the larger picture about the aspirations of the company
corporate priorities
demanding but within reach
where do we need to go, but more important want to go
Big Hairy Audacious Goals (BHAG)
once realised; it becomes the mission
vision + mission = 0.5 x success

'When there is no vision, the people perish.' [The Holy Bible, Proverbs 29:18]
'How can you lead if you don't know where you are going.' [George Newman]
'Management's job is not to see the company as it is.....but as it can become.' [John W. Teets, CEO Greyhound Corp.]

To become the leading European supplier of oriental products by establishing innovative financing, transportation and saving systems [East India Company, Netherlands 1600-1602]
To make a contribution to the world by making tools for the mind that advance human kind [Steve Jobs, co- founder Apple 1980]
To make people happy [Disney]
To achieve long-term, stable growth in harmony with the environment, the global economy, the local communities it serves, and its stakeholders. [Toyota]
We want Delta to be the WORLDWIDE AIRLINE OF CHOICE. WORLDWIDE, …offers access to the world at the highest standards of customer service… AIRLINE, we intend to stay in the business we know best, air transportation and related services… OF CHOICE, passengers …provide the best service and value. personnel…recognizes and appreciates contributions. shareholders earn a consistent, superior financial return.
We will crush, squash slaughter Yamaha [Honda 1970]
Vision of a world in which every person enjoys all of the human rights enshrined in the Universal Declaration of Human Rights and other international human rights standards. [Amnesty International]