Mission and vision provide employees with a picture of where their organization is headed and is part of a bigger value system. This value system provides direction for how the organization will respond to the overall business landscape and how the business will position itself among its competitors. The discerning leader uses environmental and competitive analyses to create an exciting and ideal vision of the future or to redefine a new direction for the organization (Nanus, 1992). Creating a picture of the future, persuading the board of directors and motivating employees are key elements to executing a rigorous strategic plan with multiple tactical elements. Such a vision gives followers something bigger than themselves to believe in and a clear, values-based direction to follow.
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