Strategy Library

Vision

In the long term, a company should only be successful in the market if its employees identify with it. They want to see meaning in their work, they want to make decisions and act independently.

Description of the vision

In the long term, a company should only be successful in the market if its employees identify with it. They want to see meaning in their work, they want to make decisions and act independently. Only then will an emotional attachment to the company emerge, which is the basis of every successful collaboration and commitment of the employee. But how do you create such an identification with the company? Successful companies with a strong brand make it happen – they have a good, plausible and authentic corporate vision.

This vision expresses what a company does and why it does it. And she answers the question of where the company will be in five to ten years. Thus, the corporate vision is also the basis for the mission – it contains the same statements, but is aimed at the customers of the company. But a good vision is hard to develop. It must convince and inspire employees and customers alike! It only works if it is fully supported by the staff.

Therefore, a vision is much more than a summary of corporate goals! It must fit and reflect the goals, it must be coherent and credible – perhaps the most important claim. When employees have the opportunity to participate in the formulation, when the vision is constantly communicated and demonstrated, and when the goals and everyday life fit in, then they have a good chance of reaching out to the employees and being supported. But it must be realistic and not off-topic or abstract. False management behavior can undermine and even ridicule the vision –  a missed opportunity, as the motivational impact of a good and credible vision should not be underestimated.

Definition of the vision

A vision is ultimately the description of the ideal state for the future or the central element on the way to the ideal state. It is related to strategies and corporate goals. It becomes problematic if the concept of the vision is used inflationary or merely lip service. Nebulous formulations are unlikely to be taken seriously and lack relevance to practice. Therefore, developing a vision together with employees is the best way to create a credible and actionable vision for the benefit of the company and its employees.

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