Usually the starting point is a strategy or plan of some kind.
Most leaders have a strong sense of strategy, and know where they are leading their companys.
Unfortunately, in many cases that strategic vision is not apparent to those in the organization who are directly responsible for its execution, the rest of the personnel. There are several versions of this kind of difficulty. Change is Unwelcome 1. Often, the senior executive team has spent a great deal of time and effort working on a strategic plan. In the enthusiasm of trying to deliver a highly complex vision to many hundreds, thousands or even tens of thousands of employees, the vision gets communicated as a series of slogans or a single over-riding motto.