The world is not perfect. And so we create a vision of how we’d like some part of it to be better and set off to make that happen.
Chapter 7 of Inner Leadership reminds us that as we do so there are two parts to our vision: the tangible outcomes we want to create and the culture we want to have when we get there.
Apple Corp, for example, defines its vision not in terms of the results it wants to create but in terms of the culture that will lead to those results:
“We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot.”
Amazon is obsessed with understanding its customers. Because, “The more [Amazon] understand every aspect of a customer, the more it can satisfy your needs.”
Amazon and Apple know that choosing the (inner) culture you create today determines the (outer) results you get tomorrow. Apple Corp is now twice as big as world’s second-largest company, ExxonMobil. Amazon is the fourth most valuable company in the world and growing fast.
How you travel the journey is as important as the destination.