of work in crafting your school’s vision — that way, you will achieve that every stakeholder in your school can recall it any time of day or night, and you’ll prevent it from becoming obsolete and a cliche.

Creating a school vision statement is a serious task. We’ll explain what it is, why it matters, how to go about writing it, and we will provide you with some examples to get your creative juices flowing. 

The Importance of a School Vision Statement

A vision statement is an essential public declaration that informs the community about the school’s purpose and its goals for the future. It usually explains what the founders and the staff envision the school to be and how they see it impacting the students, both throughout their school years and well into their adulthood.

The school’s vision embodies all the values that it strives to instill in its pupils and inspire in the community on the whole. It is an impactful declaration that should also serve as a powerful motivator for the school’s staff, unifying them in their approach to teaching and guiding the school’s decision-making.

Here’s an overview of the importance of having a strong vision statement that:

• Informs the community on the school’s core educational values
• Drives the staff toward a common goal
• Sets forth the expectations of the teachers, students, and administrators
• Establishes the teaching methods and the approaches to learning 
• Influences the syllabus and curriculum
• Informs decisions , especially in situations when it is difficult to reach a consensus — the choice can be made with what aligns best with the school’s goals
• Is essential for school accreditation or reform

The School’s Vision and Mission

The school’s mission and vision statements are deeply intertwined, so much so that it often happens that they are confused one for another, used interchangeably, or they become a single concept.

A vision is a goal that the school aims to fulfill in the future. It is a short declaration that exemplifies the shared beliefs and values of its founders and staff. A mission is an explanatory declaration of the actions the school is taking to reach its long-term goals, i.e., its vision.

In essence, a school first needs a clear vision to embark on a mission. All stakeholders — from the school’s personnel to the community members — should be involved in drafting these essential statements, joining together their values and aspirations. If all stakeholders at your school share the same vision, they will be on a common mission.

How to Write a Vision Statement for a School

Credit: depositphotos

Keeping in mind the relevance of the school’s goals is the first step toward creating a school vision statement. Only then can the people involved in crafting it set out to compose the school vision declaration that will reflect the institution’s long-term goals in the best way.

To that end, the school vision statement has to be:

• Accurate. Your school’s vision needs to be in line with the idea behind your school, closely linked to why you started it in the first place and the change you see it making in your local community, as well as the educational system on the whole. Avoid bland, ambiguous catchphrases that have been done to the point of meaninglessness and that can be applied to any school or business, and make your vision true to you.
• Concise. While the mission is the more detail-oriented statement, the vision is a short and to-the-point declaration that is, nonetheless, worded in a way that makes a lasting impression.
• Memorable. Your school vision statement needs to paint a picture in people’s minds and etch it there. That will raise awareness of what the school is trying to achieve and how everyone can contribute.
• Inspirational. Craft a vision statement that shows how passionate you are about your goals. If it evokes similar emotions in your community, they will be more interested in participating in the school’s programs.

The importance of creating a school vision that resonates throughout the community is undisputed, but writing it is not as easy as it sounds. The process involves several essential steps, which we list below.

Get the Right People Involved

To make sure you get ideas from all stakeholders in the school, you need to cover all levels of its organization — its IT and HR departments, administrative personnel, instructors, the office manager, the principal — and the community, including the students and their families. You will need to select representatives from each group for the actual vision statement drafting stage, but you will also want to include a wider audience later on for feedback.

Brainstorm 

Credit: destination.outpost

To get a better picture of what everyone envisions the school achieving, ask some general but essential questions, and build from there in whichever direction the conversation goes. Some of the matters you can bring up include:

• What is your vision of the school in this district in five, ten, or 20 years?
• How do you see the staff, students, and the community benefiting from our school? Why does it make a difference for everyone involved?
• What is your ideal school like?
• What is different about our school in comparison to others in the area? Do we want to improve on that?
• What do we all have in common?
• Is there a specific niche that we can tend to? For instance, do we have specific conditions for students with disabilities, are we 100% eco-friendly, or do we have special mental health programs that we can offer to students and the community on the whole?

Draft the First Version

Now is the time to get the creative juices flowing and ideas going. Encourage conversation and debate to come up with a successful first draft that is an amalgamation of everyone’s vision and efforts. You may uncover the missing ingredient of the U.S. educational system and find a way to implement it in your school.

Make the Statement Pop

Everyone must be able to grasp the meaning of your school vision statement. To that end, avoid vague jargon-speak that everyone feels in awe hearing but that no one can understand or explain fully.

Keep your community in mind — what you need to strive for is a statement that they can relate to and that will get them involved instead of one that will cause their eyes to widen blankly and their heads to nod without determination. Such statements seem impressive initially but fail to inspire in the long run as no one is quite sure what they are all about.

Focus on these tips instead:

• Be specific. Avoid vague lingo that can safely cover all your bases. You should cut straight to the chase and say it as it is, e.g., we will create a welcoming atmosphere for students of all races and skin colors and provide them with equal opportunities in education .
• Be future-oriented. Your school’s vision is all about tomorrow. It is where you will do your utmost to get, which is why it should be written in a future tense. It is also a good idea to revisit your vision at the end of every school year and check how much closer you got to your goal. That provides for an opportunity to tweak your mission and the steps toward seeing your vision become a reality.
• Emphasize your strengths. Mention any specific programs that you have to offer, such as the mental health support mentioned above or anything else that makes your school stand out.

Get Feedback From the Community

Now the time has come to present the fruit of your hard work. Keep in mind that the drafting process can be a lengthy one, and even when you’re ready to show the results to your community, your school vision statement will still be far from finished. Depending on the kind of feedback you receive, you may need to recast the statement and reiterate your message if the stakeholders feel it’s incomplete.

Bear in mind that going through the feedback and revision processes is time-consuming, but it is just as vital as drafting the first version. If you include a broader community in creating the school’s vision statement, they will be more invested in seeing something they helped produce become a reality and will be involved in what’s going on in the school on the regular. That kind of sense of belonging and unity is surely worth some additional rewording, wouldn’t you agree?

School Vision Statement Templates and Examples

In case you need additional help, we can get you off on the right foot by showing you some examples of school vision statements that you can look up to. 

Grand Rapids Public Museum

“To inspire passionate curiosity and a deeper understanding of the world around us.”

Grand Rapids Public Museum is the role model for what reinvented high school education should look like. This school breaks down the barriers of the traditional classrooms by co-locating itself to the Grand Rapids Public Museum and its invaluable archives. 

It also partners with various local businesses and organizations to provide students with a community-wide classroom, inspiring them to learn from experience as much as from books and become problem-solvers and creative thinkers in the process. The vision statement above doesn’t go into detail, but it succinctly sums up the school’s primary goals.

Furr High School — An Institute for Innovative Thinking

“Furr High School envisions a world in which all young people prioritize academic excellence and environmental sustainability, becoming advocates for themselves and their communities.”

Furr High School is an educational setting that welcomes student-driven revitalization of the community. It fosters an environmentally friendly approach and a social justice standpoint, inspiring students to meet their academic goals and their area’s needs. Its vision statement focuses on those instrumental ideas that drive the school on the whole.

Da Vinci RISE High

“All disconnected youth in Los Angeles will secure quality education, training, and employment opportunities.”

Da Vinci RISE High ‘s vision statement exemplifies what we mean by accuracy to the T. This high school endeavors to bring equal educational opportunities and beyond to students who are disconnected and displaced and live in the Los Angeles area. It is an ideal place for those looking for a non-traditional learning setting or a flexible schedule. It strives to break down the barriers set by bureaucracy and marginalization and to boost its students’ confidence to go to college and achieve their career goals.

Elizabethton High School

“To create a 21st-century learning environment where everyone is held accountable, reaches for excellence, embraces community, displays resilience, and values integrity.”

Elizabethton High School was made for students by students. This exceptional, student-centered establishment caters to the needs that the pupils themselves identified as unfulfilled by traditional schooling . It focuses on community improvement and dealing with local problems, provides funding for student entrepreneurship, sculpting the youth into 21st-century businesspeople. We believe that this school’s vision statement hones in on that to perfection.

Compass Academy

“ Compass Academy will educate youth to be well prepared for post-secondary education, workforce training, and civic participation. Compass Academy will provide multiple pathways for students to achieve adult success. Students at Compass Academy will develop as lifelong learners who think critically to solve problems, as well as foster a lifelong commitment to serve the global community.”

Compass Academy is a high school that is an established educational innovator. It strives to help students develop their personalities and tune them for an unknown future. It promotes cooperation, problem-solving, and hands-on learning in order to teach students how to tackle problems and come up with innovative solutions. Its vision statement pinpoints the school’s main ideas perfectly.

The Debate on the Need for a Vision Statement

Going back to the point brought up at the beginning of the article, it is essential to acknowledge that many schools tend to “forget” their mission and vision declarations altogether. As important as they are to devise, with the passage of time and the staff turnover, the mission and vision of a school often fall into oblivion. 

That is why many people argue that spending a lot of time and effort crafting a school’s vision statement is futile. The skepticism arises from the fact that many schools end up developing in a way contrary to their visions, implementing different teaching methods and encouraging different learning strategies than those originally proposed in their founding documents and declarations. Such contradictions happen because the vision and mission of the founders change over time, but the statements do not, making their existence questionable at best.

For a proper reform of the American educational system, a stronger emphasis has to be put on the school’s vision, as well as its mission. The school’s administration, its teachers, students, parents, and all other stakeholders in the school’s community have to be aware of where the school is going and what their roles on that journey are. The school’s vision statement is much more than a vague string of powerful-sounding words — it embodies the school’s core values and is the foundation of all the actions it will take to guarantee a better quality of education for its students.

Break Out of the Status Quo and Initiate the Change!

There are schools that function from one day to another and from one academic year to the next. Then, there are schools, such as the ones mentioned above, that achieve greater things and help shape the future of education.

If you want to be one of the schools that trigger change, start with drafting an impactful vision statement. We strongly believe that it is the secret ingredient in the recipe for the innovation of the high school system in the United States.

Words are undoubtedly powerful, but if they don’t set people in motion, they remain just empty words . If your public vision declaration turns into actions successfully, your school could become a cornerstone of the educational system of the nation. 

Share your founding story , your drive, school culture , mission, and vision with us, and give us an account of what you’ve achieved so far. Even a small change is the much welcome shift in the right direction, and we want to support you on your way toward your end goal.

Your vision will become a part of our own as we share your story on our blog. Join our cause and let’s rethink high schools together! 

