The authors argue that companies that are able to be successful year after year have fixed core values and core purpose. The core capability is to understand what should never change and what should change continuously and act accordingly. Company’s vision is the tool that enables these strategic decision.
The article defines company vision to consist of core ideology and envisioned future. The core ideology defines the permanent parts of company’s characteristics while envisioned future is a kind of concretization of dreams, hopes and aspirations of the company. Together these to components create a vision that helps to focus on right activities and to define and redefine the strategy of the company. In addition a good company vision enables co-ordinated activities and helps the individual workers on their daily decision making.