Visions
Visions are a vital tool for the guidance of teams, organizations, and networks. They describe an ideal future that evokes associations in the target group that should come as close as possible to the visionary's original intention. Compared to a goal that describes a defined, attainable result in the future, the vision is a condition in a distant future that is not usually reached. But it provides a direction for the joint formulation of goals. Examples of visions are Nuclear power – no thanks; a computer in every home; Touch the future.
Visions can be mainly defined within four ranges: Competition, Social, Deliverable, and Technology vision.
- Competition vision
Competitive visions create a perfect picture of future competitive conditions. In this context, the future is mainly developed concerning markets, segments, and industries.
- Social vision
Social visions describe future societal and organizational conditions. This includes aspects of demography, education, values, law, and communication.
- Deliverable vision
Deliverables visions describe future products and services, as well as their characteristics. Products can be divided into consumer goods and consumer durables. Services are people-, object-oriented, or a combination of both.
- Technology vision
Technology visions describe future technological possibilities concerning tools, devices, processes, materials, and systems. This takes place in all areas, e.g., traffic, communication, computer, and energy.
To make the vision as effectively as possible within the respective area, the vision should be
- as brief as possible - a short sentence with no more than five to six nouns and verbs,
- defined as if it is already achieved (present tense), but at least five years in the future,
- as clearly and unambiguously as possible, cheerful and attractive, catchy and binding as well as vital and without abstract terms,
- as close as possible to the reality as well as to values and examples of the target audience,
- cover as many options for action as possible.