Analysis of Some Corporate Vision Statements
Coca-Cola's vision statement reads as follows:
"Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.
- People: Be a great place to work where people are inspired to be the best they can be.
- Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.
- Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.
- Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.
- Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.
- Productivity: Be a highly effective, lean and fast-moving organization."
One glaring point of note in this vision statement is that it speaks in general purposes. If the fact that this is Coca Cola’s vision statement is not mentioned, this vision statement would pass for just about any corporate or non-government organization into the business of beverage (and for just about any organization by replacing the word “beverage".)
Another sample corporate vision statement is of General Motors (GM) :
"GM’s vision is to be the world leader in transportation products and related services. We will earn our customers’ enthusiasm through continuous improvement driven by the integrity, teamwork, and innovation of GM people."
One issue with this vision statement is the presence of words such as “enthusiasm" and even “related services" open to various interpretations, and the use of many generic phrases without describing what exactly sets out GM from other companies who also strive for continuous improvement through integrity, teamwork, and innovation.
In contrast, Microsoft's summary vision statement is short and powerful:
"There will be a personal computer on every desk running Microsoft software."
eHam.net has a similarly powerful vision statement:
"To build the largest and most complete Amateur Radio community site on the Internet"