My Favorite Vision & Mission Statements

I recently wrote a piece on How To Write A Vision Statement and I’ve decided to keep a list of Vision/Mission Statement examples on this page.

Companies use vision statements, mission statements and philosophies interchangeably — so my focus below is to list any brief description a company has authored on what they’re trying to accomplish (& perhaps how they’re going about it).

Enjoy!

AOL

The largest high-quality content producer for digital media – locally, regionally, nationally,
and globally (as of 2011).

“To be the world’s most customer-centric company.”

Apple (back in the early days when they were Apple Computer)

“A computer in the hands of everyday people.” (this was from their early days)

“Making the best possible ice cream, in the nicest possible way”

“Creating community through food”

Charles Schwab

“Helping investors help themselves.”

Cold Stone Creamery

“The ultimate ice cream experience.”

comScore

“To leverage the power of the Internet to increase the effectiveness and efficiency of our clients’ sales and marketing efforts.”

Disney

“To make people happy.”

To provide the highest quality medical, security, transport, and other critical services for our members anytime, anywhere in the world.

Google

“To provide access to the world’s information in one click.”

Illiteracy Program

“In two decades our services will no longer be needed.”

“Give customers the freshest, highest quality foods you can buy and provide them with friendly service in a sparkling clean environment.”

John F. Kennedy (for America)

“I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the Moon and returning him safely to Earth.”

Khan Academy

“To provide a free world-class education to anyone anywhere.”

Linux

“A free Unix and Open Source operating system.”

Market Leader Inc.

“To enable real estate professionals to make more money in less time while exceeding the expectations of home buyers and sellers.”

Microsoft

“A computer on every desktop and in every home (using Microsoft software)”

Mulholland

“We create purpose-built products for duty-driven people.”

Nike

“To bring inspiration and innovation to every athlete* in the world. ”
(“If you have a body, you are an athlete.” – Bill Bowerman (founder of Nike))

Nettlehorst Schools in East Lakeview, Chicago

“Every kid deserves a great neighborhood public school.”

Nugget Markets

“High-quality products at low prices.”

“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”

Pixazza

Vision: “Enrich every image on the Web.”

Mission: “To reveal the information inside every image.”

“We inspire, educate and outfit for a lifetime of outdoor adventure and stewardship.”

Rock Medicine (aka “RockMed”)

[The above is a photo I took from the tribute to Warren Hellman tribute concert in Ocean Beach, San Francisco on Feb. 19, 2012]

Salesforce.com

“The end of software.”

“Providing organizations with the Power to Know”

Southwest Airlines

The Scooter Store

“To provide freedom and independence to people with limited mobility.”

Spark Program

To provide life-changing apprenticeships to youth in undeserved communities across the United States.

TOM’s Shoes

With every pair (of shoes) your purchase, TOM’s will give a pair of new shoes to a child in need: one for one.

Trader Joe’s

“To bring our customers the best food and beverage values and the information to make informed buying decisions.

“The leading package delivery company.” (Until 1991)

and then later (around 1999) they changed it to:

“The enablers of global e-commerce.” (

Voice of the Faithful

“Keep the faith, change the church.”

Walmart

“To help people save money so they can live better.”

“Selling the highest quality natural and organic products available.”

Wikipedia

“Imagine a world in which every single person is given free access to the sum of all human knowledge.”

“Our goal is to position Zappos as the online service leader. If we can get customers to associate the Zappos brand with the absolute best service, then we can expand into other product categories beyond shoes.”

Zingerman’s

Zingerman's is a community of businesses around Ann Arbor, Michigan

Feel free to add your own favorite Vision Statements in the comments below!