Coffee Break Masterclass – Hitachi Vision Book

A coherent strategy is a beautiful thing.

It also goes a long way to helping both your staff and your customers know exactly what you are about and why they should trust you with their hard earned cash.

We are lucky enough to be able to share in Hitachi’s strategy as they have published their “Vision Book” –

To me, in this context I’m using coherent to mean:

“Marked by an orderly, logical, and aesthetically consistent relation of parts”

In other words, beautifully ordered.

Hitachi presents it strategy as a pyramid: Mission,Value,Vision,


Lets look at each part in turn.


Their stated vision is:

Hitachi delivers innovations that answer society’s challenges.
With our talented team and proven experience in global markets,
we can inspire the world.

This is a clear statement of what they want to do and how and where they want to do it.

They are also laying the corner stone of why you should trust them; a “talented team” and “proven experience”.


The values that will help you on this journey are:

Hitachi Founding Spirit:
Harmony (Wa), Sincerity (Makoto),
Pioneering Spirit (Kaitakusha-seishin)

Giving everyone an idea of the values you expect from people in an organisation helps set a tone for the organisation and gives everyone something to aspire to. This is the spirit in which they will approach the mission.

Wouldn’t any organisation want their staff to be sincere to their customers? Here Hitachi are assuring customers that’s exactly what they should expect from their staff.”


The Mission finally completes the strategy with another clear, precise statement:

Contribute to society through
the development of superior,
original technology and products.

They aren’t simply making stuff, they are contributing to society.

Bottom Line

Reading through this strategy you can’t fail to understand exactly what Hitachi is going to do, how they are going to do it and exactly why they believe they are doing it.

The whole Vision Book is a joy to read and I recommend it to you for your reading pleasure.

%d bloggers like this: