Build a Compelling Vision for Your Company

Some companies' visions are durable and eternally inspiring. Others' are empty muddles that get revised with every passing business fad and that never prompt anything more than a yawn.

To build the good kind of vision, do two things: 1) Clarify your company's "core ideology"--the handful of guiding principles by which it navigates (such as Disney's belief in nurturing wholesomeness). Core ideology also consists of your company's purpose, its most fundamental reason for being (e.g., Disney's "making people happy"). 2) Articulate your "envisioned future"--the ambitious plans that will rev up the entire organization, and your vivid descriptions of what it will be like when those plans are achieved.

By washingtonpost.com Editors  |  September 10, 2008; 8:30 AM ET  | Category:  Management Tip of the Day
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