The vision should have a worthwhile purpose so that people feel their effort is contributing value. Employees need to feel a sense of involvement and to identify with the vision rather than having it imposed on them; they must be able to challenge and test the sincerity and appropriateness of the vision. In some organisations, while managers feel they have a clear vision, it may not have been communicated to employees, who may receive no more than a poster or small card to carry in their pocket as an introduction to the vision. It is important to communicate fully the vision to all employees. If the vision is not understood or shared, employees often make a quick start that fizzles because it is not really understood.


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