A
poorly formulated corporate
vision is a clear sign of a
losing organization and weak
brand attributes
Example of a Poorly
Formulated Corporate Vision
STF Medical GmbH claimed they
could deliver complete medical
complexes, from a concept
through construction through
management. The corporate vision
of STF Medical was formulated in
their corporate brochure as
follows: "From concept to
management ─ all from one hands."
Vision is a statement of a
desired future state a company
wants to achieve.
By
promoting the statement "From
concept to management ─ all from
one hands" as the corporate
vision STF Medical actually said
that it was their dream to
achieve that state, but they
hadn't achieved it yet.
In
other words, they sent customers
a message saying that they had
nothing to offer to them for the
time being because the complete
solution was just a vision, a
dream, not a reality.
