"**A good vision acknowledges that sacrifices will be necessary but makes clear that these sacrifices will yield particular benefits** and personal satisfactions that are far superior to those available today—or tomorrow—without attempting to change. 1. If the vision is made real, **how will it affect customers?** For those who are satisfied today, will this keep them satisfied? For those who are not entirely happy today, will this make them happier? For people who don’t buy from us now, will this attract them? In a few years, will we be doing a better job than the competition of offering increasingly superior products and services that serve real customer needs? 2. How will this vision **affect stockholders?** Will it keep them satisfied? If they are not entirely happy today, will this improve matters? If we are successful in implementing this change, are we likely to provide better financial returns than if we do otherwise? 3. How will this vision **affect employees?** If they are satisfied today, will this keep them happy? If they are disgruntled, will this help capture their hearts and minds? If we are successful, will we be able to offer better employment opportunities than those firms with whom we compete in labor markets? --- **Tags** -- [[quotes]], [[asking-questions]], [[vision-statements]], [[change-management]] **Source** -- [[20250320103315 - B - Leading Change]]