A Well Conceived Vision

A well conceived vision is said to be that which contains the following two salient features :a) Core Ideology.
Core Values (Resting on Essential Tenets of org
Core Purpose (Organization's Reason of Being)

b) Envisioned Future
Long Term Audacious Goal Vivid Description of Achievements

Vision Lacking Guidance about a Cos Direction

Well conceived visions are distinctive & specific to a particular orgn; they avoid generic, feel-good statements like:

We will become a global leader & the first choice of customers in every market we choose to serve. Nicely worded vision statements with no specifics about the Cos product-market-customer & technology focus are considered dubious \ suspect.
A strange vision proclaiming managements quest:

to be the market leader or to be the first choice of customers or to be recognized as the company in the industry.
A sound strategic vision must express something definitive about how the Cos leaders intend to position the company beyond where it is today. A good vision always needs to be a bit beyond a companys reach. A vision statement generally answers the question: what we want to become or create & why and is considered to be the fist step in Strategic Planning, preceding even development of a mission statement and is determined by stakeholders or founders.

Many vision statements happen to be a single sentences: Eg, The vision statement of Stokes Eye Clinic in Florence, South Corolina is: Our vision is to take care of your vision. The vision of Institute of Mgt Accountants is: Global Leadership in Education, Certification & Practice of Mgt Accounting & Finance Mgt. A vision must have majo an appeal to the emotions & aspirations of the troops that goes beyond the usual carrots and sticks. R.W. Goddard, (1990)

To become an international Player. To Eradicate Poverty or Hunger.

The corporate vision has the potential power to focus the collective energy of insiders and give outsiders a better idea of what an organization really is.

 Vision statements sometimes are reflective of the companys present and past achievements lik 2025- Vision: India to be the Worlds 5th Largest Consumer Market. According to a study entitled The Bird of Gold conducted by the Mckinsey Global Institute (MGI) that if, India is able to sustain and accelerate present economic growth then:

1. 2. 3. 4.

From the current rank of 12th, it would be worlds 5th largest consumer market surpassing Germany. By then the middle class will grow almost 12 times from 50 million to 583 million. Over 23 million Indians- more than the population of Australia today- will number among the countrys wealthiest citizens.

The rise in the aggregate consumption of India would be 4 times ( four fold ) from 17 trillion at present to 70 trillion by 2025. Source: Business Standard, 4th May,2007.

 A corporate vision can focus, direct, motivate, unify and even excite a business into superior performance. The job of a strategist is to identify and project a clear vision. (John Keane) Where there is no vision, the people perish. (Proverb)

The strategists job is to see the company not as it is ..but as it can become. (John W. Teets, Chairman of Greyhound, Inc). Vision is the art of seeing things invisible. (Jonathan Swift) The very essence of leadership is that you have to have vision. You cant blow an uncertain trumpet. (Theodore Hesburgh)