Perhaps the best example I know for clear and concise
language asking for a core, fundamental commitment was:
“I believe that this nation should
commit itself to achieving the goal,
before this decade is out, of landing a man on the moon
and
returning him safely to the earth.”
JFK, Man on the Moon Speech
Joint Session of Congress May 25, 1961
All seven key components for a vision are there: who (the nation),
what (land on the moon), how (land a man on the moon), the promise
(return him
safely), geographic focus (The USA in particular, but the message was
to the world), the goal (land a man on the moon and return him safely),
and when (by the end of the decade.)
It combines a purpose, mission, and vision with Presidential
courtesy extended to the Congress.
As a strategic planning facilitator, I use the SMART method
to test vision language. Is it specific, measurable, aggressive, realistic
and time bound? To find examples, examine the SEC 10Ks for companies your admire, found at the SECs
Edgar Database.
