A vision that taps into the organization’s sense of purpose has unique power to draw aspiration and commitment. Without a vision to guide and inspire, day-to-day decisions become more a matter of survival and struggle than they do creating new growth.

Background points for discussion and agreement among top team members:

1. A vision is the unifying principle so that everyone can understand the reason for the existence of the company.

2. As economic conditions continue to put pressure on all companies, the need for proactive innovation and change is paramount.

3. Change is often stalled if or when employees do not agree on the direction the company is heading in, are confused, or wonder whether significant change is really necessary.

4. The more an employee can understand and align with the company’s vision, the greater will be the involvement, commitment, and satisfaction.

5. A vision that requests a 6% improvement per year will never force the fundamental rethinking and change required. It is simply too small. Becoming the best at something is a far better vision than becoming 6% better. People need to be challenged to a bigger more exciting life.

6. An effective vision cannot exist when nothing in particular is wanted. This points right back to the difficult question “what do you want?

7. By clarifying the general direction for change (we need to be developing three products by year-end) – it simplifies hundreds of more detailed decisions.

8. Vision motivates people to take action in the right direction.

9. Vision helps to coordinate the actions of different people in a fast and efficient way.

10. Vision will facilitate major changes by motivating action that is not necessarily in people’s short-term self-interest. [ Step 3: Leadership ]

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