So if polarised light is actually pretty common outdoors, in your home and in your office – how come you didn’t notice anything special before now?

Chiarito cosa si intende per vision, è ora lecito compiere un piccolo passo in avanti e definire la mission aziendale, o missione, come la descrizione di cosa fa l’impresa, e del perché lo fa. Ovvero, del modo in cui gli obiettivi che la vision si pone vengono realizzati nel quotidiano processo dell’organizzazione imprenditoriale.

Mission,visione valori aziendali

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In previous studies LCD screens have been used to test polarisation sensitivity in aquatic organisms. Our study tested the limits of human polarisation sensitivity, developing special filters to vary the percentage of polarised light reaching the eye from 0% to 100%.

You will probably have come across technology that is built around polarised light before. For example, “Polaroid” sunglasses work by blocking out polarised light which is reflected from shiny surfaces such as car bonnets or the surface of water. This is possible because light reflected into our eyes from horizontal surfaces is horizontally polarised and the sunglasses have a structure like a picket fence, so they only let in vertically polarised oscillations, blocking out the horizontally polarised bright reflections. Polarised light is at the heart of modern 3D cinema and LCD computer screens, smart phones and tablets.

Per evitare tali incongruità, però, è sufficiente pensare che la missione aziendale si inserisce ad un livello di analisi molto più concreto e operativo rispetto alla vision, individuando in maniera più puntuale quale sia lo scopo dell’azienda e il modo con cui l’organizzazione riesce a soddisfare i bisogni dei propri clienti.

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Di qui, un primo collegamento ideale con la vision: se la visione, infatti, permette di fissare il giusto punto all’orizzonte e tracciare il percorso per arrivarvi, la missione è il modo con cui la vision viene tradotta, giorno dopo giorno, in concretezza.

By using LCD screens capable of constantly refreshing the effect, we were able to make the first measurements of the dynamics of Haidinger’s brushes, confirming the prediction that some individuals would perceive the orientation of the bow-tie to “flip-flop” as the polarisation angle is rotated.

Scientists who study the physics of light are experts in optics. The field of optics includes light's physical attributes and the way our eyes detect it.

This was to establish the minimum percentage polarisation at which Haidinger’s brushes could be detected. Among 24 people, the average polarisation sensitivity threshold was 56%. Some people could still see Haidinger’s brushes when the light was less than 25% polarised – not quite as good as cuttlefish but still better than any other vertebrates tested to date.

At a recent science festival I tried to get people to take an “octopus eye test” by reading the hidden letters using their polarisation sensitivity alone. It went down a storm, except with one little boy, who was terrified of the accompanying octopus headdress. Time to work on a less intimidating super-costume.

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To see Haidinger’s brushes for yourself, look at a blank white portion of an LCD screen on a computer, tablet or phone. Tilt your head from side to side and faint yellow and blue bow-ties, slightly larger than your thumb, should become visible. With practice, you can then see them in the blue parts of the sky at 90 degrees from the sun, particularly at sunrise and sunset.

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Mission evisionCoca Cola

Per rafforzare in modo ancora più chiaro e consapevole quali siano le differenze e le integrazioni reciproche tra vision e mission, cerchiamo di sviluppare qualche rapido esempio.

La vision aziendale, o visione, è ciò che l’impresa intende diventare in futuro. In tal senso, la vision è l’espressione dell’idea dell’imprenditore, una sorta di obiettivo a lungo termine che deve fungere come fonte di ispirazione e come traccia direzionale da intraprendere.

Vision aziendaleesempi

Might it be possible to use our polarisation powers for good? The risk of acquiring age-related macular degeneration has previously been associated with low carotenoid pigment density in the macula.

Haidinger’s brushes also provide a demonstration of the physics of light and the anatomy of the human eye. By taking the polaroid layer off an old LCD screen you can make your own simplified version of our test; black and white letters turn into contrasting polarisation angles once the polarising film is removed.

Our results shows that your cornea can dramatically affect how you perceive polarised light. As the optical properties of the cornea vary between individuals, this may also explain why people often report their experience of seeing Haidinger’s brushes differently.

Visione mission differenze

Imagine a skipping rope is a light wave travelling through space. If you move the rope from side to side, the wave you make is horizontally polarised. But if you shake it up and down you create a vertically polarised wave. Generally, light is a mixture of polarisations, but sometimes – for example in parts of the sky, on your computer screen and in reflections from water or glass – a large percentage of the waves are oscillating in the same orientation. This light is described as being strongly polarised.

As AMD is currently the leading cause of blindness in the developed world and finding an early stage diagnostic indicator of this before any actual sight loss is incurred is a research priority. It is our hope that polarisation sensitivity could be used to investigate and ultimately monitor any changes in the organisation of the pigments happening in the early stages of this degenerative eye condition. More work is needed to assess the medical potential of these kinds of tests.