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School vision statements: examples, if your vision statement is due for a review, take a look at these examples of how different schools set out their values., review your vision statement when developing your strategic plan , diversity, equity and inclusion.

• Sustainability and environmentalism
• Pupil voice
• Faith schools
• Special school examples 

As your vision and values form the foundation of your strategic plan, you’ll want to make sure you’re still happy with your vision statement before you delve into strategic planning.

Find out more about how to develop your long-term strategic plan .  

Decide what themes and values matter most to your school, and include them in your vision statement. 

Hendal Primary School,  a community primary school in Wakefield, states in its ethos and values statement that:

Bickley Primary School, an academy in Bromley, has a vision statement

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Do You Know Your School’s Vision? Tips on Making a Meaningful Mission Statement

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Here’s a challenge for you: Without looking, write down the vision of your school or district. You may not be able to write it down verbatim, but can you at least identify and articulate the main points in your own words?

My principal and I gave this challenge to a group of educators at a conference last summer in a session we taught on how to make meaningful change in your own school. Of the approximately 200 educators from across the country who attended our session, less than 10 percent could confidently meet this challenge.

But what we found to be even more alarming was the general agreement that many of the official vision statements were relatively meaningless. They were full of broad and ambiguous statements that were great for hanging on the wall, but pretty ineffective in terms of motivating people to strive for a common goal of excellence. Here’s one such example: “To create 21st-century learners through the development and delivery of a diverse set of strategic teaching and learning strategies in a way that is targeted to enhance the individual growth pathway for each learner so that learning outcomes are maximized for the long-term benefit of the communities we serve.” While this type of vision statement might win an eduspeak award, it certainly doesn’t elicit inspiration and a common purpose.

If you spend time researching the fundamental ingredients of any successful organization, whether it’s a business, a nonprofit, or a school, one thing that immediately becomes apparent is a deeply ingrained shared vision. A few examples:

• Habitat for Humanity: “A world where everyone has a decent place to live.” • Disney: “To make people happy.” • Google: “To organize the world’s information and make it universally accessible and useful.” • Cleveland Heights-University Heights City School District (Ohio): “Preparing All Students for Success in A Global Economy (P.A.S.S.A.G.E.)”

Not only do each of these examples contain details about the future state the organization can have on the world, but each is also clear and concise enough that everyone in these organizations can use the statement to help focus their work on achieving that envisioned future state. Simply put, words have power. And a powerful vision statement is one that gives everyone in the organization a vivid sense of purpose in the work they do. This is why, in my view, any school or district that is really serious about changing the status quo for its students has to start with a thorough evaluation of its core beliefs and how those may be articulated in a clear mission and vision statement.

But as powerful as words may be, they will remain only words unless they embody the actions of every stakeholder who belongs to the learning community, especially the students. So my second challenge is for you to ask yourself the following question: Does your vision pass the red face test? In other words, if you gave your vision to an outside observer and asked her to tour your school for a day, could she identify examples that match the words in the statement to the actions of members of your learning community? Or would she come up blank, leaving you embarrassed with a red face?

If you pass this test, then you are indeed on the way to creating a culture of shared purpose—a culture where common goals and common language can be the catalyst that closes the gap between the current reality for the school and the future state all stakeholders desire.

If you spend time researching the fundamental ingredients of any successful organization, one thing that immediately becomes apparent is a deeply ingrained shared vision."

I believe organizations that fail to recognize the essential nature of a shared vision are doomed to remain stuck in the status quo. Leaders of such organizations may try to demand excellence through policy, procedures, or mandates, but unless there is an inherent buy-in throughout all aspects of the organization, such excellence will be fleeting. Think of an example of a top-down mandate that, while well intentioned, was ultimately ineffective. Whether originating from the government, district leadership, or a school administrator, imposing one-size-fits-all conditions on an organization often ignores the true capacity of that organization: its people.

Simply put, excellence comes not from silver bullets, but from sharing a passion for a common goal and taking advantage of the ideas and input of the people doing the work to achieve that common goal. Schools that have successfully embarked on journeys toward educational excellence are the ones that have smartly aligned all stakeholders —parents, teachers, administrators, community members, and students—to a shared purpose and then relentlessly enabled conditions for open, candid collaboration to drive innovation.

In the book Collective Genius: The Art and Practice of Leading Innovation , the authors state that purpose is often misunderstood. They write, “It’s not what a group does, but why it does what it does … the question every group should ask itself: If we disappeared today, how would the world be different tomorrow?” If we enable educators to truly find their purpose in the work they do—i.e. their True North —with structures that help them connect that purpose with a larger organization-wide goal, then we have created a potent tool for driving innovative change that our students and communities deserve.

While it may be a naive oversimplification, I honestly believe that a shared vision is the primary ingredient in the secret sauce to drive innovation in our schools. If what you do is clearly aligned with your inner purpose, then you will be passionate about the work you do. You will eagerly collaborate with others, you will find ways to share ideas and resources to help yourself and others reach your common goals, and you will have a relentless focus on continuous improvement and innovation.

What if this common purpose, articulated in a genuine shared vision, was the ethos of every school? I believe it can be. Who’s up for the challenge?

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100 Vision and Mission Statements for Classrooms

A mission statement defines your class’s purpose and primary objectives. It explains to the students and parents why we spend every day in the classroom together.

For mission statements, you might want to ask:

• What are the three to five core reasons why the students are being educated?
• What is unique about your classroom or teaching philosophy that informs your beliefs about education?

A vision statement describes the future aspirations you have for the class. For vision statements, you might want to ask:

• What do you want to achieve by the end of the year?
• What sort of children or students do we intend to grow?

It’s good to have one of each in your classroom. So, let’s check out some examples.

Mission Statements for Classrooms

Let’s start with mission statements – remember, this is your purpose , often written in present-tense. This will guide your day-to-day beliefs and values.

1. Kindergarten (Ages 4-5)

• Safe, Welcoming and Collaborative: “We create a safe and welcoming learning environment that encourages creativity, curiosity, and collaboration.”
• Inclusive and Engaging: “We support each child’s unique potential by offering inclusive and engaging educational experiences.”
• Social and Emotional Development: “We emphasize the promotion of social and emotional skills, fostering a sense of belonging and self-confidence.”
• Cognitive Growth: “Our classroom provides stimulating activities and resources that advance cognitive development and critical thinking.”
• Holistic Enrichment: “We commit to delivering a holistic, well-rounded education that values play, exploration, and creativity.”
• Enabling Discovery: “We fuel a love of learning through exploration and discovery, nurturing natural curiosity in our students.”
• Community Connection: “Our classroom bridges the gap between home and school, fostering a compassionate community within our classroom.”
• Cultivating Creativity: “We promote originality and innovation, inspiring each child to express their unique perspectives and ideas.”
• Growth Mindset: “We instill grit and perseverance, helping children overcome challenges and celebrate their progress.”
• Balancing Individual and Group Needs: “Our classroom strikes a balance between individual attention and teamwork, teaching children to respect and value diversity.”

2. Lower Elementary (Ages 5-8)

• Discreet Growth: “Our classroom focuses on individual growth, developing personalized strategies to cultivate each child’s unique strengths and skills.”
• Active Learning: “We foster an active learning environment that encourages intellectual curiosity and independent thinking.”
• Joyful Learning: “Our classroom strives to make learning a joyful experience, integrating play, exploration, and creativity into our curriculum.”
• Inclusive Excellence: “We embrace diversity and inclusion , promoting respect and understanding within our diverse classroom.”
• Student Confidence: “We work to instill confidence in our students, empowering them to express their thoughts, ideas, and feelings.”
• Global Awareness: “Our classroom teaches our students to value and respect all cultures, fostering global awareness and citizenship.”
• Collaborative Spirit: “We promote teamwork and cooperation, guiding students to work effectively and respectfully in groups.”
• Practical Life Skills: “We engage students in practical life skills activities to promote responsibility, independence, and discipline.”
• Literacy Emphasis: “Our classroom emphasizes the importance of literacy skills, building strong foundations for reading, writing, listening, and speaking.”
• Parent-Teacher Cooperation: “We maintain open communication with parents and caregivers to collaboratively support each child’s learning journey.”

3. Upper Elementary (Ages 9-11)

• Academic Excellence: “Our classroom provides a rigorous academic environment that challenges students and fosters a deep love of learning.”
• Critical Thinking: “We nurture critical thinking skills, teaching students to analyze, evaluate, and create in all areas of study.”
• Respectful Communication: “We foster open and respectful communication, training students to express themselves effectively and considerately.”
• Social Responsibility: “We develop socially responsible individuals, emphasizing the importance of community service and civic duty.”
• Technological Literacy: “Our classroom ensures digital competence, integrating technology in our curriculum to prepare students for the digital age.”
• Leadership Attitude: “We cultivate leadership skills, encouraging students to take initiative and make responsible decisions.”
• Emotional Intelligence: “We encourage emotional intelligence, helping students to understand and manage their emotions and empathize with others.”
• Adaptive Learning: “Our classroom offers an adaptive learning environment that meets students where they are, supporting their unique learning style and pace.”
• Growth Mindset: “We foster a growth mindset, helping students understand that effort leads to improvement and success.”
• Lifelong Learning: “Our classroom instills a love for lifelong learning, inspiring students to become curious, motivated, and self-directed learners.”

4. Middle School (Ages 11-13)

• Intellectual Curiosity: “Our classroom cultivates intellectual curiosity, challenging students to ask questions, explore ideas, and seek understanding.”
• Creative Innovation: “We foster an environment where creativity and originality are valued, encouraging students to think outside the box.”
• Civic Engagement: “We encourage civic engagement, teaching students the value of service and the importance of active participation in their community.”
• Resilience and Determination: “Our classroom nurtures resilience and determination, helping students cope with setbacks and maintain motivation.”
• Collaborative Inquiry: “We promote a collaborative and inquiry-based learning environment, emphasizing the importance of working together to solve problems.”
• Healthy Relationships: “Our classroom teaches students to form and maintain healthy relationships, fostering kindness, empathy, and respect.”
• Leadership and Accountability: “We develop leadership skills and accountability, preparing students to take responsibility for their actions and decisions.”
• Academic Success: “Our classroom provides rigorous academics, aiming to translate knowledge into real-world applications.”
• Digital Competency: “We instill digital literacy and competence, recognizing the increasing role of technology in education and career readiness.”
• Self-Directed Learning: “Our classroom empowers students to become self-directed learners, fostering independence and initiative.”

