What is your company’s reason for being? What are you about?
Steve Jobs answers this question better than anyone I’ve ever seen in this video circa 1997, wherein he introduces the “Think Different” campaign.
CEO’s really do need to translate Vision into Context, so that a team can achieve Alignment.
See how great Steve is at providing background and Context for his Vision. Wouldn’t you be pumped if you were on his team?
NOTE: I first saw this video via the NY Times