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John F. Kennedy's example

Perhaps the best example I know for clear and concise language asking for a core, fundamental commitment was:

“I believe that this nation should commit itself to achieving the goal,
before this decade is out, of landing a man on the moon
and returning him safely to the earth.”

JFK, Man on the Moon Speech
Joint Session of Congress May 25, 1961

All seven key components for a vision are there: who (the nation), what (land on the moon), how (land a man on the moon), the promise (return him safely), geographic focus (The USA in particular, but the message was to the world), the goal (land a man on the moon and return him safely), and when (by the end of the decade.)

It combines a purpose, mission, and vision with Presidential courtesy extended to the Congress.

As a strategic planning facilitator, I use the SMART method to test vision language as the team completes the draft. Is it specific, measurable, aggressive, realistic and time bound? To find examples, examine the SEC 10Ks for companies you admire, found at the SECs Edgar Database.

Next, how to compile the strategy into a document, requested when you seek funding.

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       and vision text


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