Two example visions: GM and Google

General Motors' vision (as stated in their SEC filings):

"We have a vision to design, build and sell the world's best vehicles.  Our executive leaderships and our employees are committed to:

  • Building our market share, revenue, earnings and cash flow 
  • Improving the quality of our cars and trucks, while increasing customer satisfaction and overall perception of our products, and 
  • Continuing to take a leadership role in the development of advanced energy saving technologies..."

The Vision is to design, build and sell the world's best cars.  How are they going to do that?  The strategy is to improve quality (which should increase customer satisfaction) and develop energy saving technologies.  

Google's vision (from their website):  
"Google's vision is to organize the world's information and make it universally accessible and useful."  Their then-CEO Eric Schmidt put it a little differently: "We want to have a little bit of Google in every transaction on the Internet."  
How are they going to this?  "Google's strategy is to combine the near-unlimited power of server-side computing with its database of human behavior to create devices that are 'like magic'." (Server-side computing just means the heavy work is done at their data centers, not on your smartphone.)  So it should be clear that Google's goal is to take a piece of every buy and sell transaction on the the internet by providing the best available information and by understanding what people want and how they act.  (And they won't be evil, either, but that's another story.)
Visions should be simple statements understandable by everyone, inside or outside the company. 
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