As a business strategist in the US with over a decade of experience analyzing corporate growth and leadership, I’ve long been fascinated by how mission and vision statements shape company culture and drive global success. I am Tommy J. Williams and I hold that these concise declarations aren’t just words on a page—they’re the North Star guiding decisions, innovation, and stakeholder alignment for the world’s most influential organizations.
From Apple to Disney, this promises to be insightful, cutting across various industries. Read through and you may begin to have clarity on the “WHY” of your business.
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Take This 60-Second Test!The Vision and Mission Statements of the World’s Top 100 Companies
Mission and vision statements reveal the core purpose and aspirations of industry giants, offering insights into what makes them tick. Below is a curated table of these statements from leading global companies, drawn from official sources and public declarations.
| Company Name | Mission Statement | Vision Statement |
|---|---|---|
| Apple | To bring the best user experience to its customers through its innovative hardware, software, and services. | We believe that we are on the face of the earth to make great products and that’s not changing. |
| Microsoft | To empower every person and every organization on the planet to achieve more. | To help people and businesses throughout the world realize their full potential. |
| Amazon | To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online. | To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices. |
| To organize the world’s information and make it universally accessible and useful. | To provide access to the world’s information in one click. | |
| Saudi Aramco | Not in original list | Not in original list |
| Tesla | To accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible. | To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles. |
| Visa | To connect the world through the most innovative, reliable and secure digital payment network that enables individuals, businesses and economies to thrive. | To be the best way to pay and be paid, for everyone, everywhere. |
| Johnson & Johnson | We blend heart, science and ingenuity to profoundly change the trajectory of health for humanity. | For every person – to help them live longer, healthier, happier lives. |
| Walmart | We save people money so they can live better. | To become the worldwide leader in retailing. |
| Mastercard | To connect and power an inclusive, digital economy that benefits everyone, everywhere by making transactions safe, simple, smart and accessible. | A World Beyond Cash. |
| Procter & Gamble | We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers. | Be, and be recognized as, the best consumer products and services company in the world. |
| Nvidia | Not in original list | Not in original list |
| Meta/Facebook | To give people the power to build community and bring the world closer together. | People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them. |
| Alibaba | To make it easy to do business anywhere. | We aim to build the future infrastructure of commerce. We envision that our customers will meet, work and live at Alibaba, and that we will be a good company that lasts 102 years. |
| Samsung | Inspire the world, create the future. | Samsung is dedicated to developing innovative technologies and efficient processes that create new markets, enrich people’s lives and continue to make Samsung a digital leader. |
| Coca-Cola | To refresh the world in mind, body and spirit. To inspire moments of optimism and happiness through our brands and actions. | To achieve sustainable growth, we have established a vision with clear goals: Profit: Maximizing return to shareholders while being mindful of our overall responsibilities. |
| Toyota | To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America. | Toyota will lead the way to the future of mobility, enriching lives around the world with the safest and most responsible ways of moving people. |
| Disney | To entertain, inform and inspire people around the globe through the power of unparalleled storytelling. | To be one of the world’s leading producers and providers of entertainment and information. |
| Oracle | We help people see data in new ways, discover insights, and unlock endless possibilities. | Oracle’s vision is to foster an inclusive environment that leverages the diverse backgrounds and perspectives of all our employees, suppliers, customers and partners to drive a sustainable global competitive advantage. |
| Netflix | We promise our customers stellar service, our suppliers a valuable partner, our investors the prospects of sustained profitable growth, and our employees the allure of huge impact. | Becoming the best global entertainment distribution service. |
| PepsiCo | To provide consumers around the world with delicious, affordable, convenient and complementary foods and beverages from wholesome breakfasts to healthy and fun daytime snacks and beverages to evening treats. | To deliver top-tier financial performance over the long term by integrating sustainability into our business strategy, leaving a positive imprint on society and the environment. |
| Salesforce | We help our customers to create connected customer experiences, empower employees to innovate, learn and grow, deliver on our values, and improve the state of the world. | Improving the state of the world. |
| Adobe | To change the world through digital experiences. | We believe everyone has a story to tell. Adobe helps people tell their stories. |
| Merck | Our mission is to discover, develop and provide innovative products and services that save and improve lives around the world. | To make a difference in the lives of people globally through our innovative medicines, vaccines, and animal health products. |
| Pfizer | To be the premier innovative biopharmaceutical company. | To create a healthier world through our medicines. |
