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Companies that enjoy enduring success have a core purpose and core values that remain fixed while their strategies and practices endlessly adapt to a changing world. The rare ability to balance continuity and change--requiring a consciously practiced discipline--is closely linked to the ability to develop a vision. Vision provides guidance about what to preserve and what to change. A new prescriptive framework adds clarity and rigor to the vague and fuzzy vision concepts at large today. Managers who master a discovery process to identify core ideology can link their vision statements to the fundamental dynamic that motivates truly visionary companies--that is, the dynamic of preserving the core and stimulating progress.

Presents a framework for understanding organizational vision. "Vision" is a term frequently used by academics and practicing managers, but there has been a scarcity of clear concepts and useful tools--in short, the absence of a coherent conceptual framework. This article develops a framework that removes the fuzziness surrounding the topic of vision yet at the same time preserves the magic--the spark--that is an essential quality of vision.