Strategic Implications of a Vision Statement

How can a company's vision statement lead to its ability to gain and sustain a competitive advantage? A truly meaningful and inspiring purpose$-$driven vision statement can make employees feel part of something bigger, which can be highly motivating. When employees are motivated, a positive financial performance tends to follow, but the success runs deeper than just higher profits.

This exercise is important because it compares and contrasts the strategic implications of product$-$oriented and customer$-$oriented vision statements and how a compelling vision statement can lead to organizational success.

The goal of this exercise is for you to demonstrate your understanding of the differences between customer$-$oriented and productoriented vision statements.

After reading about customer$-$oriented and product$-$oriented vision statements, complete the following exercise by matching the company to its correct vision statement type.

Sonos: Fill every room with music.

Uber: Transportation as reliable as running water, everywhere for everyone.

Apole $-$ To bringing the best user experience to its customers through its innovative hardware, software, and services