Apple's Vision And Audacious Goals And Vision Of Steve Jobs

The envisioned future consists of two parts, a 10-to-30-year audacious goal and descriptions about achieving this goal. (Collins and Porras 1996)
Big Hairy Audacious Goal - BHAG
Although many companies set goals and strive to achieve these goals, a BHAG is different. A BHAG, is a goal that the company is fully committed to. It is hugely compelling and helps encourage team spirit to achieve this goal. The BHAG at 'vision level' is aimed at a ten to thirty year period for the business. A lot of thought is required to look that far into the businesses future and forecast any environmental changes. (Collins and Porras 1996)
Vivid Description
The vivid description, describes what it would be like to achieve the BHAG. It is vibrant and engaging.

For example Steve Jobs, the co-founder of Apple, embedded his vision and mission into the company. The importance of Apple's vision and mission has be communicated on numerous occasions by employees. Following the death of the founder, Steve Jobs, the company continues to thrive on success, and I believe that this is because of the strong values in the company. Although the main manager passed away, the business knew what they had to do and followed the vision and mission statements. Apple's vision

We are constantly focusing on innovating. We believe in the simple not the complex. We believe that we need to own and control the primary technologies behind the products that we make, and participate only in markets where we can make a significant contribution. We believe in saying no to thousands of projects, so that we can really focus on the few that are truly important and meaningful to us. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot. And frankly, we don’t settle for anything less than excellence in every group in the company, and we have the self- honesty to admit when we’re wrong and the courage to change. And I think regardless of who is in what job those values are so embedded in this company that Apple will do extremely well.”
This vision statement has a great amount of detail in it. In my opinion this detail reflects on the industry in which Apple is competing in, the technology industry. Although there is a lot of description in the vision statement, there are no exact times or strategies of how they will achieve their goals. The vision statement explains what the company want to do and who they believe they