There is a vast amount of literature on how to develop a vision. There are however, two main approaches used for this purpose: One is to ask constituents, stakeholders, conducting research in focus groups to get insights from direct data. With this approach you get valuable trends and clear understanding of how people may react to a particular vision or aspiration. Alternatively, companies can use a top-down approach. The source of the primary language is the visionary leader, sometimes called ‘unreasonable leader’ who insists on something others just can’t see at the moment but go along with the leader persuaded by the power of the vision and the possibilities. This is the famous example of Lee Iacocca with the introduction of the minivan. At that time, no customer research study would have come up with a car with those characteristics, and yet, it was needed, it was a hit, and it was a company-savior, as demonstrated by market response.