An aim for the organization is extremely helpful when it allows everyone in the organization to be guided by the same vision. But nearly all the time, in my experience, the aim is printed in the annual report and posted on the web site an used in some speeches but has nothing to do with how the organization operates.
When the vision is merely a pretty collection of words that doesn’t drive decisions and behavior it is pointless. When it does drive behavior it is powerful. Sadly that is rarely the case.
As is so often the case, Russell Ackoff, has provided a good quote on the idea: If we are going to talk about values, we got to talk about what the values are in action, not in proclamation.
Marketers understand the value of creating a vision in customers minds about your organization. They often do this quite well. Sadly organizations often are not managed with that vision in mind. If you believe the vision of your marketing then make sure your organization has embraced those principles.
Related: The Customer is the Purpose of Our Work (beautiful quote on the wall, not what I experience as the customer though – We are ladies and gentlemen serving ladies and gentlemen – Hallmark Building Supplies – Purpose Drives Decisions (see 3rd video excerpt)