Part 1: Naming a Vision
Vision can be an intimidating word. I think we all have our own understanding of its meaning. Some may think that vision is a pie-in-the-sky, abstract concept created by the folks in corner offices with giant glass windows, or maybe from those who interview focus groups in a think tank somewhere. Perhaps you see vision as something quaint to talk about, but not usually applicable to the throws of real life. That notion is completely understandable because if not understood and implemented correctly, that is what vision often becomes.
So, what is vision? Simply put, vision is a statement that paints a picture of the desired end stated in such a way that people can see it, see themselves in it, and implement it.
To expand on this idea, join me in a short activity. Can you identify the well-known companies with the following vision statements?
1. “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”
2. “To create the most compelling car company of the 21st century by driving the world's transition to electric vehicles.”
3. “To be one of the world's leading producers and providers of entertainment and information.”
4. “To be the world's best quick service restaurant experience.”
(Answers are found at the end)
One profound example of the power of a clear vision is the message of Christopher Columbus to his potential benefactors. In her book, The Path, Laurie Beth Jones describes this world-changing interaction: “It was the vision of Christopher Columbus returning to Spain with ships full of spices, converts, and gold that led Queen Isabella to grant him the money for the journey. She surely would not have granted him the funds if he had approached her with, ‘I need three ships, lots of money, lots of time and maybe I’ll get back to you.’”
This is basically what he was asking for, but Columbus concentrated on communicating the possibilities—the possible outcome FIRST. Then, the details became almost insignificant to Queen Isabella. Because he painted a picture of a desirable outcome that she could see herself in, she was inspired to make it happen by funding his voyage.
According to John Kotter in his book, Leading Change, these are the six characteristics of a strong vision. Vision is:
Imaginable: Conveying a picture of what the future will look like. (Christopher Columbus painted a picture that Queen Isabella could imagine.)
Desirable: Appealing to the long-term interests of team members, congregation, community, and others who have a stake in the organization or church. (In order to inspire folks, you must paint a picture of a future they want. Not only something they can see – but something they see themselves in.)
Feasible: Comprising realistic, attainable goals. (That which is possible, yet helps them stretch—not elemental or achieved in a day, nor viewed as impossible.)
Focused: Is clear enough to provide guidance in decision-making. (Your vision should offer clarity, not further confusion.)
Flexible: Is general enough to allow individual initiative and alternative responses in light of changing conditions. (If you paint a picture that people clearly understand and are excited about – if they have a stake in the outcome and understand how they can potentially benefit – they will be able to make good decisions that may look differently but still achieve the vision.)
Communicable: It is easy to communicate. It can be successfully explained within five minutes. (President Kennedy’s vision for NASA was simple: To put a man on the moon. As a matter of fact, a visitor to NASA was amazed one day when he asked a janitor, “What is your job here?” and the man replied, “I am putting a man on the moon.” Now that is a communicable vision!)
Does your Vision need to be revised?
Answers:
1. Amazon
2. Tesla
3. Disney
4. McDonald’s