A vision is the ability to think about or plan the future with imagination or wisdom, it defines what the company wants to be.
The Architectural Thinking Framework® defines a well defined integration point to the process of vision building as well as detailed instructions how to build vision statements.
The following three real-world examples show excellent digital vision statements formulated by leading companies:
Burberry, luxury stores (reenvisioning customer experience): ‘We had a vision, and the vision was to be the first company who was fully digital end-to-end. A customer will have total access to Burberry across any device, anywhere’. [Salesforce12]
Novartis, pharmaceutical (reenvisioning customer value): ‘The technologies we use in our daily lives, such as smartphones and tablet devices, could make a real difference in helping patients to manage their own health. We are exploring ways to use these tools to improve compliance rates and enable health-care professionals to monitor patient progress remotely’. [Novartis12]
Codelco, copper mining (reenvisioning operational processes): ‘Our business in the past was related to physical labor, and today our business is more related to knowledge and technology. We want to transform mining operations, moving from a physical model to one powered by digital technology. We will introduce new innovations in mining automation, new ways of working, and new ways of relating with the people inside the mines.’ [Torode11]