Vision Statement
Discuss the way vision was used at Mentor Graphics.
At Mentor Graphics Corporation, the created vision had several components, which might be regarded as questionable in terms of effectiveness. First, the vision was "unarticulated," meaning that, at best, the vision was not even a statement as such. Instead, it is likely that most employees and managers were not as such aware of the vision statement, but rather had little more than a vague notion of what the company aimed to do. The second component of the developing vision was to "Beat Daisy." In addition to being somewhat vague, this statement is also reactive to the products of others rather than focusing on the goals of Mentor Graphics Corporation itself.
McCarthy (2009), however, provides some good advice on creating an effective vision statement. The first requirement is to determine what the company would like to achieve in the future. This appears inherent in the initial, if vague vision statement by Mentor Graphics -- "Build Something That People Will Buy." However, McCarthy also states that this should be a clear guide for choosing current and future courses of action. Although interviews were conducted with potential customers and a relatively good product built, there is no clear guideline for specific steps to achieve the stated goal.
Also, the stated vision is singularly focused on what the company aims to gain in terms of business survival. There is no indication of what the customer will gain or how the product will be improved to meet customer demands. There is also no indication of what market gap the product aims to fill. Hence, when a similar product is developed by another company, Mentor Graphics has little choice but to adjust its vision statement in a reactive rather than a proactive way.
2. Evaluate whether the vision strengthened or weakened the company.
Because of its vague and reactive nature, the vision significantly weakened the company. The vision statement itself was not only vague and weak,...
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