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FEBRUARY 9, 2019
(Note: Google translation with a few changes from the German language blog, which has a mixture
of German and English text.)
Creating a vision statement that lives up to its name is not that easy. After all, it should be short,
get to the point and above all else: inspire.
What makes good vision statements can best be demonstrated through examples – both good and
bad. Therefore: Here are 6 great examples of vision statements and 6 examples showing how not to
do it be er.
(Here you will also find 6 great mission statements and their opposites.)
2. Microsoft (old vision): “A personal computer in every home running Microsoft software.”
Although not quite as idealistic, but rather “I-centered”, this vision is also crystal clear, big and at
the same time very concrete. Of course, a vision like this has to be changed over time, but at the
https://dewritermd.wordpress.com/2019/03/22/6-great-vision-statements-reblog/ 1/3
9/11/2019 6 Great Vision Statements (reblog) – MetaRead360 Small Press presents
time of its creation, it was exactly what it should be: a clear picture of the future, which has
motivated Microsoft’s employees to achieve something tremendous.
3. Wikipedia: “Imagine a world in which every single person has a free share in the totality of knowledge.”
Wikipedia expresses directly in the wording of the statement what constitutes a good vision:
imagination.
6. charity: water: “charity: water believes we can end the water crisis in our lifetime by ensuring that
every person on the planet has access to life’s most basic needs – clean drinking water.”
Another example from the non-profit -World. Concrete and at the same time the emotions
appealing. Who does not get the urge to be part of the vision, at least a bit?
1. Macy’s: “Our vision is to drive Macy’s and Bloomingdale’s as dynamic national brands while focusing
on the customer offering in each store location.”
Obowhl Macy’s is a showcase example in many areas of the business world Area Corporate
Vision. On the one hand, the content is practically interchangeable (which company does not want
to act as a “dynamic brand”?), On the other hand, terms like “operate”, if in mission statements, do
not belong in a vision.
3. Microsoft (penultimate vision): “Global diversity and inclusion is an integral and inherent part of
our culture, fueling our business growth while allowing us to a ract, develop, and retain this best talent, to
be more innovative in the products and services we develop in the way we solve problems, and in the way we
serve the needs of an increasingly global and diverse customer and partner base. “
so good was the old statement, so bad is the new. Of course, Microsoft has correctly recognized
that it needs a new vision. It’s just a pity that it became such a lengthy string of bullshit bingo
terms. Update: Microsoft has (again) a new vision .
4. BASF : “We are The Chemical Company and we are successful in all major markets.”
An example of a vision statement that expresses a competitive position rather than a true vision.
6. Goodwill: “It’s not really bad, but it’s a li le too general,” we want to change everything around the
world “. As you can see, even non-profit organizations are not always easy with vision statements.
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9/11/2019 6 Great Vision Statements (reblog) – MetaRead360 Small Press presents
Conclusion:
Even the corporate visions of many well-known players are not always at the point. Often, vision
and mission are confused or visions formulated too generally. The best inspire and draw a clear
picture of the future. Finally, we can learn from positive and negative examples how truly
meaningful vision statements should look like.
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