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Presentation Design Service
Building an Enduring Corporate Vision
Core Ideology and Envisioned
Future
June 19, 2013
This presentation discusses the framework of constructing an enduring Corporate
Vision. It covers topics of Core Ideology, Envisioned Future, BHAGs, Core Values,
Mars Group, Five Whys, and other related concepts. Includes case examples and a
set of PowerPoint templates for use in your own analyses and presentations.
Presentation largely based on the HBR article, Building Your Company’s Vision.
ORIGINAL PROJECT DETAILS
http://pptlab.com/ppt/HBR-Building-Your-Companys-Vision-18
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PPT Lab (www.pptlab.com) is the only crowdsourced
presentation design service. Get consulting-quality
presentations at a fraction of the cost!
Each month, we will create well over 50 slides of for our members.
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presentations will be created by a team of management
consultants and follow the Consulting Presentation Framework.
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Contents
 Overview 4
 Core Ideology 9
 Envisioned Future 24
 Case Example 35
 Templates 37
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This document discusses the science and art behind building an enduring
corporate vision
Executive Summary
There are some companies with exceptionally durable visions that have been built to last. What
distinguishes their visions from most others?
This document explains a framework around building an enduring company vision, developed by
business professors James Collins and Jerry Porras. There are two key components to an enduring
corporate vision:
• Core Ideology. The Core Ideology defines a company’s timeless character—it is the glue that
olds the organization together even when everything else is subject to chain. This core is
comprised of Core Values and a Core Purpose.
• Envisioned Future. The Envisioned Future is comprised of Big, Hairy,
Audacious Goals (BHAGs) and a Vivid Description of what it will be
like to achieve those BHAGs.
A company’s Core Ideology and Envisioned Future are two distinct
concepts. A BHAG is a clearly articulated goal that takes 10 to 30
years to reach—whereas our Core Purpose can never be completed.
In this presentation, we break down the process of constructing a
company’s vision in detail. PowerPoint templates are also included for you
to use in your own analyses and presentations.
CORE
IDEOLOGY
ENVISIONED
FUTURE
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There are many vague, descriptive definitions for vision—the one we define
is structured and consists of Core Ideology and an Envisioned Future
What is Vision? (2 of 2)
Deeply Held
Values
Outstanding
Achievement
Exhilarating
Goals
Motivating
Forces
Societal Bonds
CORE
IDEOLOGY
ENVISIONED
FUTURE
CONVENTIONAL
DEFINITION OF
VISION
STRUCTURE
DEFINITION OF
VISION
CHARACTERISTICS COMPONENT(S)
• Conventionally, vision has been
described in vague, unstructured,
and descriptive terms
• “Vision” is an abstract concept
with numerous interpretations
• We define vision in a well-
conceived, structured, and
prescriptive manner
• Vision consists of 2 components:
• Core Ideology
• Envisioned Future


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Our Core Ideology consists of Core Values and Core Purpose
Core Values and Core Purpose
CORE
IDEOLOGY
ENVISIONED
FUTURE
CORE VALUES
 Core Values are the handful of guiding principles by
which a company navigations
 They require no external justification
 Instead of changing its Core Values, a great company
will change its markets in order to remain true to its Core
Values
CORE PURPOSE
 The Core Purpose is an organization’s most
fundamental reason for being
 It’s not to be confused with the organization’s current
product lines or customer segments—rather, it reflects
employee’s idealistic motivations for doing the
company’s work
1 2
CORE
IDEOLOGY
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The Core Values are the essential and enduring tenets of an
organization
Core Values – Definition
CORE
IDEOLOGY
ENVISIONED
FUTURE
CORE VALUES
DEFINITION
Core Values are the essential and enduring tenets of an organization.
• Core Values require no external justification—they have intrinsic value and importance to
those inside the company
• A great company decides for itself what values it holds to be core—largely independent of the
current environment, competitive requirements, or management fads
• Organizations tend to have only a few Core Values—usually 3-5
• Core Values stand the test of time
• To identify the Core Values of our organization, we must push with relentless honesty to
define what values are truly central
• Ralph Larsen, former CEO of Johnson & Johnson, said: “The core values embodied in our
credo might be a competitive advantage, but that is not why we have them. We have them
because they define for us what we stand for, and we hold them even if they became a
competitive disadvantage in certain situations.”
