Comments on: I have a vision… http://www.eye-for-image.com/blog/i-have-a-vision/ THE blog for copywriters and communicators Tue, 06 Jan 2009 05:37:42 +0000 http://wordpress.org/?v=2.6.5 By: David Hoskin http://www.eye-for-image.com/blog/i-have-a-vision/#comment-192 David Hoskin Mon, 23 Jun 2008 08:45:20 +0000 http://www.eye-for-image.com/blog/i-have-a-vision/#comment-192 There are some other strong voices challenging the way visions and missions are communicated. In a series of articles about the role of government on the Internet, <a href="http://giraffeforum.com/wordpress/2008/06/22/what-is-the-role-of-government-on-the-web-part-3-of-3/" rel="nofollow">Gerry McGovern writes</a>: "Nobody cares about the vision and the mission statement. The Web is about putting a vision into action, not talking about it." There are some other strong voices challenging the way visions and missions are communicated. In a series of articles about the role of government on the Internet, Gerry McGovern writes:

“Nobody cares about the vision and the mission statement. The Web is about putting a vision into action, not talking about it.”

]]> By: David Hoskin http://www.eye-for-image.com/blog/i-have-a-vision/#comment-186 David Hoskin Fri, 13 Jun 2008 12:23:54 +0000 http://www.eye-for-image.com/blog/i-have-a-vision/#comment-186 That's very nicely done. And at the same time, Southwest Airlines manages to communicate that airplanes, profits and shareholder value ARE still important. That’s very nicely done. And at the same time, Southwest Airlines manages to communicate that airplanes, profits and shareholder value ARE still important.

]]> By: Dan Elloway http://www.eye-for-image.com/blog/i-have-a-vision/#comment-184 Dan Elloway Thu, 12 Jun 2008 12:52:49 +0000 http://www.eye-for-image.com/blog/i-have-a-vision/#comment-184 Very true, David. Working in one company, I was relieved to discover that they had a vision and mission but never wrote them out in full. You can see the concept and phrasing repeated in many of the companies communications, but it's always twisted and tweaked in order to suit the medium. I just came across this great presentation of a mission on the Southwest Airlines website. "Did you read the Mission Statement to the left? You’ll notice that neither part says anything about flying airplanes, making a profit, or even making a return to Shareholders. These omissions were deliberate. It seems redundant to tell you that as an airline we fly aircraft, and you already know that every Company is in business to earn a profit and provide return to its financial backers. Instead, we use our Mission Statement to explain how we will accomplish these business goals." Now, that made me want to read it. Very true, David. Working in one company, I was relieved to discover that they had a vision and mission but never wrote them out in full. You can see the concept and phrasing repeated in many of the companies communications, but it’s always twisted and tweaked in order to suit the medium.

I just came across this great presentation of a mission on the Southwest Airlines website.

“Did you read the Mission Statement to the left? You’ll notice that neither part says anything about flying airplanes, making a profit, or even making a return to Shareholders. These omissions were deliberate. It seems redundant to tell you that as an airline we fly aircraft, and you already know that every Company is in business to earn a profit and provide return to its financial backers. Instead, we use our Mission Statement to explain how we will accomplish these business goals.”

Now, that made me want to read it.

]]> By: David Hoskin http://www.eye-for-image.com/blog/i-have-a-vision/#comment-182 David Hoskin Thu, 12 Jun 2008 12:30:21 +0000 http://www.eye-for-image.com/blog/i-have-a-vision/#comment-182 I think lots of companies miss a trick here. I sometimes wonder if the "Vision Statement" is treated as an academic exercise - something that has to be done because we learned it at business school. But isn't the vision part of the brand? Shouldn't it be communicated in a way that appeals and inspires stakeholders to get involved? I find it interesting that many of the world's leading brands don't have specific vision and mission statements on their websites. But even so, because their visions are integrated into their messaging, it's easy to see what their visions are after reading just a few pages. I think lots of companies miss a trick here. I sometimes wonder if the “Vision Statement” is treated as an academic exercise - something that has to be done because we learned it at business school. But isn’t the vision part of the brand? Shouldn’t it be communicated in a way that appeals and inspires stakeholders to get involved?

I find it interesting that many of the world’s leading brands don’t have specific vision and mission statements on their websites. But even so, because their visions are integrated into their messaging, it’s easy to see what their visions are after reading just a few pages.

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