Download - Understanding Vision
Building Vision
Understanding Vision
1. What is Vision? Components of Vision
Example of Vision
2. Developing a Vision Class Exercise- Creating Vision Take Home vision Creation (Conservation
Crisis Team)
Building Vision
Vision
Core Ideology Envisioned Future
Core Purpose
Core Values Vision Level BHAG
Vivid Description
What is Vision?
Building Vision
Core IdeologyCore
Purpose
Core Values
Core Ideology defines the enduring character of an organization- a consistent identity.
Core Ideology is: Unchanging A source of guidance and inspiration The glue that holds the org. together
Consists of two main parts- Core Values & Core Purpose
Building Vision
Example of Core Values
Elevation of the Japanese culture and national status
Being a pioneer- not following others; doing the impossible
Encouraging individual ability and creativity
Core Values of Sony (1950’s)
Building Vision
What are Core Values?
Core Values are the essential and enduring tenets of an organization.
Core Values: Have intrinsic value to those inside the org. Stand the test of time
Organizations tend to have 3 to 5 core values.
Building Vision
Example of Core Purpose
To experience the sheer joy of innovation and the application of technology for the benefit and pleasure of the general public.
Core Purpose of Sony (1950’s)
Building Vision
What is Core Purpose?
Core Purpose is the organization’s reason for being; it reflects the people’s idealistic motivations for doing the company’s work.
Core Purpose: Can never be fully realized Answers the question- We make product or service
X- Why is this important?
Building Vision
Envisioned Future
Vision Level BHAG
Vivid Description
Envisioned Future is a concrete comprehensive visualization of an yet unrealized aspiration of a company.
It encompasses two parts:- Vision level BHAG and a Vivid Description of that BHAG.
Building Vision
What is Vision Level BHAG?
Vision level Big Hairy Audacious Goal
is:
Clear, compelling, unifying focal point of effort,
that acts as a catalyst for team spirit.
Applies to entire organization
Requires 10 to 30 years to complete.
50% to 70% probability of success
Building Vision
Example of Vision Level BHAG
Become the company most known for changing the worldwide poor-quality image of Japanese products.
Vision Level BHAG of Sony
(1950’s)
Building Vision
• Become a $125 billion company by the year 2000 [Wal-Mart, 1990)
• Became the company most known for changing the worldwide poor-quality image of Japanese products (Sony, early 1950s)
• Knock off RJR as the number one tobacco company in the world (Philip Morris, 1950s)
• Become the Nike of the cycling industry [Giro Sport Design, 1986)
• Become as respected in 20 years as Hewlett-Packard is today (Watkins-Johnson, 1996)
• Become the Harvard of the West (Stanford University, 1940s)
• Become number one or number two in every market we serve (General Electric Company, 1980s)
Some company BHAG goals...
Building Vision
Example of Vivid Description
We will create products that become pervasive around the world… We will be the first Japanese company to go into the US market and distribute directly. We will succeed with innovations that US companies have failed at…Made in Japan will mean something fine, not something shoddy.
Vivid Description
Building Vision
What is a Vivid Description?
Vivid Description is a vibrant, engaging and specific description of what it will be like to achieve the BHAG.
Vivid Description: Passion, emotion and conviction are essential Translates the BHAG into an image in minds of
employees.
Building Vision
Putting it all Together
Building Vision
Core Ideology Envisioned Future
Core Purpose
Core Values
Vision Level BHAG
Vivid Description
Vision of Sony in the 1950’s
Adapted from Collins and Porras (1996)
Elevation of the Japanese culture and national status
Being a pioneer- not following others; doing the impossible
Encouraging individual ability and creativity
Become the company most known for changing
the worldwide poor-quality image of Japanese products.
To experience the sheer joy of innovation and the application of technology for the benefit and pleasure of the general public.
We will create products that become pervasive around the world… We will be the first Japanese company to go into the US market and distribute directly. We will succeed with innovations that US companies have failed at…Made in Japan will mean something fine, not something shoddy.
Building Vision
Core Ideology Envisioned Future
Core Purpose
Core Values
Vision Level BHAG
Vivid Description
Personal Vision Statement
Community/Family Optimism Passion Creativity Fun Integrity Work-life Balance
Become a well known political leader and source of inspiration to those
in my community.
To encourage, inspire, create and build positive relationships that in turn generate strong communities.
I will build a strong personal image based on care for others as I would for self. I will engage in endeavors to bring families, and people together towards a common goal. I will be seen as an unselfish and passionate leader who is courageous and pragmatic.
Building Vision
Do Not Confuse
Core Ideology vs. Envisioned Future
Envisioned Future features.. Core Ideology features..
Discovery Process
Never changes
What company stands for
Creative Process
Changes once BHAG is attained
What company aspire to become.
Building Vision
Do Not Confuse
Core Purpose vs. Vision level BHAG
Vision Level BHAG features.. Core Purpose features..
Can never be completed
Not a specific goal
Forever pursued
Achievable in 10 to 30 years
Clearly articulated goal
Once reached, move on to next goal.
Building Vision
Do Not Confuse
BHAG vs. Goal
Operational Level
Task Specific
Short time horizon
Used to achieve BHAG
Strategic Level
Company/Departmental Scope
Long time horizon 10 to 30years
What company aspire to become.
Vision Level BHAG features.. Goal (traditional sense) features..
Eg. Become the company most known for changing the worldwide poor-quality image of Japanese products.
Eg. Reach a sales target of$1 000 000 in the Latin American market in one year..
Building Vision
Developing a Vision
Class Exercise
Use Concepts discussed in this Vision Lecture and in the Collins and Porras article to develop a:
Vision for Environmental Round Table
Tip- Use Sony’s Vision as a Template.