A desired ideal situation to which we constantly want to reach but we can never count on being able to reach it.
Description
The Vision describes the image which we constantly seek, a desired ideal situation to which we constantly want to reach but we can never count on being able to actually reach to it. The vision is often described as the ''goal in 100 years''.
Another way of describing the Vision is to compare it with other objectives where the short-term goal is the ''coppice right there'', the long-term goal is the ''mountains in the distance'' and the vision is the ''star in the horizon''. We push ourselves towards that direction and we want to go there, but it is always a little bit left to reach there. The vision does not need to meet formal requirements of realism, time-dependency or measurability.
Unlike the goal, the vision does not need to be formulated as a measurable, concrete or tangible thing. It is used in order to point towards a direction, while the goal sticks the flag in the ground in a specific distance.
Example
Examples of visions:
- Be the car rental brand of choice for business users (in the countries we operate) (rental company)
- Be the city's favorite pizza place (pizza company)
- Be the leading consulting company in the industry (consulting company)
- Be the low-cost pharmacy with the best customer service (pharmacy company)
- Be a professional, credible provider of police services; a leader in collaboration with citizens and authorities to make society safer (police authority)