The very essence of leadership is that you have to have a vision. It’s good to be a vision you articulate clearly and forcefully on every occasion. You can’t blow an uncertain trumpet. – Theodore Hesburgh.
A vision provides direction and road map into the future, it describes the type of organisations that you want to become and how it’s unique, it creates purpose and identity.
The following characteristics make a vision compelling and meaningful to it’s stakeholders:
Future focused: An effective vision describes the organisation’s desired future, its provides a clear picture of what the organisation should look like in 5-10 years time. It sets the context for action.
Directional- An effective vision provides direction as to where the organisation should be going. It should be specific enough to shape decision making and allow innovative strategies to help realise the vision.
Clear: An effective vision provides guidance for decision-making and independent action. This requires the vision to be clearly articulated and easily understood. The vision must clarify focus, direction and constraints, to ensure that scarce resources are focused on the most strategic initiatives. Vision that is clear enables effective allocation of scare resources.
Relevant- An effective vision is a good fit with the organisation’s history, current reality, culture and values. An effective vision connects what has happened in the past to the desired future this gives the vision credibility.
Purpose-Driven: An effective vision provides a larger sense of purpose for the organisation and it’s people. That purpose must be more meaningful than getting bigger or beating the competition. Purpose is about why we exist and why anyone should care. Vision connects people to a meaningful purpose, allowing them to feel that they are part of something bigger than themselves. As Steve Jobs said, “We’re here to put a dent in the universe. Otherwise why else even be here?”
Value based- an effective vision connects the people to an organization’s core values. Values are ideas and beliefs about what’s considered good or bad. Values of an organisation percolates in the behaviour and attitudes of the people.
Challenging: An effective vision challenges us, it’s an invitation to greatness. A vision is a goal that should challenge us, stretch us and set a high standard for the organisation. Effective visions represent a future that is beyond what is possible today or what we think possible tomorrow.
Unique: An effective vision reflects what’s unique about the organisation, it recognizes what makes it different. A vision is unique when it declares what makes the organisation stand out and why it matters.
Vivid: An effective vision provides a vivid mental image of what the organisation will be like in the future. Well crafted visions describe the future in a way that is easy to imagine and to picture in the mind’s eye.
Inspiring: An effective vision engages and inspires people to commit to a cause. Vision appeals to the hearts and minds of people. Vision is inspiring when it captures the hearts of people.
Vision or mission statement describe the foundation of an organization or business. Unless the business changes it’s focus completely, the vision statement will not need to be changed. However, as the organisation evolves one might incorporate additional elements in the vision statement. This may include building on one’s present goals or expanding one’s horizons.
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