DETAILS
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Here are several examples of enduring companies with
enduring values
Core Values – Examples (1 of 2)
CORE
IDEOLOGY
ENVISIONED
FUTURE
CORE VALUES
 Corporate social responsibility
 Unequivocal excellence in all aspects of the company
 Science-based innovation
 Honesty and integrity
 Profit, but profit from that benefits humanity
 Service to the company above all else
 Hard work and individual productivity
 Never being satisfied
 Excellence in reputation; being part of something special
 The right to freedom of choice
 Winning—beating others in a good fight
 Encouraging individual initiative
 Opportunity based no metric—no one is entitled to anything
 Hard work and continuous self improvement
 Elevation of the Japanese culture and national status
 Being a pioneer—not following others, doing the impossible
 Encouraging individual ability and creativity
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Who should be involved in articulating the Core Values of
our company?
Mars Group Exercise (1 of 2)
CORE
IDEOLOGY
ENVISIONED
FUTURE
CORE VALUES
An organization’s values
may vary with its size, age,
and geography.
In such a state, how do we
determine who should be
involved in articulating an
organization’s Core
Values?
Use an exercise called
Mars Group.
Mars Group:
• It works like this: imagine that you’ve been asked to
recreate the very attributes of our organization on another
planet, but you have seats on the spaceship for only 5-7
people
• Whom should you send?
Invariably, the selected “Mars Group” is composed of highly credible representatives
that represent the company’s genetic code.
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Who should be involved in articulating the Core Values of
our company?
Mars Group Exercise (2 of 2)
CORE
IDEOLOGY
ENVISIONED
FUTURE
CORE VALUES
The Mars Group needs to address these
fundamental questions:
 What Core values do you personally bring to your work?
 What would you tell your children are the Core Values that you hold at work
and that you hope they will hold when they become working adults?
 If you awoke tomorrow morning with enough money to retire for the rest of
your life, would you continue to live those Core Values?
 Can you envision them being as valid for you 100 years from now as they
are today?
 Would you want to hold those Core Values, even if at some point one or
more of them become a competitive disadvantages?
 If you were to start a new organization tomorrow in a different line of work,
what Core Values would you build into the new organization regardless of its
industry?
These last 3 questions are particularly important, because they make the crucial
distinction between enduring values and practices that should be constantly
changing.
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Here are several examples of enduring companies and their
Core Purposes
Core Purpose Examples (1 of 2)
CORE
IDEOLOGY
ENVISIONED
FUTURE
CORE PURPOSE
3M  To solve unsolved problems innovatively
Cargill  To improve the standard of living around the world
Fannie Mae  To strengthen the social fabric by continually democratizing home ownership
Hewlett-Packard  To make technical contributions for the advancement and welfare of humanity
Lost Arrow Corporation  To be a role model and a tool for social change
Pacific Theatres  To provide a place for people to flourish and to enhance the community
Mary Kay Cosmetics  To give unlimited opportunity to women
McKinsey & Company  To help leading corporations and governments be more successful
Merck  To preserve and improve human life
Nike  To experience the emotion of competition, winning, and crushing competitors
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One powerful method for arriving at our Core Purpose is
through asking the Five Whys
Five Whys Exercise
CORE
IDEOLOGY
ENVISIONED
FUTURE
CORE PURPOSE
Start with a descriptive
statement about our
purpose.
E.g., We make X products.
Next, ask, Why is
that important?
Ask again, Why is
that important? Why?
1 2 3 4 5 6
• Ask “Why is that Important?” five times
• After a few Whys, you’ll find that we’re getting down to the
fundamental purpose of the organization
• The Five Whys can help companies in any industry frame their
work in a more meaningful way
The Core Purpose never falls into the category of Maximizing Shareholder Value
(SHV).
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You can utilize the Mars Group again to determine your
organization’s Core Purpose
Mars Group – Part Two
CORE
IDEOLOGY
ENVISIONED
FUTURE
CORE PURPOSE
Peter Drucker once asserted the most dedicated people are ultimately volunteers, as
they have the opportunity to do something else with their lives.
?
Another approach to extracting Core Purpose is to ask each
member of the Mars Group…
• How could we frame the purpose of this company, so
that if you woke up tomorrow morning with enough
cash in hand to retire, you would continue to work
here?
• What deeper sense of purpose would motivate you to
continue to dedicate your precious creative energies
to this organization’s efforts?
