Lecture 11: Developing and Communicating a Strategic Vision

Summary

The video script emphasizes the importance of strategic vision in leadership and management. It discusses the concept of vision as a guiding force for an organization's future, rooted in fundamental beliefs and values. The speaker explores how a strategic vision is developed, communicated, and its impact on organizational identity and commitment. The script also highlights the need for a vision to be forward-looking, memorable, and inspiring, using examples from well-known companies and leaders to illustrate the power of a well-articulated vision in driving long-term success and societal contribution.

Takeaways

• 😀 Leadership is central to strategic management, with many prominent courses focusing on how to become an effective leader.
• 🌟 The development of a strategic vision is critical and involves looking beyond the present to envision the future of an organization.
• 👶 The concept of 'vision' is deeply personal, often starting with fundamental thoughts, beliefs, and cultural values that are shaped by our environment.
• 🌱 Early adoption of a purpose in life can be beneficial, as it guides the way we envision and plan for the future.
• 👨‍👩‍👧‍👦 Envisioning extends to considering the prosperity and well-being of future generations, including one's own children and society at large.
• 🌍 A strategic vision should encompass not just the organization's prosperity but also contribute to the broader societal and economic well-being.
• 🔮 Effective leaders, like Bapu (Mahatma Gandhi), have the ability to envision and articulate a future that inspires and motivates others.
• 🏆 Jack Welch's quote emphasizes the importance of business leaders creating, articulating, and driving a vision to completion.
• 🎯 A vision statement should provide an ideal description of an organization's future, serving as a guiding light for years to come.
• 💡 The vision of an organization should be enduring, while its mission may change in response to shifting environmental conditions.
• 📜 Crafting a vision statement involves being graphic, forward-looking, memorable, and avoiding dwelling on the present or being vague.

Q & A

What is the primary focus of the discussion in the transcript?

The primary focus of the discussion is on the concept of strategic vision in the context of leadership and strategic management, emphasizing the importance of developing, communicating, and implementing a strategic vision for organizations.

Why is leadership considered crucial in the context of strategic management?

Leadership is considered crucial because strategic management is largely about leadership. It involves driving, leading, and managing strategy, which requires effective leadership to inspire and guide an organization towards its vision.

What is the debate mentioned about leaders being born or made?

The debate is about whether leaders are innately born with leadership qualities or if they are developed through experience and learning. The transcript does not delve into this debate but acknowledges its existence.

How is the concept of vision related to an individual's fundamental beliefs and values?

Vision is related to an individual's fundamental beliefs and values as it is shaped by their thoughts, cultural values, and the environment they have been groomed in. It reflects their purpose and the kind of world they envision for themselves and others.

What role does the concept of envisioning play in an academician's perspective?

In an academician's perspective, envisioning involves looking forward to the future of their students and imagining their prosperity and success. This helps in guiding and inspiring students towards achieving a prosperous and opulent future.

What is the significance of a strategic vision in the context of an organization?

A strategic vision is significant as it delineates management's aspirations for the company's future, provides a panoramic view of where the organization is headed, and serves as a guiding force for the company's strategic path and decision-making.

How does the transcript differentiate between a vision statement and a visionary vision?

The transcript differentiates by stating that not every vision statement is visionary in nature. A true visionary vision is one that is self-propelling, beneficial to society, and has the power to motivate and gain the commitment of people associated with the organization.

What are the characteristics of an effective vision statement according to the transcript?

An effective vision statement should be graphic, forward-looking, directional, memorable, and avoid dwelling on the present. It should inspire and motivate company personnel and be specific about the company's future direction.

Why is it important for a vision statement to be memorable?

A memorable vision statement is important because it helps employees and stakeholders to recall and live by the organization's vision. It should be easily communicated and ideally reducible to a few choice lines or a slogan.

How does the transcript connect the concept of vision to societal prosperity and opulence?

