Organizations perform best when every member of the organization understands and is committed to the goals of the organization.  Often the senior management team has a clear idea of what they wish to accomplish and how they plan to accomplish it, but these concepts are not perpetuated throughout the organization.  By building understanding and consensus around the purpose, value, and vision of the company and communicating these to the lowest levels, management is able to create an employee base that is motivated and engaged in meeting the goals.