2. H.J. Heinz Company Be the world's premier food company, offering nutritious, superior tasting foods to people everywhere Being the premier food company does not mean being the biggest but it does mean the best in term of Chevron energy company most admired for its we:concepts and lechniques torc l a n g and EffectiveElementsShortcomingsit does service, employee talent, and customer growth.predictableTo be the global people, partnership and performance. Our vision means? provide energy products progress andhuman development throughout the world;? are people and an organization with and commitment;are the partner of choice;superior capabilities vital to sustainableeconomic deliver world-class performance;? earn the admiration of al our stakeholders-investors,customers, host governments, local communities and our employees -not only for the goals we achieve but how we achieve them.

TCl b le 2.1 Wording a Vision Statementthe Dos and Don'ts The Dos The Don'ts Be graphic Don't be vague or incomplete Be forward-looking and directional Don't dwell on the present Keep it focused Don't use overly broad language Have some wiggle room Don't state the vision in bland or uninspiring terms Be sure the journey is feasible Don't be generic Indicate why the directional path Don't rely on superlatives only makes good business sense Make it memorable Don't run on and on