Leadership and Visioning

Where there is no vision, the people perish. — Proverbs 29:18

Visions are the first step in a goal-setting or planning process. While mission statements guide the organization in its day-to-day operations, visions provide a sense of direction for the long term—the means to the future.

Warren Bennis and Burt Nanus (2007) wrote:

“Leaders articulate and define what has previously remained implicit or unsaid; then they invent images, metaphors, and models that provide a focus for new attention. By so doing, they consolidate or challenge prevailing wisdom. In short, an essential factor in leadership is the capacity to influence and organize meaning for the members of the organization.”

“Managers are people who do things right and leaders are people who do the right thing. The difference may be summarized as activities of vision and judgment—effectiveness verses activities of mastering routine—efficiency.”

Bennis and Nanus describe leaders as “creating dangerously” —they change the basic metabolism of the organization. Tom Peters (1988) wrote that leaders, “must create new worlds. And then destroy them; and then create anew.” What is interesting, is that Peters' defines visions as aesthetic and moral—as well as strategically sound. Which would sort of knock Hitler's quest of the world as being a vision. Visions that are merely proclaimed, but not lived convincingly are nothing more than mockeries of the process.

Many visions almost sound like value statements. And its no wonder why since they come from within us. One that follows this path is Johnson & Johnson's vision; they call it their Credo.

This credo saved J&J during their Tylenol crisis as it give them specific guidelines to follow. Thus, visions can be about change and/or they can be about the way an organization wants to live or operate. Tom Peters further wrote about visions, “They are personal—and group centered. Developing a vision and values is a messy, artistic process. Living it convincingly is a passionate one, beyond any doubt.” J&J is quite passionate about living theirs.

Peters goes further into his explanation of visions by writing:

Effective visions are inspiring. . .
Effective visions are clear and challenging. . .
Effective visions make sense in the market place, and, by stressing flexibility and execution, stand the test of time in a turbulent world. . .

Creating Visions

The U.S. Army's (1987) vision is the first step in goal setting:

Visions: what will the organization look like in the future?
Goals: create the framework.
Objectives: create measurable terms.
Tasks: how will the objectives be accomplished?
Timelines: when will they be accomplished?
Follow-up during the actual performance to ensure all the above is being met.

For more on the visioning process, see Sensemaking and Visualization.

Visions are quite often the simple part, with the hard part being the execution—turning the vision into reality. For example, Kennedy's vision of putting a man on the moon was the simple part. The hard part was the actual accomplishment of the vision.

The important part is not really the framework or method used to create a vision, but rather the path one must take after the vision is created. For example, Lee Iacocca's vision pulled Chrysler away from their deathbed, not because Iacocca created the vision, but because they had the guts to walk that vision. Steve Job's vision of Apple being the epicenter of the technology industry held true until IBM entered the PC scene (and this was only after they saw what Apple was doing). While, Apple came close to going under, Jobs held true to his vision when he returned to Apple as no one technology company has had as many innovations as Apple has—it is why they still survive and lead in a very competitive environment.

Vision Statement Examples

Men wanted for hazardous journey. Small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful. Honor and recognition in case of success. - explorer Ernest Shackleston in a 1890 job ad for the first Antarctic expedition.

When I'm through... everyone will have one. - Henry Ford on democratizing the automobile

I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the Earth. - President Kennedy, May 25, 1961

There's something going on here... something that is changing the world... and this is the epicentre. Steve Job of Apple Computers during its initial start-up

Quality, hard work, and commitment—the stuff America is made of. Our goal is to be the best. What else is there? If you can find a better car, buy it. - Lee Iacocca when he was chairman of Chrysler Corporation

2000 stores by the year 2000. - Howard Schultz, of Starbucks Coffee Company

Do it, try it, fix it! - Wal-Mart's Vision

To strengthen the social fabric by continually democratizing home ownership. - Federal National Mortgage Association, Fannie Mae

Exploring the past, illuminating the present and imagining the future - National Museum of Australia

Empower people through great software, anyplace, any time and on any device. - Microsoft's vision

Whirlpool, in its chosen lines of business, will grow with new opportunities and be the leader in an ever-changing global market. We will be driven by our commitment to continuous quality improvement and to exceeding all of our customers' expectations. We will gain competitive advantage through this, and by building on our existing strengths and developing new competencies. We will be market driven, efficient and profitable. Our success will make Whirlpool a company that worldwide customers, employees and other stakeholders can depend on. - Wirlpool's vision

To defend the United States through control and exploitation of air and space. - U.S. Air Force

Next Steps

Next chapter: OODA

Visioning Activity

For more on the visioning process, see Sensemaking and Visualization

Strategies are similar to visions in that they are forward-looking, thus they are related to visions. While tactics are “present” orientated. See Strategy & Tactics.

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References

Bennis, W., Nanus, B. (2007). Leaders: Strategies for Taking Charge. New York: Collins Business.

Peters, T. (1988) Thriving on Chaos: Handbook for a Management Revolution. New York: Harper.