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How to write vision and mission statements for B2B. And why it matters.

In this page, we’ll share tips for crafting powerful and compelling mission and vision statements, and define why both are important for the success of your company. We’ve also compiled a list of some of the world’s best examples of vision and mission statements.

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Why B2B Mission and Vision Statements Matter

Your mission and vision statements act as your compass and map to fulfilling your company’s potential.

The Definitions and Purpose of Mission and Vision Statements

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How do these fit together in the real world?

Clarifying Your Company’s Focus

What Do Your Vision and Mission Have to Do with Your Brand?

Don’t put it off. Your mission and vision statements are mission critical!

Your Guide to Crafting Powerful Mission and Vision Statements

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Vision Statement Examples (A to Z)

ALZHEIMER’S ASSOCIATION:
Our Vision is a world without Alzheimer’s disease.

AMAZON:
Our vision is to be earth’s most customer-centric company; to build a place where people can come to 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.

CATERPILLAR:
Our vision is a world in which all people’s basic needs — such as shelter, clean water, sanitation, food and reliable power — are fulfilled in an environmentally sustainable way and a company that improves the quality of the environment and the communities where we live and work.

CHARLES SCHWAB:
Helping investors help themselves.

COLD STONE CREAMERY:
The ultimate ice cream experience.

DISNEY:
To make people happy.

FACEBOOK:
To give people the power to share and make the world more open and connected.

FORD:
People working together as a lean, global enterprise to make people’s lives better through automotive and mobility leadership

GIRO SPORT DESIGN:
To make sure that riding is the best part of a great life.

GOOGLE:
To organize the world’s information and make it universally accessible and useful.

HARLEY-DAVIDSON:
To fulfill dreams through the experiences of motorcycling.

HUBSPOT:
To make the world Inbound. We want to transform how organizations attract, engage and delight their customers.

IKEA:
Our vision is to create a better everyday life for many people.

INSTAGRAM:
Capture and Share the World’s Moments.

INTUIT:
To revolutionize the way people do financial work.

LIFE IS GOOD:
Spreading the power of optimism.

MICROSOFT:
Empower people through great software anytime, anyplace, and on any device.

NIKE:
To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.

NORFOLK SOUTHERN:
Be the safest, most customer-focused and successful transportation company in the world.

NORTHROP GRUMMAN:
To be the most trusted provider of systems and technologies that ensure the security and freedom of our nation and its allies.

RESTON ASSOCIATION:
Leading the model community where all can live, work and play.

SONY:
To be a company that inspires and fulfills your curiosity.

TESLA:
To accelerate the world’s transition to sustainable energy.

ZAPPOS:
Our vision is delivering happiness to customers, employees and vendors.

Mission Statement Examples (A to Z)

ADVANCE AUTO PARTS:
It is the Mission of Advance Auto Parts to provide personal vehicle owners and enthusiasts with the vehicle-related products and knowledge that fulfill their wants and needs at the right price. Our friendly, knowledgeable and professional staff will help inspire, educate and problem-solve for our customers.

CAMPAIGN MONITOR:
We deliver technology that solves complex problems in a beautifully uncomplicated way.

CATERPILLAR:
Our mission is to enable economic growth through infrastructure and energy development, and to provide solutions that support communities and protect the planet.

CVS:
We will be the easiest pharmacy retailer for customers to use.

DATADOG:
The DataDog team is on a mission to bring sanity to IT Management.

DEVON ENERGY:
Devon Energy is a result oriented oil and gas company that builds value for its shareholder through its employees by creating an atmosphere of optimism, teamwork, creativity, resourcefulness and by dealing with everyone in an open and ethical manner.

ERIE INSURANCE:
To provide our policyholders with as near perfect protection, as near perfect service as is humanly possible and to do so at the lowest possible cost.

GITLAB:
Change all creative work from read-only to read-write so that everyone can contribute.

IKEA:
To create a better everyday life for many people. Our business idea supports this vision by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.

INVISION:
We help companies of all sizes unlock the power of design-driven product development. InVision gives teams the freedom to design, review and user-test products — all without a single line of code.

MICROSOFT:
To help people around the world realize their full potential.

MYMOID:
We provide the most innovative digital payments solutions that increase your customers’ loyalty and connect them with your brand. We are not a company. We are an experience.

NATUREAIR:
To offer travelers a reliable, innovative and fun airline to travel in Central America.

ORACLE:
We help you simplify your IT environment so that you can free up money, time and resources to invest in innovation. We do this by providing a comprehensive and fully integrated stack of cloud applications, platform services and engineered systems.

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

PREZI:
We’re a presentation resource, on a mission to reinvent how people share knowledge, tell stories and inspire their audiences to act.

SHOPKEEP:
To rescue independent business owners from the nightmare of archaic POS, and replace it with something beautiful, simple and affordable.

STARBUCKS:
To inspire and nurture the human spirit — one person, one cup and one neighborhood at a time.

TARGET:
Our mission is to make Target your preferred shopping destination in all channels by delivering outstanding value, continuous innovation and exceptional guest experiences by consistently fulfilling our Expect More. Pay Less. Brand Promise.

UBER:
Make transportation as reliable as running water, everywhere, for everyone.

WEWORK:
Create a world where people work to make a life, not just a living.

ZAPPOS:
To provide the best customer service possible. Deliver “WOW” through service

ZENEFITS:
To make entrepreneurship easier and more accessible to everyone, and to make it as easy as humanly possible for businesses to manage and care for their employees.

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