Re: Creating a Company Vision

Miguel Esparza (esparza@Synopsys.COM)
Tue, 10 Jan 1995 10:26:12 -0800

I think that the correct phrase that should be used is "creating a shared
vision". This excercise should voice the customer's needs (via Needs
Assessments Tools). Every member of a company should have a voice in the
development and design of the overall company vision. If this is applied,
application of the vision is better accepted/implemented by all employees.

Miguel A. Esparza
Synopsys Inc.
700 East Middlefield Rd. Bldg.B
Mountain View, CA 94043-4033
415-694-4026 (direct line)
415-694-4037 (fax)
e-mail: esparza@synopsys.com

>Ivan Blanco's comments about company vision are in the right direction,
>except that I'd suggest a different verb: "negotiating a vision," or
>"creating a vision" perhaps, rather than "setting." The difference?
>"Setting" implies a top-down, done by the leader vision that wil have to be
>"sold" to the troops. A more useful exercise, involving a broad array of
>the organization's members, produces a wholly different experience, and a
>wholly different outcome. Because many are involved in discussions about
>what vision is appropriate, what the vision means, where it will take the
>firm, what it will require, and all the other details, potential
>difficulties will be uncovered and a much wider, common understanding among
>members evolved. This takes time, in the discussion, and it's messy and
>UNhierarchical; but it is vastly more efficient in execution, because
>everybody is familiar with what's up. And, the vision is "theirs" and not
>just "management's."
>
>These characteristics all contribute to a more rapid strategic response
>capability: essential for contemporary competitive conditions.
>
>Sam
>MXJELI@MAIL.WM.EDU
>Mariann Jelinek
>Richard C. Kraemer Professor of Business
> Graduate School of Business,
>College of William and Mary, Williamsburg, VA 23185
>
>Tel. (804) 221-2882 FAX: (804) 229-6135
>

Miguel A. Esparza
Synopsys Inc.
700 East Middlefield Rd. Bldg.B
Mountain View, CA 94043-4033
415-694-4026 (direct line)
415-694-4037 (fax)
e-mail: esparza@synopsys.com