After Vision comes Journey. Always start with Vision. Vision is the why behind your organization – your reason for existing and the better future you want to see/create. But after clarifying the Why you must clarify the What. What are you going to do? Simon Sinek would encourage you to communicate in a different order, and I would agree. But in the design or transformation process of an organization, it is important to clarify Why then What.

Very few leaders spend the right amount of time on Vision. Most spend too little time, believing that existential questions about purpose are a waste of time. Some leaders spend too much time reflecting on their personal life purpose and organizational Vision, but most leaders need to spend more time reflecting on the deeper questions.