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O C T O B E R  2 0 0 7 issue 

From the desk of
Richard Metheny
:

“The very essence of leadership is that you have to have a vision. It’s got to be a vision you articulate clearly and forcefully on every occasion.” – Theodore Hesburgh, president of the University of Notre Dame
  

In 2004 when I joined The Marketing Store, a global marketing communications company, as the Chief Talent Officer I circled the globe interviewing a sampling of employees. My quest was to identify cultural themes, to determine what, if any, themes link dispersed employees together towards a common mission. Admittedly my hypothesis was that this grouping of mergers and acquisitions had loose linkage at best. During these visits I asked employees to share with me their understanding of the company’s vision and mission. The disparity of answers and blank looks began to confirm my hypothesis. While visiting our Paris office I met with Carolyn. I asked her if she felt connected to The Marketing Store, the global entity. Her answer was no. The obvious follow up question was asked, “What would help you feel connected.” Her surprising response was “if I knew the vision of the company, I would feel connected.” That moment in time is when I truly recognized the power of a company’s vision.
 

The result of these employee meetings and reporting the results to the executive team was the executive embarking on defining the vision, mission and values of the company. The outcome was the design of a powerful vision statement, To Be The Best Idea Company In The World. As we rolled out this work, with much fanfare I must add, we began to see the power of the vision. It clearly stated what we aspired to be, what we were about. We did not sell tangible products - we sold ideas. If we were to be successful, the ideas had to be best ideas. The vision was empowering and challenging. Each function, each leader,  had to evaluate how they made decisions in the context of being a best idea. Leaders had to walk the talk. Our words and our actions conveyed the true meaning of the vision on a daily basis. Every day we had to help our employees connect the dots from what they do daily to the bigger picture of being a best idea company. Three years after this work The Marketing Store was selected as a top 10 Best and Brightest Company to Work For. There is a connection.

What are you doing to make your company’s vision a reality? How are you assisting your employees in connecting to the vision, to the bigger picture? Do you have a vision for your team? With our vision (company and team) clear, and each employee contributing to that vision, distractions diminish, and everyone remains engaged and productive. You are the connector. This newsletter is dedicated to how leaders can connect vision and people.




vision
Connecting Vision and People

Leadership is about helping people find a shared vision or purpose that not only creates a better future, but also provides meaning in their work.  A leader must appeal to a very basic human fear – of the unknown – by transforming confidence in the future.  What better way to assuage people’s fears than by defining the future? 

To quote University of Nebraska professor Bruce Avolio, “Leaders bring the future to the present.” 
 Let’s assume that your company has a vision statement. How can you help your team connect to it? As you are aware at any level of leadership your job is to keep in focus what matters most to the organization, to the team and to individuals, then connect the three. Three areas must be considered to successfully connect vision and people: 1) make the vision palpable; 2) learn what matters to individuals; and 3) recognize that you are the connector. 

Make the Vision Palpable

Helping employees connect with the team/organization’s vision is essential. Recently, and on separate occasions, I met with two clients from a global petroleum company. They work in the same division. During my interview with them I asked them to share the vision of their organization. In the case of this division the work they are doing can change the future by drastically changing the US reliance of oil in the Middle East. The distinction between what I heard from each person regarding this “hope for a better world” was stark. One left me less than enthused. One left me inspired about the future. Their respective 360 feedbacks reflect the same response: one team shares in the vision - one team does not. We, and our employees, need a future-directed orientation, everything becomes hum-drum repetition. You must extend the vision outward.

Not every company has a world-changing proposition but every company has a business proposition that influences things beyond just their product. For example, at The Marketing Store we designed and manufactured the Happy Meal toys. Yes we helped McDonald’s build their sales but more significantly we brought smiles to six million kids, worldwide, every day. Helping a factory worker in Vietnam make this connection is powerful. In fact the more often and different ways you can relate this message, the more often individuals will feel it. Expressing the future in a way that excites employees will capture their imagination.

