• Doing "the vision thing."
• Confusing goals/plans (head) with vision/values/purpose (heart).
• We're not living this way now, so it can't be a value.
• Long bureaucratic statements that don't energize and inspire.
• More than three - four values.
• Slam-dunked from the top down.
• Little time "caring for the context."
• Poor verbal communication skills.
• Vague "World/Industry Leader" statements.

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• Shared vision, values, and purpose with broad ownership.
• Communicate face-to-face and heart-to-heart.
• Use emotive language, images, metaphors, and snappy slogans.
• Blend past values with future visions.
• Review and revitalize regularly.
• Make them big, bold, and brash (BHAGs).
• Keep highly visible and refer to them often.
• Use in hiring, promotions, and recognition.
• Are they compelling? Says who?

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