(Strategic) Vision

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What is (Strategic) Vision? Meaning.

A Vision is the desired future state at which a company and its leader hope to arrive. Essentially the strategic aim of the corporation. It is the imaginative picture of the future state of affairs a firm wishes to achieve. Vision comes from Latin videre - to see. A vision is typically a type of aim at a high and less-specific level in comparison to a medium-level Objective or a low-level Target.

Visionary Leadership

According to most people having a vision is one of the most important assets a 'true' leader should bring to the table. Some people argue that visionary leadership is just one of a number of valid Leadership Styles.

In the corporate reality it's clear that more people aspire for a strategic vision than there are people who actually have it...

Vision versus Mission VERSUS Purpose

A vision should not be confused with a Mission (the motives, drivers, principles which set a firm in motion: the combination of the corporate purpose, strategy, values, standards and behaviors) nor with Moral Purpose (a value that, when it is articulated, appeals to the innate sense which is held by some individuals of what is right and what is worthwhile).

Elements of a Vision

Four common characteristics of a strong and powerful vision are:

• Gives forward guidance and direction
• Is ambitious and imaginative
• Is daring or stretching
• Is energizing and mobilizing

Features of an Effective Vision. Guidelines

Based on a study, Kantabutra and Avery (2010) developed seven features of effective visions:

1. Brief: Effective visions are brief and consist of up to 22 words. This briefness is needed to easily communicate and remember the vision.
2. Prime Goal: An effective vision should direct attention towards a prime goal. Such a vision is easily understood and thus does not need extended explanation and discussion.
3. Abstract: Although a vision should direct attention towards a prime goal, the vision should not point to a specific one-time goal that can be eliminated after having accomplished the goal. Rather a vision should be abstract and cover business activities of the entire company even in the long run. allowing individual interpretations. Allowing individual interpretations increases the base of stakeholders that can support the vision and allows for creativity.
4. Challenging: A vision that is challenging encourages employees to maximize their efforts to achieve the desired results. Furthermore, a challenging vision is difficult to achieve. This leads to the fact that employees can increase their self-esteem when achieving the vision.
5. Long-term Perspective: An effective vision should express the longer-term business perspective and should take into account the future environment in which an organization operates. The reason is that only when offering better future prospects, organizational members can be inspired and thus can be committed to fulfilling the vision.
6. Stable: Visions should not need to be changed in reaction to short-term changes such as new technologies. Rather, effective visions should be flexible in order to allow for  short-term fluctuations.
7. Directly Inspiring: Organizational performance can only be achieved through others (staff and employees). Therefore a vision must be able to increase the staff's motivation to work for the organization’s objectives. As a result, effective visions should be inspiring and desirable.

Vision versus Strategic Intent

A vision is similar to Hamel and Prahalad's Strategic Intent: an ambitious and compelling dream that energizes; which provides the emotional and intellectual energy for the journey to the future.

Vision Statement

Often, the strategic vision is reflected in a summarized form in the Vision Statement.

Creating a Vision

Creating or developing a corporate vision is crucial, but extremely hard to do. Seeing the future early and accurately and making sense out of it involves a lot of creativity, Lateral Thinking and intelligence. Several phenomena from psychological origin are causing difficulties in developing a vision properly, see for example Groupthink, Cognitive Dissonance, and Cognitive Biases.

Source: Kantabutra, S. and Avery, G.C. (2010) “The Power of Vision: Statements that Resonate” Journal of Business Strategy Vol. 31 Iss.1 pp. 37-45

Forum Forum about Strategic Vision. Below you can ask a question about this topic, share your experiences, report a new development, or explain something. Start a new topic about Strategic Vision Share your knowledge here (or ask a question)   Should a Strategic Vision Be Achievable? Strategic visioning and formulating a mission are far from simple. One point of contention is how the vision should translate to the mission and then to the goals. In the literature there ar... 9   7 comments The Importance of having a Vision (and Strategy) Having a vision is really important as well as your strategy. But between the two, there is a priority. It’s very important to know that vision comes first. At some point in time when you ... 9   2 comments 🔥 NEW Is Every Vision Strategic? Just thinking aloud, is there a vision that is non strategic?... 8   14 comments What's the Essence of Vision In my opinion the following quote by Arthur Schopenhauer captures the essence of (strategic) vision in a beautiful way: In German: "Daher ist die Aufgabe nicht sowohl zu sehen was noch keine... 7   3 comments VISION versus MISSION For a number of years I have attended numerous seminars and company briefings where people have talked about VISION and MISSION, However these two term seems to be use interchangeably by people. ... 5   3 comments Be the First to Be Moved by your Vision! One influential woman in leadership once said: "Before your faith can move a mountain it should first move your mouth". I believe the same applies perfectly well to your vision. We all... 5   1 comments Relation Between Organizational Vision and Employee Empowerment Please help me with some ideas on how to relate organizational vision with employee empowerment. I can see that a stong and well formulated organizational vision has a motivating effect on employ... 5   1 comments The Best Moment to Communicate the Vision and Mision to Employees? I wonder what is the best moment to communicate the vision and mission to employees? I think it's best to make the workers know about the vision and mission of the organization right from the beg... 2   3 comments

