3. Vision The Ideal you. What you strive for. Difficult to achieve, uncomfortable. Steers the work that people do.
4.
5.
6.
7. The Mission What you do best How people can rely on you Strives for the Vision Action-oriented The Super-Hero You
8.
9.
10. Values How could someone easily offend your entire organization? When do you take a stand? What is non-negotiable? How an interviewee could flub if he/she did not do his/her homework. Unique character/behavioral traits of stakeholders. What is important?