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All You Need To Know About American Express Vision Statement | american express vision statement

“American Express Vision Statement” is their corporate philosophy that they live by every day. They believe, “The world's people are not equal. Each one of us is a unique individual, and our uniqueness is our birthright.” And so it should be.

This year, they introduced the new Platinum Plus Platinum card. American Express wanted to up the ante a bit, to make sure that they were being seen, heard, and appreciated. They spent millions of dollars on this new identity, and it shows. It seems to have worked. American Express now has one of the most highly sought after credit cards around!

But what is an American Express Vision Statement? According to the official American Express website, it is a “vision statement,” which really just describes their mission and philosophy. So it should be. I guess it is more important than having a color scheme and putting a logo on your card.

The vision statement basically states the direction in which American Express wants to take their business. It starts by saying that they want to bring the “arts and entertainment of the twentieth century to all walks of life.” Then they go on to say that they want “to enhance our customer experience.” Finally, they state that they want to make sure, “American Express works for you, rather than you working for American Express.”

These last two sentences are where most Vision Statements start. The difference between this vision statement and other Vision Statements is the emphasis on American Express working for you. You see, in a lot of other companies, they start with a vision statement such as “let your creativity flow,” or “the customer is always right.” Then they spend lots of money creating the materials, giving away the literature, and attracting customers.

American Express starts off with, “Let your dreams come true!” Then the rest of the statement is not about creating literature, giving away literature, or even creating advertising. It reads much like a marketing document. So basically, the only thing that American Express does differently from other companies is that they put more emphasis on being “American” and using the word “express.” In their vision statement, they do not say American Express, but they read it in a way that seems more American.

But what about those of us that aren't American? Does the American Express Vision Statement apply to us? Well, actually, it probably applies to us. But then again, most statements don't apply to everyone and there are lots of variations on this theme.

If you want a really great Vision Statement, check out the book, “American Express: A Vision for the Future,” by Philip B. Crosby. This is not just a book about Vision Statements; this is an entire book on how you can use them. It is well-written and easy to read. This book could serve as a class guide.

Most Vision Statements begins with an introduction and then goes on with the Benefits. There are benefits to doing things. And then there are the costs, the time involved and the possible complications. After that is the list of the Advantages. Then, the disadvantages and the downsides.

The Benefits are usually listed in a negative light. These are things like, “It's expensive to use.” or, “It will take too long to do it.” Then the Price.

The Price is usually in the negatives. It is sometimes written in a negative form as, “But it is too expensive.” But it can also be written as, “It will cost too much money.” That way, you are giving the customer options.

Finally, there are the Negative aspects. These include, “It is too difficult to use.” or, “It will make me unhappy.” However, the company has solutions for these situations too. So, the American Express Vision Statement lets you express yourself in your own words.


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