Creating a Vision

by John P Kotter

Vision refers to a picture of the future with some implicit or explicit commentary on why people should strive to create that future.In a change process, a good vision serves three important purposes. First, clarifying the general direction for change.Clarifying the direction of change is important because, more often than not, people disagree on direction, or are confused, or wonder whether significant change is really necessary. An effective vision and back-up strategies help resolve these issues. Second, It motivates people to take action in the right direction, even if the initial steps are personally painful.A second essential function vision serves is to facilitate major changes by motivating action that is not necessarily in people's short-term self-interest. A good vision helps to overcome this natural reluctance to do what is (often painfully) necessary but makes clear that these sacrifices will yield particular benefits and personal satisfactions that are far superior to those available today- or tomorrow- without attempting to change. Third, It helps coordinate the actions of different people, even thousands and thousands of individuals, in remarkably fast and efficient way.This third feature of vision is often enormously important. The coordination costs of change, especially when many people are involved, can be gargantuan. Without a shared sense of direction, interdependent people can end up in constant conflict and nonstop meetings. With shared a vision, they can work with some degree of autonomy and yet not trip over each other.

A vision can be mundane and simple, at least partially, because in successful transformations it is only one element in a larger system that also includes strategies, plans, and budget.  A budget is the financial piece of the plan. A plan specifies step by step how to implement a strategy. A strategy shows how to achieve a vision. A vision shows an end state where all the plans and strategies will eventually take you.

There are 4 characteristics of an Effective Vision:

• Imaginable: Conveys a picture of what future look like
• Desirable: Appeals to the long-term interest of employees, customers, stockholders, and the others who have a stake in the enterprise
• Feasible: Is clear enough to provide guidance in decision making
• Communicable: Is easy to communicate; can be successfully explained within five minutes