ABSTRACT
Most businesses today pay at least some attention to the notion of a vision. Visions and vision statements are important in and of themselves. The process of arriving at a shared vision generally means that a valuable consensus is being forged – especially if it was created and ratified by those who will be guided by it. And once in place, a vision serves as reinforcement for that consensus and a lens for looking into the future. “Well,” the discussion goes, “we’ve publicly committed ourselves to X, Y, and Z. How do those commitments square with the current crisis in customer confidence we are facing? How do they tell us to act?”
