Characteristics of an Effective Vision

Characteristics of an Effective Vision

• Imaginable: Conveys a picture of what the future will look like

• Desirable: Appeals to the long-term interests of employees, customers, stockholders, and others who have a stake in the enterprise

• Feasible: Comprises realistic, attainable goals

• Focused: Is clear enough to provide guidance in decision making

• Flexible: Is general enough to allow individual initiative and alternative responses in light of changing conditions

• Communicable: Is easy to communicate; can be successfully explained within five minutes

Leading Change by John P. Kotter


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