Why Communicating Your Vision Isn’t Enough (And What to Do Instead)

Simply communicating a vision isn’t enough to drive change. Leaders must consistently engage their teams, allow time for understanding, use multiple communication channels, and seek feedback. Effective vision communication is a continuous, multi-channel effort that ensures the team embraces and executes the vision collaboratively.

Leaders drive change. Whether it’s for a company, an initiative, or any other endeavour, change needs leaders. They inspire the team, they motivate and boost morale, and most important of all, they create a vision. They create the compelling idea that drives people to make it happen. The vision is critical, it matters more than almost anything else. The leaders not only create it, but they also must share it. A vision can’t be private, it’s part of the team. Leaders have to communicate their vision or the change will never happen.

Leaders need to communicate with many audiences. They could be customers, stakeholders, employees, peers, friends, relatives – anyone and everyone who plays a part in the bigger picture. You have to meet each of these groups on their terms. They all need to understand the vision. The effort doesn’t stop at a single message. Communicating the vision takes volume and tailoring. The message needs to be spread many times and in different ways.

Avoiding the Common Pitfall: Rushing the Process

One of the most common mistakes leaders make is trying to go too fast. They have a vague idea of their vision and rush to immediate action. Sometimes, we have a great vision but struggle to articulate it. We can’t seem to get our heads around it. If you can’t articulate your vision to yourself then you’re certainly not ready to share it with your team or other stakeholders. Invest time to communicate the vision simply and effectively. Think about who it affects, how it affects them, and what impact it could have on them if they achieve it.

Another reason for rushing is that many leaders want to be known for getting things done – for being hardworking, smart, and efficient. They might even spend time defining their vision, but once they share it they rush to execute. But getting things done right only happens when everyone is working towards the same end. The team can’t execute a vision that they don’t understand. Leaders want fast results but need to give their team time, and repetition, to absorb the message. Personalities matter, work styles matter, and people need time to catch up.

I’ve experienced this myself. I’ve gone into meetings with an idea, thinking everyone was on the same page, only to realize they weren’t there yet. It’s not because they didn’t want to be a part of the change; they just needed more time to understand it. Sometimes the response would be simple and blunt: “I don’t get it”. Other times the team would point out missing pieces or unclear messages. This feedback made me realize that I was rushing ahead. I had been mulling over the idea for a long time, but I expected everyone else to understand right away.

Great visions can take time. Give your team a chance to get oriented before rushing into a new initiative.

So, What Should You Do Instead?

  1. Engage the Team in Vision Development

The secret to communicating a vision is to communicate it over and over. Do it frequently and consistently. Sometimes your communication will be formal as in newletters and all hands meetings. Sometimes it will be informal, slipping into a conversation or in response to an issue. The point is that your vision should be everywhere, all the time.

  1. Allow Time for Understanding

We often get busy and feel like we don’t have time for communication. We don’t realize that making time for consistent communication will actually accelerate the process, not slow it down. This can feel counterintuitive. You might think, “If I have to over-communicate, I must have hired the wrong people. They’re not catching on quickly enough.” But that’s not how it works. Even your best team members get caught up in their day-to-day. They’re busy and they need time to absorb your message, to really hear it. They also need time to believe you. By repeating the message over and over for a long time you show the team that this is the real deal. The vision isn’t going anywhere so they better get on board.

  1. Use Multi-Channel Communication

Good communication has a sender, a medium, and a receiver. You must send a message that people can receive in a way that they understand. You need to understand their filters and speak to those filters to get your message through. And you have to actively listen and get feedback. Ask, “What do you think I said?” and adjust your messaging according to how people hear it. Adapt your vision to every medium available. Have a newsletter version, an instant messenger version, a team meeting version, and even a water cooler version. Get the vision out there, everywhere, in every medium you have.

  1. Be Open to Feedback

Communication is a massive effort. It will always be a challenge, it’s a lot of work, and sometimes it feels like you’re spoon-feeding your team. Even with all that effort, they don’t seem to get it! Make sure you’re treating communication as a two-way street. Listen to the team. What don’t they understand? Do they see a flaw that you missed? Maybe your language isn’t resonating. Seek out and use your team’s feedback to continue honing your vision.

Bringing It All Together

Effective vision communication requires time, patience, and a strategic approach. Slow down, engage your team, and communicate your vision effectively to move everyone forward together. Remember, if you want to go fast, go alone. But if you want to go far, go together.

By prioritizing engagement, allowing time for understanding, using multi-channel communication, and being open to feedback, leaders can ensure their vision is not only communicated but also embraced and executed by everyone involved. This collaborative approach fosters a stronger, more unified organization that is well-equipped to achieve its goals and drive meaningful change.

The vision of change is critical. It sets the tone for every change effort. With a shared vision the team can move together, without it your change will flounder while your team resists.