ABSTRACT
A Vision will be personal and unique. No organisation can copy or modify a Vision created by another and expect it to generate the passion necessary to enable it to be achieved. Ideally it should be brief but some are not, there are no hard and fast rules. Most important is that it must be easily understood and clear in its intent. It must come from the heart of the chief executive and be shared by all directors of the business without any reservation. To create it requires an iterative process that will result in a statement that is shared by the top management team collectively and accepted and understood right through the organisation at all levels.