5. High School (Ages 13-18)

• Graduate Preparedness: “We ensure every student is academically and socially prepared for the responsibilities and independence of post-secondary life.”
• Career Readiness: “We equip students with necessary skills and knowledge for future careers, fostering a clear understanding of various professional fields.”
• Empowered Citizenship: “Our classroom nurtures informed, active citizenship, instilling an understanding of civic roles and responsibilities.”
• Personal Development: “We focus on holistic personal development, encouraging emotional intelligence, resilience, and character growth.”
• Independent Thought: “We stimulate independent, critical thinking, empowering students to formulate, analyze, and articulate their own ideas and viewpoints.”
• Cultural Competency: “We promote cultural competency, creating understanding and respect for diverse cultures, perspectives, and experiences.”
• Life Skills Mastery: “We teach essential life skills, from money management and organization to communication and problem-solving.”
• Social-Emotional Wellbeing: “We foster social-emotional wellbeing, helping students navigate interpersonal dynamics, stress, and emotional health.”
• Global Awareness: “Our classroom cultivates global awareness and sustainable thinking, connecting local actions to the wider world.”
• Innovation and Technology: “We drive innovation and digital literacy, preparing students for a rapidly evolving technological landscape.”

Vision Statements for Classrooms

Now, let’s move onto your vision statement. Remember, vision statements are about where you’re going – what do you want to achieve for the class and the students? They’re going to be future-oriented statements that talk about your aspirations.

• Child’s Love for Learning: “We envision a classroom where every child discovers their love of learning, nurtures their inherent curiosity and builds a foundation for lifelong education.”
• Compassionate Community: “Our hope is to cultivate a compassionate learning community highlighting the values of empathy, kindness, and mutual respect.”
• Nurturing Environment: “We strive to foster a nurturing environment where each child feels safe, valued, and capable of expressing their thoughts and feelings confidently.”
• Creativity and Imagination: “Our vision is a vibrant classroom where creativity and imagination are celebrated, instilling a lifelong passion for exploration and innovation.”
• Empowered Learners: “We aspire to develop confident and independent learners, secure in their unique abilities and engaged in their personal learning journey.”
• Empathy and Consideration: “The vision in this classroom is for our students to become empathetic beings who understand and value their roles in a larger community.”
• Cooperative Learning: “We envision creating a classroom environment that values teamwork and cooperation, guiding students to work together towards common goals.”
• Literacy Development: “We strive for our students to form a strong love for reading and writing in this classroom, laying the foundation for powerful literacy skills.”
• Holistic Skills Development: “We aim to foster a range of skills in the classroom, from cognitive and motor skills, to socio-emotional abilities, in our students.”
• Resilience and Optimism: “Our vision is to equip our students with resilience and optimism to overcome obstacles, viewing challenges in the classroom as opportunities for growth.”
• Cultivating Inquiry: “We aim to nurture a classroom environment where curiosity drives the learning process, sparking a lifelong quest for knowledge.”
• Joyful Learning Environment: “Our vision is to make learning a source of joy, incorporating different styles of learning in our diverse classroom.”
• Holistic Growth: “We aspire to support each student’s cognitive, social, physical and emotional growth in a nurturing and stimulating classroom environment.”
• Well-Rounded Learner: “Our vision is to mold well-rounded individuals excelling in academic and creative areas while also demonstrating empathy and respectful behaviour.”
• Independent Learners: “We aim to cultivate independent thinkers who confidently pursue self-directed classroom learning and meaningfully apply their knowledge in real-life situations.”
• Global Citizens: “We envision our students becoming compassionate global citizens who respect and value cultural diversity by starting out with a focus on good classroom citizenship.”
• Teamwork and Leadership: “We strive to promote a classroom environment that encourages teamwork, leadership and collaborative problem solving.”
• Values and Respect: “In our classroom, we aim to foster values of honesty , responsibility, and respect, guiding students to become responsible and ethical citizens.”
• Effective Communicators: “Our vision is to empower students to become confident communicators, expressing their thoughts and ideas skillfully in the classroom.”
• Lifelong Learners: “We aspire to create a passion for learning that extends beyond the classroom and develops into a lifelong love.”
• Academic Proficiency: “Our vision is a classroom where each student achieves academic proficiency, setting the foundation for a successful educational journey.”
• Critical Thinkers: “We aim to mold critical thinkers who analyze and reflect on their learning, fostering intellectual independence and innovative problem-solving.”
• Community Stewards: “We aspire for our students to become responsible stewards of their community, understanding and respecting the value of service and civic duty.”
• Culturally Mindful: “Our vision is to develop culturally mindful students who appreciate and respect diversity, fostering an inclusive and accepting classroom environment.”
• Confident Learners: “We aim to cultivate confident learners in the classroom who take risks in their learning process, evolving through challenges and achievements.”
• Technological Literacy: “We envision a classroom where students are technologically literate, being adequately prepared to navigate an increasingly digital world.”
• Empathy and Respect: “Our hope is to foster a classroom environment of empathy and respect where students learn to value each other’s perspectives and experiences.”
• Holistic Development: “We strive for holistic growth of our students – academically, socially, and emotionally – developing well-rounded individuals.”
• Resilient Attitude: “In our classroom, we aspire to nurture resilient learners who see failures as stepping stones on the path to success.”
• Responsible Citizenship: “We envision our classroom as a microcosm of society, where students learn the importance of responsibility, respect, and community engagement.”
• Intellectual Curiosity : “We aim to cultivate intellectual curiosity, envisioning a classroom where questions lead to exploration and understanding.”
• Creative Mindset: “Our vision is to create an environment that nourishes creativity and innovation, inspiring students to think outside the box.”
• Community Engagement: “We aspire for our students to be active participants in their communities, fostering civic awareness and responsibility.”
• Resilient Learners: “We envision a classroom nurturing resilience and determination, teaching students to persist in the face of challenges.”
• Collaborative Environment: “Our vision is a classroom that thrives on collaboration, where students learn to respect diverse opinions and work productively in teams.”
• Positive Relationships: “We aim to foster a classroom environment where students learn to develop and maintain positive, respectful relationships with peers and adults.”
• Balanced Growth: “Our goal is to promote balanced academic, emotional, and social growth for each student, fostering well-rounded individuals.”
• Global Minds: “We strive to cultivate worldly students who appreciate diverse cultures and perspectives, preparing them to thrive in a global society.”
• Technologically Proficient: “We envision students who are proficient and ethical in their use of technology, ready to adapt to the ever-evolving digital world.”
• Life-Long Learners: “In our classroom, we seek to instill the desire for lifelong learning, encouraging intellectual curiosity and growth beyond the school years.”

See Also: Mission Statements for Teams

• Prepared Graduates: “We envision graduates who are fully prepared academically, socially, and emotionally, ready to undertake their next life path with confidence.”
• Career-focused Learners: “Our vision is to equip students with essential skills and understanding of myriad career possibilities, aligning their educational journey with their career aspirations.”
• Engaged Citizens: “We aspire to develop engaged citizens who understand the importance of a democratic society and are informed, active, and responsible.”
• Independent Thinkers: “In our classroom, we aim to nurture independent and critical thinkers who are capable of logical reasoning and making well-informed decisions.”
• Culturally Sensitive: “We envision a classroom where students are culturally sensitive and appreciate diverse perspectives, encouraging global understanding and mutual respect.”
• Competent Communicators: “Our classroom vision is students who are effective communicators, confidently expressing their thoughts, feelings, and ideas in a multitude of settings.”
• Resilient Attitude: “We strive to cultivate a resilient attitude in students, preparing them to face challenges and adversity head-on with grace and determination.”
• Digital Mastery: “We envision graduates who are masters in digital literacy, prepared for a technology-driven world, and who understand and respect digital ethics.”
• Lifelong Learners: “Our vision is to foster a love for lifelong learning, encouraging students to be continually curious and self-driven beyond high school.”
• Empathy and Respect: “We aim to develop students who demonstrate empathy and respect for others, making our classroom inclusive, and promoting a harmonious society.”

Tip: Start with your Teaching Philosophy

When crafting a vision and mission statement for your classroom, consider the core values that you have, which form the core of your teaching philosophy. These will likely end up becoming embedded in your mission and vision.

Consider your pedagogy , classroom management style , and personal values .

For example, if you’re a teacher who embraces a constructivist pedagogy , you’d likely embed ideas like “ active learning ” and “ inquiry ” into your mission. If you’re a teacher who embraces progressive pedagogy , you’d likely embed ideas like “empowered citizens” into your vision.

Core values and philosophies that may resonate with you as a teacher include:

• Lifelong Learning
• Respect for All
• Inclusivity
• Empathy and Compassion
• Collaboration
• Professionalism
• Adaptability
• Encouragement
• Student-Centered Approach
• Innovation and Creativity
• Critical Thinking
• Enthusiasm and Passion
• Accountability
• Continuous Improvement
• Dedication to Excellence
• Cultural Competence
• Positive Reinforcement

Before you Go

I’ve also got some other, related, mission and vision articles that might be equally useful to you:

• Vision and Mission Statements for Schools
• Vision and Mission Statements for Libraries
• Vision and Mission Statements for Universities
• Vision and Mission Statements for Childcare
• Vision and Mission Statements for Gyms

Chris Drew (PhD)

Dr. Chris Drew is the founder of the Helpful Professor. He holds a PhD in education and has published over 20 articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education. [Image Descriptor: Photo of Chris]

• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 5 Top Tips for Succeeding at University
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 50 Durable Goods Examples
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 100 Consumer Goods Examples
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 30 Globalization Pros and Cons

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• Vision statements: what they are and how to create one

Find out how to create an effective vision statement so your whole community can understand and follow your strategic direction. See some examples from schools and trusts.

What a vision statement does, how to create a vision statement .

• Examples from schools and MATs

It's your vision for the future. You'll capture it in a clear statement, in collaboration with your school or trust leaders. 

Your vision statement will make your ambitions for current and future pupils clear. Make sure it focuses on their progress and achievement.

Your strategic direction is aimed at achieving your vision. Use your statement to make sure that vision can be communicated to your whole community, so that everyone can work towards it.

You can find this on pages 14 and 18 of the Governance Handbook .

Vision statements aren't mission statements

Don't confuse your vision statement with a mission statement:

• Vision statements look to the future
• Mission statements are about what your school/trust is doing right now to work towards your vision

Make sure you're clear on the difference between vision, values, strategy and ethos .

