Most business leaders have a clear vision and a well established mission statement for their company. Developing a vision for a company is important, because it gives clarity to the goals and overall results of the business.
In order for a company owner or management team to clarify a vision, they must apply techniques such as demonstrating, analyzing, and testing. A vision is something which outlines what the organization wants to be, or how it wants their customers to perceive them. An explicit statement of what you want to do, be or have in the future. It must be positive and detailed enough for people to form a mental picture of the company goals. .
Vision statements also must adhere to certain criteria such as the involvement of others, creating milestones, and creating criteria for verification. They are used to guide the company in the direction that is needed to accomplish these goals. .
I picked Zappo's vision and mission statement to evaluate. Zappo's vision is multi-faceted:.
One day, 30% of all retail transactions in the United States will be online.
People will buy from the company with the best service and the best selection.
Zappos.com will be that online store.
This vision statement demonstrates Zappos' strong understanding of future opportunities and the means to capitalize on them. .
A good mission statement describes an organization's purpose, product, services, market, and philosophy. Zappos' mission is to provide the best merchandise and best customer services possible. I do not believe they have hit all the necessary points. This statement outlines the core focus of the company as determined by its leadership; however, the statement fails to describe the overall purpose, goal, and method to attaining the goal by which the company will operate. They do tell us that they want to provide us with the best merchandise, but don't tell what is unique about it. This mission does not distinguish them from any other company.