RAFFIAPALM

Envisioned future — the second primary component of the vision framework — consists of two parts: a ten-to thirty-year “Big Hairy Audacious Goal” and vivid descriptions of what it will be like when the organization achieves the BHAG. We selected the phrase “envisioned future,” recognizing that it contains a paradox. On the one hand, it conveys a sense of concreteness — something vivid and real; you can see it, touch it, feel it. On the other hand, it portrays a time yet unrealized — a dream, hope, or aspiration.

— Built to Last: Successful Habits of Visionary Companies by Jim Collins, Jerry I. Porras

“I think many people assume, wrongly, that a company exists simply to make money. While this is an important result of a company’s existence, we have to go deeper and find the real reasons for our being.” (Core) Purpose, which should last at least 100 years, should not be confused with specific goals or business strategies, which should change many times in 100 years. Whereas you might achieve a goal or complete a strategy, you cannot fulfill a purpose; it is like a guiding star on the horizon — forever pursued, but never reached. Yet while purpose itself does not change, it does inspire change. The very fact that purpose can never be fully realized means that an organization can never stop stimulating change and progress in order to live more fully to its purpose.

— Built to Last: Successful Habits of Visionary Companies by Jim Collins, Jerry I. Porras

Core ideology provides the bonding glue that holds an organization together as it grows, decentralizes, diversifies, expands globally, and attains diversity within. Think of core ideology as analogous to the principles of Judaism that held the Jewish people together for centuries without a homeland, even as they spread in the Diaspora. Or think of it like the truths held to be “self-evident” in the United States Declaration of Independence, or the enduring ideals and principles of the scientific community that bond scientists from every nationality together with the common purpose of advancing human knowledge.

Any effective vision must embody the core ideology of the organization, which in turn consists of two distinct sub-components: core values and core purpose.

— Built to Last: Successful Habits of Visionary Companies by Jim Collins, Jerry I. Porras