A company vision can be thought of as a snapshot of what the company should be by a certain point in time. Visioning is a valuable tool in realizing the company mission. It answers questions like: “When we acheive our mission, what is our company doing, how big is it and what does it look like? What are we known for and how do our customers and clients feel about us? How does management and staff feel about the company? The vison is the guiding light that prevents the company from getting lost in the woods of an ever changing marketplace.
A great vision is inspiring. It can get everyone in the company excited about coming to work. But the vision has to be starategically sound and not just wishful thinking. To be realistic, it must be attainable. A vision is not a strategic plan. The vision articulates where you are going; the plan tells you how you’re going to get there. You start that planning work only after you’ve agreed on the vision. Creating a plan without a vision is like trying to get directions without knowing where you are going.
VISION = A.S.I.F (At a certain point in time)
A - ACTIVITY
What is the company doing? What are its product(s) and/or services(s)?
S - SIZE
How large is the company, physical plant(s) and staff?
I - IMPACT
What is the company known for and what is its market share?
F - FEELING
How does the market feel about the company, and how does the staff feel?
Examples of excellent vision statements:
Amazon.com: “Our vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.”
MacDonald’s: “McDonald’s vision is to be the world’s best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile.”
Avon: “To be the company that best understands and satisfies the product, service and self-fulfillment needs of women - globally.”
Macy”s: “Our vision is to operate Macy’s and Bloomingdale’s as dynamic national brands while focusing on the customer offering in each store location.”
Southwest Airlines: “Our vision is to expand our locations both domestic and overseas by being the largest and most profitable airline company to achieve both short and long-haul carriers efficiently and with low cost. Also to be an airline carrier that has the most productive workforce to guarantee the best flight possible for each and every passenger.”
Quote of the day: “Good business leaders create a vision, articulate the vision, passionately own the vision, and relentlessly drive it to completion.” Jack Welsh