You’ve probably heard the word vision used in many ways, because there is no shortage of opinion on what it means. This creates great confusion among business owners and managers, which, in turn, often leads to total inaction. Why bother?
One of our favorite pieces of guidance on vision comes from The Customer Driven Company, by Richard Whiteley:
[Vision is] a vivid picture of an ambitious, desirable future state that is connected to the customer and better in some important way than the current state.
Highly successful managers know that this picture of an ambitious future state must include all of the stakeholders in the organization, including owners, employees, and customers. When all the stakeholders are included, ...