The Corporate Vision as a Seed for Our Experience Vision

It’s unusual to think of a corporate vision statement as a powerful UX tool — possibly because it’s unusual to think about the corporate vision statement at all.

These written-by-committee generic statements of where the organization might go in the future feel like an easy thing for everyone to ignore. And most people do. But, maybe we shouldn’t.

Vision statements are often drafted by an organization’s senior leadership. They use the statement to signal to customers, investors, analysts, and others where they think the organization will go. The senior leadership wants to give others a reason to choose their organization beyond just what exists today. The vision statement is the promise of tomorrow.

Typically, the corporate vision authors work to keep their statement vague. It needs to explain how the organization is different from any competitors. Yet, tomorrow is a long way away, and leadership doesn’t want to make promises they can’t keep. That’s why making it vague works to their advantage.

Fortunately, it’s the inherent ambiguity that works in our favor, too.

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