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How to Soar, Part 4
Do you have a Shared Vision?
Before we address the Strategy, we need to identify the Shared Vision. Too few organizations are aware of this fact, and they pay with failure.
The Shared Vision is the Foundation!
Unfortunately, too many leaders ask, or expect, their teams to execute orders with too many variables and limited choices. The employees wonder:
- Do I refuse to play the game, enter into the unknown and enjoy the thrill, or give in and just execute orders.
- No defined purpose, no communicated reason, no corresponding reward.
- How do I play the game, no one explained the rules.
Not having a corporate vision is the same as sending someone out on a trip without telling them where to or why they are driving in that direction. The Result - knowing in the end the team will not be personally committed to the direction - to your new vision.
What does the company stand for long-term?
Who or what are they striving to be?
A Corporate Vision is a Long-Lasting Decision.
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Corporate Vision
The Big Confusion about Corporate Vision
Working with companies of all sizes, we have found there is a global misunderstanding of the word "Vision". The term Corporate Vision is often falsely used in the sense of how somebody sees the outcome of a goal, a BHAG (Big Hairy Audacious Goal as described in Jim Collin's book 'Built to Last), a milestone, or a strategy of a department. Commonly, we all believe a vision is something amazing we strive to create.
Let's identify the difference between the "Corporate Vision" and the vision you have for the outcome of a specific goal. Consider this definition:
Corporate Vision: Defines the desired or intended future state of an organization or enterprise in terms of its fundamental objective and/or strategic direction. Vision is a long term view, sometimes describing how the organization would like the world in which it operates to be. For example, a charity working with the poor might have a vision statement which reads "A World Without Poverty."
A clear and compelling vision of where your organization is going provides leaders with focus and direction. It anchors your organization during rough times and inspires employees to go the extra mile. |
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How to Create a (Shared) Vision Statement
A vision statement is a brief listing of the ideals and goals that your company strives to exceed. Your vision statement helps motivate your employees toward a common goal while proving to investors or shareholders that you are heading in the right direction. The process of writing a vision statement for your company requires an introspective look at shy your business exists.
When Helena Nyman is hired by companies to help them develop a compelling Vision, the Sr. Executives are enrolled in a retreat. They are taken through a proprietary process to challenge them to the extreme of creating a vision that will make the leaders and teams proud to be a part of that organization. These are some steps to follow:
- Create a list of the company's goals and principles. Leaders need to know the long-term goals and benchmarks they set for their business before they can create an overall vision.
- Once the compelling vision has been crafted by the leaders, the team leaders and teams area asked to review and present the top level's vision, gathering information and suggestions. Some may see this as overkill, but if you truly want to engage and excite your teams from the top to the bottom, let them be part of this process.
~ While the top level may agree on specific achievements for the company, you need to agree on a unifying statement before proceeding. - After gathering the input and suggestions, it is back to the drawing board to finalize the vision by performing some market research. Often this includes friends, family, and colleagues in different industry sectors to test the effectiveness of the vision statement.
- Create a communication strategy to spread the New Vision from the top level down to the truck driver, as it will take a total team effort.
~ Again, if you truly want to engage and excite your teams from the top to the bottom, you have to get everyone on board. They all have to feel like a part of the big picture.
~ We engage everyone in the process so they can reflect on what role they play in this Corporate Vision, and what value they contribute to the organization. Finally, your employees are the ones that will make your customers happy, they are the walking billboards for your company. Your employees are the ones that make the numbers happen - not the other way around! - Promote your vision statement in every document your company distributes. Letters, bulletins, and newsletters should feature this statement prominently to keep every aspect of you business focused on your larger goal. Maybe the company wide screen-saver is your vision statement or it is displayed on large posters throughout the halls of you company.
Have fun with it, be proud of it!
Note: This is an excerpt from Helena Nyman's future book "Corporate Mine Field" to be published late summer 2011. |
