Kotter International: Corporate Vision vs. Change Vision | The Trust Edge


According to John Kotter of Kotter International, there are two types of vision: corporate vision and change vision.

A change vision is easy for people to understand, can be communicated in 60 seconds, is both intellcutally solid and has emotional appeal. A change vision is something that can be understood by the broad range of people who have to make the change. 

A corporate vision is looking “out there” at fundamental dimensions to make a company prosper. It is about the future. The picture that is created by a corporate vision consists of timeless values, principles, and behaviors that make an organization succeed. 


john kotter, Kotter Change, organizational change, kotter john, kotters change

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