Finding Sony’s vision statement is not easy, when I first searched I found this, “To create exciting new digital entertainment experiences for consumers by bringing together cutting-edge products with latest generation content and services.”

I can’t find this vision any longer, but I can now find a mission statement from Sony, “At Sony, our mission is to be a company that inspires and fulfills your curiosity. Our unlimited passion for technology, content and services, and relentless pursuit of innovation, drives us to deliver ground-breaking new excitement and entertainment in ways that only Sony can. Creating unique new cultures and experiences. Everything we do, is to move you emotionally.
BE MOVED”

I also found this mission statement from Sony Electronics, “OUR MISSION Be the brand of choice in the hearts and minds of our customers by delivering the best customer experience.”

The first time I read through the first vision statement and the first mission statement all appeared good. They had a statement about the consumer…good, a customer focus. They had a statement about developing a platform…good, involving both technology and content. So we’re in good shape with this vision statement correct?

When I do a second run through this vision statement is when the questions really start to rise. When I see terms like exciting, new, and cutting edge products and latest generation content services those words make me wonder about the purpose of this vision. The key to a successful vision statement is that the company is putting the customer first when I hear terms like these, it makes me wonder if they are self-serving terms for the company. Does the consumer primarily desire exciting, cutting edge, latest generation products? I would think if the company is putting the consumer first this is fine but I sense they are not.
They are focused on actions based on with the company desires. That is where vision’s fall apart. Now of course, if exciting new digital experiment experiences or cutting edge products or latest generation refers to delivering miraculous experiences to its consumers, that I’m all for it. That’s one of my fundamental principles. But I think Sony would need to do some soul searching to figure out if that’s actually the case.