vision is a picture of a future condition that represents mainly a
dream and/or an ideal that is aimed for, but never reached. The vision
stands equally besides the mission and symbolizes its goal condition.
Visions are formulated especially by leaders - summarized in one
sentence, with a meaningful metaphor or an expressive image. They serve
for a common alignment, create associations, arouse emotions and produce
motivation as well as activation.
the strategic context, vision is positioned on top of the pyramid.
Usually derived from mission, it defines the framework for the strategy
(e.g. strategic direction and goals). In rare cases, the mission
develops gradually from a meaningful vision. An understandable, focused,
useful and independent vision is favorable to enable the recipients
identifying themselves with it. Continuous communication of the vision
creates a stable bottom line for sustainable success, since the overall
system can align and adapt to it.
approaches can be found in management (e.g. strategy and organizational
development) and in the context of creativity techniques (e.g. Disney