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Envisioned Future is composed of a Vision-level BHAG and
a Vivid Description
Envisioned Future Components
VISION-LEVEL BHAG
 The vision-level BHAG (pronounced BEE-hag) is a tool
to stimulate progress
 Whereas all companies have goals, the BHAG is unique
in that it is a huge, daunting challenge
 A true BHAG is clear and compelling, serves as a
unifying focal point of effort, and acts as a catalyst for
team spirit
VIVID DESCRIPTION
 The Vivid Description is a vibrant, engaging, and
specific description of what it will be like to achieve the
BHAGs
 They make the BHAGs tangible
1 2
CORE
IDEOLOGY
ENVISIONED
FUTURE
ENVISIONE
D
FUTURE
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BHAG stands for Big, Hairy, Audacious Goal—it’s a strategic
business statement focused on a transformative goal
BHAG Overview
CORE
IDEOLOGY
ENVISIONED
FUTURE
What is a BHAG?
BHAG stands for Big, Hairy, Audacious Goal. It is a
strategic business statement which is created to focus an
organization on a single medium-long term organization-
wide goal which is audacious, likely to be externally
questionable, but not internally regarded as impossible.
Visionary companies often use bold missions—i.e. BHAGs
—as a powerful way to stimulate progress.
A true BHAG is clear and compelling, serving as a unifying
focal point of effort and acting as a catalyst for team spirit.
It has a clear finish line, so the company can know when it
has achieved the goal. People like to shoot for finish lines.
A BHAG engages people. It is tangible, energizing, highly
focused. People should get it right away—i.e. it requires
little or no explanation.
Most corporate statements do little to spur forward
movement, because they do not contain the powerful
mechanism of a BHAG.
BHAG
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Here are several guiding principles when constructing our
BHAGs
BHAG Guiding Principles
CORE
IDEOLOGY
ENVISIONED
FUTURE
BHAG
 Setting the vision-level BHAG far into the future requires thinking beyond the current
capabilities of the organization and the current competitive environment
 Inventing such a goal forces our executive team to be visionary—rather than strategic or
tactical
 A BHAG should not be a sure bet—it will carry perhaps only a 50% to 70% probability of
success
 Even though a BHAG is not a sure bet, the organization must believe that it can reach the
goal anyway
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A BHAG generally falls under 1 of 4 categories
Types of BHAGs
ENVISIONED
FUTURE
CORE
IDEOLOGYBHAG
A vision-level BHAG requires 10 to 30 years of effort to complete.
Target BHAGs can be quantitative or
qualitative
Common-enemy BHAGs involve David-vs-
Goliath thinking
Role-model BHAGs suit up-and-coming
organizations
Internal-transformation BHAGs suit large,
established organizations
1 2
3 4
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Target BHAGs can be quantitative or qualitative
1
Wal-Mart
(1990)
 Become a $125B company by the year 2000
Ford Motor Company
(early 1900s)
 Democratize the automobile
City Bank
(Predecessor to Citicorp,
1915)
 Become the most powerful, the most serviceable, the most far reaching
world financial institution that has ever been
Boeing
(1950)
 Become the dominant player in the commercial aircraft and being the
world into the jet age
A BHAG can be either quantitative or qualitative
BHAG Examples
ENVISIONED
FUTURE
CORE
IDEOLOGYBHAG
Role-model BHAGs suit up-and-coming organizations
2
Giro Sport Design
(1986)
 Become the Nike of the cycling industry
Watkins-Johnson
(early 1900s)
 Become as respected in 20 years as Hewlett-Packard is today
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Here are a couple examples of Vivid Descriptions and their
corresponding BHAGs
Vivid Description Examples
ENVISIONED
FUTURE
CORE
IDEOLOGY
VIVID
DESCRIPTION
BHAG: Democratize the automobile
Vivid Description:
I will build a motor car for the great multitude.... It will be so low in price that no 
man making a good salary will be unable to own one and enjoy with his family the 
blessing of hours of pleasure in God's great open spaces.... When I'm through, 
everybody will be able to afford one, and everyone will have one. The horse will 
have disappeared from our highways, the automobile will be taken for granted 
[and we will] give a large number of men employment at good wages.
BHAG: Transform from a chemical manufacturer into one of the preeminent drug-making
companies in the world, with a research capability to rival any major university
Vivid Description:
We believe that research work carried on with patience and persistence will bring 
to industry and commerce new life; and we have faith that in this new laboratory, 
with the tools we have supplied, science will be advanced, knowledge increased, 
and human life win ever a greater freedom from suffering and disease.... We 
pledge our every aid that this enterprise shall merit the faith we have in it. Let your 
light so shine -- that those who seek the Truth, that those who toil that this world 
may be a better place to live in, that those who hold aloft that torch of science and 
knowledge through these social and economic dark ages, shall take new courage 
and feel their hands supported.