The transcript connects the concept of vision to societal prosperity and opulence by emphasizing that a true visionary vision should have a larger purpose that benefits society at large. It should reflect the organization's values and aspirations to contribute positively to the world.

What is the role of a strategic vision in shaping an organization's identity and culture?

A strategic vision plays a crucial role in shaping an organization's identity and culture by providing a clear direction and purpose. It helps in building commitment to the organization's future course of action and molds the organizational identity by being distinctive and specific to the organization.

Outlines

00:00

🚩 Introduction to Strategic Vision and Leadership

The speaker introduces the topic of strategic vision within the context of leadership and management. They emphasize the importance of leadership in strategic management and how it's often the focus of prominent courses worldwide. The discussion hints at the debate of whether leaders are born or made, referencing 'bapu' as a symbol of strategic vision. The speaker sets the stage for a deeper dive into how a strategic vision is developed and communicated, beginning with a brief explanation of vision and its relation to fundamental beliefs and values.

05:01

🌟 The Concept of Vision and Its Impact on Society

This paragraph delves into the concept of vision, its relation to personal and societal prosperity, and how leaders envision the future. The speaker discusses how vision is not just about an organization but extends to the broader environment and cultural values. They use the example of 'bapu' to illustrate how a vision can shape a nation's future, touching on the importance of early visioning and its impact on personal and societal prosperity. The speaker also highlights the role of education and the nurturing of Indian knowledge systems as part of India's strategic vision.

10:01

🛣️ The Role of Vision in Organizational Strategy

The speaker explores the connection between a leader's vision and the strategic vision of an organization. They discuss how a vision statement is an ideal description of an organization's future and how it should resonate with the prosperity and opulence envisioned by leaders. The paragraph emphasizes the importance of a vision statement in guiding an organization's direction and inspiring its employees. It also touches on the enduring nature of a vision compared to the more flexible mission of an organization.

15:03

🌱 Differentiating Visionary Organizations from Others

In this paragraph, the speaker differentiates between organizations with a true visionary nature and those that may not contribute as significantly to societal prosperity. They argue that not every business vision is inherently visionary, and the true test is whether the vision propels the organization towards societal good and gains the commitment of its stakeholders. The speaker also discusses the importance of a vision statement reflecting a firm's values and aspirations, aiming to capture the heart and mind of each employee.

20:06

🛤️ Crafting a Strategic Vision for an Organization

The speaker provides insights into the process of developing a strategic vision, emphasizing its importance in guiding an organization's future direction. They discuss the need for a strategic vision to be enduring, with a convincing rationale that ties back to the organization's role in societal prosperity. The paragraph also touches on the importance of the vision in building commitment to the future and molding the organizational identity, highlighting the need for the vision to be distinctive and specific to the organization.

25:08

🎨 Articulating a Vision: Dos and Don'ts

This paragraph focuses on the dos and don'ts of crafting a vision statement. The speaker advises being graphic and painting a picture of where the company is headed, being forward-looking and directional, and making the vision memorable. They caution against dwelling on the present, stating the vision in uninspiring terms, being vague or incomplete, and skimping on specifics. The speaker aims to guide the listener in creating a vision that is not only inspiring but also practical and aligned with the organization's long-term goals.

🔍 Developing a Strategic Vision: A Holistic Approach

The final paragraph wraps up the discussion by outlining the process of developing a strategic vision. It involves resource analysis, competition versus capabilities, management values, environmental values, strategic options, selection, and alignment with the mission statement, objectives, and goals. The speaker promises to revisit the topic, providing examples of how various organizations conceive and live by their visions, ensuring that the strategic vision is relevant and effectively guides the organization's path.

Keywords

💡Strategic Vision

Strategic Vision refers to a long-term perspective that guides an organization's growth and development. It is a clear and ideal description of what the organization aspires to be in the future. In the video, the speaker emphasizes the importance of a strategic vision in aligning the efforts of the organization towards a common goal, with examples such as how Tata envisioned India's role in the global economy and how organizations like Nike differentiate themselves through their vision.

