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Essay / Research Paper Abstract
A 3 page paper describing the need for a company to state a vision. The writer profiles Apple Computer, Inc. and details how that company uses this successful business concept. Bibliography lists 5 sources.
Page Count:
3 pages (~225 words per page)
File: D0_Apple.doc
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their own, as well as the companys, future. The employees need to know they are part of the greater plan; that their contributions are valued and appreciated, and this can
be accomplished through a vision statement provided by the head of the company. This "stirring of the passions," as Tom Brown puts it in Management Review, is very much like
a political campaign in that the employees of a particular company can be stirred into action by the rhetoric of its leader. People, he says, want to follow a leaders
direction (1996, 10). Business leaders can easily appear as little better than robots if they cant generate enthusiasm in the workplace by their vision of where they want to take
the company into the future. In this aspect, todays leaders need to be performers capable of convincing their employees that not only is the company moving into the future, but
the workers will be coming along for the ride. The most important part of stating a vision is that the leader provide for the companys employees an attractive, compelling
reason why they should come to work each day -- not just state production goals or sales figures. A company vision, Tom Brown suggests, should be a starting point. It
is, "a launch-pad for a concentrated and coherent campaign to mobilize people, first to get excited about the vision -- and then to achieve it" (1996, 10). To be successful,
a company needs a clear plan for the future, clear messages to its employees, and clear procedures, all of which are clearly communicated (Terdoslavich, 1996). Apple Computer Inc. is
a company that exemplifies using the corporate vision as a means to launch themselves into the next decade and beyond. Apple Chief Executive Gil Amelio says that its easy to
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