The Vision of an organisation is basically the aspirations that the owners / senior decision makers have for their organisation. It can be seen as set of ideas that describe the future state of the organisation and should be highly aspirational in nature, stretching the imagination and providing inspiration, direction and motivation to those involved in the organisation.
The vision should remain consistent through the entire organisation so while different parts of an organization may have their own visions, they should all be linked to and focused on achieving the overarching vision of the organisation as whole.
Many people tend to think of the vision in purely financial terms. In reality, financial aspirations do not have a place in the vision – they are much more short-term in nature and are a means to an end rather than an end in themselves.
The bottom line on vision, then, is to recognize the complexities of the business and create visions for areas that are meaningful to internal and external constituencies, and make sure these visions are consistent with the mission. Grapple with the future.
A corporate vision is outside the organisation’s planning window (usually 5-10 years in the future) and, as a result, there is no need to understand how to achieve it. Rather it should serve as a destination – a point on the horizon thatensures that the organisation is always heading in the correct direction and helping it to set proprieties and make strategic decisions.