Align the Senior Management Team Around a Common View of the World

The subject of vision makes some executives uneasy. It's not hard to understand why. Many people view corporate vision as akin to Moses descending from Mount Sinai with the revealed truth—a prophetic moment of blinding insight (coming from either the CEO or a McKinsey project team) that will lead the enterprise to some strategic promised land. Others see vision as stirring slogans that will fill the parking lots early and inspire employees to new levels of achievement. Pessimists may view a corporate vision as betting the company on some highly speculative view of the future or as a collection of generalities or platitudes containing too few details to have any real ...

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