For employees to remain motivated and interested in sticking with the organization and supporting its goals, they need to share an understanding of the organization’s vision. People who deliver service day in and day out need to understand how their work fits into the big picture of the organization and its goals. They will be motivated to some extent by their paychecks and other benefits, but the best employees will be attracted away to other opportunities if they are not committed to the vision of the organization. And they cannot be committed to the vision if that vision is kept secret from them. What this strategy means in practice is that the vision is communicated to employees frequently and that it is communicated by top managers, often by the CEO. 60 Respected CEOs such as Howard Schulz of Starbucks, Fred Smith of FedEx, Bill Marriott of Marriott International, Charles Schwab of Schwab, and Tony Hsieh of Zappos are known for communicating their visions clearly and often to employees.