What is the vision

The corporate vision is a marketing element that tends to define the future goals and values of the brand over time.

The vision articulates what the company will be able to do within a certain timeframe and which values it can bring with itself, often driven by the perspective of the leader or reference CEO.

Often, the vision can also be encapsulated in a single sentence.

Vision is especially discussed during phases of strategic corporate management.

Characteristics of the Vision

The vision leads to the definition of:

• Medium to long-term goals of the company.
• The timeframe within which the established goal should be achieved.
• The core corporate values.

Differences between Mission and Vision

We have already talked about corporate mission.

The substantial difference lies in the fact that the mission describes how these goals should be managed and which tools to use to achieve them, also used on a continuous and daily basis.

In practice, if the vision is something more abstract, the mission is more concrete and makes use of more practical tools to accomplish the goal.

Examples of corporate vision

The vision is an abstract purpose, but these quotes help us understand, however, how this is fundamental for structuring a company.

• IKEA: the vision of IKEA is all in this phrase: Create a better everyday life for the majority of people". Every action, every product, and every communication is based on this principle.
• Google: "Organize the world's information and make it universally accessible and useful". The vision of Google lies in this statement. Here again, the corporate ecosystem is entirely based on the global utilization of information.
• Amazon: "We strive to offer our customers the lowest possible prices, the best selection, and utmost convenience". The vision of Amazon, like the other examples, perfectly encapsulates what the e-commerce giant is all about.
• Framework360: "Provide a unique and comprehensive tool for those working with the web and marketing".

Even if only theoretical, vision is a fundamental element upon which multimillion-dollar businesses around the world are built. The examples listed above really say it all.