Strategic Vision and Values in Top Leaders’ Communications

This study extends motivating language theory (MLT) to clarify how top leaders can construct and transmit strategic vision communications and related values messages to improve organizational performance. The propositions and models configure MLT’s utility for transmitting vision and values through CEO language, and also expand the existing MLT framework to include multilevel and external communication. In addition, one of the proposed models presents a cybernetic feedback process that embraces external and internal organizational stakeholders. Furthermore, top leader examples of motivating language in practice are examined. Finally, this theoretical article contributes proposed frameworks for organizational-level motivating language implementation, diffusion, and future empirical analysis of MLT in leader strategic vision and related values communications.