When you communicate a memorable vision phrase that matters, the people you lead will be more motivated to help achieve it.
Recently I was helping run workshops on leadership at Texas Christian University (TCU), a university of just under 10,000 students based in Fort Worth, Texas. TCU is one of the hottest schools in America. It receives around 20,000 applications a year for 1,800 freshman openings.
At TCU, people are motivated by a vision phrase TCU uses as a tagline: “Learning to Change the World.” Although they know the gist of TCU’s official and more formal sounding vision, mission and values, it’s the vision phrase that all can recite.
At TCU, the vision phrase is reinforced by the stories of graduates who are helping to change the world in ways that are consistent with TCU’s values.



