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