Learn what matters to individuals

Many tools are available to help you connect with what is alive in people you lead. But your intent matters more. All the clarifying questions and paraphrasing statements in the world won’t help you connect with an employee you disdain. You’re just going through the motions. So check your intent first. If your number one interest is to hear what matters most to the employee and attend to her happiness and success, you’ll find your way. This is a timing issue that requires to temporarily set aside what matters most to you – not easy. You must suspend your well-conditioned “either/or” thinking. Alternatively, focusing first on the performance that the employee must correct to meet the team’s (or organization’s) needs. Often interferes with your ability to hear the employee’s needs. Once you have identified what matters most to her, you can then refocus on what matters most to you and the team.

You are the connector

Key to individual and team performance is an employee’s ability to connect to what matters to her with the vision: what matters to the team/organization. You as a leader are the connector: on one hand, making palpable what is most important to the organization; on the other hand ensuring that individuals are wholly appreciated and utilized. When both occur, individuals bring their best and give discretionary effort. A global survey conducted by the Corporate Leadership Council in 2004 reported on finding from 50,000 across 59 countries. The results revealed that only 11 percent of employees exhibited strong commitment to their organization. Connecting employees to the vision of the team and organization is the first step to improving commitment. Make your team vision clear. Make the organization’s vision clear.  

With your vision clear to all, and each employee contributing to that vision, distractions diminish, and everyone remains engaged and productive.
 


globe

Approaches to Leadership Vision

Do good business leaders see the world differently than others? Vision is how we look at the world. Some of us are detail people -- some of us are big idea people, looking at things from 40,000 feet. The best leaders combine the two together. With leadership vision, they define a dream and direction that other people want to share and follow.

Business leaders come in a variety of shapes and styles. Some leaders concern themselves with every detail of the organization while others prefer to enjoy the "big picture" view from 50,000 feet. But as the leader, you have to wonder which vision of leadership is best for your company?

The answer is more complicated than you think. Each approach has advantages as well as some significant disadvantages. If you're not sure where you fall on the leadership spectrum, here are some points you may want to consider.

Big Picture Leadership Style

Big picture leaders tend to invest their time and energy in obtaining a global perspective of their business and the marketplace in general. Under the right circumstances a global perspective can offer huge benefits because it gives your business the ability to pounce on gaps in the marketplace and other opportunities that never even appear on the competition's radar. In some cases, this kind of leadership can also give you the ability to implement a strategic plan several steps ahead of your peers. Big picture leaders can more easily express the future in a way that excites employees will capture their imagination.

However, big picture vision has its limitations. An uncanny ability to assess gaps in the marketplace is worthless unless your company is capable of delivering the products the market requires. If you are out of touch with the daily operation of your business, chances are you won't have any idea what you are capable of delivering and the goals you set will be unrealistic at best. Your vision may be seen as eccentric and lacking reality testing. People may actually disengage because they cannot connect to a lofty, unrealistic vision. I remember hearing the CEO for a $20B global company state that she believed the company could change the way employees are treated around the world – not her employees, all employees. The audience (the key leaders in her company) scoffed. Most thought she would be better served to focus on her own employees.

Detail-Oriented Leadership Styles

Detail-oriented leaders have the advantage when it comes to knowing what their business is actually capable of delivering. Frequent interaction with those responsible for the business' day-to-day operations provides leaders with an intimate knowledge of the company's capacity to adapt and leverage new opportunities when they arise.

The downside of detail-oriented leaders is that they have difficulty capturing the imagination of their employees. They cast a vision based on data and past experience, not necessarily on what could be. They create a vision that lacks inspiration.

A Hybrid Approach to Leadership

In my opinion the best leaders are the ones who are capable of developing a leadership vision that combines the best of both worlds. These leaders remain acutely aware of the details of running the business and understand the marketplace. They maintain a current understanding of what is happening in every aspect of the operation, from purchasing raw materials to delivering the final product. However, their participation in the business doesn't deter them from actively seeking a higher-level perspective. They regularly and intentionally create space in their schedule to step away from the details and assess the big picture. They may even design a reading regimen of books and periodicals to help create distance between themselves and the details from time to time. They allow for unbridled creativity and visioning first; then they sprinkle in reality testing last. The first task enables the leader to capture imagination and hope for a new future. The last step enables the leader to convey the steps and actions necessary for achieving the vision. It helps generate a vision that is within other’s zone of comfort. These steps allow for dream and direction.

How do you approach leadership vision? Remember….

“There’s nothing more demoralizing than a leader who can’t clearly articulate why we’re doing what we’re doing.” – James Kouzes and Barry Posner


 

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