Most experts agree that communication of a vision is a leader’s most important task. The vision tells the world where you are leading the team. The legacy created by the vision is what the followers get when they follow. It’s their reason to follow. By definition, the leader rallies the team to commit emotionally to the daily activities that move the team to achieve the vision. To do that, the leader has to appeal to people’s needs.
Most people want to leave a legacy that counts for something. A legacy can be short-term, involving a year in a person’s life or a notable accomplishment, such as winning a prestigious award. Leaders need to be aware of this when crafting, communicating and selling a vision. A well-crafted vision will speak to the follower’s basic need to contribute to something greater and leave a legacy.
Company visions that are general in nature rarely invoke a high level of passion and commitment because their apparent relevance to an individual follower or team often is marginal. The connection to the individual usually is hazy and often not self-evident to the team or individual team player.
The framed vision statement on the wall is often thought of as part of the public relations function, for customers and new employee orientation, but not as part of everyday life. Few people can tell you what the vision statement is. Even fewer can tell you clearly how they contribute to their company’s vision every day through their work. Those who are aware of the vision often do not understand the extent to which they can impact it through their work, which leads to less targeted action. Without targeted action, people are less likely to hit the target, or vision.
Learn how any leader on any level of the organization can develop a team vision that coincides with the company vision. Develop a vision that is a guiding light that demonstrates to all what the team can become. One that speaks to individual followers emotionally and creates the excitement and motivation to drive them through all the steps and milestones needed to achieve the vision.