💡Leadership

Leadership is the act of leading a group of people or an organization. It is central to the development and communication of a strategic vision. The video discusses how leadership is crucial in driving strategy and that effective leaders are those who can create, articulate, and drive a vision to completion, as exemplified by Jack Welch, the former CEO of General Electric.

💡Envisioning

Envisioning is the process of forming a mental image or concept of something that is hoped for or expected in the future. The video script uses the term to describe how individuals and organizations should think beyond the present to imagine a prosperous and successful future, which is integral to developing a strategic vision.

💡Prosperity

Prosperity in the context of the video refers to a state of economic success and social well-being. It is a key element of the envisioned future for organizations, societies, and individuals. The speaker mentions how leaders and organizations should aim for prosperity not just for themselves but for their stakeholders and society at large.

💡Opulence

Opulence is a term used to describe wealth and luxury. In the video, it is related to the broader concept of prosperity, indicating a high level of material success and abundance. The speaker uses opulence to illustrate the kind of future that leaders should envision for their organizations and the society they operate in.

💡Cultural Values

Cultural values are the principles and beliefs that are shared within a culture and that influence the behavior and decisions of its members. The video emphasizes that a strategic vision should be connected to the fundamental thoughts, beliefs, and cultural values of an organization, as they form the basis of how a vision is developed and embraced.

💡Differentiation

Differentiation in the video refers to the process by which an organization sets itself apart from others through its unique vision, values, and offerings. It is a strategic move that helps an organization to stand out in the market, as illustrated by the speaker when discussing companies like Nike and Amul.

💡Stakeholders

Stakeholders are individuals or groups that have an interest or a stake in an organization. The video script mentions stakeholders in the context of a vision's impact on the organization's future and the importance of considering their prosperity and well-being in the strategic vision.

💡Mission Statement

A mission statement defines the purpose of an organization and its core goals. In the video, the mission statement is discussed as a component that aligns with the strategic vision, providing a clear direction for the organization's activities and objectives.

💡Endurance

Endurance in the video refers to the lasting and sustainable nature of a vision. The speaker contrasts the enduring quality of a vision with the mutable nature of a mission, indicating that while missions can change with environmental conditions, a vision should remain constant to guide the organization's long-term path.

💡Self-Propelling

Self-propelling, as discussed in the video, is the idea that a well-conceived vision has an inherent strength that drives it forward. It suggests that a vision should be so compelling that it motivates people within the organization to continuously work towards realizing it, even in the absence of external pressure.

Highlights

Leadership is a fundamental aspect of strategic management, with many prominent courses focusing on effective leadership.

The debate on whether leaders are born or made is acknowledged but not the focus of the discussion.

The importance of developing a strategic vision for an organization and its connection to leadership is emphasized.

A strategic vision is directed towards a particular frame of thought associated with an organization, economy, or country.

Vision is related to fundamental thoughts, beliefs, and cultural values, which are shaped by our environment and upbringing.

The concept of envisioning a prosperous future for oneself, one's children, and society at large is explored.

The role of leaders in envisioning the world and their countries, drawing examples from historical figures like Bapu.

The significance of happiness indexes in measuring the prosperity of a country, as exemplified by Bhutan.

The differentiation between a business's profitability objective and its contribution to societal prosperity and benefits.

The characteristics of a visionary organization that propels itself and gains the confidence and commitment of people.

The enduring nature of a firm's vision, as opposed to its mission, which can change with environmental conditions.

The importance of a vision statement in reflecting a firm's values and aspirations and capturing the heart and mind of employees.

The process of developing a strategic vision, including resource analysis, competition, capabilities, and management values.

Guidelines for crafting vision statements, emphasizing being graphic, forward-looking, memorable, and avoiding dwelling on the present.

