A Compelling Vision

K: Maybe we ought to add citizen of choice to our criteria for being a “Fortunate 500” company.

C: Good idea, Ken. Let me circle back to another aspect about having the right target or vision/direction that you mentioned: a compelling vision. I think I know what you mean by that, but tell me more.

K: This is a really important concept that many companies miss. To me, having some clarity about a compelling vision is crucial. Two of my colleagues—Jesse Stoner, who has been studying the impact of vision on organizational effectiveness for almost three decades, and Drea Zigarmi, our Director of Research and Development—identified three key elements of a compelling vision7—one that would inspire people and provide direction:

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