Empirically, research into vision attributes is scanty. The first exception is by Baum
et al. (1998) who investigated relationships between vision content and attributes, and
organisational performance in American new ventures. They found that vision
attributes of brevity, clarity, future orientation, stability, challenge, abstractness,
desirability or ability to inspire; and content of venture growth imagery impacted
venture growth positively, both directly and indirectly, via vision communication.
However, while the literature reveals other possible influential variables in the process
in which a leader realises his/her vision, Baum et al. (1998)’s study included only one
categorical intervening variable of vision communication. This is rather a serious
overlook.