Vision

An inspiring vision has the following attributes:

• It taps into sources of imagination. It is built on a foundation of intrinsic motivators, such as teamwork and contribution to society. One orthopedic medical device company, for example, had “Restoring the joy of motion” as its vision statement, accompanied by stories about injured athletes being able to compete again and grandparents being able to hold their grandkids.
• It makes people part of “the story.” The best statements of vision connect people to a larger narrative that provides meaning – for example, a quest to recapture the organization’s past glories.
• It contains evocative language. The vision must describe in graphic terms what the organization will achieve and how people will feel to have achieved it. Launching twelve rockets in ten years is a goal; putting a man on the moon and returning him safely to Earth by the end of the decade … is a vision.

⊕ (Watkins 2013, chap. 7)

Develop stories and metaphors to communicaste it. Stories and metaphors are potent ways to communicate the essence of a vision.⊕ (Watkins 2013, chap. 7)