Intent is a fusion of purpose and vision of realised potential:
Purpose Why the enterprise exists, beyond profit.
I consider purpose to be a commitment to achieve some kind of significant impact in the world around you.
Source: John Hagel, co-chairman for Deloitte LLP’s Center for the Edge, in his article The Connection Between Narrative and Purpose, on the website of The Marketing Journal.
Purpose declares intent. The more meaningful a purpose is the greater its motivational pull. Striving to be number one in an industry is not a purpose. Purpose is a consistent and enduring promise to your stakeholders. Articulating clearly why your organisation exists and which difference it wants to make in people’s lives, helps create a company with a distinguishing cause.
Source: Purpose Parasites, by Kenneth Mikkelsen, on Global Peter Drucker Forum website.
Vision of realised potential In the Rich Co-creation scheme of things, vision is a physical artifact serving as a surrogate for realised potential. It takes the form of a depiction (an actual picture accompanied by vivid explanatory text) of how the world will be when the value generation potential of the enterprise is being realised and the enterprise is animating its purpose to the full.
The sole meaning of life is to serve humanity.
– Leo Tolstoy
Why capitalism needs to change to address the needs of mankind, by Alain de Botton, on The Drum