In addition to vision-level BHAGs [shorthand for Big, Hairy, Audacious Goals], an envisioned future needs what we call vivid description – that is, a vibrant, engaging, and specific description of what it will be like to achieve the BHAG. Think of it as translating the vision from words into pictures, of creating an image that people can carry around in their heads. It is a question of painting a picture with your words. Picture painting is essential for making the 10-to-30- year BHAG tangible in people's minds.

p. 74 - "Building your company's vision," 1996