Building Vision Understanding Vision 1.What is Vision?  Components of Vision  Example of Vision 2. Developing a Vision  Class Exercise- Creating Vision  Take Home vision Creation (Conservation Crisis Team)

Building Vision Vision Core IdeologyEnvisioned Future Core Purpose Core Values Vision Level BHAG Vivid Description What is Vision?

Building Vision Core Ideology Core Purpose Core Values Core Ideology defines the enduring character of an organization- a consistent identity. Core Ideology is:  Unchanging  A source of guidance and inspiration  The glue that holds the org. together Consists of two main parts- Core Values & Core Purpose

Building Vision Example of Core Values  Elevation of the Japanese culture and national status  Being a pioneer- not following others; doing the impossible  Encouraging individual ability and creativity Core Values of Sony (1950’s)

Building Vision What are Core Values? Core Values are the essential and enduring tenets of an organization. Core Values:  Have intrinsic value to those inside the org.  Stand the test of time Organizations tend to have 3 to 5 core values.

Building Vision Example of Core Purpose To experience the sheer joy of innovation and the application of technology for the benefit and pleasure of the general public. Core Purpose of Sony (1950’s)

Building Vision What is Core Purpose? Core Purpose is the organization’s reason for being; it reflects the people’s idealistic motivations for doing the company’s work. Core Purpose:  Can never be fully realized  Answers the question- We make product or service X- Why is this important?

Building Vision Envisioned Future Vision Level BHAG Vivid Description Envisioned Future is a concrete comprehensive visualization of an yet unrealized aspiration of a company. It encompasses two parts:- Vision level BHAG and a Vivid Description of that BHAG.

Building Vision What is Vision Level BHAG? Vision level B ig H airy A udacious G oal is:  Clear, compelling, unifying focal point of effort, that acts as a catalyst for team spirit.  Applies to entire organization  Requires 10 to 30 years to complete.  50% to 70% probability of success

Building Vision Example of Vision Level BHAG Become the company most known for changing the worldwide poor-quality image of Japanese products. Vision Level BHAG of Sony (1950’s)

Building Vision Become a $125 billion company by the year 2000 [Wal-Mart, 1990) Became the company most known for changing the worldwide poor-quality image of Japanese products (Sony, early 1950s) Knock off RJR as the number one tobacco company in the world (Philip Morris, 1950s) Become the Nike of the cycling industry [Giro Sport Design, 1986) Become as respected in 20 years as Hewlett-Packard is today (Watkins-Johnson, 1996) Become the Harvard of the West (Stanford University, 1940s) Become number one or number two in every market we serve (General Electric Company, 1980s) Some company BHAG goals...

Building Vision Example of Vivid Description We will create products that become pervasive around the world… We will be the first Japanese company to go into the US market and distribute directly. We will succeed with innovations that US companies have failed at…Made in Japan will mean something fine, not something shoddy. Vivid Description

Building Vision What is a Vivid Description? Vivid Description is a vibrant, engaging and specific description of what it will be like to achieve the BHAG. Vivid Description:  Passion, emotion and conviction are essential  Translates the BHAG into an image in minds of employees.

Building Vision Putting it all Together

Building Vision Core Ideology Envisioned Future Core Purpose Core Values Vision Level BHAG Vivid Description Vision of Sony in the 1950’s Adapted from Collins and Porras (1996)  Elevation of the Japanese culture and national status  Being a pioneer- not following others; doing the impossible  Encouraging individual ability and creativity Become the company most known for changing the worldwide poor-quality image of Japanese products. To experience the sheer joy of innovation and the application of technology for the benefit and pleasure of the general public. We will create products that become pervasive around the world… We will be the first Japanese company to go into the US market and distribute directly. We will succeed with innovations that US companies have failed at…Made in Japan will mean something fine, not something shoddy.

Building Vision Core Ideology Envisioned Future Core Purpose Core Values Vision Level BHAG Vivid Description Personal Vision Statement  Community/Family  Optimism  Passion  Creativity  Fun  Integrity  Work-life Balance Become a well known political leader and source of inspiration to those in my community. To encourage, inspire, create and build positive relationships that in turn generate strong communities. I will build a strong personal image based on care for others as I would for self. I will engage in endeavors to bring families, and people together towards a common goal. I will be seen as an unselfish and passionate leader who is courageous and pragmatic.

Building Vision Do Not Confuse Core Ideology vs. Envisioned Future Envisioned Future features.. Core Ideology features.. Discovery Process Never changes What company stands for Creative Process Changes once BHAG is attained What company aspire to become.

Building Vision Do Not Confuse Core Purpose vs. Vision level BHAG Vision Level BHAG features.. Core Purpose features.. Can never be completed Not a specific goal Forever pursued Achievable in 10 to 30 years Clearly articulated goal Once reached, move on to next goal.

Building Vision Do Not Confuse BHAG vs. Goal Operational Level Task Specific Short time horizon Used to achieve BHAG Strategic Level Company/Departmental Scope Long time horizon 10 to 30years What company aspire to become. Vision Level BHAG features.. Goal (traditional sense) features.. Eg. Become the company most known for changing the worldwide poor-quality image of Japanese products. Eg. Reach a sales target of$ in the Latin American market in one year..

Building Vision Developing a Vision Class Exercise Use Concepts discussed in this Vision Lecture and in the Collins and Porras article to develop a: Vision for Environmental Round Table Tip- Use Sony’s Vision as a Template.