Hewlett Packard. 3M. Sony. A company with a very enduring vision that is “built to last”. What separates their vision from most others, an empty mess that is revisited with every business fad but never prompts anything but a yawn? has a clear plan for how to move forward into an uncertain future. But they are equally clear about how they remain steadfast and the values and purpose they will always uphold.this harvard business review This article describes two elements of an enduring vision. core ideology and The future I envision.
putting ideas into practice
Business practices and strategies must continually change. Its core ideology should not. A core ideology defines a company's timeless character. It's the glue that holds a company together, even when everything else is available.Your core ideology is your own. Discover— by looking inside. It's not something you can invent, much less fake.
The core ideology has two parts.
1. Core values are a set of principles that guide a company. No external justification is required. For example, Disney's core values of imagination and sanity stem from its founder's belief that these should be cultivated for their own sake, not simply to exploit business opportunities. Rather than changing their core values, great companies change markets and seek different customers to stay true to their core values.
2. Core purpose is the most fundamental reason for an organization's existence. Do not confuse it with a company's current product line or customer segment. Rather, it reflects people's idealistic motivations for the company's work. Disney's core purpose is to make people happy, not to build theme parks or create cartoons.
The second element of an effective vision, the envisioned future, has two components:
1. Big, Hairy, Audacious Goals (BHAG) are ambitious plans that energize your entire organization. It typically takes 10 to 30 years of work to complete.
2. A vivid description depicts what it would be like to achieve a BHAG. They make goals vibrant, engaging, and specific. example:
In the 1950s, Sony's goal was to become the company best known for changing the global image of Japanese products as low quality. He brought this BHAG to life by adding, “In 50 years, our brand name will be the best known in the world.” . . It stands for innovation and quality. . . “'Made in Japan' means good things, not bad things.”
Don't confuse your company's core ideology with your envisioned future. In particular, don't confuse BHAGs with core objectives. BHAGs are clearly articulated goals that can be achieved within 10 to 30 years. But your core objective can never be completed.
