Surprisingly, there are still companies that hang their company mission and vision statements on their office walls. And even more include this information on their websites and company profiles. And mostly, it’s blah, blah, blah.
Your target market probably doesn’t care that you plan to expand into Africa or become the leading widget maker within 5 years. They’re not impressed that you intend to reduce carbon emissions by 2% before they die. What they want is to know what you can do for them today.
Corning, on the other hand, have a vision that grabs you by the throat. It may not say what Corning can do for you today, but we’re definitely not just looking at Granny’s casserole dish anymore!