Tim Brown, CEO, IDEO says:
Strategy should bring clarity to an organization; it should be a signpost for showing people where you, as their leader, are taking them — and what they need to do to get there. People need to have a visceral understanding — an image in their minds — of why you’ve chosen a certain strategy and what you’re attempting to create with it. Because it’s pictorial, design describes the world in a way that’s not open to many interpretations.
As more and more of us brand/digital strategists become involved in the creation of experiences, clarity of understanding is the difference between coherence and chaos on the receiving end. This is true especially of projects that take years to bring to life — one step at the time.
The word vision comes to mind.