How to Communicate the Vision

Lead By Example

“Do as I say, not as I do” is a recipe for disaster. You can’t expect others to get on board when they don’t see you living your vision. Effective communication requires credibility. People need to know that you genuinely believe what you’re saying, and the best way to do that is to show them with your behavior.

Be the change you want to see in your staff. Show them what’s possible, and then give them the tools they need to realize the vision for themselves. Seeing you translate your vision into action will spur them to do the same.

Make it Relevant
Unless you’re the CEO, you’ll be communicating the vision to a subset of the organization. Make sure you customize the message to fit your audience. If you’re speaking to a department of engineers, couch the message in terms they’ll appreciate. If you lead a creative staff, infuse your message with a bit of imagination. Making it relevant will increase the chances that your vision bridges the gap.

Tell a Good Story
Storytelling is an excellent strategy for grounding difficult conceptual material. Instead of rattling off figures, competitive analyses, and sales statistics, try crafting a simple story. A potent narrative that transports your audience from where they are to where they ought to be provides a framework for understanding. Stories also make it easier for them to share the vision with others.

Communicate Through a Variety of Channels
It’s not enough to deliver your message once. You need to communicate your vision repeatedly, using a variety of methods. Share your message to the entire group and through smaller meetings. Meet with department heads directly and get them on board. Send out periodic emails explaining elements of your vision in greater detail. Create posters and hang them throughout the office.

Don’t assume you can share your vision once, and people will get it. They need to hear it and be reminded of it consistently.

Ask for Feedback
How can you know that people are getting the message if you don’t ask them? Solicit feedback from employees at all levels of the organization. Not only does this help you gauge whether you’re communicating effectively, but it also lets your employees know that their voices are important. When staff members feel like you’re listening to them, they’re much more likely to listen carefully to you.

More than anything, when you’re communicating the vision, be authentic. Don’t offer false platitudes or sugarcoat the truth. Be realistic about what needs to happen to realize your objectives. People appreciate honesty, even if what’s said is hard to hear. It’s better to build from a base of trust and then create a grand narrative for how things will get better.

How will you know your vision has spread? When people start communicating it back to you as if it were their idea. That’s true ownership, and it should be your goal. Make your vision theirs.