7 Keys to Marketing Genius: Vision
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
Though the terms mission and vision are typically used interchangeably, there is value in defining them as different tools. While the mission is a snapshot of how the current day-to-day activities of the organization look, the vision is a future-oriented picture of where the company is going. The mission and vision must be in harmony with one another, but they are distinct. The vision is more of a stretch of the imagination, a best-case scenario of what the company can look like; it defines the destiny of the organization.
Another important aspect of the vision is that it is visual. It should be an actual physical picture. Usually this will coincide with the distinct competitive advantage of the organization and the logo, but not necessarily. People need a picture they can visualize (Key 3). To create a vision for your company see the Seven Keys Companion Guide.