What makes a target image useful and attractive?
In order to implement your plans effectively, a clear target image is essential. This represents a desirable vision of the future that inspires and drives.
The term “target image” originates from the field of corporate strategy and outlines a clear vision of the future direction of a company, a division, a project, etc.. It serves as a motivating and inspiring concept and acts as a guideline for the development and realization of strategies. A target vision is usually designed for the long term and can cover periods of 3 to 10 years.
A well-defined vision promotes a common understanding of the company’s goals and aligns all those involved in its success towards a common goal. This can increase motivation and commitment and help to overcome obstacles more easily.
It is essential that the target image appeals to all key interest groups. These include customers, employees, partners, suppliers, society and key decision-makers. The project can only be successful in the long term if all these groups share and support the vision.
A pile of stones ceases to be a pile of stones as soon as a single person looks at it, carrying the image of a cathedral within them.
A target image may be designed for the long term, but it is by no means unchangeable. If external conditions change, for example due to groundbreaking technologies that bring about far-reaching social changes, the target image must be re-evaluated and adjusted if necessary.
A vision deserves the title “visionary” if it has the courage to consider even those aspects of the future that may still seem utopian or unusual today.
Schilling and Blum: According to Wikipedia, I’m not an internet addict! Analog cartoons for digitalized people © Lappan in der Carlsen Verlag GmbH, Hamburg 2015.
Responses