Product management glosary

Vision Statement

What is a Vision Statement?

A vision statement is a clear and concise statement that outlines the long-term goals and aspirations of a company. It is a declaration of what the company wants to achieve in the future and serves as a guide for decision-making and strategy development.

The Importance of a Vision Statement

A vision statement is important because it provides direction and purpose for a company. It helps to align the efforts of employees and stakeholders towards a common goal, and it can inspire and motivate people to work towards a shared vision. A well-crafted vision statement can also help to differentiate a company from its competitors and attract customers who share similar values and beliefs.

How to Create a Vision Statement

Creating a vision statement requires careful consideration and input from all stakeholders. Here are some steps to follow:

  1. Define the purpose and values of the company.
  2. Identify the long-term goals and aspirations of the company.
  3. Consider the needs and desires of customers and other stakeholders.
  4. Write a clear and concise statement that captures the essence of the company's vision.
  5. Review and refine the statement with input from all stakeholders.

Examples of Vision Statements

Here are some examples of well-crafted vision statements:

  • Google: To organize the world's information and make it universally accessible and useful.
  • Microsoft: Empower every person and every organization on the planet to achieve more.
  • Amazon: To be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online.


A vision statement is an important tool for any company that wants to achieve long-term success. It provides direction, purpose, and inspiration for employees and stakeholders, and it can help to differentiate a company from its competitors. By following the steps outlined above, any company can create a clear and compelling vision statement that will guide its decision-making and strategy development for years to come.