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CORE IDEOLOGY ENVISIONED FUTURE
Putting it all together… here is a breakdown of Sony’s Core Ideology and
Envisioned Future in the 1950s
Case Example – Sony in the 1950s
CORE
IDEOLOGY
ENVISIONED
FUTURE
CORE VALUES
•Elevation of the Japanese culture and
national status
•Being a pioneer (not following others,
doing the impossible)
•Encouraging individual ability and creativity
PURPOSE
To experience the sheer joy of innovation
and the application of technology for the benefit and
pleasure of the general public
BHAG
Become the company
most known for changing the
worldwide poor-quality image of
Japanese products
VIVID DESCRIPTION
We will create the products that become 
pervasive around the world… We will be the first 
Japanese company to go into the U.S. market and 
distribute directly… We will succeed with innovations 
that U.S. companies have failed at—such as the 
transistor radio… Fifty years from now, our brand 
name will be as well known as any in the world… and 
will signify innovation and quality that rival the most 
innovative companies anywhere… “Made in Japan” will 
mean something fine, not something shoddy.
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Insert Headline
Yin Yang Diagram – TEMPLATE ALTERNATE
CORE IDEOLOGY
ENVISIONED FUTURE
• Core Values
• Core Purpose
• 10-to-30 Year BHAG
• Vivid Description
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Insert Headline
Case Example – TEMPLATE
CORE
IDEOLOGY
ENVISIONED
FUTURE
CORE VALUES
PURPOSE
BHAG
VIVID DESCRIPTION
• Filler text filler text filler text
• Filler text filler text
• Filler text filler text filler text
• Filler text filler text
• Filler text filler text filler text
• Filler text filler text
• Filler text filler text filler text
• Filler text filler text
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CORE IDEOLOGY ENVISIONED FUTURE
Insert Headline
Case Example – TEMPLATE ALTERNATE
CORE
IDEOLOGY
ENVISIONED
FUTURE
CORE VALUES
•Filler text filler text filler text
•Filler text filler text filler text
•Filler text
PURPOSE
Filler text filler text filler text filler text filler
text filler text filler text filler text
BHAG
Filler text filler text filler
text filler text filler text filler text
VIVID DESCRIPTION
Filler text filler text filler text filler text filler
text filler text filler text
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Insert Headline
Five Whys – TEMPLATE
Insert descriptive statement about company’s purpose
Why is this important?
•Filler text filler text filler text filler text filler text filler text filler text
•Filler text filler text filler text filler text filler text filler text filler text
Why is this important?
•Filler text filler text filler text filler text filler text filler text filler text
•Filler text filler text filler text filler text filler text filler text filler text
Why is this important?
•Filler text filler text filler text filler text filler text filler text filler text
•Filler text filler text filler text filler text filler text filler text filler text
Why is this important?
•Filler text filler text filler text filler text filler text filler text filler text
•Filler text filler text filler text filler text filler text filler text filler text
Why is this important?
•Filler text filler text filler text filler text filler text filler text filler text
•Filler text filler text filler text filler text filler text filler text filler text
1
2
3
4
5
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Insert Headline
Mars Group – TEMPLATE
NAME
Role
• Filler text filler text filler text
• Filler text filler text filler text
NAME
Role
• Filler text filler text filler text
• Filler text filler text filler text
NAME
Role
• Filler text filler text filler text
• Filler text filler text filler text
NAME
Role
• Filler text filler text filler text
• Filler text filler text filler text
NAME
Role
• Filler text filler text filler text
• Filler text filler text filler text
NAME
Role
• Filler text filler text filler text
• Filler text filler text filler text
NAME
Role
• Filler text filler text filler text
• Filler text filler text filler text
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Insert Headline
Mars Group – TEMPLATE ALTERNATE
INSERT NAME INSERT NAME
INSERT NAMEINSERT NAME INSERT NAME
INSERT NAME INSERT NAME
• What Core values do you personally
bring to your work?
• What would you tell your children are
the Core Values that you hold at
work and that you hope they will hold
when they become working adults?
• If you awoke tomorrow morning with
enough money to retire for the rest
of your life, would you continue to
live those Core Values?
• Can you envision them being as
valid for you 100 years from now as
they are today?
• Would you want to hold those Core
Values, even if at some point one or
more of them become a competitive
disadvantages?
• If you were to start a new
organization tomorrow in a different
line of work, what Core Values would
you build into the new organization
regardless of its industry?
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PPT Lab (www.pptlab.com) is the only crowdsourced
presentation design service. Get consulting-quality
presentations at a fraction of the cost!
Each month, we will create well over 50 slides of for our members.
