When the purpose for moving forward becomes vague or cliche, the organization is destined to the status quo because you can't find clarity within vagueness. It's the difference between water color and oil paints. Both of them are nice in their own right, but you'll never pick water colors if you're trying to paint a clear, specific picture.
People need a clear, specific picture of how to move forward within the organization if they are going to move forward with confidence. At best, they flounder. At worst, they fill in the definition on their own and move forward in the wrong direction.
If you want your organization (it's true with your family too) to move forward, you have to fight for specificity and clarity. The more general your vision, or roles, or boundaries, or expectations, or policy becomes, the less likely you are to move ahead. Vagueness is always on the side of the status quo.