10
Getting Your Vision
Down on Paper
Vision without action is dreaming. Action without vision
is random activity. Vision and action together can
change the world.
—Joel Barker
Futurist
A good service vision statement involves customers and em-
ployees. It takes on tangible shape and form when you actu-
ally put it on paper where everyone can see and use it. As you
work to define your vision, it’s important not to overlook two
key resources:
• Customers are not only highly qualified, but generally
willing to provide input that will help a company fig-
ure out what it wants and doesn’t want, how it does
and doesn’t want it delivered, and what elements of the
service experience could be changed, improved, or re-
moved for the business to serve them better.
•