Many organizations craft mission, vision and value statements to communicate their goals and expectations internally and externally. Unfortunately, most of these organizations fail the clarity test. Vision statements are notorious for their seeming ability to communicate virtually nothing at all while appearing, on the surface, to communicate something of value. While the language gives the illusion of being aspirational, in reality it exposes a lack of focus and true direction.

For example, consider the following vision statement: “We aspire to empower all our people to achieve their personal goals while delivering the greatest value proposition to our customers.” What exactly is this communicating? What exact and/or clear future is their ...

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