vision
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vision
An idea or guiding image of the future, often in a business, political, or personal context. It describes a desirable goal or future state.
Die neue Geschäftsführerin hat eine klare Vision für das Unternehmen.
The new managing director has a clear vision for the company.
vision
An apparition or illusion perceived as a supernatural or mystical experience.
Im Fieberwahn hatte er schreckliche Visionen.
In his fever delirium, he had terrible visions.
In German, 'Vision' usually refers to a forward-looking idea or a supernatural apparition. The English word 'vision' can also mean eyesight, which in German is 'Sehkraft' or 'Sehvermögen'.
Der Augenarzt prüfte mein Sehvermögen.
The eye doctor checked my eyesight.
If 'Vision' appears in connection with 'Unternehmen' (company), 'Zukunft' (future), or 'Strategie' (strategy), it means the business idea. In contexts with 'Fieber' (fever), 'Heilige' (saint), or 'Erscheinung' (apparition), it has the mystical meaning.
Die Gründerin präsentierte ihre Vision für eine nachhaltige Produktion.
The founder presented her vision for sustainable production.
In a business or political context, 'Vision' is often used with certain verbs: 'eine Vision haben' (to have a vision), 'eine Vision entwickeln' (to develop a vision), 'eine Vision umsetzen' (to implement a vision), or 'eine Vision teilen' (to share a vision).
Es ist wichtig, eine klare Vision für das Projekt zu entwickeln.
It is important to develop a clear vision for the project.
In the meaning 'illusion' or 'apparition', the word is very often used in the plural, especially when referring to repeated or uncontrolled apparitions, e.g., 'Visionen haben' (to have visions).
Nach dem Unfall hatte er seltsame Visionen.
After the accident, he had strange visions.
goal / destination / target
Ziel and Vision both describe something desirable in the future. A Ziel is usually concrete and can be checked later; a Vision presents a broader picture of the future and provides general direction. Use Ziel for a specific result and Vision for a guiding vision.
Unsere Vision ist ein Unternehmen, das seine gesamte Energie sauber erzeugt.
Our vision is a company that generates all of its energy cleanly.
Unser Ziel ist, den Energieverbrauch bis Dezember um zehn Prozent zu senken.
Our goal is to reduce energy consumption by ten percent by December.
