Part 4: Communicate the Vision

I have discussed the importance of vision in its many facets. But I think it is important for us to remember that regardless of how wonderful a vision is, it is dead on arrival if we are unable to communicate it effectively.

We have seen examples throughout history of visionary leaders whose communication styles have set them and their message apart. Can you think of some examples? One leader who was incredibly gifted in the area of vision-casting and communication was the Reverend Martin Luther King, Jr.

To learn to speak with the passion and presence of Dr. King is an admirable goal, but replication should not be our purpose. We can, however, enhance our own presentation skills by observing his style with the hope of adopting some qualitative elements to help us communicate our vision more clearly and effectively. You may want to pull up Dr. King’s “I Have a Dream” speech at some point today as an inspirational refresher.

What are some presentation elements that you observed from Dr. King’s speech?

·     It was vivid: He used a lot of images and word pictures. You could visualize the examples.

·     People could relate to the examples: They were familiar to them, e.g., the spirituals (hymns).

·     His references were credible: It is hard to argue against the Constitution and the Bible.

·     He talked about traditional values of family, church, and country.

·     He appealed to common beliefs.

·     He knew his audience.

·     He made geographical references to the places the people in the audience could relate to.

·     He included everybody: Different parts of the country, all ages, both genders, major religions.

·     He used a lot of repetition: “I have a dream” and “Let freedom ring.”

·     He conveyed the same idea in different ways.

·     He began with a statement of the difficulties, and then stated his dream.

·     He was positive and hopeful.

·     He talked about hope for the future, but he also said they might have to suffer in order to get there. He didn’t promise it would be easy.

·     There was a cadence and a rhythm to his voice, rising and falling like a wave.

·     He shifted from “I” to “We” halfway through.

·     He spoke with emotion and passion: It was deeply felt.

·     He was personally convinced of the dream.

What are some takeaways that we can adopt in communicating our vision?

·     Use images and word pictures.

·     Use examples people can relate to.

·     Talk about common values.

·     Appeal to common beliefs.

·     Get to know your audience.

·     Use repetition.

·     Be positive and hopeful.

·     Shift from “I” to “we.”

·     Speak with passion and emotion.

·     Have personal conviction about the dream.

Regarding a leader’s personal conviction, I think it fitting to share the following quote from Price Pritchett’s book Firing Up Commitment During Organizational Change.

“People can always look at the leader when they want to take the pulse of an organization. Example says a lot. Do they see someone they can believe in? Can they have faith in whom they follow? Does the fire inside the leader burn hot enough for them to warm from the heart of that flame? If you provide lukewarm leadership, you’ll see the passion cool among your people. Commitment can’t survive when the leader doesn’t seem to care. So be obvious. Turn up the burner inside yourself. Let the heat of your commitment be strong enough to glow in the dark.”

Which elements of speaking would you like to improve in your communication?