by Jeff Tippett
Have you ever played a board game with friends and everyone starts to quibble over the rules midway through the game? It might have seemed as if you were on the same page, but if it comes to a point where your mutual understanding of the game falls apart, and it’s impossible to complete the game.
The same threat applies to your business. If you assume that everyone understands the rules of the game, your vision for progression, things will probably seem to be going fine. But then, inevitably, something will happen. Someone will be unsure of the goal or the path to get there. This is where a firmly and clearly articulated vision comes into play.
As is clear by this point, you must develop a clear understanding of your vision. But, of course, you may need help in building out that vision. It may not be initially apparent. That’s perfectly natural.
The first step in finding and developing your vision is to narrow it. It needs to be rather specific, and achievable. “Making the world a better place” is as noble as any vision statement. But is it something that you alone can achieve? Moreover, there’s not likely a clear path to achieving it. Be bold, but realistic. Your vision should be the most you can reasonably expect to achieve.
Another aspect to consider is whether you’ve crafted your vision in terms that are concrete. This is a concept similar to one that I cover in my last book, Unleashing Your Superpower. When conveying your vision, be sure to use specific language, not abstract. Fully describe the goals and how you expect to reach them.
For example, which makes more sense in terms of really understanding the goal? (1) “We will lead the market in production” or (2) “We will become the preeminent supplier of this product, overtaking competitors while maintaining outstanding quality.” The same message is being conveyed, but the second option adds meat to it and makes clear that the goal is more than just making money; it’s about maintaining the work ethic and quality that brought your business to this point.
Concrete language focused on a narrow message is critical to improving your vision statement and ensuring that everyone buys in. And having a shared resolve among your team is indispensable. There’s a difference between a vision and a shared vision. A successful leader nurtures the latter. You can’t lead if the rest of your team is blindfolded. Ensure that they understand the goal and that there are clear benchmarks along the way so that everyone can stay on track and recognize progress.
A good leader doesn’t just lead; a good leader listens. Solicit feedback from your team on a regular basis, but particularly when moving in a new direction. Some folks will be hesitant to speak up if they have questions or concerns. But when encouraged to do so, they’ll be more inclined to speak up. Just because someone doesn’t tell you they have an issue doesn’t mean they’re completely on board. Take time to address concerns.
I like this quote from Antoine de Saint-Exupery:
“If you want to build a ship, don't drum up men to gather wood, give orders,
and divide the work. Rather, teach them to yearn for the far and endless sea.”
Remember: Everything isn’t about you. If you can focus on the win for your team and how change can be a good thing for them, they’ll join you on the journey without issue.
You also want to remember that everyone in the digital age has 50 things competing to take their attention in 50 different directions. Make your message short and sweet. Take, for example, IKEA’s: “Our vision is to create a better everyday life for many people.” That’s it. But it captures everything about their organization, and every member of their organization can understand and recite it. It’s also obvious to every person involved how their individual role impacts the mission, be it as a customer-facing clerk or as the chief financial officer. The goal remains the same.
Take these suggestions and begin thinking about how your vision statement might look and how to make it narrow, concrete and easy for your team to absorb. This isn’t everything you’ll need to perfect your vision statement, but it should be a groundwork upon which you can build.
About the Author
Known to many as Mr. Persuasion, Jeff Tippett wrote the book on persuasive communications.
Speaking to international audiences through keynotes and seminars, Jeff helps attendees increase their effectiveness, gives them powerful tools to help reach their goals, and empowers attendees to positively impact their organizations or businesses.
His second book, Unleashing Your Superpower: Why Persuasive Communication Is The Only Force You Will Ever Need, boldly declares we all live or die based on our ability to persuade. It is an Amazon #1 best seller.
In 2014, Jeff founded Targeted Persuasion, an award-winning public affairs + communications firm. He has worked with renowned brands Airbnb, The National Restaurant Association, The League of Women Voters, The League of Conservation Voters, and numerous others. Other industry experts have validated Jeff’s work with numerous awards, including the prestigious American Advertising Award.
Jeff is the host of Victory by Association, a podcast designed to share association success stories to help inspire executives.
Jeff’s third book, Presidential Persuasion: The Future of Leadership in this New Decade of Millennial Ascendancy, Automation, and Artificial Intelligence, is scheduled for a February 2020 release. The book is designed to help leaders navigate the future of work and leadership in the new decade.
The heart and soul of Jeff’s presentations is the emotional story he tells of adopting his youngest daughter from Haiti while the country’s government was collapsing. Through this near-death experience of navigating civil unrest and institutional bureaucracy in a third-world nation, Jeff learned valuable lessons in how to persuade others without ever manipulating. Jeff unpacks these secrets of the superpower of persuasion in every presentation.