The direction needs to be improbable but not impossible. It can’t just exist at 30,000 feet. It has to be at the 1,000 foot level. It is irresponsible to ask your team to do something if the CEO exposure is only at the 30,000 foot level. You have to take it down and show that it can be done. You have to show them a pathway and show why it can be done. You only need to do this once to create the belief.”
