21. In Vision Statements
Bland or uninspiring
Vague or incomplete
Not forward looking
Not distinctive
Too broad/Too specific
Too reliant on superlatives
Difficult to communicate
22. “Be the global leader in customer value”
Caterpilar
What do you think…?
Inspiring Bland or uninspiring
Paint a Clear Picture Vague or incomplete
Desirable Not forward looking
Unique Not distinctive
Focused Too broad/Too specific
Feasible Too reliant on superlatives
Easy to communicate Difficult to communicate
23. “Be the global leader in customer value”
Caterpilar
I think this…
Inspiring Bland or uninspiring
Paint a Clear Picture Vague or incomplete
Desirable Not forward looking
Unique Not distinctive
Focused Too broad/Too specific
Feasible Too reliant on superlatives
Easy to communicate Difficult to communicate
24. “Provide a global trading platform where practically
anyone can trade practically anything”
eBay
What do you think…?
Inspiring Bland or uninspiring
Paint a Clear Picture Vague or incomplete
Desirable Not forward looking
Unique Not distinctive
Focused Too broad/Too specific
Feasible Too reliant on superlatives
Easy to communicate Difficult to communicate
25. “Provide a global trading platform where practically
anyone can trade practically anything”
eBay
I think this…
Inspiring Bland or uninspiring
Paint a Clear Picture Vague or incomplete
Desirable Not forward looking
Unique Not distinctive
Focused Too broad/Too specific
Feasible Too reliant on superlatives
Easy to communicate Difficult to communicate
26. “To land a man on the moon and return him
safely to earth before the end of the decade.”
- US President John F. Kennedy, 1961
What do you think…?
Inspiring Bland or uninspiring
Paint a Clear Picture Vague or incomplete
Desirable Not forward looking
Unique Not distinctive
Focused Too broad/Too specific
Feasible Too reliant on superlatives
Easy to communicate Difficult to communicate
27. “To land a man on the moon and return him
safely to earth before the end of the decade.”
- US President John F. Kennedy, 1961
I think this…
Inspiring Bland or uninspiring
Paint a Clear Picture Vague or incomplete
Desirable Not forward looking
Unique Not distinctive
Focused Too broad/Too specific
Feasible Too reliant on superlatives
Easy to communicate Difficult to communicate
28. “Crush Adidas”
Nike, 1960
I think this…
Inspiring Bland or uninspiring
Paint a Clear Picture Vague or incomplete
Desirable Not forward looking
Unique Not distinctive
Focused Too broad/Too specific
Feasible Too reliant on superlatives
Easy to communicate Difficult to communicate
29. “To be the number one athletic company in the world”
Nike, Present
I think this…
Inspiring Bland or uninspiring
Paint a Clear Picture Vague or incomplete
Desirable Not forward looking
Unique Not distinctive
Focused Too broad/Too specific
Feasible Too reliant on superlatives
Easy to communicate Difficult to communicate
30. “…………………………………………………………………………………”
Your Company
What do you think…?
Inspiring Bland or uninspiring
Paint a Clear Picture Vague or incomplete
Desirable Not forward looking
Unique Not distinctive
Focused Too broad/Too specific
Feasible Too reliant on superlatives
Easy to communicate Difficult to communicate