Define the Vision

Every vision is a solution to a problem. If your vision doesn't get traction, something that needs to happen won't happen. A problem will continue to go unaddressed.
To make your vision stick, your audience needs to understand what's at stake. It's the what's at stake issue that grabs people's heart. Only a clear explanation of the problem will cause people to sit up and say, "Something must be done!" If your target audience doesn't know what's at stake, the vision will never stick. - Excerpt from Making Vision Stick by Andy Stanley