| Intel | Delight our customers, employees, and shareholders by relentlessly delivering the platform and technology advancements that become essential to the way we work and live. | If it’s smart and connected, it’s best with Intel. |
| Nike | To bring inspiration and innovation to every athlete in the world. (If you have a body, you are an athlete.) | To be the world’s leading sports and fitness company. |
| AT&T | To inspire human progress through the power of communication and entertainment. | To be the world’s best at bringing people together by providing them with unsurpassed access to their world and so they can do and experience more of what they love. |
| McDonald’s | To be our customers’ favorite place and way to eat and drink. | To be the best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile. |
| Costco | To continually provide our members with quality goods and services at the lowest possible prices. | To become the most recognized and respected organization in our industry worldwide. |
| General Electric | We bring good things to life. | Imagination at work. |
| Unilever | To make sustainable living commonplace. | To double the size of our business, whilst reducing our environmental footprint and increasing our positive social impact. |
| Nestlé | Good Food, Good Life is the promise we commit to everyday, everywhere. | Unlocking the power of food to enhance quality of life for everyone, today and for generations to come. |
| SAP | Help the world run better and improve people’s lives. | To help the world run better. |
| Starbucks | To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. | To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow. |
| BMW | The BMW Group is the world’s leading provider of premium products and premium services for individual mobility. | To be the most successful premium manufacturer in the industry. |
| L’Oréal | Offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy and safety. | Beauty for all. |
| Boeing | Connect, protect, explore and inspire the world through aerospace innovation. | Over the next 100 years, we will inspire the world, and be inspired by the world, to accelerate aerospace innovation and lead our industry forward in ways that deliver maximum benefit to our stakeholders. |
| Shell | To meet the energy needs of society, in ways that are economically, socially and environmentally viable, now and in the future. | To be the most innovative and competitive energy company in the world. |
| BP | Our purpose is reimagining energy for people and our planet. We want to help the world reach net zero and improve people’s lives. | We see possibilities everywhere – to help the world reach net zero and improve people’s lives. |
| Volkswagen | Offering mobility solutions for people and goods on a planet whose resources are limited. | Volkswagen: Moving people and driving them forwards. |
| Goldman Sachs | Our mission is to provide a superior investment experience by blending the intimacy of a boutique with the resources of a global financial institution. | To be the employer, advisor and investment of choice by attracting and retaining the best talent and clients and by delivering superior results, realizing shareholder value and being a good corporate citizen. |
| General Motors | We are committed to providing solutions that improve people’s lives and make the world a better place. | To design, build and sell the world’s best vehicles. |
| Honda | Maintaining a global viewpoint, we are dedicated to supplying products of the highest quality, yet at a reasonable price for worldwide customer satisfaction. | Seeking to meet the needs of individual customers with our unique technology, we strive to create new value at the interface between people, vehicles and the road to provide our customers with joy and excitement. |
| Airbus | Make things fly. | A better-connected, safer and more prosperous world. |
| Ford | To drive human progress through freedom of movement. | People working together as a lean, global enterprise for automotive leadership, as measured by: Customer, Employee, Dealer, Investor, Supplier, Union/Council, and Community Satisfaction. |
| Dell Technologies | To empower countries, communities, customers and people everywhere to use technology to realize their dreams. | Our vision is to ensure that technology drives human progress. |
| Uber | We ignite opportunity by setting the world in motion. | Smarter transportation with fewer cars and greater access. Transportation that’s safer, cheaper, and more reliable; transportation that creates more job opportunities and higher incomes for drivers. |
| FedEx | FedEx Corporation will produce superior financial returns for its shareowners by providing high value-added logistics, transportation and related business services through focused operating companies. FedEx Corporation will strive to develop mutually rewarding relationships with its team members, partners and suppliers. Safety will be the first consideration in all operations. Corporate activities will be conducted to the highest ethical and professional standards. | (Note: Vision is embedded in mission; no separate statement provided.) |
| Accenture | To deliver on the promise of technology and human ingenuity. | Innovation to improve the way the world works and lives. |
| Huawei | To bring digital to every person, home and organization for a fully connected, intelligent world. | Build a Better Connected World. |
| Lockheed Martin | We solve complex challenges, advance scientific discovery and deliver innovative solutions to help our customers keep people safe. | Be the global leader in supporting our customers to strengthen global security, deliver citizen services and advance scientific discovery. |
| Roche | Doing now what patients need next. | As a research-focused healthcare company, Roche discovers, develops and provides innovative diagnostics and therapeutic products and services that deliver significant benefits to patients and healthcare professionals – from early detection and prevention of diseases to diagnosis, treatment and treatment monitoring. |