Everyone in your school or trust should be able to memorise

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Sample Instructional Vision Statements

An instructional vision articulates what teaching and learning should look like in a particular content area. Read examples from real districts.

An instructional vision articulates what teaching and learning should look like in a particular content area. While standards name the specifics of what students should know and be able to do and the instructional shifts within the standards describe the types of instruction the standards call for, an instructional vision is a district’s articulation of what students should experience daily and the overall goals for student learning. Having a clear vision for instruction will guide the adoption process and serve as a critical lens through which all potential materials are viewed.

What is this resource?

The real-life examples provided here show how some districts articulate their vision for instruction for specific content areas (ELA, math, and science). The examples range from high level to more specific. Notice how the vision statements are focused on what students are experiencing. This frame allows educators to direct all instructional resources toward a common goal.

How should this resource be used?

Use these examples as you develop your own instructional vision before you begin your search for new materials. Gather ideas from various stakeholders within the district to ensure your vision of instruction represents priorities across your system. Once you have a draft statement, take time to socialize the statement with stakeholders to gather feedback and develop a final draft. Note that your vision may shift a little every year as your educators learn more about students and the subject, and revisiting and confirming instructional visions is in itself a powerful activity.

Explore sample instructional vision statements >

Related resources.

3 Key Updates to EdReports’ K–2 ELA Foundational Skills Reviews

Q&A: Evidence and Efficacy in Curriculum Adoption

Supporting Multilingual Learners: 3 Lessons From the Field

Copyright 2024. EdReports.org, Inc. All Rights Reserved.

• Our Mission

The Value of Setting a Clear School Vision This Year

Leaders who remind their staff of the school’s vision and focus on established goals can build capacity for the future.

Leading during Covid-19 is hard. We have categorically changed the way we’ve done school, and we are putting out new fires daily while traversing not only a global pandemic but a reckoning surrounding racism and polarized politics. None of that is easy.

In challenging circumstances, building and district leaders often tend toward cheerleading—a commendable and appropriate response. But we cannot lose sight of the entirety of that word: The leading matters as much as the cheering.

Here’s how I’ve kept myself accountable to the leadership aspect of my role as principal.

Setting a Vision

The amazing thing about educators is that they can quite literally do anything; I’ve seen this over and over again as they try to retrofit traditional in-person learning to remote learning and perfect direct virtual instruction in a matter of weeks.

But educators are human, which means they cannot do everything, including doing everything exactly the way they did before the pandemic. They’re exhausted by trying to replicate classrooms and instruction in the face of an entirely new paradigm; everything winds up having equal importance when the disruption is that extreme.

This is where good leaders, irrespective of the level of leadership, step in: They make sure that teachers know what the priorities are and that they remain inspired and guided by a single vision—and that takes leading, not cheering.

Cheering alone subtly and unintentionally communicates that teachers should try to do everything—that doing so is a valuable and even noble endeavor—and it can encourage educators who already feel overwhelmed to take on even more. Cheering alone provides no direction forward; it simply encourages the same behavior.

Leading, however, directs. It involves expressing the fact that while you believe teachers can do anything, they can’t do everything. With your direction, teachers can keep a laser-like focus on the big picture—the vision—and prioritize the tangible short-term “anything.”

This year at Highland Elementary in Northern Illinois, where I am principal, our vision is that all students make growth on their local formative assessment scores over the first quarter. To move in that direction, we set small, incremental goals to get baseline data, establish classroom relationships and norms, and structure our scope and sequence to meet students’ needs.

This prioritization means that some things have been dropped. By implementing morning meetings to build relationships, we have lost instructional time in other areas. Lessons get pushed off here and there to make sure that we meet students where they are and get baseline data on each of them.

The vision, however, is what keeps us aligned, and our job as school leaders is to keep teachers focused on that vision. If we don’t, there’s a risk that teachers will become even more overwhelmed and perhaps even demoralized.

Keep the Target Consistent

While a vision clearly defines where we are going, a target defines what success looks like at each step along the way.

We’re often predisposed to raising our expectations—to raising the bar and shifting the target—when things feel good or get easier. We’re also predisposed to lowering our expectations and even lowering the bar when we feel people struggling, just as they are now. But we have to resist that temptation and set and maintain targets.

When the target keeps moving and we cheer rather than lead, we’re unintentionally communicating the impossibility of hitting that target and how little it means to actually hit it. It happens all the time: Leaders cheer for staff who are missing the agreed-upon target but are doing other stuff above and beyond. They get an A for effort. But what does that communicate about our belief in the target and our dedication to our vision?

At my school, we set a target of establishing classroom relationships and norms, and I send direct messages to teachers, cheering for them when I see that happening. But their success in this regard doesn’t mean it’s time to change the target; rather, relationship building remains the target as we continue to move the curriculum forward.

Lead by setting a clear target that defines what is most important—and then cheer when it is hit.

Focus on Relationships With Teachers to Help Them Move Forward

One of the toughest parts about leading during the pandemic is that people are in so many different places mentally and emotionally. In the face of this flux, we must differentiate the strengths and challenges that face each staff member in much the same way that they differentiate their students’ strengths and challenges.

That’s why building relationships is one of a leader’s most important jobs. When you truly engage with teachers and know where they are, you have the information you need to coach them on how to move forward.

A couple of years ago, we did an activity at my school where each staff member identified their three primary core values and levers (trust, integrity, creativity, equity, etc.). Since then, I have cheered for each of them and their individual values and levers when I see them in action. If, for example, a teacher’s core value is equity, I watch for that and cheer for them when they go out of their way to ensure that students have what they need to access learning, whether that means a home visit or a hot spot or a different computer. When I can encourage each teacher based on their core values, the encouragement means more—and it shows that I am in their corner.

One of the greatest pieces of advice I have ever received is “Seek to build capacity no matter the moment.” Despite the challenges we are facing right now, we have an opportunity to create an entirely new way forward—to forge a future that is framed by what we are learning now, including about our responsibility to both lead and cheer for our staff.

More Like this

Vision statement template and 40 vision statement examples, a vision statement is a clear articulation of your organization’s bold future state—meaning where you want your organization to be in 5-10 years..

As you embark upon your strategic planning process, your vision statement is the foundation of your organization’s long-term goals and day-to-day activities. Knowing where to start when creating your vision statement can be tricky, but we’ve got you covered! We’ll cover the basics of vision statements, how they differ from mission and values statements, and how you can build your own using our vision statement template. As you work through the creation of your own vision, browse 37 of our favorite vision statement examples and learn some best practices.

Pro Tip: Without a clear vision statement, you’ll have a difficult time communicating that vision of your future to your team and to the people around you.

What is the Purpose of a Vision Statement?

Your vision statement is the big, bold declaration that defines what you seek to accomplish or where you want to be in the next 5-10 years. It is foundational to your strategic plan and should not be overlooked in the planning process, as it articulates and crystalizes your future state.

What is the difference between a vision statement, a mission statement, and guiding principles?

While this is a common mistake, an organization’s vision can be confused with its mission statement. They are not interchangeable, as each has a clear purpose. Missions express why you exist and what you do; visions paint a bold picture of your future, and company values outline how you expect your team to behave.

A company’s vision articulates where you’re going.

A company’s vision statement is a forward-looking declaration that outlines your organization’s aspirations for the future, typically spanning multiple years. It asks (and answers) the fundamental question, “Where are we going?”

Your vision statement is your big, bold, lofty aspirations all wrapped up in a clear and memorable sentence. Your vision may feel, in some ways, a bit out of reach and overly ambitious, but that’s okay- it’s supposed to be! The primary purpose of creating a vision statement is to provide direction and inspiration, setting a clear and ambitious target for what the organization aims to achieve.

Pro Tip: You need to create a unique vision statement! It needs to be distinct and paint a picture of the world if you reach your future goals. How will you change people’s lives? How will you change your organization?

A company’s mission statement articulates why you exist.

Unlike a vision statement, which answers the question, ‘Where are we going?’ a company mission statement focuses on it’s core purpose. A mission statement asks the question, “Why do we exist?”. Think of a mission statement like a purpose statement. It should provide the context for all the decisions made within the organization and be useful for both internal and external audiences.

It describes the organization’s current purpose and reason for its creation. Your mission is essentially your statement that defines the purpose of the work you do. It should provide the context for all the decisions made within the organization and be useful for both internal and external audiences.

Pro Tip: A good mission statement clearly communicates your higher purpose and reason for existing. It should also guide business’s vision!

Again, this statement would ideally be clear, succinct, and memorable, as it will be something that you’d share with your customers, employees, and stakeholders.

Guiding principles define how you will behave.

Your guiding principles or company’s core values are the uncompromising principles or standards by which you guide your decision-making. They inform your approach to growth and impact. These can also serve as the clear guardrails and principles that keep your organization growing with quality and integrity.

They define the clear behaviors you expect of your organization and your team as you pursue your big, bold vision.

These elements make up essential aspects of your strategic plan and are not interchangeable. Each element is foundational and has a clear purpose. Missions are what you do conversationally, visions paint a bold picture of your future, and values outline how you expect your team to behave.

What are the Benefits of a Compelling Company Vision Statement?

There are several benefits to incorporating your vision statement into your strategic plan. Some key benefits that a well-defined business vision statement provides are:

• Directional Guidance: Your vision statement acts as a compass, guiding strategic planning and decision-making by defining the desired end state.
• Motivation and Inspiration: A compelling vision can inspire and motivate stakeholders, including employees, customers, and investors, by providing a sense of purpose and direction.
• Unity and Alignment: A vision statement helps align the efforts of all team members, fostering a sense of unity and shared purpose.
• Strategic Framework: Your vision statement serves as a foundational element in the strategic planning process and helps to shape the objectives, strategies, and action plans that will drive the organization toward its envisioned future state.
• Decision-Making Clarity: With a clear vision, decisions can be evaluated based on their alignment with the desired future, ensuring that actions contribute to long-term success.
• Differentiation: A distinct and ambitious vision can set an organization apart from its competitors.

Does every organization need a vision statement? Absolutely!

A vision statement is not just a declaration of long term future intentions that is only shared during yearly board meetings or during fund-raising events; an inspiring vision statement is a strategic tool that benefits an organization by providing direction, inspiring stakeholders, fostering unity, guiding decision-making, and differentiating the organization from its competitors.

