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
What is Vision?
Vision
Core Ideology
Core Values
Core
Purpose
Envisioned Future
Vision Level
BHAG
Vivid
Description
Building Vision
Core Values
Core Ideology
Core
Purpose
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
Core Values of
Sony (1950’s)
Elevation of the Japanese culture and national
status
Being a pioneer- not following others; doing the
impossible
Encouraging individual ability and creativity
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
Core Purpose of
Sony (1950’s)
To experience the sheer joy of innovation
and the application of technology for the
benefit and pleasure of the general
public.
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
Vision Level
BHAG
Envisioned Future
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
Vision Level
BHAG of Sony
(1950’s)
Become the company most known for changing
the worldwide poor-quality image of Japanese
products.
Building Vision
Some company BHAG goals...
• 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)
Building Vision
Example of Vivid Description
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.
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
Vision of Sony in the 1950’s
Core Ideology
Envisioned Future
 Elevation of the Japanese
culture and national
status
 Being a pioneer- not following others;
doing the impossible
 Encouraging individual ability and
creativity
Core
Values
Core
Purpose
To experience the sheer joy of
innovation and the application
of technology for the benefit
and pleasure of the general
public.
Vision Level
BHAG
Become the
company most
known for changing
the worldwide poor-quality image of
Japanese products.
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.
Adapted from Collins and Porras (1996)
Building Vision
Personal Vision Statement
Core Ideology
Core
Values







Community/Family
Optimism
Passion
Creativity
Fun
Integrity
Work-life Balance
Core
Purpose
To encourage, inspire,
create and build positive
relationships that in turn
generate strong
communities.
Envisioned Future
Vision Level
BHAG
Become a well
known political
leader and source of
inspiration to those
in my community.
Vivid
Description
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
Core Ideology features..
Envisioned Future features..
 Discovery Process
 Creative Process
 Never changes
 Changes once BHAG is
attained
 What company stands
for
 What company aspire to
become.
Building Vision
Do Not Confuse
Core Purpose vs. Vision level BHAG
Core Purpose features..
Vision Level BHAG features..
 Can never be completed
 Achievable in 10 to 30 years
 Not a specific goal
 Clearly articulated goal
 Forever pursued
 Once reached, move on to
next goal.
Building Vision
Do Not Confuse
BHAG vs.
Vision Level BHAG features..
Goal
Goal (traditional sense) features..
 Strategic Level
 Operational Level
 Company/Departmental Scope
 Task Specific
 Long time horizon 10 to
30years
 Short time horizon
 What company aspire to
become.
 Used to achieve BHAG
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
TipUse Sony’s Vision as a Template.