As a member, you will drive what business slides we create by
submitting your own presentation projects to our team. All
presentations will be created by a team of management
consultants and follow the Consulting Presentation Framework.
www.PPTLab.com
support@pptlab.com

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Building an Enduring Corporate Vision

  • 1. Crowdsourced Business Presentation Design Service Building an Enduring Corporate Vision Core Ideology and Envisioned Future June 19, 2013 This presentation discusses the framework of constructing an enduring Corporate Vision. It covers topics of Core Ideology, Envisioned Future, BHAGs, Core Values, Mars Group, Five Whys, and other related concepts. Includes case examples and a set of PowerPoint templates for use in your own analyses and presentations. Presentation largely based on the HBR article, Building Your Company’s Vision. ORIGINAL PROJECT DETAILS http://pptlab.com/ppt/HBR-Building-Your-Companys-Vision-18
  • 2. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 2 PPT Lab (www.pptlab.com) is the only crowdsourced presentation design service. Get consulting-quality presentations at a fraction of the cost! Each month, we will create well over 50 slides of for our members. As a member, you will drive what business slides we create by submitting your own presentation projects to our team. All presentations will be created by a team of management consultants and follow the Consulting Presentation Framework. www.PPTLab.com support@pptlab.com
  • 3. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 3 Contents  Overview 4  Core Ideology 9  Envisioned Future 24  Case Example 35  Templates 37
  • 4. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 4 This document discusses the science and art behind building an enduring corporate vision Executive Summary There are some companies with exceptionally durable visions that have been built to last. What distinguishes their visions from most others? This document explains a framework around building an enduring company vision, developed by business professors James Collins and Jerry Porras. There are two key components to an enduring corporate vision: • Core Ideology. The Core Ideology defines a company’s timeless character—it is the glue that olds the organization together even when everything else is subject to chain. This core is comprised of Core Values and a Core Purpose. • Envisioned Future. The Envisioned Future is comprised of Big, Hairy, Audacious Goals (BHAGs) and a Vivid Description of what it will be like to achieve those BHAGs. A company’s Core Ideology and Envisioned Future are two distinct concepts. A BHAG is a clearly articulated goal that takes 10 to 30 years to reach—whereas our Core Purpose can never be completed. In this presentation, we break down the process of constructing a company’s vision in detail. PowerPoint templates are also included for you to use in your own analyses and presentations. CORE IDEOLOGY ENVISIONED FUTURE THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.
  • 5. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 5 There are many vague, descriptive definitions for vision—the one we define is structured and consists of Core Ideology and an Envisioned Future What is Vision? (2 of 2) Deeply Held Values Outstanding Achievement Exhilarating Goals Motivating Forces Societal Bonds CORE IDEOLOGY ENVISIONED FUTURE CONVENTIONAL DEFINITION OF VISION STRUCTURE DEFINITION OF VISION CHARACTERISTICS COMPONENT(S) • Conventionally, vision has been described in vague, unstructured, and descriptive terms • “Vision” is an abstract concept with numerous interpretations • We define vision in a well- conceived, structured, and prescriptive manner • Vision consists of 2 components: • Core Ideology • Envisioned Future   THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.
  • 6. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 6 Our Core Ideology consists of Core Values and Core Purpose Core Values and Core Purpose CORE IDEOLOGY ENVISIONED FUTURE CORE VALUES  Core Values are the handful of guiding principles by which a company navigations  They require no external justification  Instead of changing its Core Values, a great company will change its markets in order to remain true to its Core Values CORE PURPOSE  The Core Purpose is an organization’s most fundamental reason for being  It’s not to be confused with the organization’s current product lines or customer segments—rather, it reflects employee’s idealistic motivations for doing the company’s work 1 2 CORE IDEOLOGY THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.
  • 7. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 7 The Core Values are the essential and enduring tenets of an organization Core Values – Definition CORE IDEOLOGY ENVISIONED FUTURE CORE VALUES DEFINITION Core Values are the essential and enduring tenets of an organization. • Core Values require no external justification—they have intrinsic value and importance to those inside the company • A great company decides for itself what values it holds to be core—largely independent of the current environment, competitive requirements, or management fads • Organizations tend to have only a few Core Values—usually 3-5 • Core Values stand the test of time • To identify the Core Values of our organization, we must push with relentless honesty to define what values are truly central • Ralph Larsen, former CEO of Johnson & Johnson, said: “The core values embodied in our credo might be a competitive advantage, but that is not why we have them. We have them because they define for us what we stand for, and we hold them even if they became a competitive disadvantage in certain situations.” DETAILS THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.
