As shown in the image , the communication should start with WHY.
The percolation of the vision should trickle down to the makers of the product so that the WHAT in the product reflects the vision and is able to communicate the message to the end customers , part of the marketplace
In nearly every case of a person or an ORGANIZATION that has gone on to INSPIRE people to DO GREAT THINGS , there exists this special partnership between a person who knows the WHY and another who knows the HOW.
This relationship starts to clarify the VISION statement and MISSION statement of an organization.
The vision statement is WHY the company exists whereas a mission statement are guiding principles based on HOW the company intends to create the future.
Bill Gates was the visionary who imagined a world with the PC , Paul Allen knew HOW to execute this vision.
Similarly Steve Jobs had the vision about the Mac and Steve Wozniak knew HOW to give this shape.
The list goes on…The point here is that unless and until there is a partnership between such like minded people with complementary skill set , the true magic on inspiring by innovating falls flat.
Historically a significant number of great organizations have been founded by partners who were close to one another , one of whom knew “WHY” to do it and another who knew “HOW” to do it.
Walt Disney(WHY) and Roy Disney(HOW) were brothers.
Bill Gates(WHY) and Paul Allen(HOW) of Microsoft went to high school together.
Herb Kelleher(HOW) was Rollin King’s(WHY) divorce attorney and good friend and founded SouthWest Airlines together.
Steve Jobs(Knew WHY) and Steve Wozniak(Knew HOW) were best of friends at high school.
The list goes on..The point that need to be noted here is that for creating an iconic company , vision alone is not important.
A person who has the vision knows the WHY of starting the company.His companion who has the wherewithal and the HOW to do the job must complement the visionary in order to create something revolutionary.
This point has been aptly brought out by Simon Sinek in his book titled “Start With Why”