The magnitude of the task unnerves people. If the guiding coalition spends a total of 150 hours working on the vision, and if we allow only 20 percent of that for communication to others, that’s still 30 hours per person times (let’s say) 10,000 people. At $14 an hour for wages and another $6 for benefits, that’s $20 × 30 × 10,000 = $6 million. Few firms have room for an additional expense of $6 million in their budgets.
