The vision is how you imagine the future when seen in your minds eye.
By its definition, a vision is what the place we want to get to looks like, so will use words based on the future tense (such as ‘will or shall’) and contain visual descriptions (such as “a place where… “). They often include how the company would look and feel, what products we offer, and what the industry is doing in relation to us. A good vision should be currently out of reach but not completely unimaginable. They are long term in their nature, but unlike beliefs and values they will change - usually when they have been reached.
A side product of a vision is a BHAG (Big Hairy Audacious Goal). This should take the vision one step further to predict what the ultimate utopia would look like, however it may depend on factors outside of our control.
[A place where we are the…] Earth’s most customer-centric company for four primary customer sets: consumers, sellers, enterprises, and content creators.
[I have a dream that my four…] little children will one day live in a nation where they will not be judged by the colour of their skin, but by the content of their character... in Alabama little black boys and black girls will be able to join hands with little white boys and white girls as sisters and brothers.
A computer on every desk and in every home, using great software as an empowering tool.