In business, vision is essential. Yet, even the best vision will fall flat if it is not clearly communicated throughout the organization. Leadership may be aligned at the top, but without clarity and buy-in for the vision across the company, success will remain elusive.
The fact is, every single employee – whether there are 5 or 5,000 – needs to understand their role in making the company vision a reality. They need to know what is expected of them and why it matters. When that clarity is missing, misalignment creeps in and the disconnect between leadership’s intentions and employees’ actions grows wider.
Why Do Things Get Muddy at the Bottom?
Employee engagement with the company vision is dependent upon leadership communication. Unfortunately, communication often falls short because it is treated as a “once and done” task. Effective communication entails much more than sending a company-wide email or delivering a PowerPoint presentation.
As a leader, it is vital to bear in mind that your employees are not passive recipients of information; they are active participants in your vision. You want to inspire your employees to embrace the vision and align their actions with it. To get them on board, you need to invest in consistent, conversational communication. Think of your employees as your internal customers: selling the vision to them is just as critical as selling your product to your external customers.
How to Sell the Vision
Selling your company vision to your employees requires that you:
- Tailor your communication approach to connect with employees in ways that resonate
- Understand and accept the need for repetition and reinforcement
- Engage in dialogue with your employees rather than simply deliver directives to them
- Communicate the vision repeatedly through different channels
- Help employees understand how their work contributes to the bigger picture
- Encourage feedback and discussion so employees feel ownership of the vision
When employees see where they fit in and understand the “why” behind the vision, they are more likely to embrace the vision and deliver on expectations. Clarity at the top is only impactful when it is mirrored by clarity at every level of the organization. Without it, you are left with a muddy mess at the bottom that slows progress and undermines success.