The 'do's and 'don'ts of vision statement wording, including being specific, inspiring, and avoiding vagueness.

The practical applications of strategic vision in organizations, including how they contribute to long-term goals and societal benefits.

The conclusion emphasizes the power of strategic vision in long-range planning and its relevance to organizational success.

Transcripts

[Music]

[Music]

Hello friends welcome back to strategic

management and let's progress ahead in

terms of what we have been talking about

driving strategy leading strategy and

managing strategy strategically managing

things and management of strategy and

adding on to the discussion of

leadership which is one of the most

important things as I suggested that we

should learn from our discussions of

strategy and Strategic Management which

is largely at the end of the day you

would realize it is largely all about

leadership more or less and that is why

most prominent courses around the world

they are about leadership basically

wherein people go and try to learn and

imitate how can they become effective

leaders there there is a lot lot of

debate on you know that our leaders born

or our leaders made and I would not go

into that basically but but definitely

it happens and uh fortunately for us

importantly for us bapu is referred to

almost everywhere now let's go and try

and understand you know how a strategic

vision is developed and communicated

first portion I would be focusing upon

is developing a strategic Vision but

before I go on you know putting forth my

submission in front of you in terms of

development of a strategic Vision in

terms of organizations and business says

let me very briefly talk about vision

and envisioning things you see strategic

Vision when we say it is directed

towards a particular frame of thought in

association with an organization or an

economy or a country but vision is

related to our fundamental thoughts

beliefs cultural values values which are

fundamental in nature though they have

an association of the environment we

have been groomed in the purpose we

believe believe in and and you see at

some part of our Lives we it is good if

it is as early as possible that we get

to believe in a particular kind of a

purpose we realize that this is the

purpose of our lives basically so you

see around those kind of elements we

envision things we visualize vision is

looking Beyond times feel feeling that

this is how things should be this is how

the world should be this is how the

world should live this is how my world

should live this is how uh you see my my

country should play a role in in the

economy of this world in this globalized

world this is how my Society should be

this is how my people should you know

Prosper this is how prosperity and

opulence should come to people

deciphering prosperity and opulence

around me around you know uh the

environment where I I I live basically

is largely about vision and visualizing

things what kind of prosperity I

Envision about myself someone once told

me that uh you know if you envision

let's say the future of your own child

and in my case when I'm in in

academics you know uh my

students whose future I try to you know

uh Envision with a context of prosperity

and

opulence and that that is what someone

was trying to tell me that if if you are

an academician you you have to look

forward to the future of so many people

if you are actually feeling related to

them but nevertheless everyone you know

can feel about the prosperity and the

opulence of the future of their own

children so when you are actually

looking into the prosperity of your own

children and opulence of their future

you realize their happy healthy

prosperous life and their lives after

them lives beyond them and that is how

you envision so in one case when you

visualize that and when you expand that

okay my uh children are associated with

this Society so this Society should be

like that if I want prosperity and

opulence for my children that means

their society should be prosperous and

opulent and then the country and then

this world

so that is how things keep on expanding

and that is all about you know

envisioning basically at large how you

collate things from from from everywhere

how you fundamentally believe in that

you know this kind of prosperity should

percolate amongst everyone how it would

percolate what would be the reasons for

the percolation of of this prosperity

and opulence amongst all that is what

leaders do that is how they Envision the

world that is how they en their own

countries the societies that is how bapu

envisioned India that after such and

such you know time India would be a

global economic and societal power and

you know India would nurture its own

values and today we are trying to do

that our education policy our Economic

Policy our Foreign Relations our Indian

knowledge systems which we are nurturing

at this moment you know we have opened

up centers for Indian knowledge systems

excellence in Indian knowledge systems

or Excellence driven through Indian

knowledge systems that is how what the

the centers mean to do so every every

institution is opening up such kind of

systems and thanks to uh you know our

government which has motivated that you

know we should be doing that and we have

started believing in those Indian

