What about the envisioned future?
How do we figure out the high goals and give it a vivid picture.
Again, not too hard if you get to the point. The BHAGs (Big Hairy Audacious Goals) need to only have about a 60% chance of becoming real in the next 20 years – but the executives have to believe you have a chance!
And watch out – don’t confuse BHAGS with purpose.
Then these need to be articulated with a vivid picture. Consider Sony in Japan in the 1950s:
We will create products that become pervasive around the world…. We will be the first Japanese company to go into the U.S. market and distribute directly…. We will succeed with innovations that U.S. companies have failed at — such as the transistor radio…. Fifty years from now, our brand name will be as well-known as any in the world…and will signify innovation and quality that rival the most innovative companies anywhere…. “Made in Japan” will mean something fine, not something shoddy.
So The Vision thing does matter – quantitatively and qualitatively to your company.