Southwest Air’s vision aligns with their mission of ‘dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit’.
Vision statements should be aspirational – the imprint you want to make in the world or the positive state of the future world you imagine in your industry.
This is a great vision statement for a variety of reasons.
It’s simple, clear, compelling, and easy to understand.
A good vision statement drives everything about your brand.
When you think about the mission you are on, it can, and should translate into the big vision, or the ‘true north‘ you foresee for your brand.
It speaks of the values it possesses as a company and the value it brings to its customers and the environment in general.
It also gives its customers a sense of connection, something all vision statements should have.
Had Mc Donald’s stopped at “to be the best quick service restaurant experience,” it wouldn’t have been a good vision statement because it would’ve been generic and ambiguous.
Adding an explanation of what it means to be the best sets a clear tone for employees about what is expected. Your vision statement should motivate and inspire; if it’s not realistic or achievable, it will do neither.