TRANSFORMATION. Probably the most over-used phrase and a by-word for change, restructuring, “something big and scary is going to happen”.
If an organisation’s leaders believe that the right action to respond to an opportunity or threat involves transformation then I strongly suggest you take a look at the following template and see how well you can complete it.

To bring this to life, the following has been completed to illustrate how that might look for the famous Apollo program from NASA. The idea is to make it compelling, exciting and create a desire to want to be part of it.