Question 1

Why does an abstract vision statement often fail to motivate people?

Accepted Answer

Because it is difficult to picture or act on; specific, vivid detail tends to motivate far more effectively than generic language like innovation or excellence.

Question 2

How specific should a vision actually be?

Accepted Answer

Specific enough that people can picture their own concrete role within it, while still being broad enough to accommodate the path getting there evolving over time.

Question 3

Is stating a vision once usually enough?

Accepted Answer

No. Vision casting generally requires consistent reinforcement over time, since a single announcement tends to fade from memory without repeated connection to ongoing decisions.

Question 4

How can I tell if my vision has actually landed with my team?

Accepted Answer

Ask people to describe it in their own words; if they cannot, the vision likely has not been communicated clearly or vividly enough.

Vision Casting: Meaning and How to Do It Well