A couple of weeks ago, we asked our LinkedIn network about the most challenging aspects of strategy development. The top response, with 37% of the vote, was that defining a clear vision is the hardest part. Why?

From what we've seen with our executive coaching clients, leaders sometimes find it tough to clearly describe where they see their organization heading. Their vision can seem abstract and feel that they’re not quite connected with everyday tasks and goals. Some worry that committing to a specific and tangible vision could restrict their flexibility down the road. It's a real balancing act—trying to be ambitious while staying grounded in what's feasible and staying true to your organization's values.

But if you don’t have a clear understanding of where you're headed, all the effort you put into executing your strategy, no matter how well it’s planned, won't create the desired outcomes. As a leader, you must craft, embrace, and share a clear vision of the future that everyone in your organization understands and finds inspiring. This requires effort and commitment. Here’s how you can start:

Consider various stakeholders

Crafting a strong and inspiring vision becomes more achievable when you consider your organization's purpose through the eyes of various stakeholders. While a vision that aligns with the CEO or founder's aspirations is important, its resonance with employees, customers, investors, and the community is equally important. When Starbucks introduced its vision of becoming the "Third Place" (besides home and work) where people can gather and connect, it resonated deeply with their baristas and store managers, creating a sense of community and pride in their role.

Think about the purpose and multiple perspectives HP captures in their vision: “To create technology that makes life better for everyone, everywhere—every person, every organization, and every community around the globe.”

Nike’s vision, “To bring inspiration and innovation to every athlete* in the world (*and if you have a body, you are an athlete), expands the definition of athleticism beyond sports, making it relatable to individuals of all abilities and fitness levels. 

Tell the story

Paul J. Zak, director of the US Center for Neuroeconomics Studies and professor at Claremont Graduate University, found that emotionally engaging stories activate more of the listener's brain, making them effective to transmit important information and values from one individual or community to the next. Our brains are hardwired to engage with the stories we read and hear. That’s what makes an inspirational narrative so powerful—especially when it’s used with a clear purpose and direction. 

Descriptive language that creates a clear mental image of what success looks like is key to developing vision at the front end of a strategy. We offer some steps on how to use stories to build greater accountability within your team. Make it tangible so everyone can envision themselves contributing to that future.

Airbnb’s vision statement is a great example of the effective use of storytelling: "To help create a world where you can belong anywhere and experience the world like a local." When developing this vision, they painted a picture of travellers immersing themselves in local cultures and feeling at home wherever they go. 

Be more ambitious

Your organization has an important contribution to make. To inspire others, your ambitions must be reflected in your vision. Otherwise, it risks sounding like a tired catchphrase. Imagine an organization in agriculture aiming to "feed the world." While ambitious, many organizations contribute to this cause. Consider the vision of the Food and Agriculture Organization of the UN: “To achieve food security for all and make sure that people have regular access to enough high-quality food to lead active, healthy lives.” Ambitious visions challenge the status quo.

Align with your organization’s core values

A strong vision inspires those around us to make decisions and take the right actions even when no one is looking. Reference your core values into your vision. Demonstrate that your aspirations are rooted in principles that guide your everyday actions. 

Patagonia’s vision, “To build the best products while minimizing environmental harm,” aligns seamlessly with their core value of environmental stewardship. This alignment has not only reinforced their brand identity, but also attracts environmentally-conscious consumers and employees who share their values.

At Incito, we believe that your organization’s vision should inspire people to take action. If you find articulating your organization's vision challenging, let’s talk! We’re passionate about guiding leaders through the process of developing inspiring visions to align their team's efforts and drive meaningful strategic outcomes.