The vision is imaginable, clearly referring to future generations. It is desirable, as it includes factors that the shareholders are interested in, like economic progress, the community, like environmental protection and social responsibility. The vision is flexible, as it can be adapted to changes that might emerge. Also, it is easy to communicate such a vision. The vision represents a dream, for the company, its customers, and for the community in case. The objectives communicated through this vision statement are slightly excessive, they are difficult to achieve. However, the vision does not break conventional thinking. Boeing's vision is a simple, concise, and easy to understand one. But same as other short vision statements, it does not provide an image for the future that customers can analyze. The vision is not extremely desirable, since it does not refer to matters of interest for the customers, like the quality of service and others. It is difficult to assess whether this is a feasible vision, since it does not imply quantifiable objectives, but only abstract notions. The vision is easy to be communicated. This vision can be considered a dream, but an abstract one. The vision is not excessive, but it refers to unconventional frames of reference.

Goodyear's vision is a traditional one, focusing on aspects that customers are interested in. The vision manages to offer an image of what the company intends to do in the future. The vision incorporates desirable...

These objectives are feasible ones, especially given the company's possibilities and position on the market. The vision is a flexible one, it can be easily adapted if the situation requires it. This vision is not a deviant, but a classic one, as mentioned above.
Estee Lauder's vision has a slight wow factors, when it refers to "people we touch." The touch has a double meaning, a metaphorical one, but also a physical one, referring to the company's skincare products.

DuPont also have a wow factor in their vision statement, when referring to being able to create sustainable solutions to problems of high importance to the community, problems have not yet been solved by other organizations.

Although 3M does not necessarily have a wow factor, the company's vision manages to convince by using this approach that refers to issues concerning most people, and by committing to future generations.

Boeing vision's wow factor is represented by the company's intention to build a global enterprise with its customers, making them feel involved in the company's activity.

Reference list:

1. Corporate Info (2010). Estee Lauder. Retrieved February 13, 2010 from http://www.esteelauder.com/about/corp_info.tmpl.

2. DuPont Vision (2010). DuPont. Retrieved February 13, 2010 from http://www2.dupont.com/Our_Company/en_US/glance/vision/index.html.