I plan on doing a series of posts on great vision statements that align with the I VIEW THE TOP philosophy. First up is Amazon.com. Amazon.com has a great vision statement:
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.
Pros:
Amazon's goals are aligned with their customers' goals
Amazon's potential growth is defined by their vision (the earth, people)
For the most part, it is not prescriptive in how they achieve it which allows them to be focused on delivering on their vision, not technology or strategy
Cons: The minor quibble I have with their vision statement is that it includes the word "online". I guess you can expand the definition of online to cover mobile and other digital channels, but what if the concept of online goes away or becomes less meaningful? Amazon could be too focused on online delivery and miss other opportunities.
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