Vision Statement Template & Visioning Canvas

Coming up with a big, bold vision that encompasses your goals for the next 5 to 10 years may seem like a daunting task. Prior to drafting your vision statement, you need to go through a few ‘visioning’ exercises to determine what your vision for your organization actually is. To help you build a vision statement that matters, we’ve created a visioning guide and attached an easy-to-follow visioning template. Click here to download !

How to write a vision statement

The first step to narrowing down your vision for your organization is to ask yourself and your team these two questions:

• What does success look like for us in the future?
• How will that differ from how it looks today?

These questions are a good way to put your team in the mindset of thinking about where you are today versus where you want to be tomorrow.

When thinking of your ideal future state, it may help to think about your team’s common goals in relation to four specific areas: people and organizational suitability, operational excellence and innovation, customer growth and retention, and financial results and impact.

Pro Tip: You may recognize these four areas in a balanced scorecard, which is exactly what it is. When you outline what the future would look like in these four areas, it will paint a clear and well-balanced picture of your overall vision for your organization and provides some guidance of where you want to focus your development efforts.

The best way to do this exercise is to follow this canvas to guide your exercise and with each matrix, ask yourself two questions; “What does success look like (in this area)” and “How is it different from today?” For each perspective you explore, write supporting vision descriptors, aka “min-visions,” that will ultimately support your larger vision of success.

These help your organization clearly understand your ideal future in all areas of your organization. Use the template provided in the canvas above to complete the following vision descriptors to include in your business plan and strategic plan.

People and Organizational Suitability

The first perspective is internally focused based on our equity in our people and organizational stability. This includes areas such as organization structure, size, and capabilities, as well as overall company culture and skills.

What does success look like for your people? Think about your organization’s structure, size, capabilities, and culture.

Mini Vision: Have a growing team of 200 people who are passionate about changing our industry.

Operational Excellence and Innovation

The second area focuses on operational excellence, and innovation. This includes such concerns like facilities, processes, technology, innovation and environmental impact.

What facilities, technology, innovations, or environmental impact are needed to achieve that vision? How will it help you get there?

Mini Vision: Scale our infrastructure to increase output by 50%.

Customer Growth and Retention

This area focuses on the market/customer-facing perspective of growth and impact. Areas of concern could include the services, customer service, products, benefits, and value proposition that your organization brings to the market.

What does the volume, number of customers, geographies, or products/services look like once you reach your destination?

Mini Vision: Become a top player in our market, positioned as ‘innovators’ in the minds of our customers.

Financial Results and Impact

Finally, this perspective focuses on a financial perspective, and includes concerns such as social impact, sustainability, profitability, and revenue growth.

What is the revenue growth, profitability, or social and community impact achieving this vision will help achieve?

Mini Vision: Achieve sustainable, profitable growth by increasing profits by 10% year over year over the next 5 years.

OnStrategy Vision Statement Example

Now that you have the four areas filled out, , you can use the vision statement template we’ve created as a guide to write your own . Begin by setting a target date or year to accomplish, followed by the phrase ‘we envision’ paired with your organization’s desired future state. Finally, end your statement with a ‘why’ to give your team vision a reason and purpose. Fill in the blanks to help write your own vision statement:

• By: Insert the year or timeframe

This doesn’t have to be explicitly stated in your vision statement, but you should have a timeline in mind as you draft it.

• We envision: A phrase that helps frame your vision statement.

Again, you don’t have to explicitly keep this phrase in your vision statement once you’ve drafted it. But starting your vision statement drafting process with this phrase can help put you in the right frame of mind.

• Verb: An action verb in future tense
• Impact: Description of future impact on the world

We envision being the #1 choice for premier organic, sustainable foods by changing the way produce is grown and sold in North America.

6 Characteristics of a great vision statement:

• An ideal vision statement at least five years in nature or longer, but no longer than 10 years. You need to have flexibility to pivot if your company or end goal changes, so 10-year vision might be too long.
• Your vision statement needs to be unique to your organization, sound like no one else’s, and stays true to what sets your organization apart
• Vision statements are set in the future tense and have a powerful action verb.
• A great company vision statement is directional. Again, we’re not there today but are moving towards our ideal future with forward momentum.
• A good vision statement is audacious. Visions are big and broad with high-reaching thoughts.
• Finally, a strong vision statement is descriptive.

40 Sample Vision Statements

Now that you have a template to help create your vision statement, we’ve put together a list of 37 of our favorite vision statement from organizations around the globe. First, we will jump into some of our favorite vision statement’s from OnStrategy client’s:

OnStrategy Clients Vision Examples

#1– Experience Kissimmee

To be the recognized leader in destination marketing by promoting Kissimmee and Central Florida’s tourism experiences to the world.

Get the Free Guide to Create a Clear Vision and Future State

#2– bright path labs.

Bright Path Labs’ vision is to bring our advanced manufacturing technologies to the entire pharmaceutical industry where our cutting edge and proprietary chemical production techniques can significantly contribute to solving some of today’s biggest healthcare challenges, including:

• Improving the resiliency of domestic supply chains and the affordability of medicine
• Reducing the risk of life-saving drug shortages
• Supplying increased access to medicine for underserved and overlooked patient populations.

#3– Keystone Health Care

To become the preferred provider of Emergency Medicine and Hospital Medicine services by embracing dynamic healthcare challenges and focusing on controlled growth in select markets.

#4– Patagonia

Making the best product matters for saving the home planet.

#5– Cleveland Metropolitan’s School District Engagement Division

CMSD is the number one choice in Cleveland; families enroll and remain with the District because they feel welcomed, valued, supported, and meaningfully engaged as partners in students’ success.

#6– The City of Reno

We are a thriving urban center known for our world-class colleges, vibrant culture, diverse outdoor activities, and innovative industries.

#7– City and County of San Francisco Department of Technology

We envision being a trusted leader and global example in providing innovative technology services and solutions to all CCSF agencies, the people of San Francisco and worldwide.

#8– Charlotte-Mecklenburg Police Department

We envision becoming the trusted, respected, and sought-after community partner by serving our citizens and taking care of our employees.

For-Profit Vision Examples

Serve people worldwide with the joy of expanding their life’s potential by leading the advancement of mobility and enable people everywhere in the world to improve their daily lives.

#10– Hyundai

Progress for humanity. We’re here do the right thing for humanity.

#11– Porsche

The brand for those who follow their dreams.

Providing a new space that makes life more convenient and enjoyable by realizing superlative mobility based on innovative people-oriented, eco-friendly technologies and comprehensive services.

#13– Microsoft

Microsoft’s vision statement is to help people and businesses throughout the world realize their full potential.

Lead the future of Streaming TV by creating new and familiar experiences for our viewers, amplifying bold voices, and challenging our diverse builders and creators to push the boundaries of storytelling and technology.

#15– Netflix

Becoming the best global entertainment distribution service.

#16– Verizon

We create the connections that shape the future. Verizon is transforming how people, businesses and technologies interact, setting the stage for the next Industrial Revolution.

…To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.

#18– Google

Google’s vision is to provide access to the world’s information in one click.

To create a better everyday life for the many people.

This vision goes beyond home furnishing. We want to have a positive impact on the world– from the communities where we source our raw materials to the way our products help our customers live a more sustainable life at home.

Healthcare Vision Statement Examples

#20– Renown Health

Renown Health, with our partners, will inspire better health in our communities.

#21– Blue Cross Blue Shield Minnesota

Be the customer’s first choice by reinventing ourselves and the system.

We aspire to be the premier research-intensive biopharmaceutical company in the world.

#23– Johnson & Johnson

To help people see better, connect better, live better.

#24– Mizuho

Our aim is to be a world-leading medical equipment supplier committed to meeting and exceeding the expectations of our clients.

Guided by our purpose, CVS Health® is building an entire world of health care around each and every person we serve, no matter where they are on their journey.

#26– AstraZeneca’s Vision

Driven by innovative science and our entrepreneurial culture, we are focused on the delivery of life-changing medicines that are fueling growth and contributing value to patients and society.

#27– Harvard

Harvard College sets the standard for residential liberal arts and sciences education. We have committed to creating and sustaining the conditions that enable all Harvard College students to experience an unparalleled educational journey that is intellectually, socially, and personally transformative.

We will be an innovative and adaptable community of educators that creates a seamless and transformative experience for all Brown students by equipping them to succeed academically, empowering them to be in community together as their authentic selves, and supporting them in developing skills for life after Brown.

#29– Stanford’s Vision

We are expanding avenues of discovery across all fields while creating new pathways for applying knowledge where it is needed in the world.

#30– Michigan State College of Literature, Science, and Arts

We are a diverse intellectual community, working together to reimagine the world and create positive, purposeful change.

#31– The University of Nevada, Reno

The University of Nevada, Reno ‘s vision is to educate and graduate the best-prepared, confident leaders for the state, national, and global community; to be a nexus for research and creativity that focuses on vital issues of our time; and to serve as a catalyst for the betterment of our society.

#32– Los Angeles Unified School District

L.A. Unified will be a progressive global leader in education, providing a dynamic and inspiring learning experience where all students graduate ready for success.

#33– Clark County School District

Our vision is for all students to graduate from high school having the knowledge, skills, attitudes, and values necessary to achieve academically, prosper economically, and contribute in a global society.

Non-Profit Vision Examples

#34– Global Fund for Children

The Global Fund for Children, envision a world where all children have the opportunity to learn, grow and thrive. This vision can be turned into reality with the help of grassroots organizations.

#35– St. Jude

To accelerate progress against catastrophic disease at a global level.

#36– Big Brothers Big Sisters of America

All youth achieve their full potential.

#37– Nevada Humane Society

Our vision is that all pets have a healthy, happy life.

#38– Boys and Girls Club of America

Provide a world-class Club Experience that assures success is within reach of every young person who enters our doors, with all members on track to graduate from high school with a plan for the future, demonstrating good character and citizenship, and living a healthy lifestyle.

#39– Habitat for Humanity

A world where everyone has a decent place to live.

#40– American Red Cross

The American Red Cross, through its strong network of volunteers, donors and partners, is always there in times of need. We aspire to turn compassion into action so that…

• …all people affected by disaster across the country and around the world receive care, shelter and hope;
• …our communities are ready and prepared for disasters;
• …everyone in our country has access to safe, lifesaving blood and blood products;
• …all members of our armed services and their families find support and comfort whenever needed; and
• …in an emergency, there are always trained individuals nearby, ready to use their Red Cross skills to save lives.

For a deep dive on Vision Statements, check out our Vision Statements post.