knowledge systems and nurturing those

for for rejuvenating that Prosperity

which we once had bapu envisioned that

many countries you know the leaders

envisioned the prosperity for their

people happy healthy prosperous life

many countries even actually adapted

happiness indexes that their people

should be called developed if they are

happy so happiness index has been formly

adapted by few countries and especially

in specifically Bhutan for example so

you see and and that is how

organizations think of that is what

tatas would have thought of that is what

jamet G would have thought of you know

long back that is what you know uh

several organizations would have thought

of and so on so that is where larger

Visionary perspective comes in and that

Vision actually takes us towards

organizational Vision so I I just you

know pref phased about how

organizational vision gets a cord from

the larger envisioning of the leaders in

in in times to come so Jack Welch former

CEO of General

Electric said that good Business Leaders

create a vision articulate that Vision

passionately own the vision and

relentlessly drive it to

completion that is what we are talking

of organizational Vision basically

vision is a picture of and I am taking

this cord from uh hit Ireland and hosken

uh Strategic Management competitiveness

and globalization Concepts and cases by

Southwestern so vision is a picture of

what the firm wants to be and that

definitely has a cord from the vision

which I just demonstrated or described

in front of you so vision is a picture

of what the firm wants to be and in

Broad terms what it wants to ultimately

achieve that Vision must have a cord

from how you envision prosperity and

opulence around you basically that is

how your firm would you know that is how

your firm would become or your company

would become prosperous and opulent you

can't be prosperous and opulent if the

stakeholders would would not be

prosperous and opulent and the society

would not be prosperous and opulent if

you want to sell your products at a

larger level basically and you have to

be you want your products to be adopted

by one and all basically that means you

want the prosperity of the society that

is how they would keep on purchasing

your products at the end of the day it's

a simple card basically so for for your

opulence and prosperity for envisioning

a vision about your organization you

have to Envision you know the prosperity

of the world so

thus the authors add that thus a vision

statement articulates the ideal

description and it is very important for

us to realize that they are talking

about an ideal description of an

organization and gives shape to its

intended future how you want it to be in

other words a vision statement points

the firm in the direction of where it

would eventually like to be in years to

come looking Beyond times this is how my

organ ganization would be this is how

tataa Steels would be contributing in

the development of the economy of this

country and prospering by itself also

and contributing in other tataa

companies that is what jamet G would

have thought of vision is Big Picture

thinking with passion that helps people

thinking with passion and this is an

important thing big picture thinking

with passion that helps people feel what

they are supposed to be doing in the

organization what they should be doing

you see you are actually imagining

millions of the employees of an

organization playing their particular

kind of a part through which the

prosperity is being gained actually and

when we we uh talk about billions of

dollars of Corporations you know having

revenues in terms of billions of dollars

having market capitalization in billions

basically and they are doing good to the

society especially and here I should

generate a card of differentiation that

every organizational Vision cannot be

termed as Visionary in nature why why

and that is why I generated a cord from

you know a larger Vision in terms of

societal prosperity and

opulence uh in relation to the

organizational vision and opulence

basically you see if you will look at

the core of the business every business

has an objective of profitability but

that doesn't mean that every business is

contributing in ter terms of the

prosperity of society and societal

benefits largely so here comes a

difference Vision has a fundamental

characteristic of propelling itself and

gaining the confidence and commitment of

people around itself if the leadership

is focused on that and Leadership is

bent on committed on that basically that

means vision is actually related to the

good cause I would not demean the

organization which are not So Into You

Know

developing happiness and prosperity for

the society and who are not working in

terms of their products for developing

uh you know strength and happiness to

this Society health for the society I

would not go into that kind of a uh

discussion as of now but you know very

well what I'm talking of the kind of

products which are not good for us

basically although those products are to

be legitimately sold so so they can be

sold that business can be done in

business terms they are successful they

are doing good but it would not run by

itself so Vision has a self-propelling

strength it keeps on going basically

because everyone knows what is good for

