At Southwest, they're on a mission to democratize air travel. When they first started, the only people who could fly were relatively wealthy businesspeople, and Herb Kelleher's vision was to offer everyone the chance to visit a friend or relative during a happy and a sad time. That's a vision employees can get excited about.
When you write a business fable, people get caught up in the story and don't get judgmental about what you're teaching them. If you're teaching a bunch of concepts, people get skeptical and say, 'Where'd you get that research?' But if you tell them a story, they get caught up in it while they learn.
Some people are really good at the visionary role. They're like third grade teachers who tell people the vision and values over and over and over until they get it right, right, right. But they're not implementers. If they're good leaders, they gather people around them who can take the implementation role and move it forward.