Leading Effectively e-Newsletter - February 2009

How to Inspire Through Vision — Even in Rocky Times

The word "recession" doesn't inspire most of us. With the global economy faltering and countless complex challenges facing us at every turn, it's all too easy for "vision" to give way to "hunkering down," "getting by," or "being practical."

But in turbulent times, we desperately need inspiration, clarification and focus-all things that a shared vision can provide.

Part of your job as a leader is to generate commitment to the vision -- whether it's the vision of your team, your department, or the overall organizational vision. "To do this, you have to have a vision and know how to communicate it," says Talula Cartwright, co-author of Communicating Your Vision.

The content of your vision is, of course, crucial. CCL research shows that the most effective leaders have an ideological or mission-focused vision -- one that makes your values clear. "In today's times, it is especially important to have a frame of reference for your vision: How is your work playing out in the new economic reality?" says Corey Criswell, CCL researcher and contributor to the new Developing and Articulating a Vision Workshop Kit. "Be prepared to talk about where you have been, where you are going, and why."

How you communicate your vision is equally important as what you are trying to communicate. As you articulate and live out the vision, you are demonstrating your own commitment and passion to the vision and the work. Specific tactics for getting the word out about your vision include:

• Stories. When you tell a good story, you give life to a vision. The telling of stories creates trust, captures hearts and minds, and serves as a reminder of the vision. Plus, people find it easier to repeat a story than talk about a vision statement.
• The elevator speech. Every leader needs to be able to communicate the vision in a clear, brief way. What compelling vision can you describe in the amount of time you have during a typical elevator ride? Be prepared to reinforce the vision in line at the cafeteria, when you visit the customer service department, and even walking through the parking lot at the end of the day.
• Multiple media. The more channels of communication you use, the better your chance of creating an organization that "gets" the vision. Use meetings, memos, lunches, podcasts, e-mail, an internal Web site, and whatever else you can think of (Twitter, anyone?) that will keep the message in circulation.
• Talk to me. Individualize the vision by engaging others in one-on-one conversations. Personal connections give leaders opportunities to transmit information, receive feedback, build support and create energy around the vision.
• Draw a crowd. Identify key players, communicators, stakeholders and supporters throughout the organization who will motivate others to reflect on and be engaged with the vision.
• Go outside. Communicate to external customers, partners and vendors with advertising and public relations campaigns, catalogs, announcements and other statements.
• Make memories. Create metaphors, figures of speech and slogans and find creative ways to use them. Write a theme song or a memorable motto.
• Guide the expedition. Use visual aids and updates to keep everyone aware of the progress you are making toward your vision. Create a vision GPS, but don't just give out maps. Travel alongside, stay out in front, offer directions and point out guideposts.
• Back it up. If you're talking it up, be sure to back it up with actions and behaviors. If people see one thing and hear another, your credibility is shot and your vision is dead.