Lessons in IT Transformation: Technology Expert to Business Leader

Importance of Vision

Over the years, I have heard a lot about the concept of vision. I have personally been involved in the creation of the vision statement for a number of large, complex organizations. From this experience, I learned a great deal about the right and wrong way to develop and articulate an organization's vision. Before we venture into a discussion about how to do the vision thing, let's take a moment to discuss why it is so important.

All of us work, for many reasons. At the bottom of Maslow's hierarchy of needs pyramid is the need to feed our families and ourselves, put a roof over our heads, and pay the countless other bills we have each month.¹ Although fear of hunger and homelessness is certainly a great motivator, that only gets you so far. To truly tap into the full passion, talent, and effort of a human being, you must appeal to something higher than basic needs. Vision is, first of all, a call to that higher meaning. A good vision should touch a part of individuals that makes them aspire to give their best and be their best. A good organizational vision is also a rallying cry—a call to arms, if you will. It should be a higher calling that crystallizes the purpose of the organization in the minds of its stakeholders and binds them together to achieve a common purpose that resonates with them at a deeper level. A good vision is also an excellent way to articulate the purpose and meaning of an organization to the outside world so that they understand what makes ...