A key consideration for organizational transformation is a vision statement. Vision statements are aspirational, evoke emotion, and inspire the project team, sponsors, and stakeholders. A goal-driven vision statement can motivate a diverse team to work towards achieving a successful transformation — but it is the discussion around how to create a vision statement that really drives alignment. 

What is a vision statement?

As Simon Sinek messages in his TED Talk, great leaders inspire action by starting with the “Why.”  It’s not providing process and procedure around the work and how they are doing it, but rather really being able to communicate the “Why.” 

In John Kotter’s eight-step change management process, Step #3 highlights the need for a vision to clarify and direct the change effort. Kotter states that a vision statement should be able to be communicated in “five minutes or less and get a reaction that signifies both understanding and interest.”  

While a mission statement provides the purpose of an organization, the vision statement provides clarity around what the future will look like after the transformation takes place and is supported by goals that can be used to measure success toward achieving the vision. The vision statement provides the emotional connection to the “Why” for the transformation.   

It takes work to create a vision statement, but the investment is well worth the time, and it’s important to get it right. Often a baseline vision is developed and then goes through multiple iterations. A powerful vision statement often comes down to ensure every word chosen clearly communicates the direction of the transformation initiative. 

How does a team create a vision statement?

Experience is needed to lead a team to create a vision statement – it’s not just a theoretical exercise. Effective vision statements can’t be created in isolation. They generally involve facilitated sessions to align leadership and then get input from a broader stakeholder group. It is this facilitated discussion that drives the best result and creates the most powerful alignment.   

There can be agreement on a vision statement, but when the focus shifts to how to measure success in realizing the vision, there’s often additional discussion and work needed to get to the shared understanding of success. Visioning sessions don’t just include the creation of the vision statement, but during the session, goals/metrics that will be used to measure success toward accomplishing the vision need to be defined and agreed upon. 

Some key factors to keep in mind when developing a vision statement for a transformational project include: 

1. Start with the project business case and the defined benefits stated in the business case. 
2. Align the vision statement for the project with the overall mission of the organization.  
3. Focus on the “Why.” 

Tips for facilitating a visioning session 

There are steps that can help set your team up for success in creating a vision statement. A skilled facilitator conducting a session to develop a vision statement will: 

1. Establish ground rules and create a safe space where individuals are comfortable sharing their ideas. 
2. Work with a diverse group to capture different perspectives that will help to connect and align everyone.   
3. Make the session interactive by using a mix of individual and group exercises. This could include incorporating techniques like a SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats) or idea ranking to ensure everyone has a voice. Following the interactive session, also review the results from the input gathered.  
4. Validate that all views are represented and that participants felt like they were heard and had the opportunity to add to the conversation.  
5. Interject with questions to get clarification or make suggestions when the team appears stuck or not in agreement – compromising will be key to reach a statement with which everyone agrees. 
6. Work with the team to put ideas on the “parking lot” that don’t align with the development of the vision statement or the metrics for measuring success toward the goals. The facilitator needs to help keep the conversation focused. 
7. Guide the team in developing SMART (Specific, Measurable, Attainable, Relevant, and Timebound) metrics that will determine how success toward the vision will be measured. 

Use your vision statement to drive alignment and keep the team focused

The vision statement should be communicated frequently and in different settings, incorporating different types of media so it’s established firmly as the guiding principle that aligns the team toward common goals. We find that clients who develop effective vision statements and supporting KPIs for their transformation initiatives are more successful in meeting their business objectives and goals.   

Developing a compelling vision statement takes experience, and Clarkston’s OCM practice has demonstrated expertise working with organizations to facilitate these sessions. To discuss how Clarkston can help set your transformation project up for success, contact our team of experts today.