Know-How Exchange : Strategy

The person who wrote your vision still thinks the "Earth is flat" and that your customers are stupid. The marketing department's competitive edge should be based on customer conection. "Being best" with customers is a monopoly's only point of difference, using the marketing department to deliver that is the competitive advantage, if you don't, it is all hot air and looking in the mirror at yourself.
Maybe you should consider revising to: "The marketing department exists to deliver an outstanding customer experience"

Wayne Wood
Melbourne Australia

The Earth's not flat...? Who knew? If your "regulated monopoly" is also a publicly traded company, your marketing department's Vision and how it is implemented will be a critical variable not only in defining and managing customer satisfaction and expectations. But also to every National and International Mutual and Hedge Fund manager, Wall Street, Fleet Street, or Bourse speculator, and every other Stock Exchange or Investor Club that makes a market in your Company's stock.

Competitive advantage is not always beating out another company delivering the same product or service, especially if you're operating in a non-competitive, regulated industry.

In your case, Wayne's right (and he lives in one of the sweetest cities in the World), the Vision statement should be:

"Meeting every customer's needs, each and every day through excellence in word and deed."