Copy of Glossary

The extent to which the vision statement is understood by employees

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Describing the desired future (not current) state

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Providing a non-concrete, difficult yet achievable future

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Portraying a highly desirable future

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Providing a succinct, easy-to-remember statement

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Describing how the organization differentiates itself from other organizations, including its products and services, markets, strategy, or company history

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Stating how the company measures its progress in achieving the desirable future

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