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Why You Need a Vision

Leaders in today’s organizations face issues of growth, change, customization, globalization, and technology that force them to create new pathways toward success and sustainability. But a newly blazed strategic trail cannot itself create the focus, the underlying tactics, and the foresight necessary for long-term growth and deep impact. As Richard Hughes and Kate Beatty point out in Becoming a Strategic Leader, many organizations that falter have failed to effectively communicate their strategies. Employees do not understand their role in implementing the organization’s mission and strategy. Leaders can adopt many tactics for coordinating messages and creating alignment among employees, whether at the unit, team, or organizational level. One effective tactic is to transmit strategic intent through a vision—an imagined or discerned future state that clearly captures the organization’s direction and defines its destination.