For a big project to succeed, it requires a vision to be understood and embraced by all the people involved. The vision serves as a common purpose for each person working on any part of the project. It gives meaning to the efforts of the individual for contributing to the project as a whole. When difficulties arise, the vision encourages people not to waver but persevere until the final goal is reached.
In order to be effective, the vision must be articulated clearly and frequently in a way that people will embrace it. Otherwise, the efforts put into the project will be less than full. Let me cite some of the effective visions associated with successful projects or businesses:
The US moon program:
“I believe this nation should commit itself to achieving its goal, before this decade is out, of landing a man on the moon and returning him safely to Earth.” — President John F. Kennedy
“A computer in the hands of everyday people” — Steve Jobs
“To provide access to the world’s information in one click” — Sergey Brin and Larry Page
“A third place between work and home” — Howard Schultz
Cold Stone Creamery:
“The ultimate ice cream experience” — Doug Ducey
From the above, we can see the unique characteristics of an effective vision: clear purpose, simple words, concise presentation, meaningful, bold, passionate, and inspirational, too.
Those effective visions have one thing in common that stands out above all else: They border on the insane. Nevertheless, the magic is that they are so persuasive that all the people involved fully embrace them, thus giving their best to achieve the goal.