In the Harvard Business Review article, “To Lead, Create a Shared Vision,” James M. Kouzes and Barry Posner wrote, “Being forward-looking — envisioning exciting possibilities and enlisting others in a shared view of the future — is the attribute that most distinguishes leaders from non-leaders.” How do they know? They asked tens of thousands of professionals what they look for in a leader. Eighty-eight percent of executive level professionals claimed “forward-thinking” as the highest requirement of a leader.
Kouzes’ and Posner’s research also found that people want a vision for their future — a vision that reflects a greater purpose. In other words, they want to know how their daily work — their “mission” — will affect an achievement of an aspirational objective — the “vision.”
This desire for a greater purpose amongst leadership is mirrored in corporate environments when employees and key stakeholders desire to participate in something bigger than self. That is precisely why the most successful companies have mastered the art of developing a vision that inspires through a shared purpose and comes to life in a clear, compelling and consistent Corporate Messaging Platform. A platform that clearly identifies the “who, what, how and why” of the business and illustrates the core values that drive behavior across the organization.
What do great leaders and great companies have in common? They understand the inter-connected nature of a company’s vision, mission, values and corporate messaging. They understand the path to market leadership is paved by companies that have a culture rooted in a shared vision, mission and values system and an environment where employees are empowered to bring the company’s greater purpose to life as part of their corporate story.
Watch this quick video to learn how organizational change programs can help you deliver a clear, compelling and consistent corporate message, transforming your customer experience and cultivating lasting change.