Can Vision Really Drive Organizational Performance?
- It sets the direction and becomes the foundation for organizational strategy. From setting the vision, the organization then defines or refines mission, strategy, goals, tactics, etc.
- It provides purpose when things get tough. It acts as a regular reminder of the organization’s vitally important purpose.
- It forges a clear sense of purpose throughout the organization, supporting organizational alignment and improving morale. Employee development and organizational development strategies and cultural change management plans best evolve from a clearly defined and agreed organizational vision.
- It boosts morale and helps you keep the best employees. Without a clear vision to buy into, your organization is at great risk of losing its best employees. In interviewing prospective employees in relation to their past work experiences, they often indicate that the thing that could have kept them at the organization revolve around communication and understanding of: What is the future state we are aiming for? How does my current work (and its frustrations) fit into the big picture? What is my role in accomplishing the big picture?
Communicating Vision and Making it Stick
Can a clear Vision Statement really bring about the advantages outlined above? It can, but it is not a silver bullet. How can an organization gain the most advantage from vision?- Use an efficient, participative process so that buy in is genuine. There are a number of techniques for developing a consensus-driven, persuasive, and realistic vision.
- In developing the vision and after it has been created, leadership must demonstrate that they have bought into it and walk the talk and use it to drive strategic change through all levels of the organization.
- Advertise the vision. Communicate it regularly in every meeting. One successful, complex global company has its vision posted on walls throughout their buildings and through all their social media outlets. It is alluded to in quarterly performance reviews, coaching sessions, planning meetings, and training sessions. It frames almost every meeting and discussion.
- Don’t expect the workforce to believe the vision at first. Keep up the communication and look for creative ways to reinforce it.

