Zappos

Manktelow (2014) defines the vision statement as stating the organization's purpose, from the context of human values, as opposed to things like bottom line measures. The vision statement should include the values that the company holds as integral to its operations. An exception would be if there is a separate values statement, but even with that the company's vision of the world should naturally incorporate its values.

Vision statements combine with mission statements to provide clarity of purpose for organizations. The vision statement in particular should resonate with external stakeholders, who otherwise might not be particularly concerned with the mission statement. If the human values that the organization has are distilled into a singular vision of the company's future or how it will affect the world going forward, then that is something that should be expressed in the vision statement (Mantkelow, 2014).

Zappos is the online shoe and clothing...
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