Building Vision Understanding Vision 1 What is Vision

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 What is Vision? Vision Core Ideology Core Values Core Purpose Envisioned Future Vision Level BHAG Vivid Description

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

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

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 Level BHAG Envisioned Future 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 Big Hairy Audacious Goal 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 of Sony (1950’s) Become the company most known for changing the worldwide poor-quality image of Japanese products.

Building Vision Some company BHAG goals. . . • 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 1950 s) • Knock off RJR as the number one tobacco company in the world (Philip Morris, 1950 s) • 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, 1940 s) • Become number one or number two in every market we serve (General Electric Company, 1980 s)

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.

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 of Sony in the 1950’s Core Ideology Core Values Envisioned Future q Elevation of the Japanese culture and national status q Being a pioneer- not following others; doing the impossible q Encouraging individual ability and creativity Core Purpose To experience the sheer joy of innovation and the application of technology for the benefit and pleasure of the general public. Vision Level BHAG Become the company most known for changing the worldwide poor-quality image of Japanese products. 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. Adapted from Collins and Porras (1996)

Building Vision Personal Vision Statement Core Ideology Core Values q q q q Community/Family Optimism Passion Creativity Fun Integrity Work-life Balance Core Purpose To encourage, inspire, create and build positive relationships that in turn generate strong communities. Envisioned Future Vision Level BHAG in my community. Become a well known political leader and source of inspiration to those Vivid Description 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 Core Ideology features. . Envisioned Future features. . ü Discovery Process ü Creative Process ü Never changes ü Changes once BHAG is attained ü What company stands for ü What company aspire to become.

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

Building Vision Do Not Confuse BHAG vs. Vision Level BHAG features. . Goal (traditional sense) features. . ü Strategic Level ü Operational Level ü Company/Departmental Scope ü Task Specific ü Long time horizon 10 to 30 years ü Short time horizon ü What company aspire to become. ü Used to achieve BHAG Eg. Become the company most known for changing the worldwide poor-quality image of Japanese products. Eg. Reach a sales target of$1 000 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.