An organizational vision is how an organization wants to be perceived in future. It is the dream of a company’s end goal. It is how it visualizes the future achievements of the business.

An organizations vision can either be inspirational or aspirational.

Inspirational : This goal is always just out of reach. It is meant to inspire, not necessarily be achieved.

Aspirational : This goal is achievable and should be reached.

We believe a vision should be both inspirational and aspirational. Eg: A company making electric cars may have a vision to cut operational costs for vehicle owners. This is aspirational. It may also have an overarching vision to make electric cars available for everyone, which is inspirational.

This is why strategy experts are needed; to ensure the ultimate goal of success, which is the vision, will be able to guide all the stakeholders and isn’t only the business owners or CEO’s dream, which the rest of the team do not buy into.

We will walk backwards with you first, to note the changes that have taken place over the years in your industry, organization, the country and even globally. This may help predict how things may change going forward.

From looking back, we can also analyze current trends and predict upcoming trends, which will ensure the vision takes the predictions of the future operational environments into account. We then brainstorm / workshop on how the past influenced the present, and what we need to do to remain competitive and deliver on our promise for the future.

These processes will establish preparation of internalization of the vision by stakeholders, and will guide its narrative. A vision needs clarity, and buy in in order to be an effective guide towards the future of the business.

The writer Joyce Waithira W. is a Partner Consultant – Strategy, at Brand Integrated Consulting.
Contact: joyce.waithira@brandintegrated.com