James C. Collins and Jerry I. Porras

Vision provides guidance about what core to preserve and what future to stimulate progress toward.

Leaders die, products become obsolete, markets change, new technologies emerge, and management fads come and go, but core ideology in a great company endures as a source of guidance and inspiration.

Listen to people in truly great companies talk about their achievements - you will hear little about earnings per share.

Envisioned future is what we aspire to become, to achieve, to create-something that will require significant change and progress to attain.

A well-conceived vision consists of two major components; core ideology and envisioned future.

Companies that enjoy enduring success have core values and a core purpose that remain fixed while their business strategies and practices endlessly adapt to a changing world.