Problem:
Find the vision statement of five different companies that you are interested in. You can get these from either annual reports or from online searches.
Choose and paraphrase two different frameworks on the Characteristics of Good Vision
1. Metais (2000:39) It is a dream- it provides emotional involvement. It is excessive and not attainable within current actions or resources. It is deviant and it breaks conventional thinking and frames of reference.
2. Duke CE (2005:33) Has three characteristics - Aspirational- tells what can be, Compelling- is appealing and sways people towards action and Directional- identifies paths and actions.
Assess the vision statements in relation to the two frameworks.
What are your conclusions about each of the visions?
Do they have the 'wow' factor? Why or why not?