  • 8. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 8 Here are several examples of enduring companies with enduring values Core Values – Examples (1 of 2) CORE IDEOLOGY ENVISIONED FUTURE CORE VALUES  Corporate social responsibility  Unequivocal excellence in all aspects of the company  Science-based innovation  Honesty and integrity  Profit, but profit from that benefits humanity  Service to the company above all else  Hard work and individual productivity  Never being satisfied  Excellence in reputation; being part of something special  The right to freedom of choice  Winning—beating others in a good fight  Encouraging individual initiative  Opportunity based no metric—no one is entitled to anything  Hard work and continuous self improvement  Elevation of the Japanese culture and national status  Being a pioneer—not following others, doing the impossible  Encouraging individual ability and creativity THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.
  • 9. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 9 Who should be involved in articulating the Core Values of our company? Mars Group Exercise (1 of 2) CORE IDEOLOGY ENVISIONED FUTURE CORE VALUES An organization’s values may vary with its size, age, and geography. In such a state, how do we determine who should be involved in articulating an organization’s Core Values? Use an exercise called Mars Group. Mars Group: • It works like this: imagine that you’ve been asked to recreate the very attributes of our organization on another planet, but you have seats on the spaceship for only 5-7 people • Whom should you send? Invariably, the selected “Mars Group” is composed of highly credible representatives that represent the company’s genetic code. THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.
  • 10. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 10 Who should be involved in articulating the Core Values of our company? Mars Group Exercise (2 of 2) CORE IDEOLOGY ENVISIONED FUTURE CORE VALUES The Mars Group needs to address these fundamental questions:  What Core values do you personally bring to your work?  What would you tell your children are the Core Values that you hold at work and that you hope they will hold when they become working adults?  If you awoke tomorrow morning with enough money to retire for the rest of your life, would you continue to live those Core Values?  Can you envision them being as valid for you 100 years from now as they are today?  Would you want to hold those Core Values, even if at some point one or more of them become a competitive disadvantages?  If you were to start a new organization tomorrow in a different line of work, what Core Values would you build into the new organization regardless of its industry? These last 3 questions are particularly important, because they make the crucial distinction between enduring values and practices that should be constantly changing. ? THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.
  • 11. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 11 Here are several examples of enduring companies and their Core Purposes Core Purpose Examples (1 of 2) CORE IDEOLOGY ENVISIONED FUTURE CORE PURPOSE 3M  To solve unsolved problems innovatively Cargill  To improve the standard of living around the world Fannie Mae  To strengthen the social fabric by continually democratizing home ownership Hewlett-Packard  To make technical contributions for the advancement and welfare of humanity Lost Arrow Corporation  To be a role model and a tool for social change Pacific Theatres  To provide a place for people to flourish and to enhance the community Mary Kay Cosmetics  To give unlimited opportunity to women McKinsey & Company  To help leading corporations and governments be more successful Merck  To preserve and improve human life Nike  To experience the emotion of competition, winning, and crushing competitors THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.
  • 12. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 12 One powerful method for arriving at our Core Purpose is through asking the Five Whys Five Whys Exercise CORE IDEOLOGY ENVISIONED FUTURE CORE PURPOSE Start with a descriptive statement about our purpose. E.g., We make X products. Next, ask, Why is that important? Ask again, Why is that important? Why? 1 2 3 4 5 6 • Ask “Why is that Important?” five times • After a few Whys, you’ll find that we’re getting down to the fundamental purpose of the organization • The Five Whys can help companies in any industry frame their work in a more meaningful way The Core Purpose never falls into the category of Maximizing Shareholder Value (SHV). THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.
  • 13. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 13 You can utilize the Mars Group again to determine your organization’s Core Purpose Mars Group – Part Two CORE IDEOLOGY ENVISIONED FUTURE CORE PURPOSE Peter Drucker once asserted the most dedicated people are ultimately volunteers, as they have the opportunity to do something else with their lives. ? Another approach to extracting Core Purpose is to ask each member of the Mars Group… • How could we frame the purpose of this company, so that if you woke up tomorrow morning with enough cash in hand to retire, you would continue to work here? • What deeper sense of purpose would motivate you to continue to dedicate your precious creative energies to this organization’s efforts? THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.
