The high-level ”What”.

A vision is ”a statement of what a company or an organisation would like to achieve in the future”. (Cambridge Dictionary)

A vision statement is ”an aspirational description of what an organisation would like to achieve or accomplish in the mid-term or long-term future.” A future result of the work. A vision statement should be concise, clear, have a time horizon, be future-oriented, stable, challenging, abstract, inspiring. (Wikipedia)

  • LUMO vision: “To be the leading tourist destination centre in eastern and southern Africa.”
  • Coca Cola vision: ”Be a great place to work… Bring to the world a portfolio of quality beverage brands… Nurture a winning network of customers and suppliers… Be a responsible citizen that makes a difference… Maximize long-term return to shareowners… Be a highly effective, lean and fast-moving organization.”
  • Amazon vision: “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”
  • Facebook vision: “People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.”

Idea: To formulate the vision, ask yourself ”What is the future state when we have succeeded?”

The vision statement for the intranet should support the realisation of the company vision. Generic suggestion: ”Every employee uses the intranet daily and get great work support from it. It’s the hub for all essential work information.”










Core values

Organisational culture

Customer Value Proposition

Employee Value Proposition


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