Mark Lipton [Archive.org URL]

It is difficult for them [CEOs and executive groups] to stretch their thinking toward the future. They’re very “grounded,” realistic people. They are drawn towards missions, which describe what an organization does now, rather than vision, which describes why an organization engages in these activities. Visions, therefore, must describe the desired long-term future of the organization-a future that typically is not quite achievable, but not so fantastic as to seem like a ridiculous pipedream.

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