Effective leaders learn from example and experience. The following instances provide lessons and ideas for action:

Keep the vision simple and easy to remember. When Nike coined the phrase “just do it,” these three words motivated the company's own staff even as they challenged the world to engage.

Tie the vision to specific and obvious organizational values. In 1939, Bill Hewlett and Dave Packard started a business in a garage. Over time they created a way of doing business that came to be called the HP Way. It was an ideology of respect for the individual, affordable quality and reliability, and commitment to community responsibility.

One of the most important things any communicator ever learns is to design a message for the ...

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