How can a company's vision statement lead to its ability to gain and sustain a competitive advantage? A truly meaningful and inspiring purpose$-$driven vision statement can make employees feel part of something bigger, which can be highly motivating. When employees are motivated, a positive financial performance tends to follow, but the success runs deeper than just higher profits.

This exercise is important because it compares and contrasts the strategic implications of product$-$oriented and customer$-$oriented vision statements and how a compelling vision statement can lead to organizational success.

The goal of this exercise is for you to demonstrate your understanding of the differences between customer$-$oriented and productoriented vision statements.

After reading about customer$-$oriented and product$-$oriented vision statements, complete the following exercise by matching the company to its correct vision statement type.

$2.$ Uber: Transportation as reliable as running water, everywhere for everyone.

Customer Oriented Vision Statement $v$

$3.$ Apple $-$ To bringing the best user experience to its customers through its innovative hardware, software, and services $($Click to select$)$

$4.$ I inkedin $-$ To connect the world's professionals and make them more productive and successful.

$5.$ Warby Parker $-$ To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses. $($Click to select$)$

$6.$ Amazon: To be Earth's most customer$-$centric company, where customers can find and discover anything they might want to buy online.

$($Click to select$)$