A vision is a graphic notion of the future; the image of the future that we create together with our clients. A vision is therefore a future-oriented guiding principle relevant to a company’s development.

We live in an age of constant change. Changes have always been associated with uncertainty and fear. For this reason companies need a mindset and environment capable of inspiring employees and which encourages them to actively address change. However, this mindset or consciousness can only come about and have long-term impact if the employees at all levels and in all divisions identify content-wise and emotionally with the company, its corporate mission, its goals and values. 

 In summary, I would like to answer this question with a metaphor, namely by comparing a vision to the North Star:

The caravan trying to find its way through the desert landscape, which changes constantly due to sandstorms, is guided by the night sky. The stars are not the goal of the journey, but they enable the travellers to find their way safely to the oasis, regardless of the direction from which they are approaching it, the equipment they have with them and no matter how impassable the terrain may be.