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A well-conceived vision consists
of two major components—CORE IDEOLOGY and an ENVISIONED
FUTURE. Notice the direct parallel to the fundamental
“preserve the core/stimulate progress” dynamic.
A good vision builds on
the interplay between these two complementary Yin-and-Yang
forces; it defines “what we stand for and why we
exist” that does not change (the core ideology) and
sets forth “what we aspire to become, to achieve,
to create” that will require significant change and
progress to attain (the envisioned future).
Core Ideology—the first primary
component of the vision framework—consists of two
parts: core values and core purpose.
Core Ideology = Core Values + Core
Purpose
Core values are the organization's essential
and enduring tenets—a small set of timeless guiding
principles that require no external justification; they
have intrinsic value and importance to those inside
the organization.
Core purpose is the organization’s
fundamental reason for being. An effective purpose reflects
the importance people attach to the company’s work—it
taps their idealistic motivations—and gets at the
deeper reasons for an organization’s existence beyond
just making money.
Envisioned Future—the second primary
component of the vision framework—consists of two
parts: a 10-to-30-year audacious goal (BHAG) and vivid
descriptions of what it will be like when the organization
achieves the BHAG.
Envisioned Future = BHAG + Vivid Descriptions
BHAG (pronounced bee-hag, shorthand
for “Big Hairy Audacious Goal”) is a 10-to-30-year
objective—like a big mountain to climb—that
serves as a unifying focal point of effort, galvanizing
people and creating team spirit. It is crisp, compelling
and easy to understand.
Vivid description is a vibrant, engaging,
and specific description of what it will be like to achieve
the BHAG. Think of it as translating the vision from words
into pictures, of creating an image that people can carry
around in their heads.
Example of complete vision framework:
SONY
VISION
Early 1950’s |
| CORE
IDEOLOGY |
ENVISIONED
FUTURE |
Core
Values
|
25-Year
BHAG |
|
Elevation of the Japanese national
culture and status.
Being a pioneer—not following others, but doing
the impossible.
Respect and encouragement of individual ability
and creativity.
|
Become the company most known
for changing the worldwide image of Japanese products
as being of poor quality.
|
|
Core Purpose
|
Vivid Descriptions
|
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To experience the sheer joy of innovation
and the application of technology for the benefit
and pleasure of the general public.
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We will create products that become
pervasive around the world. … We will be the
first Japanese company to go into the American market
and distribute directly. … We will succeed
with innovations like the transistor radio that
American companies have failed at. … Fifty
years from now, our brand name will be as well known
as any on Earth. … and will signify innovation
and quality that rivals the most innovative companies
anywhere. … “Made in Japan” will
mean something fine, not shoddy.
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