Submitted to:
Dr. Syed Ali Abdullah
Submitted by:
Syed Umair Ali
Roll no.
21020920-198
Course Name:
Strategic Management
Course code:
MGT-406
Topic:
The Vision
Summary of The Vision
• Introduction:
The concept of “vision” has become a key expectation for leaders in business
and politics. However, its frequent use has led to misunderstandings and
oversimplifications. While difficult to define precisely, vision is essential for
guiding an organization’s future, particularly in times of transformational
change. Research suggests that no strategic change effort succeeds without a
clear vision. Despite this, many vision statements remain superficial exercises
rather than catalysts for meaningful change.
• What is a Vision?
A vision articulates a company’s desired future. It is often described as an
“organizational dream,” stretching the imagination and motivating people to
rethink possibilities. A strong vision provides both a conceptual roadmap and an
emotional appeal. It is distinct from a mission statement, strategic objectives, or
corporate philosophy, though it must align with them. A compelling vision
influences real behavior by providing a guiding principle for decision-making
and action.
• Characteristics of an Effective Vision:
A well-crafted vision has several key attributes:
1. Clarity and conciseness
2. Memorability
3. Inspirational and exciting
4. Challenging but realistic
5. Focused on excellence
6. Stable yet adaptable
7. Implementable and tangible
Examples of effective visions include leaders like Liza Foley, who transformed
an abandoned industrial facility into a thriving business with a clear purpose,
and companies like Raychem, where a vision of quality changed employee
behavior. Sometimes, slogans help communicate a vision, though they risk
being perceived as empty rhetoric.
• The Role of Vision in Organizations:
A strong vision fosters a sense of purpose among employees and creates a
contrast between present reality and future aspirations, generating motivation
for change. In turbulent environments, a vision provides an anchor, helping
organizations converge on necessary actions. Effective vision statements
typically incorporate:
1. Customer orientation
2. Employee focus
3. Organizational competencies
4. Standards of excellence
• Creating a Vision:
Visions can be developed in different ways:
1. Leader-Driven Vision: Some CEOs, such as Steve Jobs and Jack
Welch, personally shape their company’s vision. Research
shows successful visionary leaders continuously refine and
communicate their vision, inspire employees, and set an
example through their actions.
2. Leader-Senior Team Collaboration: Others, like Michael
Blumenthal at Unisys, co-create the vision with their senior team. Structured
workshops, team discussions, and collective commitments (e.g., signing
banners) can reinforce shared ownership of the vision.
3. Bottom-Up Visioning: Some organizations encourage middle
managers and employees to contribute to vision creation. Techniques like
writing hypothetical future news articles about the company help generate ideas.
Informal “vision influencers” (employees without formal authority) can also
play a role by advocating for new ideas and fostering support through
networking and persistence.
• Making a Vision Stick:
For a vision to be successful, it must be:
1. Strategically sound and supported across the organization
2. Reinforced through words, symbols, and actions
3. Embodied by respected individuals who model its values
4. Adapted over time as organizational needs evolve
A case study illustrates the challenges of maintaining a vision: A Fortune 500
company had adopted “Redirect the Ship” as its guiding vision. Three years
later, employees were divided—some believed the ship had been successfully
redirected, others felt more change was needed, and some did not even
understand the phrase. This highlights the need for continuous engagement,
clarification, and reassessment of a vision’s relevance.
• Conclusion:
The process of crafting, communicating, and reinforcing a vision is as important
as the vision itself. In today’s dynamic business environment, leaders must
ensure that vision is not just a slogan but a guiding principle that drives real
change and inspires commitment at all levels of the organization.
