Leaders establish organizational direction through vision and strategy. They are responsible for studying the organization’s environment, considering how it may be different in the future, and setting a direction everyone can believe in. The shared vision is an attractive, ideal future for the organization that is credible yet not readily attainable. A clear, powerful vision links the present and the future by showing how present actions and decisions can move the organization toward its long-range goals. Vision energizes employees and gives them an inspiring picture of the future to which they are eager to commit themselves. The vision can also give meaning to their work and establish a standard of excellence by presenting a challenge that asks all workers to give their best. The mission includes the company’s core values and its core purpose or reason for existence. Visions for the future change; however, the mission should persist as a reflection of the enduring character of the organization. Effective leaders frame a noble purpose that inspires followers and helps the organization maintain a competitive advantage. To frame an organizational purpose that helps people find their work meaningful, leaders can choose among four basic concepts as the basis of purpose: discovery, excellence, altruism, and heroism. Strategy is the serious work of figuring out how to translate a vision and mission into action. Strategy is a general plan of action that describes resource allocation, activities for dealing with the environment, and helping the organization reach its goals. Like a vision, strategy is ever changing. However, successful companies develop strategies that focus on core competence, develop synergy, and create value for customers. Strategy is executed through the systems and structures that are the basic