Remember the early attempts, in the eighties, to make vision a corporate tool?  We had some sparse but powerful history lessons of leaders  who had used vision and succeeded.   So, the American management literati  recently attempted to describe how to create a vision...in some detail and a variety of protocols..

In the early eighties  a corporate vision  was simply a lofty statement of intent.  Then, later, in order to provide more specific impact, a mission statement was added.  Later yet when it was obvious we needed to empower the culture, as well as our systems, the guru's added the purpose statement.  Then strategists wanted a piece of the action and a strategic intention was added.   Now vivid description is heralded as a way to include the visions for each of the teams in the enterprise.  Depending on what management book you read you could obviously select any combination of ingredients that suited you.

So, in nineteen ninety-eight we are poised with a real mix of ideas about what a vision really is and how it's to be used.   We in the Arcturus-Balian strategic design business have been working with this evolutionary phenomenon since the beginning.  The idea has grown immensely in scope, form, and, frankly speaking, usefulness.  Allow us to clarify some of our currently held impressions.

Just what is a vision ?

A vision is any combination of compelling ideas that purposes a group to move together to accomplish  major new achievements.  Yes, it can be one sentence, if you are a one niche business.  It can also be a page full of proactive statements if you want to activate all of your business units and even support units in a large organization.  It can be an illustrated version of the desired future state.  It can be a legend extolled by great oratory in a corporate cathedral.  It can be a screen saving image with spots to drill down on the graphic to pop up descriptive detailed descriptions.    It can be a large 3-D hallway exhibit with built up platforms for all the visionary outcomes to be placed in their own fully modeled state........yes, like Disney would do it, and there might be music playing on the side.

In 1996, a really hip organization would use a healthy dose of all of the tools above to create the emotional and directional impact desired.  Information in the corporate setting tends to look pretty drab and much the same.   If something is to be valued as more important...then it should be presented that way.   If the organization is large enough, then a purpose, mission and other descriptions of ideal behavior are definitely needed.   It can all be assembled under the framework of whole systems vision.

How does a vision work?

Whenever we congas something in our minds then we can RE-cognize that something in the world.   Language is one way to understand this idea and a perfect example.  Try to think of something you don't have a word for!  ......pause......Or just think of a color you haven't already been taught! .....pause........ If you're on safari and you haven't seen the profiles of the animals your supposed to recognize then chances are the brain will be unable to match-up the images your eyes are recording as they scan the countryside.  The bells simply won't go off!  A match is required between the brain's information and that same reality in the world.    So, if you are trying to get someone to act upon a future idea then you must create enough of an image for them to recognize  the elements of the desired end state when they are zipping through life.   It's a matching game and clarity is critical..

Imagine you have a created a post-it note on the inside of the windshield of your car as you drive along.  On the note is a description or picture of a desired destination ......perhaps a landmark.   Imagine how easy it will now be to recognize the elements of that destination as they appear along the roadside.   It's the same with vision.  Your brain can handle a rather large number of recognition tasks if they are clearly preregistered on as mental post-its.  Really effective people know what they looking for and that's why they always seem to be taking advantage of the situation no matter where they are.  People with vision stay mindful this way not as they proceed through life, plucking the fruit from the most unlikely places.

How much detail is necessary?

The amount of detail is optional.  It's the clarity and vivid description that counts!   Most corporations make the mistake of having a group of senior folks edit the ideas.  Occasionally it works, but most often, they destroy the vivid description with vaporous corporate jargon.

Yes, it is possible to have a vision element for every  type of operation inside a large enterprise.   And, they must be vivid.   In fact,  just as we have discovered with various continuous improvement programs,  it is powerful having every working team regularly create short term targets for themselves.   So why not encourage them to also create longer range choices for themselves?  In this way every element in the organization can be pulled compellingly into the future.

How do you focus long range during uncertain times?

Despite the daily news, most leaders have felt that, the time they were living in, was very uncertain.  So, they simply chose to focus on the most ideal outcome and become passionate about getting there.
They took a stand.  They chose a desirable future state and they communicated it clearly and with passion.

It's possible for every working team in a large organization to have a vision.  There is ample evidence that this concept really works.   It is also important for the larger organization to have a purpose which is slightly out of reach so that as shorter range missions are achieved there is still something to pull the group forward.

There is also another ingredient that  can be added.   If the exact destination is not discernible,  then create a process vision about the focus and agility needed by the organization itself to move confidentially through the unclear present..   Here you focus on the organizational process. ....the style of the teamwork itself.    It's most desirable,  at the corporate level, to have both a clear future destination and a desirable internal process.   We believe, in addition, that each working team can have at a visionary horizon and a visionary process....then everyone is challenged.

What does it take to empower a workforce with vision?

It used to be that one impassioned leader with great public presence was considered sufficient.   Now, with an infinitely greater number of details to master, in order to excel, a variety of things need to be considered and a shared responsibility should exist to get the vision inside the skins of the company workforces.

Firstly,  involve  as many people as possible in the process of vision creation.   Even though, vision as a tool, has traditionally rested with senior leadership, wise leaders have always solicited the council of others in order to spread the fire as completely as possible.  Next, place the vision in as many compelling formats as possible.  We are only too aware that one more list of words on a card or another set of values stated in corporate speak is so much vaporware to the workforce.   If the vision is worth having then it's worth ennobling.   It should be delivered passionately in the same media mix you would choose to contact your customer base and then even more personally inside the tribal  domain itself.   Imagery, poetry, music, sculpture and theater are ideally suited formats to project an important and lasting idea.  Ideally the message that goes to the marketplace in expensive advertising can be  loaded with the same visionary elements so that you can communicate inside and out simultaneously.

How often do we do it?

When times are dynamic like the present, it is wise to vision and revision often.   It is not a weakness to adjust course and do it often if the situation warrants.   Imagine you are all navigating in uncharted territory.   Don't you think it wise to climb to high ground regularly and get your bearings ?   Likewise it is important when you come back trailside, to repurpose the group vigorously.   People deserve to be excited about what they are doing!

The railroads watched while airplanes took their business !  Typewriter manufacturers thought computers were calculators and overlooked word processing !  Yes, you can wait to make a move.  We would recommend however that you aim for the high ground now !

Vision can align your direction, purpose your teams, and bring inspired performance to those you lead.

What about purpose, mission, beliefs and behaviors?

Just imagine they are all part of a whole systems vision.  Each of them further refines the quality of the effort.  Purpose speaks to the cultural future of the organization.   Mission creates a shorter term and more specific direction.  Beliefs and behaviors help everyone to understand how we want to work together in harmony.   We should attempt to weave these things all together into a whole systems vision.  This is especially possible with a graphic and symbolic vision.  There is room for many purposeful vision elements in such an approach.

Prepare to open yourself to a larger idea of what a vision is and what it can be!  Vision, like other major ideas in the corporate adventure has been growing up.  We can grow with it.