Companies - Vision
Company vision is a simple statement which states what your company is trying to achieve. It is the base of deciding on what lines of business the company focuses on.
Each company should have a vision. Company vision defines what the world will look like if the company could decide. It encapsulates the long-term goals of the company. In the end, the vision defines a set of problems you are going to tackle.
Sony' Vision (1950s): Become the company most known for changing the globally poor image of Japanese products. Heinz's Vision: Become the world's premier food company, offering nutritious, superior-tasting foods to people everywhere. Honda's Vision (1970s): We will destroy Yamaha.
Vision should be clear and simple. If you the vision is not easy-to-understand and unambiguous, you might have hard time living by it or might take too large problem set.
Your vision should become your mission. Your vision becomes your mission when you start believing and acting on it. Mission describes the discrete steps and tools needed to accomplish the vision.
Google's Misson: To organize the world's information and make it universally accessible and useful. Harley-Davidson's Misson: We fulfil dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments. Amazon's Misson: A place where people can come to find and discover anything they might want to buy online.
Your vision determines your goals. Goals tell you how you are going to solve these problems and when you can say that your solution is complete.
Vision => Goals
You create strategies to meet these goals. Strategies tell you how to measure that you are solving those problems. What are the aspects that you see being important.
Strategy + Execution => Meeting The Goal
Changing your vision is called a pivot. Pivot usually includes redefining your target audience or redefining the set of problems the company focuses on.
Make life easier for people. -pivot-> Make life easier for elderly people.
Avoid starting a company with a sole vision of making money. Might generate some revenue but you will get stuck sooner or later.