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Visionary Goals
The visionary goals are the lofty objectives that the company's management decides to pursue. This vision describes some milestone that the company will reach in the future and may require a decade or more to achieve. In contrast to the core ideology that the company discovers, visionary goals are selected.
These visionary goals are longer term and more challenging than strategic or tactical goals. There may be only a 50% chance of realizing the vision, but the company must believe that it can do so. These goals should be challenging enough so that people nearly gasp when they learn of them and realize the effort that will be required to reach them.
Most visionary goals fall into one of the following categories:
- Target - quantitative or qualitative goals such as a sales target or Ford's goal to "democratize the automobile."
- Common enemy - centered on overtaking a specific company such as the 1950's goal of Philip-Morris to displace RJR.
- Role model - to become like another company in a different industry or market. For example, a cycling accessories company might strive to become "the Nike of the cycling industry."
- Internal transformation - especially appropriate for very large corporations. For example, GE set the goal of becoming number one or number two in every market it serves.
While visionary goals may require significant stretching to achieve, many visionary companies have succeeded in reaching them. Once such a goal is reached, it needs to be replaced; otherwise, it is unlikely that the organization will continue to be successful. For example, Ford succeeded in placing the automobile within the reach of everyday people, but did not replace this goal with a better one and General Motors overtook Ford in the 1930's.
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