Apple’s Vision Statement (from an interview with CEO Tim Cook) is: “We believe that we are on the face of the earth to make great products and that’s not changing. We are constantly focusing on innovating. We believe in the simple, not the complex. We believe that we need to own and control the primary technologies behind the products that we make and participate only in markets where we can make a significant contribution. We believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot. And frankly, we don’t settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we’re wrong and the courage to change. And I think regardless of who is in what job those values are so embedded in this company that Apple will do extremely well.”

Much simpler, Amazon’s Vision Statement is: “Our vision is to be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.”

Today’s exercise: What is the essence of your vision for yourself? For your company? In an ideal world, what do you want to do? How do you want to be perceived by others? What is the best you can be? Ask yourself these questions and compose a cohesive vision statement. Then, record it in your journal.

Don’t forget to click the mark complete button when you have finished completing your journal.

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