The Ken Blanchard Company newsletter, Ignite!, for November 2007 has a great article “Keeping a Vision Strong through All Levels of Your Organization” which discusses why vision tends to dilute as you move down the organizational structure.
“In most organizations, when executives create a vision for the entire company, they believe it provides clarity, focus and direction. And it is true that it does, at least for those at the top of the organization. Unfortunately, it gradually loses strength as it works its way to the front lines. In fact, research by The Gallup Organization indicates that senior executives are more than twice as likely to feel that an organization’s mission and purpose inspire them to higher levels of performance as frontline workers… Why the disconnect? Why might senior leaders resonate with an organizational vision while the rest of the company does not relate to it? There are many possible answers, but according to Dr. Jesse Stoner and Dr. Drea Zigarmi, a good place to start is by looking at one or more of the following factors: how the vision is created, how it is communicated, and how it is lived or modeled in the organization.”
The three factors mentioned are critical in getting an organisation’s vision to stick:
“In most organizations, when executives create a vision for the entire company, they believe it provides clarity, focus and direction. And it is true that it does, at least for those at the top of the organization. Unfortunately, it gradually loses strength as it works its way to the front lines. In fact, research by The Gallup Organization indicates that senior executives are more than twice as likely to feel that an organization’s mission and purpose inspire them to higher levels of performance as frontline workers… Why the disconnect? Why might senior leaders resonate with an organizational vision while the rest of the company does not relate to it? There are many possible answers, but according to Dr. Jesse Stoner and Dr. Drea Zigarmi, a good place to start is by looking at one or more of the following factors: how the vision is created, how it is communicated, and how it is lived or modeled in the organization.”
The three factors mentioned are critical in getting an organisation’s vision to stick:
- How the vision is created: No matter how you try to get around the issue, the fact is that people only support what they help create. A vision created by top management, will be supported primarily by top management. Unless people feel they have an influence over the creation of the organization’s vision, commitment to the vision will be difficult to achieve. One way to involve people, as mentioned in the article, is for leaders to engage employees in discussing the vision “senior leaders encourage dialogs about the vision by asking people these questions: ‘Would you like to work for an organization that has this vision? Can you see where you fit in the vision? Does it help you set priorities? Does it provide guidelines for making decisions? Is it exciting and motivating? Have we left anything out? Should we delete anything?’”
- How it is communicated: The communication of vision is critical. Two common mistakes I see in the communication of vision is, firstly, vision is not communicated frequently enough, and secondly, the vision is not weaved into all the organizations communication initiatives. Leaders are the custodians of an organization’s vision, they are responsible to ensure that the vision is talked about and kept alive. You can never over-communicate your vision.
- How it is lived or modeled in the organization: This is an important finding, vision is a process and not an event. The author of the article makes the following point… “Creating a vision—for your organization or department, for your work, and for your life—is a journey, not a one-time activity…. ‘It is important that all leaders in the company hold themselves and each other accountable for behaving consistently with the stated vision and values. As others see leadership living the vision, they will trust that leaders are serious and will be motivated to join.’” Leaders watched closely by others, their language and behavior is closely scrutinized by their teams and employees. Unless a leaders actions, align with what they say, people will question the importance of the vision.