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Vision and Mission

“Without a vision, the people perish.” (Proverbs)

Sometimes people think defining a school’s vision and mission are relatively unimportant, and can be done quickly. Wrong!

Developing the school’s vision and mission are two of the most important steps toward creating a successful program. Done well, they give clarity and direction for a school. A muddy vision or mission can help lead to continuing conflicts, and a school that has difficulty identifying priorities.

In this section, we examine:

• Developing a vision statement (including samples)
• Developing a mission statement (including samples)

If your school is extremely successful over the next three- five years, how will people describe your school? Think about the answer as you begin to develop the vision. Here are some samples:

• Our vision is to create a nationally known inner city elementary school that produces major gains in student achievement, and helps make the neighborhood in which it is located a much more pleasant place in which to live and work
• Our vision is to create one of the state’s most effective schools helping secondary student who have not succeeded in traditional schools, prepare for, and be accepted into, post-secondary education
• Our vision is to create an extremely effective k-8 rural school that not only produces very high levels of student achievement, but also helps train the next generation of rural teachers.
• Our vision is to create a k-12 school that is highly regarded for its academic excellence, and for its contribution in actively serving and improving the community in which it operates.

A vision is more than broad, flowery statements. The vision helps people understand how you hope others will view you, and describes some of your highest priorities.

This is how you would describe your school to others. The Northwest Regional Laboratory suggests that Charter Mission Statements might want to answer three questions:

a. Whom do you seek to serve? b. What do you seek to accomplish? c. How will you proceed (what methods will you use).

This means that a mission statement should include:

• Ages and other characteristics of students you intend serve,
• Curriculum philosophy and instructional approaches you intend to use
• An overall goal or two of the school.
• One or two special features of the school.

Here are some sample missions:

• Our mission is to help urban students who have not succeeded in traditional secondary schools prepare for work, active citizenship, and post-secondary, using a combination of classroom work and community internships
• Our mission is to help inner city k-6 students develop higher order thinking skills, peacemaking skills and leadership abilities in an environment of shared values of nonviolence, equality and unity, by using a combination of the Core Knowledge Curriculum and Direct Instruction
• Our mission is to partner effectively with the YMCA so that we help prepare middle school students to be responsible citizens, good workers and faithful family members
• Our school strives to be a racially and culturally diverse community of students, parents and staff, dedicated to creating a peaceful environment in each person is treated with unconditional positive regard and acceptance. Within such an environment, each student, k-12, will be empowered and inspired to reach his or her full academic, emotional, physical and spiritual potential (part of the Community of Peace mission)
• The LeCrescent Montessori Academy’s mission is to empower preschool through seventh grade children to unfold their potential as whole and unique persons, and through them create a peaceful world community.

Charter founders sometimes have found it challenging to decide who to involve, and how long to take, in developing vision and mission statements. Our general advice is that charter developers:

• Do some initial research in the community to identify unmet needs and wants, before drafting vision and mission statements. For example, if a relatively small community already has one or more Montessori elementary schools, it may not make much sense to propose creating another one. On the other hand, if a community has a number of families sending children to Montessori nursery schools, but there is no Montessori elementary school, such a school may well be viable. If a community has a significant number of students who are not graduating, this may well be a major unmet need that a charter could meet. Include interviews with key community leaders to get a sense of what needs they see as unmet.
• Based on your research and your own personal priorities, write a draft mission and vision, possibly with one or two other people who share your ideas.
• Include at least a handful of other people in reviewing, commenting and refining a draft vision and mission that one or two people develop.
• Establish a time line for developing the original proposal, including a time by which the vision and mission are completed. (Allowing a vision/mission discussion to go on too long can mean that other vital activities are not completed.)

It is not enough for a small group of people to create a vision and mission. Students, faculty and families need to understand a school’s vision and mission. The school’s faculty and board of directors should periodically review both the vision and mission statements. It may be that the school wants to alter one or both. For example, the highly successful Twin Cities Academy in St. Paul began by serving 6-8th grade students. Based on strong encouragement from families and students, TCA is opening a new high school in the fall of 2004. Some schools start off serving elementary students, and later conclude that they also want to enroll secondary students. Schools may also change their central curriculum or philosophy. If this happens, the school community might well want to change at least the mission, if not the vision.

Northwest Regional Educational Laboratory’s Charter Starters, Leadership Training Workbook 1: Start-up,  nwrel.org/charter/Workbook/cs_workbook1.pdf  offers some sample mission statements and includes some discussion of how to create vision and mission statements.

Vision, Mission and Philosophy Statements

Vision Statement

UCLA Early Care and Education inspires the next generation of life-long learners by providing:

• High-quality, developmentally-appropriate education and care for young children;
• A program focused on diversity, equity, and inclusion for families and staff;
• A work environment that nurtures, values and inspires our professional staff;
• Service to families and the University community;
• Research-focused sites of learning for the field of education.

UCLA ECE provides care and education for children and an essential service to families by focusing on research and quality.

Mission Statement

The UCLA Early Care and Education programs provide quality child care, support families and share information and resources with the community to make a positive difference in the lives of children, in support of the teaching, research and community service mission of the University.

Philosophy Statement

We believe that early learning is relationship-based. Our fundamental goal is to establish trusting relationships among children, teachers and parents. Carefully constructed early education experiences promote exploration, critical thinking, cooperative play and the development of mutual respect.

Central Administrative Offices

[email protected]

(310) 825-2822

© 2024 Regents of the University of California

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MSU Extension

Early childhood education vision and mission statements.

Kittie Butcher, Michigan State University Extension , and Janet Pletcher, Lansing Community College - August 29, 2016

If our vision statement is our destination, then our mission statement is the vehicle that takes us to our destination.

Vision statements are what we imagine in a perfect world; they are an idea we want to see occur someday. They are big ideas that address complex problems or situations, not something that is going to be achieved in a few years. When Martin Luther King, Jr. gave his “I have a dream” speech, he addressed how he envisioned a world of peace and justice. He said, “I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin, but by the content of their character.” He did not think it was going to happen in a few years because he knew that anger, fear and injustice were embedded deeply in the thoughts, feelings and actions of the people of our nation. He made that speech in 1963, more than 50 years ago. His dream is not yet realized, but many people have changed and, more importantly, that dream still guides many people.

Vision statements have a foundation in core values. These are basic beliefs people hold dear. Values such as freedom, honesty, justice and equality of opportunity are some of the basic beliefs most Americans cherish. Often, a person’s values derive from the family and their early years. Early childhood care and education programs, as organizations that serve families and young children, recognize that values are important and central to our visions and our missions.

Examples of vision statements

The following are some examples of vision statements from a variety of businesses and organizations:

• Help people around the world to eat and live better – Kraft Foods
• To make people happy – The Disney Corporation
• A computer on every desk and in every home; all running Microsoft software – Microsoft

What would be an appropriate and inspiring vision for an early childhood education program?

What is a mission statement?

If vision statements are about why we do what we do, then mission statements are about how we do it. They usually emphasize a verb such as “provide,” “establish” or “help.” Verbs are action words, so they express how we implement our vision.

Some examples include:

• Spreading Ideas – TED (Technology, Entertainment and Design)
• Celebrating Animals, Confronting Cruelty – The Humane Society
• We help moms have full-term pregnancies and research the problems that threaten the health of babies – March of Dimes

Early care and educational profession

What about early care and education programs? What kind of vision and mission do we have when we think about our profession and its services? Addressing questions that define our profession, Stacie Goffin and Valora Washington ask, “What is the early care and education field’s defining intent?” in “ Ready or Not (Early Childhood Education Series) .” Margie Carter and Deb Curtis offer some suggestions in their first chapter of “ The Visionary Director .” Other possible choices for the purpose of your program include:

• Provide a safe place for children to be while parents are at work or school.
• Provide a place where children will be able to learn foundation skills to be ready for kindergarten.
• Provide a place where children and adults will be able to participate in a wide range of experiences and develop their full potential.
• Provide a place where children can learn life skills to interrupt the cycle of poverty.

Holly Elissa Bruno in “ Leading on Purpose: Emotionally Intelligent Early Childhood Administration ” suggests seven standards for mission statements. They should:

• Inspire everyone who hears it.
• Empower staff to find their own purpose with the greater mission.
• Shine steadily like a lighthouse when storms bluster.
• Set a standard for quality performance.
• Reflect our deepest core values.
• Inform every decision.
• Remain timeless.

It may seem like a lot of criteria to take into account, but a well-thought-out vision and mission statement can fulfill these guidelines. Reflecting on just one criteria, “inform every decision,” we see that mission statements can provide a touchstone for every aspect of an early childhood program. From budget development to staff evaluations to relationships with families, if we keep our mission in the forefront of our minds, then we can be guided by its precepts.

For example, if our mission focuses on preparing children for kindergarten, we may not be flexible about our schedules and when families bring their children to the program. Our hours may be set so that children have to participate in the full routine/schedule of activities. If we focus on providing a safe care place, our hours will be more flexible to meet the needs of the families.

Thinking about how we treat personnel is another area that can be guided by a mission statement. If we focus on “providing a place where children and adults will be able to participate in a wide range of experiences and develop their full potential,” then it would make sense for our program to support professional development for teachers and other staff.

What would be an appropriate and inspiring mission for an early care and education program?

For more articles on early childhood education, child development, academic success, parenting and life skill development, please visit the Michigan State University Extension website.

This article was published by Michigan State University Extension . For more information, visit https://extension.msu.edu . To have a digest of information delivered straight to your email inbox, visit https://extension.msu.edu/newsletters . To contact an expert in your area, visit https://extension.msu.edu/experts , or call 888-MSUE4MI (888-678-3464).

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22 vision statement examples to help you write your own.

When launching a startup, founders typically have an idea of what they want to achieve — a vision of what success will look like. During the strategic planning process, it’s important to put this vision into concrete terms. Not only does a vision statement clarify your thoughts, but it helps employees and stakeholders understand what the business has set out to accomplish. No matter what the business, a good mission and vision statement can inspire and motivate employees to make that vision a reality.

Whether it’s your first or fifth business, writing a compelling vision statement can be challenging. Below, we'll share how to write a vision statement — one that inspires your employees and positively impacts your business — and we'll look at a few vision statement examples to help you get started. 

What is a vision statement? 

A personal mission statement and personal vision statement can be used to guide our decision-making and help us stay focused to meet our long-term goals. Company statements are no different. A company vision statement is one of your most important business documents, along with your mission statement and core values. Although it’s easy to confuse the three, each one is unique and serves its own purpose. 

