The Power of Vision

Bev CouzensStandard

The ability to visualise and communicate an overall aim for an organisation, team or indeed an individual has always been a crucial element of successful leadership. 

Vision is the ability to set goals and objectives — to create a mental picture of what it is we want to achieve in the future. Without vision, it is easy to focus on the short-term profit and forget about the long-term goal. This is not to say we should avoid good opportunities when they arise; an effective leader will walk a fine line between capitalising on present opportunities and planning to achieve their desired future state. 

The vision provides the overall umbrella for the mission and strategy of any organisation.

Aspirational – the why Purpose – the whatRoad map – the how
Optimal desired future state, plus values guiding the journeyWhat is driving the vision?How resources will be allocated to accomplish the mission and vision 

For any vision to become a reality, successful leaders need to be able to communicate it throughout the  organisation in a way that encourages the whole team to buy in to it. Sharing a powerful vision and having colleagues support it can work as a powerful tool for high performance in the organisation. 

There are many reasons it is important for leaders to have a vision for their organisation, below are some key examples. 

  1. To provide purpose and direction for the business.

In many cases, the purpose of a business gets lost in the day-to-day running of it. Every business is started with a goal or objective — whether that it to fill a gap in the market or to help rid the world of poverty. Once the business is up and running, it is easy to forget this goal and get swept up in the daily routine. Having a clear vision means the target is apparent from the beginning and can give purpose to operational roles on a daily basis. 

  • To create and maintain an empowered team. 

Employees are often deemed the most important asset of a business and ensuring everyone is on board and working towards the same goal is crucial to success. A vision can empower employees and encourage them to think independently. It can give them a reason for doing the job they are doing. As a leader, it is important to work on the crucial tasks and not get caught up in the mundane ones. Vision allows  us to focus on the tasks that will help us achieve goals instead of those that can be delegated and handled by others. 

  • To give a sense of accomplishment. 

Vision can help measure business achievements. A vision for a business is like having a finishing line in a race — it’s somewhere to get to. Oxfam’s vision for the business is “A world without poverty”.  One might argue that it’s not achievable, and therein lies its power.  Every day,  every person that they help break out of poverty is a step closer to that goal.  Even the smallest of steps towards an overall vision is an accomplishment, and generates a feeling of success for all involved.

Key points to remember when writing a vision statement?
  • A good vision statement is concise and inspirational.
  • It should be clear, engaging, and realistic, and describe a bright, credible future.
  • Through reading it, others should be able to understand the values of the organisation. 

If you’re interested in learning more about how to effectively communicate your own vision and the incredible impacts this can have on your business, get in touch. Our executive coaching programmes teach business leaders how to convey their vision to their team and create a community of hard working, motivated employees. To find out more, simply call 01594 564803 or email