What is it?
Communicating a compelling and credible vision of the future in a way that makes it feel achievable and exciting.
Why is it important?
Leaders convey a vivid and attractive picture of what everyone is working towards in a clear, consistent and honest way, so that they inspire hope and help others to see how their work fits in.
What it is not:
- Saying one thing and doing another
- Talking about the vision but not working to achieve it
- Being inconsistent in what you say
- Avoiding the difficult messages
Communicating to create credibility and trust:
- Am I visible and available to my team?
- Do I communicate honestly, appropriately and at the right time with people at all levels?
- Am I helping other people appreciate how their work contributes to the aims of the team and the organisation?
- Do I break things down and explain clearly?
Creating clear direction:
- Do I help people to see the vision as achievable by describing the ‘journey’ we need to take?
- Do I use stories and examples to bring the vision to life?
- Do I clearly describe the purpose of the job, the team and the organisation and how they will be different in the future?
Making long-term goals desirable:
- Do I encourage others to become ‘ambassadors’ for the vision and generate excitement about long-term aims?
- Do I find ways to make a vivid picture of future success emotionally compelling?
- Do I establish ongoing communication strategies to deal with the more complex and difficult issues?
Inspiring confidence for the future:
- Do I display confidence and integrity under robust and public criticism?
- Do I describe future changes in a way that inspires hope, and reassures staff, patients and the public?
- Do I explain controversial and complex plans in a way that different groups can hear, understand and accept?