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You’ve heard image-based phrases: Some of the most inspirational speeches during some of the most critical junctures in history are united by their usage of imagery, from Winston Churchill’s snapshot of a future in which the Allied forces would “fight in the fields and in the streets” to John F. presidents who used image-based words in their speeches were considered to be more charismatic than those who didn’t. For instance, Purdue University’s Cynthia Emrich and her colleagues found that U.S. Other research has demonstrated the benefits of image-based words.

We found that image-based words have a galvanizing influence - they inspire people to work together toward the same crystal-clear snapshot of the future. Moreover, in a second study in which teams were tasked with developing a toy prototype, we determined that a vision communicated via image-laden words (“our toys…will make wide-eyed kids laugh and proud parents smile”) triggered stronger performance than a vision with similar content but without visual wording (“our toys…will be enjoyed by all of our customers”). Along with Chad Murphy of Oregon State University and Jonathan Clark of Penn State University, I found that hospital leaders who communicated visions with image-based words triggered better patient outcomes than leaders who communicated visions abstractly. Visions with image-based words enhance performance significantly more than visions with abstract statements. Along these lines, visions with image-based words are more consistent with the literal meaning of the word “vision.” When leaders include vivid images in their communications, they’re transporting employees to the future by telling snippets of a compelling story - a story that captures events that have yet to unfold. Image-based words convey sensory information to paint a vivid picture of the future, one that employees can easily imagine witnessing.

What, exactly, is a vision with image-based words? It’s one that describes people with well-defined attributes (such as children) and observable actions (such as smiling and laughing). Instead of invoking abstract ideals, the most effective leaders communicate their visions using image-based words. Leaders must communicate strategies for growth that employees can clearly envision. Yet this type of rhetoric undermines another core objective of vision communication: providing clarity about the future.

Given that employees within the same organization increasingly possess distinct types of technical knowledge, it may appear that an abstract, general vision is appropriate in order to gain traction and prevent alienating different constituencies. When leaders communicate a vision of their organization’s future, they tend to emphasize ideals and ideology - the importance of “success,” “stewardship,” or “sustainability.” Leaders are likely to emphasize this type of abstract rhetoric more as businesses become increasingly digital.