Going Somewhere? Start with a Vision.
May 4, 2023 | By David M. Wagner
“Where are we going?”
“Well, our journey has four parts: packing, loading the car, driving, and then unloading.”
“But where are we going?”
“We’re going to drive out of the neighborhood, then get on the local highway, and then…”
A Communications Failure
Can you imagine answering the question, “where are we going?” like this? Hopefully not. Just name the destination!
But this is exactly the mistake many mission-driven organizations make when communicating their strategy: they resort to reciting a litany of their activities and initiatives.
Not only does this approach not answer the question, “Where are you going?”… You also miss out on huge opportunities to drive meaningful mission impact. That’s why strategic leadership starts with communicating a vision.
A compelling vision works like a light to guide your path.
The Power of Vision
A vision statement identifies a destination for your team.
That vision grounds your efforts by clearly communicating your values, who you want to be as an organization, and what you intend to accomplish. A powerful vision:
Compels stakeholder action. Paint a picture the tangible impact you and your stakeholders will have, together, in the future. What will be different about your organization and about your mission? Get people excited!
Defines success. How will you know if you’re getting closer to your target? Include outcomes that are tangible, measurable, and meaningful in your vision.
Make room for detours. There’s more than one way to reach your destination. Your objective measures (see previous bullet) may indicate the current course isn’t working out as hoped. You can change course and embrace new innovations – while keeping your vision intact.
Common Vision Pitfalls
Not all vision statements accomplish these results. Here are some common pitfalls to avoid when crafting a compelling vision.
Stopping at a “vision for the world.” Most mission-driven organizations have vision statements that describe a better world, but not who they intend to be as an organization. Our framework for mission-driven strategy separates purpose (what drives you) from vision (your values and desired identity as an organization).
Underestimating time and stakeholder involvement. Visions take time to develop. And they’ll only be compelling if your key stakeholders have had a meaningful chance to share their feedback through a process that fosters commitment. This is not a place to cut corners.
Confusing vision with planning. While plans need to account for time and resource constraints, your vision can be enduring and unbounded. Set your sights high. And then follow through with tools like strategic planning to get your team closer to that vision.
Putting vision on a shelf. Refer to your vision often. Use it to motivate and guide your team. Remind donors and partners what you’ve set out to accomplish (and what you haven’t).
You’ll achieve more for your mission by getting your team and your external stakeholders on the same page about where you’re going. It all starts with a compelling vision. Schedule a free consultation to get started today.