  • 14. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 14 Envisioned Future is composed of a Vision-level BHAG and a Vivid Description Envisioned Future Components VISION-LEVEL BHAG  The vision-level BHAG (pronounced BEE-hag) is a tool to stimulate progress  Whereas all companies have goals, the BHAG is unique in that it is a huge, daunting challenge  A true BHAG is clear and compelling, serves as a unifying focal point of effort, and acts as a catalyst for team spirit VIVID DESCRIPTION  The Vivid Description is a vibrant, engaging, and specific description of what it will be like to achieve the BHAGs  They make the BHAGs tangible 1 2 CORE IDEOLOGY ENVISIONED FUTURE ENVISIONE D FUTURE THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.
  • 15. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 15 BHAG stands for Big, Hairy, Audacious Goal—it’s a strategic business statement focused on a transformative goal BHAG Overview CORE IDEOLOGY ENVISIONED FUTURE What is a BHAG? BHAG stands for Big, Hairy, Audacious Goal. It is a strategic business statement which is created to focus an organization on a single medium-long term organization- wide goal which is audacious, likely to be externally questionable, but not internally regarded as impossible. Visionary companies often use bold missions—i.e. BHAGs —as a powerful way to stimulate progress. A true BHAG is clear and compelling, serving as a unifying focal point of effort and acting as a catalyst for team spirit. It has a clear finish line, so the company can know when it has achieved the goal. People like to shoot for finish lines. A BHAG engages people. It is tangible, energizing, highly focused. People should get it right away—i.e. it requires little or no explanation. Most corporate statements do little to spur forward movement, because they do not contain the powerful mechanism of a BHAG. BHAG THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.
  • 16. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 16 Here are several guiding principles when constructing our BHAGs BHAG Guiding Principles CORE IDEOLOGY ENVISIONED FUTURE BHAG  Setting the vision-level BHAG far into the future requires thinking beyond the current capabilities of the organization and the current competitive environment  Inventing such a goal forces our executive team to be visionary—rather than strategic or tactical  A BHAG should not be a sure bet—it will carry perhaps only a 50% to 70% probability of success  Even though a BHAG is not a sure bet, the organization must believe that it can reach the goal anyway THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.
  • 17. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 17 A BHAG generally falls under 1 of 4 categories Types of BHAGs ENVISIONED FUTURE CORE IDEOLOGYBHAG A vision-level BHAG requires 10 to 30 years of effort to complete. Target BHAGs can be quantitative or qualitative Common-enemy BHAGs involve David-vs- Goliath thinking Role-model BHAGs suit up-and-coming organizations Internal-transformation BHAGs suit large, established organizations 1 2 3 4 THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.
  • 18. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 18 Target BHAGs can be quantitative or qualitative 1 Wal-Mart (1990)  Become a $125B company by the year 2000 Ford Motor Company (early 1900s)  Democratize the automobile City Bank (Predecessor to Citicorp, 1915)  Become the most powerful, the most serviceable, the most far reaching world financial institution that has ever been Boeing (1950)  Become the dominant player in the commercial aircraft and being the world into the jet age A BHAG can be either quantitative or qualitative BHAG Examples ENVISIONED FUTURE CORE IDEOLOGYBHAG Role-model BHAGs suit up-and-coming organizations 2 Giro Sport Design (1986)  Become the Nike of the cycling industry Watkins-Johnson (early 1900s)  Become as respected in 20 years as Hewlett-Packard is today THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.
  • 19. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 19 Here are a couple examples of Vivid Descriptions and their corresponding BHAGs Vivid Description Examples ENVISIONED FUTURE CORE IDEOLOGY VIVID DESCRIPTION BHAG: Democratize the automobile Vivid Description: I will build a motor car for the great multitude.... It will be so low in price that no  man making a good salary will be unable to own one and enjoy with his family the  blessing of hours of pleasure in God's great open spaces.... When I'm through,  everybody will be able to afford one, and everyone will have one. The horse will  have disappeared from our highways, the automobile will be taken for granted  [and we will] give a large number of men employment at good wages. BHAG: Transform from a chemical manufacturer into one of the preeminent drug-making companies in the world, with a research capability to rival any major university Vivid Description: We believe that research work carried on with patience and persistence will bring  to industry and commerce new life; and we have faith that in this new laboratory,  with the tools we have supplied, science will be advanced, knowledge increased,  and human life win ever a greater freedom from suffering and disease.... We  pledge our every aid that this enterprise shall merit the faith we have in it. Let your  light so shine -- that those who seek the Truth, that those who toil that this world  may be a better place to live in, that those who hold aloft that torch of science and  knowledge through these social and economic dark ages, shall take new courage  and feel their hands supported. THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.
