The difficulty is that managers ought to know what they should do otherwise they fall into the trap of “too little, too late”. The company is then in danger of entering the “valley of death” where it must struggle or die. Managers can haul the company through this stage by forming an image of the company that they can communicate to their staff. For Intel in 1986, it had to decide whether it would be a semiconductor company, a memory company or a microprocessor company. This image is the “vision” that the company must have for itself