The Value of a Vision

A vision is more than an academic exercise and a plaque on the wall. A vision paints an inspiring picture of what an organization and its leaders can become. It points towards a new future, a change in direction, and the possibilities — and impossibilities — of a brighter tomorrow.

Creating and communicating a clear and compelling vision is an essential quality of great leadership. In fact, envisioning exciting possibilities and enlisting others in a shared view of the future is the attribute that most distinguishes great leaders from average ones.

But what makes for a valuable vision and what role does it play in business success?

To lead in freedom every day, an organization and its people need to have a clear and inspiring vision.
You cannot lead without a persuasive vision and a shared view of the future. A vision brings to light new possibilities of leading in freedom. It gives everyone something to believe in, work towards, and identify with. People enjoy working towards a goal that is meaningful and provides an opportunity to contribute to a larger purpose. A clear and compelling vision unites employees and thereby increases levels of engagement and productivity.

To effective inspire and engage others, a vision must:

• Clearly set organizational direction and purpose
• Inspire involvement of all employees
• Display and reflect the unique strengths, culture, values, and beliefs of an organization
• Show employees they are part of something bigger than themselves and their daily work
• Be regularly communicated and shared
• Challenge people to outdo themselves, to stretch and reach

What’s the secret to developing a vision?
The best place to start is to explore with others what makes your business successful. What’s your core competency? What’s got you this far? What makes you stand out from the competition? Ask around. Power to you if you dream up a compelling vision on your own, but if you really want to motivate employees with a vision, engage them in creating it.

How Ken Brown makes a vision a reality:

1. Make it “bigger” than now.
2. Write it down.
3. Visit it daily.
4. Share it with others.
5. Defend it!

“The very essence of leadership is that you have to have a vision. It’s got to be a vision you articulate clearly and forcefully on every occasion.”
–Theodore Hesburgh, President of the University of Notre Dame