Scott Berkun writes about why vision documents stink. I agree with Scott’s three theories. And I’m sure anyone who has gone through the painful vision thing on their team could add a few bullets to Scott’s list. To me, great vision statements are powerful because they are precise; they are passionate because they are personally owned and supported by those directly involved in the project; and they resonate because they are written to express something great, not to inform multiple and disparate audiences or deliver messages to sell something. Also, the best person to write a vision document is, well, the visionary. Who else is there?