A strategic vision is, by far, the least appreciated element of strategy, yet it has the power to focus the strategy, energize innovation, and mobilize an entire organization. There are lots of current examples (think Apple and Tesla) but here’s a compelling vision from 1903:
“I will build a motor car for the multitude. It shall be large enough for the family, but small enough for the unskilled individual to operate easily and care for, and it shall be light in weight and it may be economical in maintenance. It will be built of honest materials, by the best workmen that money can hire, after the simplest designs that modern engineering can devise. But it shall be so low in price that the man of moderate means may own one and enjoy with his family the blessings of happy hours spent in God’s great open spaces.” (Henry Ford, 1903)
That vision drove enormous innovation through development of moving assembly lines, standardized parts on an gigantic scale, and it revolutionized transportation, travel, and overall societal productivity.
What’s your vision for your company?