Envisioning: Creating the Context for Strategy

Vision statements come in a variety of shapes and sizes. A corporate vision may include statements about the future business environment, technology, and expected performance. Many express some overall theme, discuss core businesses and resources, and comment on how the company will interact with its key stakeholders. Regardless of length, the best visions establish a clear statement of “what we want to be.” Several in-depth studies of major organizational change indicate that a clear vision is essential to most successful corporate revitalization efforts. The vision statement fits neatly into a process of defining what needs to change, communicating the required adjustments, and energizing people in the organization to make it happen.

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