Vision or Goal?

Almost everyone knows the importance of vision for a leader. The problem is most leaders don’t properly articulate a vision. “Unity,” “growth,” or “a brighter future” are not visions. Nor is some financial target to be delivered by the year 2020. The latter is a goal, the former is nothing more than nice words and will not inspire action.

A true vision paints a clear picture of what the future could look like if everything goes well. It is an ideal. And for it to inspire people to act, that vision has to describe a future that would benefit an outside population. It is not simply a reflection of a company’s aspirations (“to be the biggest,” “the best” or “the most respected,” for example).

Bill Gates and Steve Jobs talked about The Revolution, a time in which individuals would have the power to stand up to The Corporation. The personal computer was the tool to advance towards that vision. It was a vision for the people, the future users.

Too many leaders think the plan is more important than the vision. The reality however, is the complete opposite. A plan is uncertain, changeable and sometimes flawed. It is the vision that must be immovable, fixed and inspiring.