This refers to visualizing a future state. A leader should be able to have a clear picture of what the future looks like, and the pathway to achieving that vision. Visioning translates ideas into tangible value in the market place. The better the vision is communicated, the greater the probability that everyone will be on the same wavelength and will work toward the same vision. Leaders' product is their ideas, which must continually be sold to followers, just like tangible products.
Leaders build rapport by putting the best interests of the group a head of individuals.
Once leaders have rapport with people, they both use logic and emotion to support them. They then use figures, facts and statistics to present logic of their ideas. This includes being with a good sense of right and wrong. This is expanded to ethical behavior as well. When leaders are honest and trustworthy, they can expect the same from their employees.