them in longer term and that is why

people get associated with organizations

and products and causes which have

long-term beneficial results so just

keep this in mind and try to

differentiate organizations with you

know self-propelling good Vision

beneficial to the society as compared to

other vision statements you might end up

reading somewhere so don't get confused

on that those are also vision statements

but not in true sense and here we are

talking of vision statements which are

related to prosperity of all because at

the end of the day we are responsible to

our stakeholders and their prosperity

that we would realize at the end of the

day vision statements reflect a firm's

values and that is precisely I'm

referring to uh you know and aspirations

and are intended to capture the heart

and mind of each employee you capture

heart and mind of each employee if you

have a larger purpose otherwise people

won't believe you people would work with

you on transactional basis for their

gains for doing their jobs for earning a

living but they wouldn't they wouldn't

get mentally and deeply associated with

you with a purpose Mr natrajan Chandra

sharan got associated with tatas as his

first job and presently the chairman of

tataa suns basically why he stayed with

tatas because he believed in the purpose

of tataa organizations and he actually

you know is is nurturing that at this

moment I'm not saying that in different

kinds of organizations many organ many

people do not stay for a longer time

they do that can be debated but the

point is do they believe in that do they

actually you know live with that do do

don't they have this transactional

perspective always on on their minds it

can be found out it can be discussed uh

let's not go into that but this

comparison has to be brought in because

many times students and people they they

discuss with me and and they discuss

amongst each other that you know that

organization also has a vision and this

organization also has a vision but

because we do not have a term you know

which defines that kind of a vision or

this kind of a vision so that is where

you know a larger cord has to be

generated from envisioning the

prosperity and opulence of this world

with the perspective of leadership to be

deciphered in terms of organizational

Vision where an organization and its

products and its activities become good

and beneficial for the stakeholders and

Society at large and that is what the

statement implies that vision statements

reflect a firm's values and aspirations

and are intended to capture the heart

and mind of of each employee and

hopefully many of its other stakeholders

a firm's Vision tends to be enduring and

now you see endurance is what I am

referring to enduring while its Mission

can change in light of changing

environmental conditions so we can you

know we can adjust with the changing

environment but the Mission Vision has

to be you know it tends to be enduring

basically for example you're in

healthcare business it is your business

but the point is that you are there to

serve the patients to give them the

finest Medical Care and make it

approachable to them you see that is

that is precisely what we should be

thinking of although it does make

business sense to focus on profits and

profitability but the point is that to

what extent that has to be decided by us

and patients would realize in an ideal

condition patients would go go to people

who would actually focus on their

benefits with

approachability with with a particular

kind of a uh benefit which organization

eligibly should have because if if we

just focus on profits might be you won't

be able to serve all the patients you

might be might not be able to serve

people who would not be able to afford

you although it makes business sense as

I said but the point is that should we

be doing that in that kind of a

particular kind of a business should we

and that is where this this particular

kind of you know discussion becomes

relevant for us every business requires

an association with the society

prosperity and opulence at the end of

the day and let's talk about developing

a strategic Vision so strategic Vision

delineates Management's aspirations for

the company's future and we have talked

about leadership and Management's as you

know Management's aspiration in terms of

you know how this or organization in

World should be providing a panoramic

view of where we are going you know all

encompassing view so that is that is how

you know you must have taken panoramic

photographs so so you just look at that

and you would realize what I am speaking

of so that is where panoramic view comes

in and a convincing rationale for why

this makes good business sense and that

is precisely when I say that what kind

of a profitability should I be earning

out of this kind of a business basically

that is what we have to take a call on

so convincing

rationale every author intelligently

demonstrate these kind of things

basically try and read and you would

realize that ultimately All of Us wish

for this world to be a wonderful place

and that is the relevance of this

subject actually because uh just just a

little digression because I have

realized in my career in in due course

of time when I'm talking when I've been

talking about strategy and Strategic

Management many people just take up