Core values are the organization’s long-term beliefs and principles that guide employee behavior. A mission statement deals with “why” an organization exists, while a vision statement outlines “what” that existence will eventually look like. A mission statement has to do with what the organization is doing in the present, while a vision statement focuses on the future. Mission statement examples include L’Oreal’s “Offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy, and safety.” Conversely, Disney’s vision for itself is “to be one of the world’s leading producers and providers of entertainment and information.”

Primarily intended for internal employees and shareholders, a vision statement describes what an organization aspires to be. It helps to think of a vision statement as part roadmap, part inspiration. By outlining a long-term vision, rather than just short-term goals, a vision statement helps give the organization shape and purpose. 

Why it’s important to have a vision statement.

Despite the importance of a vision statement, many companies choose to operate without one. Some simply combine their mission and vision into one general document. Others do away with the idea altogether, thinking that corporate visions are vague statements that serve no actual purpose. 

Furthermore, studies show that highly aligned organizations grow revenue 58% faster, and are 72% more profitable than ones that are unaligned. If an organization doesn’t have a vision or a clear idea of what it wants, it will greatly limit its opportunities and have a difficult time inspiring employees to stay committed.  

How to write a vision statement.

Writing a vision statement may seem like a daunting task. It’s read by every employee and shareholder, and greatly impacts the success of the organization. And a vision statement takes time and thought. When done well, a vision statement can provide the encouragement your company needs to achieve its goals. To streamline the process, keep the following steps in mind while crafting your vision statement:

1. Determine who will help write your vision statement.

When starting out, it’s likely you and your partners will be responsible for writing your company’s vision statement. Once you start hiring, you can ask managers and employees to contribute additional insights. Interviewing a range of individuals will help create a vision statement that integrates and speaks directly to the entire organization. 

2. Project your goals for the future.

Imagine your company five or ten years down the line. The outcome you envision — your dream for the future, your success as a company — should be captured in the vision statement. Keep in mind that the statement should only include the vision, not an actual step-by-step plan for implementing solutions. 

The following questions can help you clarify your vision: 

• Where do we want the organization to go? 
• What can we realistically achieve?
• What problem does the organization intend to solve?
• What are the changes we believe the organization can make for individuals? For the industry? 
• How will things be different if the vision is realized?
• What phrases or keywords describe the type of organization and outcome we want?

3. Stick to the specifics.

A generic vision statement — one that sounds like it could apply to any company — will not be enough to motivate your team. Vision works best when it’s specific and describes an end goal only your organization can provide. Don’t be afraid to dream big. A lukewarm vision will only yield lukewarm results. So it’s important to be bold, and even risky, when writing your vision statement. 

4. Keep it short and simple.

While it should be specific, a vision statement shouldn’t be overly detailed. It should be concise. Start by jotting down all of your ideas, and then pare those down to the essentials. Keeping just one or two key points helps create a clear vision that’s easy for everyone to focus on and fulfill. Stay away from technical terms and jargon, and use the present tense. Rather than trying to write something catchy, aim for clarity. A great vision statement works best when it’s simple, memorable, and inspirational. 

Revisit your vision often as your company evolves.

A vision statement sets an organization’s sights on the future. However, once that future is reached, the vision needs to continue moving forward. Your vision statement is a living document, not a set of static sentences. It plays an important part in your overall strategic plan for a certain time frame. It should therefore be regularly updated to reflect your organization’s current purpose. 

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Constantly communicate your vision.

Once you have a vision statement that articulates your end goal, make sure it’s clearly communicated. A vision is more effective when your entire organization takes it to heart. Commit the proper resources and time toward realizing the vision you’ve set. This can mean investing in seminars and training or launching a new product. It can also include offering the lowest possible prices, entering new markets, or exploring other areas of opportunity. A good way to help everyone align with a company's vision statement is by inviting them into the process. Ask for employees’ input, and suggest ways to incorporate the vision into their work. Then, make sure to recognize or reward individuals for their standout contributions.

Vision statement examples.

Sometimes, seeing what works for notable companies is just the inspiration you need to create your own vision statement. Below are some inspiring vision statements from today’s top companies:

Concept-based vision statements.

Some vision statements are based on concepts of what the company hopes to be or achieve in the future. This can be a general statement focused on customers, or a position the company wants to hold within the industry. Below are a few examples of concept-based vision statements:

• BBC: “To be the most creative organization in the world”
• Disney: “To make people happy.”
• Google: “To provide access to the world’s information in one click”
• IKEA: “To create a better everyday life for the many people”
• Instagram: “Capture and share the world’s moments”
• LinkedIn: "Create economic opportunity for every member of the global workforce”
• Microsoft: “To help people throughout the world realize their full potential”
• Nike: “To bring inspiration and innovation to every athlete in the world”
• Oxfam: “A just world without poverty”
• Shopify: “To make commerce better for everyone”
• Sony: "To be a company that inspires and fulfills your curiosity.”
• TED: “Spread ideas”
• Tesla: “To accelerate the world’s transition to sustainable energy”
• Uber: “We ignite opportunity by setting the world in motion”
• Whole Foods : “To nourish people and the planet.”

Quality-based vision statements.

Other common vision statements are focused on internal goals. These include the type of products and services the company hopes to provide as they grow. Quality-based vision statements can also relate to company culture and operations. The following are some examples from actual United States companies in different industries:

• Amazon: “Our vision is to be earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”
• Avon: “ To be the company that best understands and satisfies the product, service, and self-fulfillment needs of women—globally.”
• Ben & Jerry’s: “Making the best ice cream in the nicest possible way”
• Ford: “People working together as a lean, global enterprise to make people’s lives better through automotive and mobility leadership.” 
• IBM: “To be the world’s most successful and important information technology company. Successful in helping our customers apply technology to solve their problems. Successful in introducing this extraordinary technology to new customers. Important because we will continue to be the basic resource of much of what is invested in this industry.”
• McDonald’s: “To move with velocity to drive profitable growth and become an even better McDonald’s serving more customers delicious food each day around the world.”
• Nordstrom: “To serve our customers better, to always be relevant in their lives, and to form lifelong relationships”
• Starbucks: “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.” 
• Warby Parker: “We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.”
• Zappos: “To provide the best customer service possible. Deliver 'WOW' through service”

Keep a clear vision.

Even if it’s just a few sentences, a vision statement provides a lot of value. Not only does it outline the company’s desired outcome, but it can communicate intentions and hopes for the future. The best part is that a vision statement changes with your organization. When a vision is reached or updated, it’s time to create a new vision statement. This encourages everyone toward greater goals, and opens your company to more possibilities.

Ready to bring your vision to life? Brex can help.

30 Noteworthy Vision Statement Examples (+ Free Template)

The vision statement is the North Star of your overall company strategy, it is where you want to be as a business in the future. A good vision statement acts as motivation for employees and provides guidance on long-term goal setting.

Wondering why it matters? According to a January 2022 survey by Gartner, 52% of surveyed employees said the pandemic made them question the purpose of their day-to-day job. What can you get from unmotivated employees? Well, probably wasted money and slower business growth. But that’s a story for another day.

Let’s dive into this article, where you’ll discover:

Why Do You Need A Good Vision Statement?

What is a vision statement, vision vs. mission statement: what's the difference, how to write a company vision statement example, tips for creating your vision statement, 30 vision statement examples from top companies.

• Vision Statement Template And Resources

Turn Your Vision Into Reality With Cascade 🚀

Do you think a vision statement is just fluff with its only purpose to look good in the “About Us” section on the website?

Well, we beg to differ and so does Ryan Saundry, a General Manager in charge of Strategy & Value Creation at Asahi Beverages. Here’s why he believes a vision statement is crucial for business:

"If you look at many of the great examples of super successful companies over the last 10,15 or 20 years, there's one thing they have in common. And that’s a really simple, clear vision their business and people can understand and coalesce behind."

The reason why a good vision statement matters is that the people you are leading want to know the “why” behind your decision-making before they follow you.

If you are a disruptive business, your vision will have to be bigger and more badass than any other. And you need to figure it out to create engagement and followership from your stakeholders and team members.

On top of that, a vision statement plays an important role in the strategic planning process.

Vision statements have a directional role , meaning they guide the organization’s plans and strategies. In other words, a clear vision acts as your North Star that helps you set strategic initiatives and objectives while keeping the focus on the big picture. That’s why a vision statement should be a part of the company’s every strategic plan.

When you think about an organization's vision statement, it's not just about the business goals and how to achieve them (that's more like a mission statement). It's about looking at the bigger picture. Take Kellogg's vision statement, for example: " A good and just world where people are not just fed but fulfilled. " They're not only talking about sales here or about being the #1 company in their industry. It's about how they want to make a positive impact on society and improve people's lives.

The bottom line is that people follow leaders with vision and customers are loyal to companies with good vision statements that deeply resonate with them . That’s why your company’s vision shouldn’t be just an afterthought. After all, a memorable and engaging vision statement engages your people emotionally, causing them to work around and through obstacles, and inspires change.

📽️ Must watch : We’re sure you’ve seen it already, BUT if you haven’t, Simon Sinek’s TED talk “ How great leaders inspire action ” is a great resource to understand the importance of your vision statement, and the “why” behind your organization.

In short, a vision statement describes the desired future state of a business within a 5-10 year timeframe and guides the direction of the business's efforts. It is essentially the future objectives of a business. The vision statement is also the first step in building a highly-effective business strategic plan, since it sets the foundation to understand the direction of your business in the long-term.

While this is more of a general definition, let’s dig a bit deeper into it by looking at the difference between a vision statement and a mission statement.

If you hear 10 different people talking about mission and vision, you will most likely hear 10 different definitions. Taking a look at some of the websites and social media accounts, it's clear that many people confuse one for another. 

But here’s how Anita Stubenrauch, ex-Apple creative veteran, explains why you shouldn’t ignore the difference : 

Here’s what’s at stake: if we mistake mission for vision, we just might accomplish what we set out to do — and then stop there.

In other words, mistaking the vision for a mission statement might just stop your organization from achieving its true growth potential.

Let’s settle this battle once and for all: 

• A vision statement is a long-term, idealistic state of the FUTURE that doesn’t exist yet. It’s an inspiring, rallying cry that invites everyone who believes in it to contribute and become a part of it. 
• A company's mission statement is how the company chooses to pursue its vision - like a roadmap . It is more specific and relates directly to the company’s products and services.

