We’ve explored the concept of Vision in this blog before. But I’d like to share a technique that has worked for me – perhaps you’ll find it valuable too. Simply put, vision is “what it looks like when we get there.” Remember when we were young and a family vacation to Disneyland was being planned? What was the focus? It wasn’t so much on the long journey to get there. Instead, we could see ourselves riding in the Tomorrowland Jets (long gone now) or in a Matterhorn Bobsled. We could taste the cotton candy and hear the whistle on the Mark Twain Riverboat. In other words, we had a vision in our minds-eye of what we were going to experience.
As entrepreneurs we have that same vision. The problem for most of us is that it remains trapped inside our heads. We struggle to articulate it to others. And so, our team members punch the clock every day with no clear idea of “what it looks like when we get there.” It seems clear to us, but they don’t have a clue.
I struggled to communicate my vision for many years. I often launched initiatives and undertook projects that all made sense within the framework of my vision – but to others it seemed like a helter-skelter approach to something that was undefined. At times, members of our team expressed frustration with the process and begged for a clearer picture. I had tried reducing my vision to writing, but a few bullet points later even I was uninspired.
At the urging of a friend and former colleague I took another stab at it a few years ago. But instead of trying to put it on paper in a concise one or two paragraph manner I went a different direction. I decided to tell a story. I mocked up a Wall Street Journal masthead and put myself in the shoes of a WSJ reporter writing a profile of my company – ten years in the future. I picked the name of a real reporter and the date on the masthead was really ten years out. And then I told the story in considerable detail. What unfolded were several aspirations; explanations of how the aspirations were to be achieved and ensuing measures of success. I quoted real people. I talked about how our customers were going to feel. Our culture was highlighted, and several strategies were outlined. One thousand seven hundred and seventy words later a clear picture emerged representing “what it looks like when we get there.”
For the past two years I’ve been explaining the vision story to everyone in the company. My vision needs to become a shared vision and I’m eager and willing to tweak it so that it is inspiring to as many members of the team as possible. We’re beginning to work backwards from what it looks like ten years in the future, to identify the various strategies that will be needed to reach the vision. Clearly there’s a lot of work to be done – but finally; for the first time in 50 years, everyone has a clear picture of where we’re going.
If you’ve been having a tough time articulating your vision, I encourage you to write your own story. And if writing isn’t really your thing, sit down with someone who has the gift of prose and tell him or her the story from your heart. This person can serve as your translator and put on paper the story that you will share with your team. You’ll have several re-writes. You’ll add, delete, clarify, expand, and fine tune. Just remember that the final product should be inspirational. It should be as big and bold as you desire. And anyone reading it should come away without any doubt about “what it looks like when we get there.”
We all have a Disneyland image of some sort for the organization to which we have committed so much of our lives. We can share it with others through a storytelling process that creates clarity and a call to action.
This blog is being written in tandem with my book, “An Entrepreneur’s Words to Live By,” available on Amazon.com in paperback and Kindle (My Book), as well as being available in all of the other major eBook formats.