Comments on: Inspiring through vision statements for Ecommerce and Digital Marketing

By: Lourdes Batac

Lourdes Batac — Tue, 30 Jul 2013 03:15:00 +0000

Hello Dave Chaffey! Do you have any samples of good digital vision statements of companies that are not primarily giving an online service or are doing e-commerce. For example food/ beauty product brands that just want to make use of online channels for awareness/ consideration.

Thanks!

By: Dave Chaffey

Dave Chaffey — Fri, 03 Dec 2010 11:56:33 +0000

In reply to John Price.

Thanks John, you’ve reminded me I should have linked to my BHAG post which references Collins and Porras:
http://www.smartinsights.com/blog/digital-marketing-strategy/goal-setting-for-digital-marketing-2195/

Here is a further reading on process for creation – though the original is in a book:
http://blogs.sitepoint.com/2009/09/17/how-to-create-a-big-hairy-audacious-goal/

I take your point about lack of clarity if several parts of the business have different vision statements, but the approach I describe here seems to be used quite widely as a change agent in larger organisations – since the importance of digital technologies requires such a major transformation for many companies.

By: John Price

John Price — Fri, 03 Dec 2010 11:27:02 +0000

I am not sure about the wisdom of having a separate vision for different aspects of the business. Is there not a danger of losing focus, if you have a vision for digital, which is part of a vision for marketing, which is part of a vision for the business?

Incidentally, I have been looking into corporate vision recently and came across the Collins and Porras model. It’s fantastic.

Everyone should have a ‘big hairy audacious goal’.