Vision statements—like mission statements—need to be specific, meaningful and clear. They reflect our future aspirations, and are an important test of where we are going and why that is important. Like mission statements, though, vision is often vague, imprecise and overly general. For vision to do something, it has to say something.
Yes, “why” is a problematic question. And in asking it, we run the risk of being seen as part of the problem. That’s in large part because we often fear the answer. We don’t have to, and there are choices in how we respond. We just need to be willing to make them.