Documente Academic
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Documente Cultură
Ashleigh McDougall
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Vision....often quoted, rarely practiced
There are those who look at things the way they are, and ask why... I
dream of things that never were, and ask why not?
Robert Kennedy
A leader has the vision and conviction that a dream can be achieved.
He inspires the power and energy to get it done.
Ralph Lauren
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The Flow
What is Vision
Applications
Methodology
Business Example
Key Sources
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Vision: An inspirational description of what success will be
at a particular time in future
An effective vision:
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*Stever Robbins Inc
What are the key elements of a good vision statement?
The
3. best visions. Future: This answers the question : Where/What do we
Envisioned
want to get?
The best visions imply whom the company
serves, what it provides and what
distinguishes it from other companies
providing the same products and services.
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Why set a vision? A vision establishes broad direction and
is essential for prioritizing opportunities and guiding
strategy and tactics
Vision lays out a destination; your destination guides your strategy; and strategy
chooses action.*
Description Determines Example
Timeless, broad direction, ideal state Major markets
Internally generated Major
Vision Go West, young man.
Specific enough to know what to say uniqueness/skill/advantage
No to Possible strategies
Time specific , competitors, market Market segments to pursue
conditions Which relationships to pursue Were going West, but we ran
Strate Answers the question, How do we (distributors, complementors, into this grand canyon. We
gy achieve our vision in the current customers) can go around to the North or
market, regulatory, and competitive Organization structure and South. Lets choose South.
environment? priorities
Goal, typically < 1 year We will travel 800km West by
Tactic To be achieved with existing resources, Day-to-day actions to take car daily and be 60% of the
market structures, etc way by year end.
At the end of the day, your vision exists to drive tactics and provide guidance to
individuals to help them effectively prioritize opportunities and allocate resources
when faced with tradeoffs
The big picture of how the organization will What we will do to achieve our vision
look when it has achieved its goals
Can be both short term and long term
Longer term view (10+ yrs)
Actionable
Inspirational
SMART = Specific, Measurable, Realistic, Attainable and Time bound 7
* Source: Stever Robbins Inc., http://www.businessnewsdaily.com/3882-vision-statement.html
The Flow
Key Sources
What is Vision
Applications
Methodology
Business Example
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Applications of Vision Setting for Shell projects
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Examples of mission statements: There is no cookie cutter
model for a great mission statement, but rather
organizational culture is the driving force
There are four basic types of vision statements with examples of each:
2. Quantitative
. Become a $125 billion company by the year 2000. - Wal-Mart, 1990
. A computer on every desk and in every home; all running Microsoft software. - Microsoft, 1990s
. We will put a man on the moon and return him safely within the decade. - JFK, early 1960s
3. David-versus-Goliath
. Crush Adidas - Nike, 1960s
. Yamaha wo tsubusu! We will destroy Yamaha! - Honda, 1970s
4. Internal Transformations
. Become number one or two in every market we serve and revolutionize this company to have
the strengths of a big company combined with the leanness and agility of a small company. -
GE, 1980s
. Transform this company from a defense contractor into the best-diversified high-tech company
in the world. - Rockwell, 1995
. Become the company most known for changing the worldwide poor-quality image of Japanese
products. - Sony, 1950s
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Source: http://www.whyvisionmatters.com/seeing-through-a-foggy-future/ with
additions
The Flow
Key Sources
What is Vision
Applications
Methodology
Business Example
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How to write a vision statement: 7 steps
1. When writing a vision statement, you first need to identify your organizations
purpose
Why is it important for this organization to exist? What would be lost if this organization
ceased to exist?
Ask Why is that important? Continue to ask why many times until you find the true
emotional connection
2. With purpose
Consider statement
the following inusing
questions hand, brainstorm
a mind your discussions:
map to document vision with a group to visualize
where you see yourself in the long-term. Be sure to agree your visions timeframe
up front.
What problem does your company exist to solve? What does your company hope to achieve?
Why does anyone care what we do?
Who is your target customer base, and what do you want to do for them?
What do you, your customers and other stakeholders value most about how your organization will
achieve its purpose? What are you most proud of?
What will the world look like in 2030?
What does our organization look like? How big is it? What are we famous for?
How do people feel about their jobs? How do I as the leader feel about the business?
Beyond money, why would anyone dedicate their precious time, energy and passion to this
project/organization?
3. Based on your question responses, ask the group what success will look like if you
accomplish those things?
6. Solicit feedback
It is often helpful to put it aside for a few days prior to polish the final version
7. Share the vision with everyone who will be involved in implementing it
Communicate it a million times across the organisation as it helps to rally people
around a cause
Communicate the Vision in personal terms articulate in terms of what is in it for key
stakeholders
Source: http://www.inc.com/magazine/20110201/creating-a-company-vision.html
Some tips
Dos Donts
Dream big, focus on success and possibility Be constrained by the past and remove perceived
constraints
Paint a graphic mental picture of the business you want
Define it in terms of competition which can change
Keep it simple and dont try to put too much into it; you
have other statements to complete the idea Talk about HOW things get done
Use present tense language as if we were already there Spend too much time on it
When describing goals, project five to 10 years in the Require knowledge about the customer to understand
future
Confused vision with a mission statement, goal, tactic or
Ensure it reflects core values and core purpose strategy
Focuses on what you want to create Focus on what you want to get rid of
Check if it could be relevant forever
Infuse your vision statement with passion and emotion
Make it bigger than the individual creates a desire for
teamwork
Get personal -be authentic and relevant for everyone
Think about how you will define progress towards your
vision?
Use your vision to govern strategy and tactics daily -
Think about what capabilities are required to deliver?
COMMUNICATE IT!
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The Flow
Key Sources
What is Vision
Applications
Methodology
Shell Example
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2015 vision is to become the #1 IOC in XXXXX* Lubricants
20
market, 15
a New Shell Heartland and the preferred business partner
of customers
XX% market share, XXXX M Ltrs Volume,
GOALS
XXX M US$ C3, XX M US$ C5 by 2015
LSC capability/reliability
Accelerate Increase Distributor 60 ML B2B & factory fill
MCO IWS, FWS capability, Penetrate distributor from
CORE owner-driver penetration Price Mining, network Japanese
BUSINESS HDDEO competitivene Power and brands incl
growth ss Fleet, GPO
STRATEGY
XXXX
Direct Supply
XXXXX Partnership
What is Vision
Applications
Methodology
Business Example
Key Sources
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Key Sources used
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