  • 20. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 20 CORE IDEOLOGY ENVISIONED FUTURE Putting it all together… here is a breakdown of Sony’s Core Ideology and Envisioned Future in the 1950s Case Example – Sony in the 1950s CORE IDEOLOGY ENVISIONED FUTURE CORE VALUES •Elevation of the Japanese culture and national status •Being a pioneer (not following others, doing the impossible) •Encouraging individual ability and creativity PURPOSE To experience the sheer joy of innovation and the application of technology for the benefit and pleasure of the general public BHAG Become the company most known for changing the worldwide poor-quality image of Japanese products VIVID DESCRIPTION We will create the products that become  pervasive around the world… We will be the first  Japanese company to go into the U.S. market and  distribute directly… We will succeed with innovations  that U.S. companies have failed at—such as the  transistor radio… Fifty years from now, our brand  name will be as well known as any in the world… and  will signify innovation and quality that rival the most  innovative companies anywhere… “Made in Japan” will  mean something fine, not something shoddy. THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.
  • 21. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 21 Insert Headline Yin Yang Diagram – TEMPLATE ALTERNATE CORE IDEOLOGY ENVISIONED FUTURE • Core Values • Core Purpose • 10-to-30 Year BHAG • Vivid Description THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.
  • 22. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 22 Insert Headline Case Example – TEMPLATE CORE IDEOLOGY ENVISIONED FUTURE CORE VALUES PURPOSE BHAG VIVID DESCRIPTION • Filler text filler text filler text • Filler text filler text • Filler text filler text filler text • Filler text filler text • Filler text filler text filler text • Filler text filler text • Filler text filler text filler text • Filler text filler text THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.
  • 23. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 23 CORE IDEOLOGY ENVISIONED FUTURE Insert Headline Case Example – TEMPLATE ALTERNATE CORE IDEOLOGY ENVISIONED FUTURE CORE VALUES •Filler text filler text filler text •Filler text filler text filler text •Filler text PURPOSE Filler text filler text filler text filler text filler text filler text filler text filler text BHAG Filler text filler text filler text filler text filler text filler text VIVID DESCRIPTION Filler text filler text filler text filler text filler text filler text filler text THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.
  • 24. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 24 Insert Headline Five Whys – TEMPLATE Insert descriptive statement about company’s purpose Why is this important? •Filler text filler text filler text filler text filler text filler text filler text •Filler text filler text filler text filler text filler text filler text filler text Why is this important? •Filler text filler text filler text filler text filler text filler text filler text •Filler text filler text filler text filler text filler text filler text filler text Why is this important? •Filler text filler text filler text filler text filler text filler text filler text •Filler text filler text filler text filler text filler text filler text filler text Why is this important? •Filler text filler text filler text filler text filler text filler text filler text •Filler text filler text filler text filler text filler text filler text filler text Why is this important? •Filler text filler text filler text filler text filler text filler text filler text •Filler text filler text filler text filler text filler text filler text filler text 1 2 3 4 5 THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.
  • 25. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 25 Insert Headline Mars Group – TEMPLATE NAME Role • Filler text filler text filler text • Filler text filler text filler text NAME Role • Filler text filler text filler text • Filler text filler text filler text NAME Role • Filler text filler text filler text • Filler text filler text filler text NAME Role • Filler text filler text filler text • Filler text filler text filler text NAME Role • Filler text filler text filler text • Filler text filler text filler text NAME Role • Filler text filler text filler text • Filler text filler text filler text NAME Role • Filler text filler text filler text • Filler text filler text filler text THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.
  • 26. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 26 Insert Headline Mars Group – TEMPLATE ALTERNATE INSERT NAME INSERT NAME INSERT NAMEINSERT NAME INSERT NAME INSERT NAME INSERT NAME • What Core values do you personally bring to your work? • What would you tell your children are the Core Values that you hold at work and that you hope they will hold when they become working adults? • If you awoke tomorrow morning with enough money to retire for the rest of your life, would you continue to live those Core Values? • Can you envision them being as valid for you 100 years from now as they are today? • Would you want to hold those Core Values, even if at some point one or more of them become a competitive disadvantages? • If you were to start a new organization tomorrow in a different line of work, what Core Values would you build into the new organization regardless of its industry? THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.
  • 27. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 27 PPT Lab (www.pptlab.com) is the only crowdsourced presentation design service. Get consulting-quality presentations at a fraction of the cost! Each month, we will create well over 50 slides of for our members. As a member, you will drive what business slides we create by submitting your own presentation projects to our team. All presentations will be created by a team of management consultants and follow the Consulting Presentation Framework. www.PPTLab.com support@pptlab.com