How to cast vision in business: “Leadership has a lot to do with the answers. Leadership is a function of questions, leadership, and the first question for leaders is always, ‘Who do we intend to be?’ Not ‘What are we going to do?'”
Vision Casting is easy for some of us; for many others, it is much more difficult. For leaders who have a natural tendency to think big, creating a vision doesn’t have to be so difficult. Yet these types of leaders may have difficulty articulating a focused vision. On the other hand, for leaders with a natural tendency toward the here-and-now tasks that need to be done, the transition to the esoteric world of visioning can be daunting. A great leader paints a picture of a bright future while fighting daily fires.
How to cast vision in business?
In any case, there is a business case for passing on the vision. But the problem is that many leaders simply do not see the relevance of the vision. Or they’re not good at thinking in “visionary” terms, so they ignore the whole thing. Or they help create a vision as if it were a “task” to be completed. Once done, it is simply checked off the list. That’s the problem: a vision is not a “task” to be done. It’s not about creating a vision statement and checking it off your to-do list.
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What is Vision Casting?
The vision should be compelling; it’s supposed to be a little inspirational; it is meant to help people know that they are part of a society that is moving towards something bigger and better; it’s meant to express a sense of pride. Jim Collins divides the task of articulating the vision into two components: 1) Core Ideology, which consists of core values and core purpose, and 2) Envisioned Future, which consists of a 10-20 year BHAG and vivid description.
We’ve found that many companies do a fairly good job of stating their core values, core purpose, and BHAG, but often stop short when it comes to a vivid description or vision statement. Many of these statements are simply not inspiring, captivating or engaging, you can’t just have a vision, you have to deliver the vision. Therefore, it might help to look at some examples earlier
Vision casting example: Computers
Company Vision #1:
We believe everyone will want a PC for the holidays, and sales will skyrocket because of it! (Not so inspiring…)
Company Vision #2:
Personal computers will help our stock soar to new heights. (Not so inspiring…)
Company Vision #3:
Personal computers will change the world. It will change the way we work, learn and play. That is why we are at the forefront of changing the world. And for that we get to Be
Different. (Much more inspiring and courtesy of Steve Jobs/Apple Computers)
The first two companies are no longer in business; as we all know, Apple has far outlived them all.
Vision Casting Example: Manufacturing
When I started working with this production company, no one knew the vision. However, they were eventually found hanging from the rafters (front and center for all to see!). Vision: Sustained profitable growth and continued expansion of markets. (No wonder no one ever looked at it…)
Then they hired a new CEO who understood the power of a truly great vision. When the GM got to know the company, he found that he had inherited a number of massive problems with quality, low morale, command and control styles, and more. When the CEO and I worked with a team of 22 plant managers of this company over a period of time, they created an incredible future vision for “their” company: To be the most trusted and respected entity in the electrical equipment industry in manufacturing, repair, and maintenance…worldwide.
What is a vision statement?
Here’s their vivid account of achieving that vision (which focused on major turnarounds to the enormous challenges they faced for years):
That’s why we promise…
1. Create value for our customers by…
i. providing rapid responses to customer needs and/or problems through accurate and timely communication
ii. meeting the needs and wants of our customers by providing products and services when and where they need them
2. Timely delivery
Achieve on-time delivery through high-quality FPY
3. The highest level of quality
i. Innovation and expansion of research and development into new markets
ii. A premier training program to support employee retention success
4. Team-oriented environment
Become a top employer where people have the opportunity to become the future of the company
What can meaningful vision casting do for your business?
i. It can engage your employees in solving their own problems, speeding up everything from point A to point Z.
ii. It can teach your people to think more strategically versus waiting to be told what to do.
iii. It forces a sense of pride; people want to work for your company.
iv. Top talent (aka “A players”) want to be a part of something bigger than themselves. Creating an inspiring vision gives you the opportunity to attract and then retain the best talent.
v. As we can see from the example of Steve Jobs/Apple: A strong vision gives you the opportunity to tell the story of your company – to talk about the journey of where you once were, where you are now, and where you are going. future.
vi. A great vision will tell people what seeds you have planted and what the fruits of those seeds will be.
vii. An inspiring vision provides a sense of logic to your strategic intent. When you look at your strategic plan for the year, you should see what you are doing today that will get you where you want to be in the future. It gives your people a “line of sight” that connects all the dots.
In this article we discuss about How to cast vision in business? In any case, there is a business case for passing on the vision. But the problem is that many leaders simply do not see the relevance of the vision.
Or they’re not good at thinking in “visionary” terms, so they ignore the whole thing. Or they help create a vision as if it were a “task” to be completed. Once done, it is simply checked off the list. That’s the problem: a vision is not a “task” to be done. It’s not about creating a vision statement and checking it off your to-do list.
How to cast vision in business?