ABSTRACT
Vision, combined with Mission, can help companies achieve business success and sustainability. Company management must be able to state in a few words a unique value, widely desired, which can build the company for a decade or more. To find a Vision, management must know the company’s past and its present operations and have a perceptive awareness of what’s happening in the world outside the company, where the company’s future will be created. From its understanding of the company now and its awareness of the world outside the company, management can find the unique and widely-desired value that can build a desired future for the company. The founder of a company typically has a Vision that will create and build the company. In 1961, President Kennedy, before a joint session of Congress, gave the new NASA an inspiring Vision: “Land a man on the moon by the end of the decade, and return him safely to the Earth”.
