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What a Vision Is

A vision describes some achievement or some future state that the organization will accomplish or realize. It inspires, clarifies, and focuses the work of an organization for a significant time. A vision differs from goals, which express the steps of a plan for accomplishing an objective. A vision differs from a mission statement, which explains an organization’s reasons for existence or for seeking its objectives.

Henry Ford’s vision was a car that families could afford. Steve Jobs dreamed that aesthetically pleasing, easy-to-use personal computers would have mass appeal and unleash popular creativity. Whatever your organization’s vision may be, communicating that vision is a unique challenge. Employees may disagree about organizational values, or they may be unwilling to change or to be influenced in a particular direction. They may misunderstand the leader’s intent or have trouble imagining the future state expressed in the vision. Effective communication of the vision is vital.

Understanding a Vision

Take a moment to reflect on your organization’s vision. Use the following questions to focus your thoughts and to tap into your impressions about the vision.

• What is your organization’s vision?

• Who created that vision for your organization?

• What importance do you place on the vision?

• How believable is it?

• What would you change about it?

The following characteristics define an effective vision. How does your organization’s vision compare?

• imaginable—creates an accessible picture of the future

• inspiring—ignites desire and personal connection to values (see Vision and Values worksheet on pages 12–13)

• realistic—is achievable, with focused direction and distinguishable outcomes

• flexible—offers space to grow, adapt, and develop

• clear—is easily communicated and understood

• compelling—moves people to action

While there are distinctions to be made between vision, mission, and goals, the strategies and techniques for communication are applicable to all three. Throughout this guidebook, we will be less concerned with the distinctions and more concerned with the communication.