1. Imaginable – conveys a picture of what the future will look like

2. Desirable – appeals to the long-term interests of employees, customers, stockholders and others who have a stake in the enterprise (staff, elders, members, presbytery)

3. Feasible – Realistic and attainable goals

4. Focused – clear enough to provide guidance in decision making

5. Flexible – general enough to allow individual initiative and alternative responses in light of changing conditions

6. Communicable – Can be successfully explained within five minutes

Leading Change, by John P Kotter