Summary table of the judges scores – means and standard deviations
| Vision characteristic | Caterpillar | Pepsi-Cola | State farm | International paper | DuPont | Whirlpool |
|---|---|---|---|---|---|---|
| Required characteristics | ||||||
| Specificity/clarity | 1.60 (0.51) | 1.33 (0.72) | 1.00 (0.76) | 0.67 (0.72) | 1.20 (0.78) | 1.07 (0.96) |
| Future focus | 1.73 (0.59) | 1.60 (0.63) | 1.60 (0.81) | 1.00 (0.84) | 1.27 (0.88) | 0.93 (0.88) |
| Imagery/abstractness | 1.47 (0.64) | 1.07 (0.70) | 0.87 (0.83) | 0.80 (0.77) | 1.27 (0.70) | 0.87 (0.83) |
| Challenge | 1.73 (0.59) | 1.53 (0.64) | 1.07 (0.80) | 1.33 (0.72) | 1.40 (0.63) | 1.07 (0.88) |
| Core values/idealism | 1.73 (0.59) | 1.33 (0.72) | 1.00 (0.76) | 1.07 (0.59) | 1.47 (0.74) | 0.53 (0.64) |
| Score/10: | 8.27 (2.22) | 6.68 (2.45) | 5.53 (2.61) | 4.87 (2.83) | 6.60 (2.87) | 4.47 (3.71) |
| Optional characteristics | ||||||
| Brevity | 0.73 (0.70) | 0.93 (0.89) | 0.60 (0.74) | 2.00 (0.00) | 1.53 (0.52) | 1.93 (0.26) |
| Uniqueness | 0.93 (0.70) | 0.87 (0.93) | 0.73 (0.70) | 0.40 (0.51) | 0.80 (0.86) | 0.47 (0.74) |
| Achievable/success def. | 1.00 (0.76) | 1.13 (0.74) | 0.87 (0.83) | 0.60 (0.74) | 0.80 (0.67) | 0.73 (0.70) |
| Score/6: | 2.66 (1.54) | 2.93 (1.71) | 2.20 (1.69) | 3.00 (0.84) | 3.13 (1.30) | 3.20 (1.15) |
| Total Score/16: | 10.93 (3.31) | 9.80 (3.77) | 7.73 (4.17) | 7.87 (3.38) | 9.97 (3.84) | 7.64 (4.43) |
| Vision characteristic | Caterpillar | Pepsi-Cola | State farm | International paper | DuPont | Whirlpool |
|---|---|---|---|---|---|---|
| Specificity/clarity | 1.60 | 1.33 | 1.00 | 0.67 | 1.20 | 1.07 |
| Future focus | 1.73 | 1.60 | 1.60 | 1.00 | 1.27 | 0.93 |
| Imagery/abstractness | 1.47 | 1.07 | 0.87 | 0.80 | 1.27 | 0.87 |
| Challenge | 1.73 | 1.53 | 1.07 | 1.33 | 1.40 | 1.07 |
| Core values/idealism | 1.73 | 1.33 | 1.00 | 1.07 | 1.47 | 0.53 |
| 8.27 | 6.68 | 5.53 | 4.87 | 6.60 | 4.47 | |
| Brevity | 0.73 | 0.93 | 0.60 | 2.00 | 1.53 | 1.93 |
| Uniqueness | 0.93 | 0.87 | 0.73 | 0.40 | 0.80 | 0.47 |
| Achievable/success def. | 1.00 | 1.13 | 0.87 | 0.60 | 0.80 | 0.73 |
| 2.66 | 2.93 | 2.20 | 3.00 | 3.13 | 3.20 | |
| 10.93 | 9.80 | 7.73 | 7.87 | 9.97 | 7.64 | |
Note:
N = 15 judges
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