strategy with the perspective of just

you know winning winning and winning

that's all but strategy is not just

about that strategy is much beyond that

strategy is winning along with everyone

strategy is always there in terms of

long-term basically and it is not

philosophical it's it's it can be

associated with the philosophical

orientation definitely it is not just

philosophical it is practical you want

your processes to propel by themselves

even if you are not there how would you

do that if you develop a culture if you

develop a flow when people would keep on

getting associated with you for a longer

time because they know that you have

done good you are you would do good

because it's for the good of everyone

actually that is how people would keep

on coming along that is how employees

would keep on coming along for example

there are several organizations wherein

we seek you know employment because we

want to get associated with that

organization we know that that

organization is actually would do good

to all that is where you know one of the

organizations I'm standing with here I'm

fortunate to be here at Indian Institute

of Technology IIT rudki wherein you know

we admire that somehow fortunately for

example me I reached here because uh

other organizations might have given me

a different kind of an option in terms

of packages and salaries and whatsoever

but here I wanted to get Associated

myself and that is the strength of this

organization because this organization

is keeping up the level of the larger

Vision which it envisioned in due course

of time a strategic Vision thus points

an organization in a particular

direction that is what what I am

referring to charts a strategic path and

you see if there is path and the clarity

associated with the path people would

keep on joining Focus upon through their

cultural submission cultural values

submission along with submerge into the

culture of that particular particular

organization and and the organization

would keep on propelling itself so

charts a strategic path for it to follow

builds commitment to the Future course

because if you're not committed to

Future course if you're not taking it as

your life that organization might not

grow you have to believe in every single

step you are taking every day you have

to keep strong discipline you have to

wake up early in the morning and you

have to tell yourself that this is

another new day and I have to teach the

same subject with larger intensity

stronger intensity with a newer you know

Innovative way and whatever best I can

do so builds commitment to the Future

course of action and molds

organizational identity wellc conceived

Visions are

distinctive and specific to a particular

organization your Vision makes you

unique it actually differentiates we

will be talking about organizational

differentiation and differentiation as a

strategic step also in due course of

time in in in our course but while

talking about that I would probably be

mentioning about this thing but till

till then just try and remember that the

vision of an organization itself is a

differentiating point it's a key element

which organization uh nurtures and

differentiates itself with and that gets

reflected into the products and services

and everything basically you take any

example you take a shoe company for

example Nike they had a particular kind

of a vision which differentiates them

through their products you you take

example of amul you take example of 3M

many of their products they

differentiate themselves because they

are in association with that their

employees representation of the

employees Association of the employees

with that kind of a particular

organization and how those employees

they communicate with the customers with

the conviction with the intensity that

that is the differentiation point but

that has a connecting cord with the

vision of that organization actually so

wording of vision statements the dos and

don'ts and this we have taken from

kellet Thompson Strickland and gamble J

crafting and executing strategy the

Quest for competitive Advantage

published by megro Hill education so

first is be graphic structure that

imagine a picture around it paint a

picture of where the company is headed

you you may do it physically as well

sometimes you know you draw the dots

basically that this is how I would go

this is how the charts the structure is

being formulated you know many times you

write it about yourself for example this

is how what I would be doing next 5

years this is what I would be doing next

uh you know 10 years and so on

considering that life goes along as you

presume it would go along so paint a

picture of where the company is headed

and the market positions the company is

striving to stake out how should one be

knowing about McDonald's how should one

remember Dunkin Donuts how should one

remember hams how should one remember

banir how should one remember you know

any textile company for that matters

Raymonds how should one remember you

know a food company how should one

remember a soft Beverage Company how

should one remember amul several

examples how should one remember a ire

company how should one remember an

automotive company and so on should we

be remembering all the automotive

companies with what kind of contribution

