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130 Just Promoted!

or even save lives. In everything we do, we aim to fulfill our mission to
serve patients. And every step of the way, we are guided by the values
that define us.
Our Mission: To serve patients

Our Values: Be science-based
Compete intensely and win
Create value for patients, staff, and stockholders
Be ethical
Trust and respect each other
Ensure quality
Work in teams
Collaborate, communicate, and be accountable 7

Visions can also change over time as the organization matures and changes.
Purpose and core values generally change much less frequently, if at all. Twenty
years ago Apple Computer staked its future on its vision of making teaching
and learning come alive in classrooms through exciting, highly interactive,
computer-based learning. Apple’s vision of the “Learning Society” was
described in a speech by Dr. Bernard Gifford, Apple’s vice president: “As a way
of beginning, let me say that most educators seem to know that Apple’s deep-
est roots are in education and that we’ve always been the leader in computer
technology for education. What’s less well known is the amount and intensity
of internal conversation we have about teaching and learning, because this isn’t
a business for us. It’s a passion!” 8
Apple’s current vision statement is much broader in nature: “To make a
contribution to the world by making tools for the mind that advance
humankind.” This vision now fits Apple’s broad reach into computers,
telecommunications, and electronics. 9

SEEDING YOUR VISION INTO YOUR ORGANIZATION
Even during your first day’s remarks, you started to seed the early concept of
your vision or possibly your deeply held points of view or perspectives that
could serve as directional indicators of vision, purpose, and values. In gener-
alized terms, you described your view of what the organization is capable of
becoming. You talked about working as a team, shifting emphasis from I to