Concrete goals often arise because you have problems to solve.
Visions because we have dreams to realise.
This creates direction and energy. Visions and goals are the drivers of growth and development, the clearer these are, the easier it is to achieve them. Yet this is often where most individuals and organisations struggle.
Often we are like ships on the high seas, most of these ships move around because the winds and undercurrents affect the ship's course, some of these ships have specific objectives to reach a certain harbour, so they steer for these harbours even if it means sailing into a headwind.
What are my goals, what are the goals of others? Can these goals be reconciled? What common goals does the team have and are these aligned with the company's goals? These questions are very important to clarify. The clearer these goals are for everyone, the easier it is for us to achieve them. Unclear goals contribute to confusion and arbitrary actions. Yet it is often in this area that most individuals and organisations fail, we are too bad at setting goals, accepting them and working towards our goals.
Many companies never get corrected when they go off course, simply because they lack goals and vision, or can't see the deviation until it's too late. Others are hit by market changes and new technology and are unable to manage change because they are not ready for change.
LEGO (play nice)
At LEGO, our vision is to inspire and develop the builders of tomorrow.
Volvo
Safety is in our DNA
A leader in the field for decades, safety is part of our heritage and the backbone of our company. We've always been a human-centric brand that cares for the people around us.
In addition to having a goal, many people and companies have visions of their future. The difference between a goal and a vision is that the goal is a point while the vision is a whole.
Visionary thinking is characterised by intuition, while measurement work has a greater element of rationality in it, must be measurable. Vision is seeing things that don't exist by disregarding the realities of today.
The vision should leave room for alternative solutions, behaviours and thoughts, but still provide direction. Visions, together with goals, are guiding stars that give us opportunities to help shape the future, and thus also our competitive position in the future.
Goals are the foundation of our actions and thoughts, and consciously or unconsciously we all have desires and goals for our lives and existence. The clearer the goals are formulated in words, feelings, images, and sculptures, and the greater the degree of acceptance we have of the goals, the easier we will achieve our goals.
Target requirements
Goals can be divided into three different categories.
Barrier-breaking goals
Goals that are so high that they break some barriers to what we think is possible, it's not impossible, but it would be a small sensation if we reach them. It clearly takes a takeover for everyone to agree on these goals, as they require an extraordinary effort.
Realistic goals
These are goals that we all believe are realistic to achieve, they are ambitious, but not overambitious. And many employees will agree with these goals.
Safety goals
These are goals that almost anyone can achieve. If we have achieved these, we are "good". We haven't moved mountains, but we have come so far that we can be satisfied and feel confident that it is "a step in the right direction".
In addition, the goals must be concrete, conscious and accepted by most people. As well as being clear, measurable and able to provide feedback on achievement.
Vision requirements
Vision is seeing things that don't exist by disregarding current realities.
The vision should leave room for alternative solutions, behaviours and thoughts, but still provide direction.
It must be owned by all employees
It's barrier-breaking and breaks boundaries.
It's imaginative and visual.
It is unifying, long-term and comprehensive.
It is possible to communicate (e.g. using slogans, images)
It says something about the level of ambition and the future.
It's energising and creates enthusiasm.
It should appeal to the emotions.
Nike
We serve athletes*
*if you have a body you are an athlete.
Microsoft
Opportunities for others
SAS
At SAS, we believe our Vision is to be the most trustworthy partner on the planet.
Apple
We believe that we are on the face of the earth to make great products
