The Good & Bad of Vision statement - Kangazul
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The document discusses the key characteristics of an effective vision statement, including that it should be inspiring, paint a clear picture of the future, be desirable, unique, focused, feasible, and easy to communicate. It also discusses characteristics that make vision statements ineffective, such as being bland, vague, not forward-looking, too broad or specific, or difficult to communicate. Several examples of vision statements are provided and assessed against these criteria.
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The Good & Bad of Vision statement - Kangazul
- 3. What’s Good and What’s Bad ?
- 4. …of an Effectively Worded Vision Statement
- 5. Inspiring It motivates everyone involved to contribute to something bigger than oneself.
- 6. Paint a Clear Picture Clearly paints a picture of what the company will become.
- 7. Desirable It makes good business sense & is in the long-term interests of stakeholders.
- 8. Unique Different from the pack.
- 9. Focused Is specific enough to provide managers with guidance in making decisions and allocating resources.
- 10. Feasible Reasonably achievable in due time.
- 11. Easy to communicate Easy to explain & ideally can be reduced to a simple & memorable slogan.
- 12. …of an Effectively Worded Vision Statement Inspiring Paint a Clear Picture Desirable Unique Focused Feasible Easy to communicate
- 17. Not distinctive
- 19. Too reliant on superlatives
- 21. In Vision Statements Bland or uninspiring Vague or incomplete Not forward looking Not distinctive Too broad/Too specific Too reliant on superlatives Difficult to communicate
- 22. “Be the global leader in customer value” Caterpilar What do you think…? Inspiring Bland or uninspiring Paint a Clear Picture Vague or incomplete Desirable Not forward looking Unique Not distinctive Focused Too broad/Too specific Feasible Too reliant on superlatives Easy to communicate Difficult to communicate
- 23. “Be the global leader in customer value” Caterpilar I think this… Inspiring Bland or uninspiring Paint a Clear Picture Vague or incomplete Desirable Not forward looking Unique Not distinctive Focused Too broad/Too specific Feasible Too reliant on superlatives Easy to communicate Difficult to communicate
- 24. “Provide a global trading platform where practically anyone can trade practically anything” eBay What do you think…? Inspiring Bland or uninspiring Paint a Clear Picture Vague or incomplete Desirable Not forward looking Unique Not distinctive Focused Too broad/Too specific Feasible Too reliant on superlatives Easy to communicate Difficult to communicate
- 25. “Provide a global trading platform where practically anyone can trade practically anything” eBay I think this… Inspiring Bland or uninspiring Paint a Clear Picture Vague or incomplete Desirable Not forward looking Unique Not distinctive Focused Too broad/Too specific Feasible Too reliant on superlatives Easy to communicate Difficult to communicate
- 26. “To land a man on the moon and return him safely to earth before the end of the decade.” - US President John F. Kennedy, 1961 What do you think…? Inspiring Bland or uninspiring Paint a Clear Picture Vague or incomplete Desirable Not forward looking Unique Not distinctive Focused Too broad/Too specific Feasible Too reliant on superlatives Easy to communicate Difficult to communicate
- 27. “To land a man on the moon and return him safely to earth before the end of the decade.” - US President John F. Kennedy, 1961 I think this… Inspiring Bland or uninspiring Paint a Clear Picture Vague or incomplete Desirable Not forward looking Unique Not distinctive Focused Too broad/Too specific Feasible Too reliant on superlatives Easy to communicate Difficult to communicate
- 28. “Crush Adidas” Nike, 1960 I think this… Inspiring Bland or uninspiring Paint a Clear Picture Vague or incomplete Desirable Not forward looking Unique Not distinctive Focused Too broad/Too specific Feasible Too reliant on superlatives Easy to communicate Difficult to communicate
- 29. “To be the number one athletic company in the world” Nike, Present I think this… Inspiring Bland or uninspiring Paint a Clear Picture Vague or incomplete Desirable Not forward looking Unique Not distinctive Focused Too broad/Too specific Feasible Too reliant on superlatives Easy to communicate Difficult to communicate
- 30. “…………………………………………………………………………………” Your Company What do you think…? Inspiring Bland or uninspiring Paint a Clear Picture Vague or incomplete Desirable Not forward looking Unique Not distinctive Focused Too broad/Too specific Feasible Too reliant on superlatives Easy to communicate Difficult to communicate