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 What is it?

The vision is an ideal picture of the future of the organisation as set by the leader(s), what they want the organisation to become.

Why have a vision?

There are many reasons and benefits for have a strong vision, these include:

• Clarifying the direction and purpose of the organisation
• Involving staff in the direction of the business
• Giving credibility to the plans of the leaders
• To enthuse and inspire staff
• To share the long terms ambitions of the leaders
• Illustrating a commitment from the leaders
• Aligning efforts in a common direction
• Applying organisation’s values to its direction
• Reflecting the strengths of the organisation

So how it the vision applied to the running of the organisation?

• The vision is stage one of the strategic planning process.
• The strategy allows the organisation to plan what it’s going to do to achieve the vision.
• These plans allow the organisation to set targets and goal to progress the strategy in bitesized chunks

So you have a vision, what next?

Once the vision is agreed, it must be shared with employees, communication is a key aspect of the process. This is carried out by the creation of a vision statement, a concise expression of the organisations vision. When this statement is communicated effectively it becomes the shared vision of the employees and everyone has a stake in its achievement. Effective communication of the vision is not easy, it must be a consistent and long term communication plan, owned by a senior member of the management team.

There are many ways to promote the vision of the organisation:

• In the strategy documents
• In the company literature
• Via a company strap line
• Through the companies values
• On the company website
• On notice boards and displays
• At meetings and conferences
• Through the appraisal process
• Through the business plans and relates objectives