This is the second of several posts on the elements of a brand platform with "Vision" being the first thing to tackle.
Does your company have a vision statement?
Do you and your employees know what it is and what it means?
About half of the companies with whom I've worked have had a vision statement -- 90% of those were vacuous. As a result, there was no common agreement about what it meant and what everyone was working for.
The other half did not understand the value having a vision statement would provide.
Why does a company need a vision?
- Most companies operate in a highly dynamic market.
- A fundamental principle of a company being successful in a dynamic market is to specify the desired end-state at some future time, and work back to see how to get there.
- The "vision" is the desired end-state the company would like to achieve in the future.
- A description of something in the future, in terms of the essence of what it should become.
- A realistic, credible and attractive aspiration for the company or brand.
- A condition that's better than the condition that now exists.
- A sense of the possible, not the probable (if it's probable, you're not thinking sufficiently far into the future).
- Something that is aspirational, but attainable.
- A visualization of the destination.
- Unique to the company and the marketplace.
- Henry Ford: "To build a car his own workers could afford to buy."
- NASA: "Be first to put a man on the moon."
- Coca-Cola: "To put a Coke within arm's reach of everyone on the planet."