A strategic vision has little value to the organization unless it’s effectively communicated down the line to lower-level managers and employees. It would be difficult for a vision statement to provide direction to decision makers and energize employees toward achieving long-term strategic intent unless they know of the vision and observe management’s commitment to that vision. Communicating the vision to organization members nearly always means putting “where we are going and why” in writing, distributing the statement organizationwide, and having executives personally explain the vision and its justification to as many people as possible. Ideally, executives should present their vision for the company in a manner that reaches out and grabs people’s attention. An engaging and convincing strategic vision has enormous motivational value ― for the same reason that a stone mason is inspired by building a great cathedral for the ages.

* stone mason: 석공 ** cathedral: 대성당