Wells Fargo
We want to satisfy all of our customers financial needs, help them succeed financially, be the premier provider
of financial services in every one of our markets, and be known as one of Americas great companies.
Effective Elements:
Graphic: The vision statement portrays clearly that the company is headed to be the
premier provider of financial services and wants to be one of Americas great
companies.
Feasible: It is feasible to attain the vision stated by the company since it is possible to
be the premier provider of financial services in every market.
Easy to communicate: This statement is easy to be understood, memorable and
communicated.
Shortcomings:
Vague or incomplete: The vision statement doesnt mention how it is going to be the
premier provider and one of Americas great companies.
Generic or not distinctive: The vision statement fails to describe the type of company
it is since financial services are provided by both bank and non-bank financial
companies.
Hilton Hotels Corporation
Our vision is to be the first choice of the world's travelers. Hilton intends to build on the rich heritage and
strength of our brands by:
Consistently delighting our customers
Investing in our team members
Delivering innovative products and services
Continuously improving performance in our balanced scorecard
Increasing shareholder value
Creating a culture of pride
Strengthening the loyalty of our constituents
Effective Elements:
Directional: The vision statement clearly describes the management course of action
to attain the vision and the kinds of product-market-customer-technology.
Focused: It is specific enough to provide the managers with proper guidance for
decision making.
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Feasible: It is feasible to achieve the vision stated by the company since it is possible
to be the first choice of the world's travelers.
Directional path makes good business sense: The directional path makes good
business sense as the long term interest lies with the stakeholders.
Shortcomings:
Generic or not distinctive: The vision statement fails to describe the type of company
it is leading to several types of company, for example, hotels and travel agencies.
The dental products division of 3M Corporation
Become THE supplier of choice to the global dental professional markets, providing world-class quality and
innovative products.
[Note: All employees of the division wear badges bearing these words, and whenever a new product or business
procedure is being considered, management asks Is this representative of THE leading dental company?]
Effective Elements:
Directional: The vision statement clearly describes the management course of action
to attain the vision and the kinds of product-market-customer-technology.
Directional path makes good business sense: The directional path makes good
business sense as the long term interest lies with the stakeholders.
Easy to communicate: This statement is easy to be understood, communicated. and
memorable as employees wear badges bearing words.
Shortcomings:
Vague or incomplete: The vision statement doesnt mention how it is going to provide
world-class quality and innovative products.
H. J. Heinz Company
Be the worlds premier food company, offering nutritious, superior tasting foods to people everywhere. Being
the premier food company does not mean being the biggest but it does mean being the best in terms of consumer
value, customer service, employee talent, and consistent and predictable growth.
Effective Elements:
Graphic: The vision statement portrays clearly that the company is headed to be the
premier food company and wants to be the best in terms of everything.
Directional: The vision statement mentions the kinds of product-market-customertechnology.
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Focused: The statement specifically defines that they want to be best in terms of
consumer value, customer service, employee talent, and consistent and predictable
growth.
Feasible: It is feasible to attain the vision stated by the company since it is possible to
be the premier food company offering nutritious, superior tasting foods to people
everywhere.
Easy to communicate: This statement is easy to be understood, memorable and
communicated.
Shortcomings:
Vague or incomplete: The vision statement doesnt mention how it is going to offer
nutritious, superior tasting foods to people everywhere.
Chevron
To be the global energy company most admired for its people, partnership and performance. Our vision means
we:
provide energy products vital to sustainable economic progress and human development throughout the
world;
are people and an organization with superior capabilities and commitment;
are the partner of choice;
deliver world-class performance;
earn the admiration of all our stakeholders investors, customers, host governments, local
communities and our employees not only for the goals we achieve but how we achieve them.
Effective Elements:
Directional: The vision statement clearly describes the management course of action
to attain the vision and the kinds of product-market-customer-technology.
Focused: It is specific enough to provide the managers with proper guidance for
decision making.
Feasible: It is feasible to achieve the vision stated by the company since it is possible
to be the global energy company.
Directional path makes good business sense: The directional path makes good
business sense as the long term interest lies with the stakeholders.
Shortcomings:
Too reliant on superlatives: The vision statement is too reliant on superlatives, for
example, global energy company, most admired, superior capabilities and
commitment, world-class performance.
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Ranking the vision statements from best to worst
Rank
Vision Statement
Chevron
Effective Elements
1. Directional
2. Focused
Shortcomings
1. Too reliant on
superlatives
3. Feasible
4. Directional path makes
good business sense
H. J. Heinz Company
1. Graphic
2. Directional
1. Vague or
incomplete
3. Focused
4. Feasible
5. Easy to communicate
Hilton Hotels Corporation
1. Directional
2. Focused
1. Generic or not
distinctive
3. Feasible
4. Directional path makes
good business sense
The dental products
division of 3M
Corporation
1. Directional
2. Directional path makes
good business sense
1. Vague or
incomplete
3. Easy to communicate
Wells Fargo
1. Graphic
2. Feasible
3. Easy to communicate
1. Vague
or
incomplete
2. Generic or not
distinctive
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