O'Reilly logo

How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

3. Create a Compelling Vision

An essential part of defining your purpose is creating a vision statement. A vision statement is a vivid statement or story that describes what the company will be like in the future. The future is defined as a point in time, perhaps twenty or more years from now. If this timeframe is too hard to grasp, think about ten years from now. The purpose of a vision statement is to inspire and inform people about where the company is headed in the future.

I do not endorse a specific process for writing a vision statement because I believe it should be an individual creative exercise. For some people, a clear concise statement works best. For others, vivid descriptions, pictures, or even stories are the most effective ways ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required