Best Practices The best, top-rated topics about Strategic Vision. Here you will find the most valuable ideas and practical suggestions. How Do You Measure Vision? Regardless of the business process or approach the fundamental overarching concept most "difficult to develop, assess or manage is vision". Try it. I invite commenters to address how they measur... 95   15 comments Guidance for the Strategic Journey in the Desert A vision is like the Pole (North) star... You can follow it, but never reach it. It guides you to the oasis (your goals and objectives) using your camel (your mission). And you dream about having a ba... 85   1 comments Components of Vision The vision is 'the dream of the entrepreneur'. It's the corporate ambition. It is a company's view of the role it plays in the market. Visions may relate to three components: 1. Opinions abo... 53   1 comments The Cathedral and the Importance of Communicating the Vision and Mission Three stonemasons (stone workers) are working on a construction when a traveler comes in and asks them, "What are you doing?" - The first mason, who seems bored and unhappy at his job and is fre... 40   50 comments Strategic Foresight Strategic foresight often uses future views and scenarios to help envision how the future could look like. The aim is NOT to PREDICT the future, but to make participants of a process AWARE of possible... 19   21 comments

Expert Tips Advanced insights about Strategic Vision. Here you will find professional advices by experts. How to Pitch a Visionary Idea to Venture Capitalists? Stage Presence Storytelling, Corporate Pitch, Pitching an Idea, Entrepreneurship, Assessing Pitches, Showrunners, Artists, Neophytes How do you deliver a very good pitch for some business idea or venture you want to sell? Kimberly D. Elsbach, who has a... Ten Commandments for Strategic Forecasters Strategic Forecasting, Strategic Vision, Scenario Planning, Predicting the Future, Wisdom of the Crowds Philip Tetlock and Dan Gardner researched forecasting the future in "the Good Judgment Project". The idea behind this pr... Organodynamics: the 3 Laws at the Basis of Performance in Organizations Strategic Performance Management, Leadership, Corporate Mission, Corporate Culture Sherwood (2014) introduces the concept of organodynamics, a concept that explores the level of performance that can be a... The Role of Rhetorical Competence in Charismatic Leadership Charismatic Leadership, Storytelling, Visionary Leadership In past research, only little attention was paid to the relationship that exists between Charismatic Leadership and Rhet... Innovating by Reconsidering Value Delivery Fundamental Innovation When innovating their business model, companies need to reconsider their value proposition from all perspectives. One of... Meta-cognition (Meta-thinking) in Strategic Thinking Schools of Thought, Strategic Thinking, Scenario Thinking, Strategic Assumptions, Strategic Reasoning Most businesses are primarily concerned with the type of thinking that tries to make complex problems or interconnected ... The Role of the CEO in Strategic Change Initiation Communicating Strategic Change In management literature the role of the CEO in formulating and implementing strategic change has often been emphasized....

Information Sources Various sources of information regarding Strategic Vision. Here you will find powerpoints, videos, news, etc. to use in your own lectures and workshops. Speech Steve Jobs on Connecting the Dots How to Create a Revolutionary Vision: 'Stay Hungry, Stay Foolish' Legendary speech by former Apple CEO and innovation guru Steve Jobs in which he tells 3 stories that together explain wh... Change Management versus Change Leadership Understanding the Difference Between Change Management and Change Leadership This video explores and explains some differences between Change Management and Change Leadership: CHANGE MANAGEMENT ... How to Improve Strategic Decision Making? Strategic Decision Making, Cognitive Bias, M&A, Corporate Finance In this video Michael Mauboussin, Credit Suisse's Head of Financial Strategies, briefly explains parts of Philip E. Tetl... Summary by Deepak Chopra on 'True, Enlightened Leadership' True Leadership, Enlightened Leadership, Servant Leadership, Authentic Leadership, Visionary Leadership, Leadership Valu Indian writer of many alternative and spiritual books Deepak Chopra explains what he believes is "True Leadership": Grea... Martin Luther King: I Have a Dream... Documentary on Martin Luther King Arguably the most famous visionary speech ever, the 'I Have a Dream' - speech by Martin Luther King. August 28, 1963. W... Interview with Richard Branson on Entrepreneurship Entrepreneurship, Starting a Business, Workshops, Trainings Richard Branson on Business: Entrepreneurship is all about painting a picture, creating something really special and ma...

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