Sharing Your Vision
The hardest parts of creating a vision are embodying the vision yourself and getting everybody in your organization to live by it and make it a part of their lives. A vision has to come from the top, and must be imbued in everything the company and its leadership do.
TIP: To help ensure that other people in the company share your values, conduct in-depth hiring interviews to gauge whether new recruits share your values. Train current salespeople to embody your values, and operate your company according to your stated principles.
To effectively communicate your company’s vision:
- Make a splash. Grab people’s attention by making the unveiling of the new vision a major event.
- Put the vision in context. Demonstrate how the vision will fit in with current company values and business strategies.
- Encourage discussion. Give workers time to digest and understand the statement.
- Keep it real. Don’t let the vision seem so grandiose that people don’t take it seriously.
- Draw a mental picture. Create an image of what the company will be like when the vision becomes reality.
- Enforce your vision. Put it into practice and, most importantly, walk the walk yourself.
Portions adapted from "I have a dream: Communicating a vision helps managers become leaders," Phyllis H. Parker, Pharmaceutical Executive, July 2001.
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