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Do you have a vision for your business – a clear picture of your desired future state and what your business seeks to achieve?

As a leader, crafting your vision, communicating and living it is one of your most important responsibilities. An inspiring vision provides direction, aligns and motivates your team, and keeps you focused on achieving your most important goals..

Jack Welch’s words encapsulate the essence of what it takes to build an enduring and impactful business: creating the vision, articulating it, owning it and driving it.

Here are the key steps:

Defining Your Vision: More Than Just Words

Crafting a vision is not about coming up with a few flowery sentences to hang on the wall. It’s about distilling the essence of your business, its purpose and direction, into a clear, vivid, and inspiring image.

Think about where you want your business to be in the future. What impact do you want to make? How do you want to be perceived by your customers, team, suppliers, and other stakeholders? For more about how to define your purpose, see last week’s article: Finding Your Why – “People don’t buy what you do, they buy why you do it.” – Simon Sinek

Your vision should be ambitious but achievable, pushing your organization to strive for excellence.

Imagine it as a road map – the vision is the destination you’re aiming for, and the journey describes how you’re going to get there – the strategy, in effect. This map doesn’t just guide you, but everyone who joins you on this journey. When they can see where they’re headed and understand why it’s worth the effort, they become more than just employees – they become enthusiastic contributors to a shared dream.

Your vision should be a living, breathing entity that fuels your team’s collective imagination and motivates them to give their best every day.

The Art of Articulation: Communicating Your Vision

Once you’ve crafted your vision, it’s time to articulate it clearly, to weave it into the fabric of your organisation, communicating it in a way that resonates with everyone from the most junior to the most senior people within the company.

Remember that simplicity is your ally – the most powerful visions can be understood by a child yet evoke profound emotions in adults. By distilling your vision into a few memorable phrases, you’re ensuring that it’s easy to grasp and hard to forget.

Use stories, metaphors, and examples to bring your vision to life. Ensure your message is not only understood but also believed in. It should inspire action and bring a shared sense of purpose across the organization.

And share the vision frequently through meetings, presentations, signage, your website, and internal communications. Start meetings by tying agenda items to vision priorities; reference it when communicating company wins and losses. Share staff and customer anecdotes that breathe life into your vision. Schedule quarterly touchpoints to revisit vision goals. Repetition is key.

Passionate Ownership: Breathing Life into Your Vision

Passionately owning the vision is the next critical step. Ownership isn’t just about giving your name to the vision; it’s about investing your heart and soul into it. Your vision should be a part of you – a reflection of your beliefs, values, and aspirations. When you own your vision with genuine passion, it becomes contagious.

Jack Welch was a great example of “walking the talk,” consistently demonstrating his commitment to GE’s vision, and so encouraging others to do the same.

Often, realising a bold vision needs leaders to show courage. Some might think your goals are unattainable and try to push back. There will be roadblocks that test your resolve. Self-doubt might creep in. But great leaders have conviction and stay the course despite the challenges. Your perseverance will inspire others to hang in there. Lead by example, showing your passion and dedication, and so inspire your team to embrace the vision and work towards it.

Relentless Drive: Navigating Challenges with Resilience

Finally, good business leaders relentlessly drive their vision to completion. This involves perseverance, resilience, and a commitment to execution.

The relentless drive is fuelled by the unwavering belief in your vision. It’s a reminder that setbacks are temporary detours, not dead ends; that you need to keep your eye on the goal and encourage your team to do the same; treating challenges as just stepping-stones toward your ultimate goal.

While staying true to your purpose, be flexible in how you pursue the vision. Celebrate the small wins along the way to keep your team motivated, and remember that things change… As they do, course correct based on what you’ve learnt and new opportunities that emerge, while refining aspects that are not producing the desired outcomes.

Bear in mind, too, that map analogy – your vision tells you where you’re heading. It’s strategy that determines how you’ll get there. Just as roadworks, traffic congestion and detours can cause you to change direction on a journey, so, too, your strategy needs to be constantly monitored and updated for current conditions – it’s not set in stone.

Ensure your vision evolves with market changes, new technologies, employee feedback, competitive threats, and other forces. Review your vision at least annually: analyse your business context and customer needs, updating vision themes and goals accordingly. Change is constant – your vision should stay aligned.

And remember that you’re not doing this alone. While leaders drive vision, your team executes it. Give them ownership and accountability over goals aligned with the vision. Encourage initiative, support bold ideas and ensure you provide the tools, training, and mentoring to set them up for success. Recognise those who exemplify your vision, and lead with inspiration, not just authority. An empowered team will reach the milestones faster.

In Conclusion: A Vision that Moves Mountains

Crafting a compelling vision is essential for business leaders who want to drive their companies to success. By defining your purpose and values, envisioning the future, and effectively communicating and driving your vision, you will inspire your team, attract stakeholders, and create a roadmap for your business growth and impact. Remember, a vision is not a static document but a living, breathing force that should guide your decisions and actions as you navigate the ever-changing business landscape.

And remember the words of Zig Ziglar, “If you want to reach a goal, you must ‘see the reaching’ in your own mind before you actually arrive at your goal.”


Have you crafted the vision for your business, is it well understood and lived by everyone? Comment below.



If you’d like learn more on this topic, these articles and posts might be of interest:

Other posts in this month’s focus on Defining Your Purpose and Values:

Related posts:

From Harvard Business Review: The Leader’s Guide to Corporate Culture

Simon Sinek’s TED Talks: “How great leaders inspire action.”


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