What are the effective elements and shortcomings of American Express's vision statement? Multiple Choice The effective elements are that it is forward looking, feasible, and graphic. The shortcomings are that it is not concise and is vague. The effective elements are that it is focused, feasible, and allows some flexibility in directional course to adjust should the market or customer circumstances change. The shortcomings are that it is not memorable and lacks specifics about the path the company is taking to get there. The effective elements are that it is focused, feasible, and makes business sense. The shortcomings are that it is not forward looking, is not memorable, and is vague about the future. The effective elements are that it is focused, makes business sense, and is memorable. The shortcomings are that it is not forward looking, is vague, and is generic