The need for a clearly defined vision
It is all too easy to dismiss corporate mission and vision statements as buzzwords or fluffy proclamations unconnected to running the business. The fact is the internal view of corporate vision, especially among senior leadership has never been more critical, and more telling on the ability to compete.
Vision statements became popular in the ‘90s as corporations had to directly address a changing marketplace, technologies and business model. But successful companies have been applying the principles all along, whatever they have called it.
A basic definition of corporate vision is an articulation of where you intend to lead an organization and the communication to the staff. Workers expect that leaders have a sense of direction that you believe in and are committed to. Consistent and frequent reinforcement helps maintain alignment and buy-in to a shared goal.
Without a corporate vision, companies often wobble from one event or activity to another, creating a reactive and short term perspective. Lack of a clear vision also enable external forces to impact their ability to achieve goals and ultimately succeed. Ultimately, visionless companies put their destiny in the hands of others, as they relinquish control and direction.
As we emerge from the economic downturn, vision and focus will be key attributes to help organizations emerge and reestablish forward momentum. Organizations are reeling from the shock of the past 2 years, as hard choices were made in tightening the belt, product line and staff. Employee morale and collegiality is at an all time low and trust is short.
Companies that fail to be clear and precise with their vision for the future run several risks. First, this will not be a time that treats the timid well. Businesses slow to adjust to the new normal and seize the opportunity may never recover. Second staff, uncertain for the future and beaten down by necessary sacrifices may seek a more assured future elsewhere. Customers, channel partners and investors will be keenly interested in where you are headed and will not stay on board if it is not clear that the future is bright and there is a plan to get there.
The power of corporate vision can be seen through NASA in the ‘60s. President John F. Kennedy’s goal of putting a man on the moon before the decade ended helped galvanize the organization and captured the public imagination; providing much needed support and encouragement. Think about NASA over the past 3 decades, no clear vision and as a result lukewarm public interest and Congressional support.
Corporate vision is an essential ingredient for businesses intending to succeed over the long term. Substance counts over style, aim for brevity and focus. Try to hit the following points:
• It must clearly define an important future goal, or at least a major direction for the company
• It must be exciting or inspiring enough to provide the motivation for people to follow
• It must be articulated with clarity and commitment to provide guidance and coordination for disparate groups
• It must outline a general strategy for achieving the goal
Once a corporate vision is established, the critical and hardest part starts – evangelizing and reinforcing. All senior staff must communicate their understanding and organizational connection to the vision. Every member of the team must absolutely understand how they and their work are directly connected to the vision.
Too many organizations spend too much time on creating the vision and far too little on the communication. Get it roughly right and then share with the team. Let the feedback help you refine and hone it. But make every effort to communicate it, to the point of over–communication.
The benefits of a focused and aligned team are profound. A corporate vision, well crafted and better understood are invaluable tools for leaders.
Good luck.