Let’s take a look at a few examples to illustrate the difference: 

Vision statement example: 

• HYBE’s vision: “To be the world’s top music-based entertainment lifestyle platform company.”  

Mission statement example: 

• Google’s mission statement: “Our mission is to organize the world’s information and make it universally accessible and useful.” 
• Walt Disney’s mission: “The mission of The Walt Disney Company is to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world’s premier entertainment company.”

So, let’s repeat the key difference. A vision statement is a definition of a company’s future, while a good mission statement represents a roadmap that tells what the company will do to achieve its vision.

Here at Cascade, we've come across a LOT of vision statements while working with thousands of teams of all shapes and sizes, helping them execute strategies . Some of these vision statements are good, some are bad, and most come somewhere in between.

And that’s why we outlined a step-by-step process that will help you craft an effective vision statement.

You can check a complete guide here , but here’s a short recap of each step:

Step 1 - The outcome

Start by being exceptionally clear about what it is your organization actually does. Be careful to remain outcome-focused rather than output-focused.

Step 2 - The twist

What’s your unique selling point? Make sure to include it in your vision statement.

Step 3 - The quantification

One of the common problems with a vision statement is too specific. If we return to the basic definition, your vision statement should be a long-term, idealistic state of the FUTURE that doesn’t exist yet. That said - don't be too specific or apply specific metrics at this stage. 

You might want to refine your target audience or target market, but avoid adding financial projections or any numbers.

Step 4 - The human connection

One final trick you can apply to help make your vision even more memorable is to add a real-life aspect. This will allow people to conjure up a solid mental image to associate with your vision statement.

Below is a vision statement example we've created for a fictional bakery place using our vision statement formula !

Vision Statement Example

Our vision is to "produce and sell locally sourced cakes and pies that are so delicious and satisfying , that every customer who leaves our store does so with a smile ."

Can you imagine yourself standing in the middle of the bakery surrounded by the smell of fresh pastry, and with a smile on your face? We certainly can! And that’s the whole point. Your vision should be imaginable and desirable, like the one above.

Here are a few things you should consider when you start writing down your company’s vision statement: 

• Keep it short - max 2 sentences.
• It must be specific to your business and describe a unique outcome that only you can provide. 
• Use the present tense . 
• Keep it simple enough for people both inside and outside your organization to understand. No technical jargon, buzzwords, or metaphors.
• It should be ambitious enough to be exciting but not too ambitious that it seems unachievable. Here at Cascade, we recommend thinking 5 years into the future.
• Vision needs to align with the company’s core values that you want your people to exhibit as they perform their work. 

Following these tips and best practices should give you a solid starting point for creating a vision statement. 

👉🏻 Check out our step-by-step guide on how to write a vision statement.

💡Pro Tip: Writing your vision statement is an iterative process, so don't worry if you don't get it right on the first try. A helpful practice is to brainstorm with a diverse group, welcoming various perspectives and refining ideas until you capture the essence of your organization's aspirations.

There are many good vision statement examples that have become widely recognized because they have some pretty amazing companies behind them. You should keep in mind that these are just a starting point. There is much more to the creation process of these vision statements than meets the eye. 

Let’s look at some popular company vision examples: 

Microsoft is one of the most well-known technology companies in the world. Their vision is to help people and businesses throughout the world realize their full potential. 

This e-commerce giant’s vision is to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online. 

Tesla ’s vision is to create the most compelling car company of the 21st century by driving the world's transition to electric vehicles. Their mission is to accelerate the world's transition to sustainable energy.

This world’s largest furniture retailer’s vision is to create a better everyday life for many people. 

Lego 's vision emphasizes the importance of play in fostering creativity, imagination, and educational development among children and adults alike: “A global force for Learning-through-Play”. 

Patagonia stands out among companies for consistently aligning its actions with its mission, values, and company culture around sustainability. Their mission statement is “We're in business to save our home planet.” However, they don’t have any official release on their vision statement. 

If we asked you what TED’s vision is, you’d probably know or at least imagine it. That’s because TED has a vision statement that’s short and sweet: “Spread ideas”. Though it doesn’t follow the secret formula we’ve shared, we can say it’s definitely memorable.

LinkedIn’s vision statement is “Create economic opportunity for every member of the global workforce,” and their mission statement is “connect the world’s professionals to make them more productive and successful.”

There is no official release of Starbucks ' vision statement, but here's one example of what it could look like: “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow." 

For inspiration, we are also adding their official mission statement: “To inspire and nurture the human spirit - one person, one cup, and one neighborhood at a time.”

Disney 's vision statement is “to be one of the world's leading producers and providers of entertainment and information.”

Nike ’s vision is “To bring inspiration and innovation to every athlete* in the world” - and here’s the brilliance when they add the commentary below “*if you have a body, you’re an athlete.”

McDonald's

This multinational fast food chain’s vision statement is “to be the world's best quick service restaurant experience,” and its mission statement is “to make delicious feel-good moments easy for everyone.” 

Coca-Cola ’s vision is to craft the brands and choice of drinks that people love, to refresh them in body & spirit. It makes sense right? Just think about Coca-Cola’s famous ads like “Open happiness” and you’ll instantly see how they’re aligned with their vision.

Netflix’s vision is “To entertain the world.” On their website they complement this vision with what we could say would be their “manifesto”:

Whatever your taste, and no matter where you live, we give you access to best-in-class TV series, documentaries, feature films and mobile games. Our members control what they want to watch, when they want it, in one simple subscription. We’re streaming in more than 30 languages and 190 countries, because great stories can come from anywhere and be loved everywhere. We are the world’s biggest fans of entertainment, and we’re always looking to help you find your next favorite story.

🤔What’s a brand manifesto? A concise statement that captures the essence and values of a brand, aiming to create an emotional connection with the target audience and inspire loyalty. It communicates the brand's mission, personality, and desired impact on the world. Brand manifestos can take various forms, including written statements, videos, or visual representations.

American Express

American Express’ vision is to “Provide the world’s best customer experience every day.”

Zoom’s vision is “Video communications empowering people to accomplish more.” Yikes . It could definitely be more memorable and inspiring, right?

Warby Parker 

Warby Parker’s vision is to be one of the most impactful brands in the world by inspiring the next generations of entrepreneurs and consumers to transform the eyewear and eyecare industry through design and innovation. 

Oxfam is a global organization with a vision of a world that is just and sustainable. 

Southwest Airlines 

Their vision is “To be the world's most loved, most efficient, and most profitable airline.”

The Nature Conservancy

This nonprofit’s vision is “A world where the diversity of life thrives, and people act to conserve nature for its own sake and its ability to fulfill our needs and enrich our lives.”

Astellas’s vision is to be at the forefront of healthcare change to run innovative science into VALUE for patients.

This giant beauty company’s vision is  “to be the most inclusive beauty leader and contribute to a society in which everyone can live safely, peacefully, and equally.”

NASA , the National Aeronautics and Space Administration, embarks on a bold and awe-inspiring vision of “Exploring the secrets of the universe for the benefit of all.”

The legendary New Zealand national rugby team embodies the indomitable spirit of unity, excellence, and Maori culture. Their vision is: “Inspiring and Unifying through rugby”.

As a global leader in the pharmaceutical industry, Novartis ’ vision is to be a trusted leader in changing the practice of medicine.

The British Broadcasting Corporation’s vision is to enrich people's lives with programs and services that inform, educate and entertain by being the most creative organization in the world.

Leading global food company, Danone , is driven by a powerful vision ignited by words from their founder, Antoine Riboud: "There is only one earth, we only live once." Guided by this ethos, Danone is committed to bringing health to our planet and generations of people. 

This company is committed to creating a better world through health and wellness, and this is shown in their vision statement: “To be the leading partner in reimagining local healthcare and wellbeing for all.”

Toyota ’s vision is written slightly differently from the others we’ve seen. It’s a little longer than we’d recommend, but it serves the purpose:

“Toyota will lead the future mobility society, enriching lives around the world with the safest and most responsible ways of moving people. Through our commitment to quality, ceaseless innovation, and respect for the planet, we strive to exceed expectations and be rewarded with a smile. We will meet challenging goals by engaging the talent and passion of people who believe there is always a better way.”

This global automotive supplier’s vision is to accelerate profitable growth and enhance our technology offer to become a leader in sustainable mobility and smart life on board. Its mission is to create and deliver high-quality and innovative products which comply with legal constraints and customer quality requirements.

In this example above, the difference between vision and mission is obvious.

Vision Statement Template And Resources 

Feeling inspired to create a good vision statement for your business? We have a collection of amazing resources that will help you create your own!

Need a bit more inspiration? Download our carefully curated collection of 100 world’s best vision statements sorted by various industries, including:

• Retail vision statement examples
• Healthcare & Pharmaceuticals vision statement examples 
• Food & Beverages vision statement examples
• Automotive vision statement examples
• Vision statement examples for Financial Services
• Manufacturing vision statement examples
• Airlines, Aerospace & Defense vision statement examples

Want to start working on your own vision statement? Look no further and download our vision statement toolkit that includes all resources you need to create an inspiring vision statement. Inside you’ll also find a vision statement template and a special workbook we’re using with our customers to align their vision with company values and company strategic goals.

Need a step- by-step guide? Read our thorough article on how to write a vision statement with extra tips, best practices, and formulas.

As Jack Welch, former Chairman and CEO of General Electric, said :

“Good business leaders create a vision, articulate the vision, passionately own the vision and relentlessly drive it to completion.”

Every business needs an inspiring vision to spread ideas and make a difference in the world. However, even the greatest vision means nothing without execution.

Cascade is a global software company, consistently ranking as the world’s #1 strategy execution platform. At Cascade, we make visions happen by acting as the strategic brain of your organization, remediating the chaos of running your business so that you can move forward. 

Do you want to learn how to bridge the gap between vision and execution? Sign up today for a free forever plan or book a guided 1:1 tour with one of our Cascade in-house strategy execution experts and get your team moving toward your vision.

What’s the difference between vision statement and purpose?

A vision statement and a purpose serve distinct but complementary roles in an organization:

• The vision statement outlines the desired future state or long-term aspirations of an organization, providing a clear and inspiring picture of what the organization aims to achieve.
• Purpose refers to the fundamental reason for an organization's existence beyond financial gain, representing its deeper meaning, societal impact, and core mission. It goes beyond profitability and focuses on making a positive difference in the world.

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