The boardroom was silent as the CEO wrapped up the annual strategy presentation. The slide on the screen read:
“Our vision: To be the #1 company in our industry.”
Heads nodded, but the energy in the room was flat. The statement sounded solid—but was it truly inspiring? Would it guide bold decision-making and drive innovation?
A board member finally spoke up. “That’s a great ambition, but is it really a vision? Or just a goal?”
A long pause followed.
The Test of a True Vision
Many CEOs and Boards fall into the same trap—crafting a vision that is safe, predictable, and focused on outperforming competitors rather than shaping the future.
Here’s a quick test:
Does your vision simply aim to be the best in your industry, or does it push boundaries and imagine a future that is truly groundbreaking?
If your vision resembles the former, you’re not alone. But you might be limiting your company’s potential.
The Netflix Example: Thinking Beyond the Present
Imagine if Netflix had set its vision 20 years ago as:
“To be the #1 DVD rental company in America.”
It would have been a reasonable goal—clear, measurable, and achievable. But it would have also been a death sentence.
Instead, founder and former CEO Reed Hastings envisioned something far bigger:
“To become a global entertainment distribution company that provides a unique channel for film producers and studios.”
This forward-thinking vision set the stage for streaming, original content, and global expansion—well before those ideas were mainstream.
Netflix didn’t chase short-term dominance; they designed the future.
Start from the Future and Work Backward
The key to vision clarity isn’t about where you are today—it’s about where you dare to be in the future. Instead of thinking incrementally, ask:
- What does the world look like in 10+ years?
- What role does our company play in that future?
- How do we reshape our industry rather than just lead it?
True visionaries don’t just react to trends; they define them.
What’s Next for Your Team?
Take a moment to reevaluate your organization’s vision.
Does it inspire? Does it guide long-term decision-making? Does it push your company beyond just being “the best”—and into being truly transformative?
If not, it may be time for a reset.