Creating the Inspiration -- Part 1

Could any or all of this be how Apple plans to create differentiation in their target market? Does this capitalize on their strengths?

If my characterization happened to be correct, wouldn’t a more informative vision statement for the iPhone division look something like this?

We will offer the preeminent multi-function communications and entertainment handheld device for high-end users by providing the most intuitive user interface to access the most desired functional capabilities, while applying the latest technology and packaging options in the design of our product.

Is Apple the competitor you would expect to be best suited to this vision statement? Does this meet the criteria we stated above? Would employees know how to focus their energy -- that is, would they know what the goal of the company is and what they are working to accomplish? I think the answer is yes to all these questions.

But in addition to telling employees what this division of Apple is trying to achieve, a more specific vision statement like the foregoing serves another useful purpose. It tells everyone what the division is not about. They will not produce cell phones for every segment. They are not competing on cost. They will not try to do everything in a single device and include every imaginable feature.

Additional Dimensions

While this discussion focuses on the core elements of a good vision statement, there are many more factors which should be taken into consideration, including:

• Is your vision statement broad enough to encompass all that you want to do without allowing forays into areas in which you have no distinctive competence?
• Is your vision something you wish will happen; or is it something you truly believe your company can make happen?
• Is your vision stated in such a way that employees as well as others can assess progress toward your objective?

In Part 2 of the discussion on vision we will cover more subtle aspects of creating a winning vision statement. But before we do, take the time to check your company’s vision statement against the core criteria discussed here.