If we place them over a timeline, the credo and the mission can be related to the present and the future respectively, while different visions can be found in between the two. (Figure 2) This effectively means that SATO’s current vision to become the world’s No.1 auto-ID company could possibly evolve into a completely different vision in the near future, and that value domains in addition to Precision, Labor/Resource Savings, Peace of Mind & Ecology may also be introduced as new business objectives.