| Bayer | Bayer: Science for A Better Life. | Health for all, hunger for none. |
| Heineken | Brewing a better world. | To be the best, most respected and innovative company in our industry, recognized for our professionalism, integrity and the quality of our people and products. |
| Adidas | To be the best sports company in the world. | Through sport, we have the power to change lives. |
| Estée Lauder | Bringing the best to everyone we touch by offering the best products, services and experiences. | The global leader in prestige beauty: a well-diversified, brand-building powerhouse of unrivaled creativity and innovation. |
| 3M | To solve unsolved problems innovatively. | 3M technology advancing every company. 3M products enhancing every home. 3M innovation improving every life. |
| Caterpillar | Our mission is to enable economic growth through infrastructure and energy development, and to provide solutions that support communities and protect the planet. | 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. |
| Walgreens | To be America’s most-loved pharmacy-led health, well-being and beauty retailer. | To champion the health and well-being of every community in America. |
| Lenovo | We create and build exceptionally engineered personal technology, but we are much more than a tech company. We are defining a new way of doing things for you, for us, for everyone. | Lead in PCs and be respected for our product innovation and quality, service and business conduct. |
| Heinz | Our mission is to be the world’s premier food company, offering nutritious, superior tasting foods to people everywhere. | Being the world’s premier food company does not mean being the biggest but it does mean being the best in terms of consumer value, customer service, employee talent, and consistent and predictable growth. |
| Volvo | We provide innovative transport solutions for people and goods. | We will be the world’s most progressive and desired premium car brand. |
| Kellogg’s | Nourishing families so they can flourish and thrive. | To enrich and delight the world through foods and brands that matter. |
| Bloomberg | To provide the information, insight and analysis that financial professionals need to make fast and accurate decisions. | Bloomberg connects decision makers to a dynamic network of information, people and ideas. |
| IKEA | To create a better everyday life for the many people. | Our vision also goes beyond home furnishing. We want to create a better everyday for all people impacted by our business. |
| Louis Vuitton | Louis Vuitton has made a promise to create objects that embody the spirit of the company: to be the symbol of elegance and refinement, while being useful and durable. | To represent the most refined qualities of Western “Art de Vivre” around the world. |
| Stripe | To increase the GDP of the internet. | Our vision is to enable more commerce on the internet and to increase the economic output of the web. |
| SpaceX | To revolutionize space technology, with the ultimate goal of enabling people to live on other planets. | Making life multiplanetary. |
| Shopify | Make commerce better for everyone. | We envision a future where every entrepreneur is equipped with the tools they need to sell online and off. |
| Spotify | To unlock the potential of human creativity by giving a million creative artists the opportunity to live off their work and billions of fans the opportunity to enjoy and be inspired by these creators. | We envision a cultural platform where professional creators can break free of their medium’s constraints and where everyone can enjoy an immersive artistic experience that enables us to empathize with each other and to feel part of a greater whole. |
| Airbnb | To help create a world where you can belong anywhere and where people can live in a place, instead of just traveling to it. | Tapping into the universal human yearning to belong—the desire to feel welcomed, respected, and appreciated for who you are, no matter where you might be. |
| To connect the world’s professionals to make them more productive and successful. | To create economic opportunity for every member of the global workforce. | |
| Zoom | To make video communications frictionless. | Video Communications empowering people to accomplish more. |
| To give everyone the power to create and share ideas and information instantly, without barriers. | We strive to be a force for good in the world. | |
| Square | To make commerce easy. | We believe everyone should be able to participate and thrive in the economy. |
| Lyft | Improving people’s lives with the world’s best transportation. | Reconnecting people and communities through better transportation. |
| To bring everyone the inspiration to create a life they love. | A world where everyone has access to a lifetime of ideas and inspiration to create a life they love. | |
| Twilio | Fuel the future of communications. | To build the future of communications. |
| Zara | To give customers what they want, and get it to them faster than anyone else. | Zara’s vision is to offer products of the highest quality to all its customers at the same time. |
| Slack | To make work life simpler, more pleasant, and more productive. | A world where organizational agility is easy to achieve, regardless of your size. |
Conclusion
In studying these statements, it’s clear that the most enduring companies tie their missions to broader human impact—whether through innovation, sustainability, or connectivity. I hope you’ve found your “WHY” as Simon Sinek puts it in his book “Start with Why: How Great Leaders Inspire Everyone to Take Action”.
As you craft or refine your own organization’s direction, let these examples inspire clarity and ambition that resonates for years to come.
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