Solved: Vision statement for Southwest Airlines Write down their vision

Vision

To become the World’s Most Loved, Most Flown, and Most Profitable Airline.

Evaluation

A vision statement primarily should represent the future intended state of a company. Southwest’s vision statement from that point of view is perfect. It is simple to perceive for all the stakeholders and still is very powerful and challenging in nature (Most Loved, Most Flown, and Most Profitable are always challenging to achieve sustainable). It is also good that the vision statement does not target a specific group of stakeholders and carries meanings relevant to all stakeholders. It also motivates the employees, investors, and suppliers to get associated with the company through the element of pride present. However, the future state described in not fully verifiable and hence may be considered superfluous to some groups of stakeholders. For example, the terms ‘most flown’ and ‘most loved’ are subject to qualification. Overall, however, the vision statement is short, succinct, memorable, and flexible enough to quality for a successful vision statement.