Vision
What is Meant by Vision?
A vision is a description of an ideal future state. It sets out the medium- to long-term direction (10–15 years) for the organisation in the form of a concrete target scenario. This may focus on a desired position in the target market and/or improvements for people or society.
A vision should be a motivating, positively worded description of the state a company aims to achieve. The vision sets out the direction in which the company or brand should develop. In other words, the vision expresses what you want to stand for in the future. It encompasses more than just a company’s financial objectives.
What Criteria Must an Effective Vision Meet?
A focused vision must meet the following requirements:
The vision…
- …should express a clear commitment on the part of management.
- …must present a concrete picture of the desired future.
- …must incorporate the concept of innovation.
- …should highlight developments in the business environment.
- …must be inspiring, yet also easy to communicate.
Practical Examples of Visions
The following section lists examples of real-world visions. Some of these show how a vision defined many years ago has already become a reality:
“A computer on every desk and in every home.”
– Microsoft, vision at its founding in 1975
“To create a better everyday life for the many people.”
– IKEA
“To provide access to the world’s information in one click.”
– Google
“To give ordinary people the opportunity to buy the same things as rich people.”
– Walmart
“Imagine a world in which every single person is given free access to the sum of all human knowledge.”
– Wikipedia
“Our superior products and services elevate the quality of life everywhere you call home.”
– Vorwerk
“A package should save more than it costs.”
– Tetra Pak
“Lead the way to the future of mobility, enriching lives around the world with the safest and most responsible ways of moving people.”
– Toyota
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