Mission evisionesempi

In research we’ve just published in Proceedings of the Royal Society B, we used an experiment that was originally designed to test the visual abilities of octopuses and cuttlefish to investigate our human ability to perceive this polarised light.

In tale ambito, è molto importante interpretare la vision non come un totem immutabile, bensì come una finalità adattabile. Dunque, la vision aziendale potrà cambiare con gli anni, man mano che l’azienda raggiunge i suoi obiettivi e se ne pone di nuovi. Il modo migliore per descrivere la visione, così come la missione, è mediante uno statement, una dichiarazione di intenti.

Humans perceive polarised light using “Haidinger’s brushes”, a subtle visual effect which appears like a yellow bow-tie at right angles to the polarisation angle. You may also see a bluish bow-tie at right angles to the yellow one. The effect originates within the eye itself and is not an image of a real external object, so Haidinger’s brushes usually fade in a couple of seconds as your brain processes them out. This is one of the reasons that few people notice them day-to-day, and why they have previously been fairly difficult to study.

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Visionmission valori esempi

Se vuoi saperne di più su come puoi individuare e delineare la vision e la mission aziendale all’interno della tua organizzazione, e vuoi scoprire come ottenere il meglio dalla tua attività imprenditoriale o professionale, contattami subito: parleremo insieme di come tracciare i tuoi nuovi obiettivi e raggiungerli in modo sostenibile.

Juliette McGregor does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.

Nonostante vision e mission aziendale siano due vocaboli da tempo entrati nel gergo comune delle imprese, ancora oggi noto grande confusione nell’usare correttamente questi termini e nell’attribuirne la giusta valenza.

The ability to see Haidinger’s brushes is caused by circularly symmetric organisation of carotenoid pigments in the macula (an area that covers and protects the central part of the retina). Blue light which is oscillating parallel to these pigment molecules is strongly absorbed. White light, which is depleted in blue, appears yellow, which explains the yellow bow-tie effect. The blue parts of the brushes are thought to be generated by the brain in response to the unexpected presence of yellow.

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We are all familiar with colour and brightness, but there is a third property of light – the “polarisation” that tells us the orientation in which light waves are oscillating. Animals, like bees and ants, use the polarisation patterns in the sky as a navigation aid. But few people, even in the scientific community, are aware that humans can perceive the polarisation of light with the naked eye.

In altri termini ancora, la vision è l’espressione dei valori e degli ideali dell’azienda, delineando il ruolo dell’organizzazione nel contesto in cui opera. Per la sua importanza, la vision dovrebbe essere condivisa dentro e fuori l’azienda in modo esplicito, consentendo di comprendere cosa vuole ottenere o essere il brand, a cosa vuole aspirare.

Visiondefinizione

Confrontati con un esperto di strategia aziendale. Già dai primi contatti avrai la possibilità di sottoporre i tuoi dubbi strategici. Dalle risposte che riceverai potrai valutare la qualità della consulenza, prima di iniziare qualsiasi tipo di collaborazione

Un altro esempio ben distinto è quello di Tesla. L’azienda di Elon Musk condivide la propria vision di stimolare il passaggio verso la sostenibilità ambientale e l’energia pulita. La sua missione è diventata quella di creare l’azienda di automobili pulite più competitiva al mondo, che possa trainare l’evoluzione verso i veicoli elettrici.

Vuoi davvero trasformare la tua azienda in una macchina da soldi?Non perdere altro tempo con consulenze teoriche e accademiche, scopri qual è il metodo giusto per realizzare il tuo obiettivo

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Mission,visione valori

L’occasione è dunque utile per tornare sui concetti di missione e visione e sulla loro importanza fondamentale nella formulazione degli obiettivi di un’azienda e del suo piano di marketing strategico. Ma andiamo con ordine.

Prendiamo il caso di Amazon. La sua visione è quella di diventare un punto di riferimento per il cliente, in maniera tale che all’interno della propria proposta la clientela possa trovare tutto ciò che desidera e voglia comprare. Per cogliere la vision, Amazon declina la propria mission nella predisposizione di un servizio che possa assicurare ai propri clienti il miglior prezzo, la migliore selezione e la migliore convenienza.

Sebbene non ci siano regole ferree per la stesura di mission e vision, ritengo utile seguire queste brevi indicazioni che ho oggi il piacere di condividere con te e con tutti i miei lettori:

Skylight polarisation patterns, caused by light scattering in the atmosphere, are such that the long axis of the yellow bow-tie will point approximately towards the sun.

Considerato che il confine tra le due definizioni potrebbe sembrare a prima vista piuttosto labile, non c’è da stupirsi che ancora oggi molte persone tendano a confondere vision e mission.

Ever fancied having a superpower? Something you can call upon when you need it, to hand you extra information about the world? OK, it’s not X-ray vision, but your eyes do have abilities that you might not be aware of.

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