they have made in terms of personal

choices of people or should we be

remembering them with the perspective of

that they kept on graduating in terms of

becoming environment friendly in due

course of time and simplified the way

people would commute from one place to

the other so that is how things are so

be graphic paint a picture of where the

company is headed and Market positions

the company is striving to take take out

be forward-looking and directional

describe the Strategic course that will

help the company prepare for the Future

these are the kinds of employees or

Partners whom I should be bringing on

board and retaining them I should be

retaining them these are this is the

kind of technology I should be infusing

in terms of my production my in terms of

my communication with the customers and

so on this is how what I would I I would

be doing this is how people would say

that Indian railways has come a long way

in adapting to the environmental and

technological changes and serving their

customers in a best possible way the

stations are now more cleaner and

getting cleaner day by day their service

orientation is becoming well and you see

irct CTC website is functioning

excellently basically it's it's a lot of

ease customers have gone through now in

past few decades uh few years wherein

you can book your tickets at your at

your pleasure basically and then you

have lot lot of options you have lot of

directions you have lot of Alternatives

and you see we have come a long way in

our as far as Indian railways uh

progression goes in terms of whatever

they have been doing Serving customers

their technology their trains stations

it's a huge infrastructure which they

are maintaining so that is where be

forward-looking and directional make it

memorable a well stated vision is short

easily

communicated and memorable

so that people should remember and live

with that ideally it should be reducible

to a few Choice lines or one phrase

slogan this is just a guidance on you

know how you envision because many of

you would love to go for your own

startup someday many of you would be you

know thinking in terms of what as as I'm

speaking to you you would be thinking in

terms of what kind of a vision should I

be having in terms of you know my coming

upcoming organization or how should I

resonate with associate myself with the

vision of my company if it is actually

you know

comprehensible it is communicated in a

memorable way then I would remember the

vision of my organization and I would

keep nuring that Vision in my mind and

progressing through that and taking it

up further as an adaptation to my life

basically so that is how vision

statements are conceived then comes in

don'ts don't dwell on the present a

vision is not about what a company once

did or does now it is actually related

to that someone thought about a vision

of that this is how my organization is

or is is is to be but again the point is

now you have to go ahead and we are

talking of business Vision here so on

the larger Vision my organizational

vision and this is how the progression

is so I have to take up take it up with

a perspective of where we are going and

that is the guiding force which we are

getting uh you know from behind so uh

it's not about that you nullify that you

nurture that that is what this

particular Point means and that is what

authors imply so don't State the vision

in un inspiring terms you should be

using motivating words you should be

using words which may associate people

with you the best vision statements have

the power to motivate company personnel

and Inspire shareholder confidence about

the company's future look into the

vision of hero as a company look into

the vision of Tat's look into the vision

of IIT I would be coming to those kind

of things uh in my subsequent session

don't be vague or incomplete never skimp

on specifics about where the company is

headed so don't you see it should be

directional in nature it it should be

inspiring and it should be futuristic it

should be associating you with the

company with the organization and I

would end up this discussion here at

this chart and and this this figure

taken from I Wilson realizing the power

of strategic Vision longrange planning

so so this this I would carry forward in

my discussion in my subsequent session

and I would carry forward the discussion

from this slide itself uh uh later on so

here comes you know what we are talking

of in a structured manner more or less

so uh you know developing developing a

strategic vision is related to Resource

analysis competition versus capabilities

in association with management values in

association with environmental values

related to strength and weaknesses what

can be in terms of strategic options

strategic selection and associated with

mission statement objectives and goals

and that is how strategic vision is you

know developed

derived and there are you know again it

the loop go goes back to uh the author

say sanity checks wherein is it relevant

or not I'll be coming back to you from

the same point of discussion and

deciphering the vision of several

organizations and elaborating upon how

organizations conceed their vision and

are living with that I'll be catching up

with you very soon till then goodbye

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