A superior example of a company vision that is short, specific, memorable, clearly articulated, and forward-looking is Multiple Choice Hilton Hotel's vision "to fill the earth with light and the warmth of hospitality." Whole Foods' vision "to be a dynamic leader in the quality food business. We are a mission-driven company that aims to set the standards of excellence for food retailers. We are building a business in which high standards permeate all aspects of our company. Quality is a state of mind at Whole Foods Market." Keurig's vision "to become the world's leading personal beverage systems company." Nike's vision "to create products, services and experiences for today's athlete while solving problems for the next generation." Google's vision "to organize the world's information and make it universally accessible and useful