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Just Run It!: Running an Exceptional Business Is Easier Than You Think by Dick Cross

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5

Chapter 5

Converting Vision into Reality: Strategy and Execution

Crafting vision, by itself, is sometimes an inspiring exercise, but also much less impactful in organizations than it could be. Sometimes it’s even damaging. Why set expectations that never will be met? Why associate yourself with proclamations that everyone else knows are unrealistic? Why set standards that will never be enforced? All of these outcomes undermine your credibility and sap confidence in your organization. So, my advice is: Don’t embark on vision unless you are committed to following through.

But there is always risk in great vision. Great vision, through the statement of mission, “walks the knife-edge between what’s absurd to talk about and what just might be doable.” ...

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