Page 34 - HBR Leader's Handbook: Make an Impact, Inspire Your Organization, and Get to the Next Level

24 HBR Leader’s Handbook

Other vision examples

For the formal vision statements of a range of other real companies, see
table 1-2.

TABLE 1-2

Vision statements

Alcoa At Alcoa, our vision is to be the best company in the world—in the
eyes of our customers, shareholders, communities and people. We
expect and demand the best we have to offer by always keeping
Alcoa’s values top of mind.
Bimbo (Mexico) To be the world leader in the baking industry and one of the best
companies in the international food industry.
General Motors GM’s vision is to be the world leader in transportation products
and related services. We will earn our customers’ enthusiasm
through continuous improvement driven by the integrity, team-
work, and innovation of GM people.
Kraft Foods Help People Around the World Eat and Live Better.
IKEA The IKEA vision is to create a better everyday life for the many
people. We make this possible by offering a wide range of well-
designed, functional home furnishing products at prices so low
that as many people as possible will be able to afford them.
Nike To bring inspiration and innovation to every athlete* in the world.
*If you have a body, you are an athlete.
Robert Bosch Corporation Invented for life. Our vision is to enhance the quality of life with
solutions that are both innovative and beneficial.
Zappos One day, 30% of all retail transactions in the US will be online.
People will buy from the company with the best service and the
best selection. Zappos.com will be that online store. Our hope
is that our focus on service will allow us to WOW our customers,
our employees, our vendors, and our investors. We want Zappos.
com to be known as a service company that happens to sell shoes,
handbags, and anything and everything.

The World Bank’s vision of “a world free of poverty” has all of those
characteristics. It’s simple, compelling, and highly aspirational, and it al-
lows the Bank’s leaders to set strategic goals, subgoals, and priorities for
projects, regions, countries, and the institution as a whole. See the box
“Other vision examples” for more visions at both organizational and unit
levels.