Strategic Management: Formulation and Implementation

The Vision Framework

James Collins and Jerry Porras developed the vision framework. Figure Organizational Vision shows an overview of the framework and various components.

At the broadest level, vision consists of two major components: a Guiding Philosophy that, in the context of expected future environments, leads to a Tangible Image (see Organizational Vision Figure).

The guiding philosophy is where vision begins. The guiding philosophy is a system of fundamental motivating assumptions, principles, values, and tenets. Core values and beliefs are the organization's basic precepts about what is important in both business and life, how business should be conducted, its view of humanity, its role in society, the way the world works, and what is to be held inviolate.

Tangible image consists of mission which clearly focuses the efforts of the organization and a vivid description through which the mission is made more alive and engaging. Mission is a clear and compelling goal that serves to unify an organization's efforts.

Vivid description represents a vibrant, engaging, and specific description of what it will be like when the mission is achieved.

However, mission is more powerful concept then vision as a central concept. In times of change, a new mission will difficult to distinguish from a vision beacuse the new mision will be a mental image of desirable future state. When a vision is achieved, a new vision needs to be developed.