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Vision is a short,
succinct, and inspiring statement of what the organization
intends to become and to achieve at some point in the future,
often stated in competitive terms.
The purpose of
articulating a coherent vision of a desirable future in which
your organization could thrive is to focus your organization and
your partners on those things you could now to bring that future
state about. Thus your vision performs both a directional and a
motivational function. As a leader developing a vision, you must
seek out the ideas and ideals that will inspire your
organization and motivate its members to work toward greatness.
Vision refers to the category of intentions that are broad,
all-inclusive and forward-thinking.
It is the image that a business must have of its goals
before it sets out to reach them. It describes aspirations for
the future, without specifying the means that will be used to
achieve those desired ends.
The corporate success
depends on the vision articulated by the chief executive or the
top management. For a vision to have any impact of the employees
of an organization it has to be conveyed in a dramatic and
enduring way. The most effective visions are those that inspire,
usually asking employees for the best, the most or the greatest.
Make sure you keep stretch in your vision, communicate it
constantly, and keep linking the events of today to your vision,
underscoring the relationship between the two.
"Numbers have little
to do with creating a vision of fulfilling a mission; they don't
instill corporate values into the minds and hearts of the
employees, and they don't provide much help in living up to
those values or carrying out the vision. In short, it's not
management philosophy, it's just a lot of cheerleading. And
cheerleading doesn't turn a company around,“ says Jack Welch.
Warren Bennis says: "To choose a direction, an executive must
have developed a mental image of the possible and desirable
future state of the organization. This image, which we call a
vision, may be as vague as a dream or as precise as a goal or a
mission statement.“
In the conventional
view, a corporate strategy usually consists of developing an
all-encompassing vision. The modern view is that brands now
drive business strategy. In fact, brand visions are now
replacing corporate visions, so powerful is their impact on
profits.
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