What should be a company's vision? Emphasis on the top line or the bottom line.

Compnay's vision should be according to their business strategic goals and aim, normally it is aligned along with the purpose of the company. Focus should be always on the bottom line..

In my opinion, a combined approach is more appropriate.

PICK YOUR TOPIC 

PICK YOUR TIME FRAME 

PUT TOGETHER A LIST OF "PROUDS" 

WRITE THE FIRST DRAFT

Before you start writing, let me provide a few technical tips. If you follow them, the work will be way better:

Go for something great. The work here is about writing a vision of greatness—so put something wild out there. I think about John Kennedy's call to go to the moon, winning the NBA championship…things that are big but also specific, scary but also exciting. Get past the59 reasons why it won't work. If the early draft isn't kind of scaring you a bit, then you probably haven't pushed yourself hard enough.

Write from the heart. Go with your gut and put down what pours out, not what you think other people want to see. Often that means including what you've always wanted to do but have been told so many times by others that you couldn't, a notion that you've long since filed away under "impossible."

Step into the future. Having gone through this process a few thousand times, I can tell you that it works way better when you write as if you're already sitting in the future you're envisioning. This seems strange, but it really is critical. Don't write as if your vision going to happen; write as if it already has happened.

Go quickly. The visions I've been involved with turned out much better when we didn't drag out the process. Just sit down in a reasonably comfortable spot at a reasonably comfortable time and get to writing. Once you start, keep writing for15 to30 minutes, regardless of how silly you sound. Don't start self-editing. The most interesting and insightful elements of my visions are the ones that I initially wanted to leave out but forced myself to put down anyway.

Get personal. In our visioning work, we blend the personal and professional so we arrive at a single vision, or at least two compatible and mutually supportive ones. If you're the one running the business, it makes sense that you build your passions into what you write. If you want to teach, put that in the vision. If you want to work less, say it. If you've "retired" into an advisory-only role in the company, talk about how the person who took your position feels about his or her role and how you relate to that person. In other words, don't write a vision that you aren't a part of.

Now, with all these rules in mind, take no more than30 minutes and put down a vision draft. Then put the draft aside for a few days. Go back to all the other stuff you do every day.

REVIEW AND REDRAFT

MORE REDRAFTS

SOLICIT INPUT 

SHARE THE VISION 

I agree with Kalpana.

The top line refers to a company's gross sales or revenues.

A company's "top-line growth" refers to an increase in gross sales or revenues which in turn means more business for the company and more expansion.

Thus only reducing costs will not be able to increase revenues.

The emphasis on the bottom line though only aims at cuting on expenes.

However,in the long run a company will not be able to expand if it ignores the top line.What say ?

The Company vision Increasing capital ....And Increasing Revenue/Rurn over...

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