The vision that an organisation has describes the core values and purposes that guide the organisation as well as an envisioned future toward which change is directed. It provides a valued direction for the designing, implementing, and assessing of organisational changes.

A vision can be described as a living picture of a future, desirable state. It is living because it exists in the thoughts and actions of people, not just in a written document. It is a picture because it is composed not of abstractions but of images.

How far do you think the following statements made by The Body Shop go towards meeting the definitions of a vision given above?

We aim to achieve commercial success by meeting our customers' needs through the provision of high quality, good value products with exceptional service and relevant information which enables customers to make informed and responsible choices.

Our trading relationships of every kind - with customers, franchisees and suppliers - will be commercially viable, mutually beneficial and based on trust and respect.

To dedicate our business to the pursuit of social and environmental change.

To CREATIVELY balance the financial and human NEEDS of our stakeholders: employees, customers, franchisees, suppliers and shareholders.

To COURAGEOUSLY ensure that OUR business is ecologically sustainable, meeting the needs of the present without compromising the future.

To MEANINGFULLY contribute to local, national and international communities in which we trade, by adopting a code of conduct which ensures care, honesty, fairness and respect.

To PASSIONATELY campaign for the protection of the environment and human and civil rights, and against animal testing within the cosmetics and toiletries industry.

To TIRELESSLY work to narrow the gap between principle and practice, while making fun, passion and care part of our daily lives.

In 1976 the first Body Shop opened for business in Brighton, England, selling 25 hand-mixed products. Due to franchising, those people who had bought into Anita Roddick's vision were able to be a part of this success story.

The journey continues - for the 'people' who are now part of Roddick's management team, they have a few thoughts for the future of the company: 'Activism has been part of the DNA of The Body Shop. The past has been a testament to an extraordinary partnership with millions of men, women and children all over the globe'. And what about the future? The unique blend of product, passion and partnership that characterises the story will continue to evolve. It is a shared vision. So the great experiment goes on.

Source: The Body Shopwww.thebodyshop.co.uk