Why Your Employees Don’t Understand Your Company’s Vision

“We don’t have a north star.” Executives are often surprised by this feedback of a lack of an aspirational vision and immediately spend more time trying to craft the perfect statement. This mistaken approach makes scant progress in clarifying people’s perception of a clear path forward. Some excellent suggestions include communicating specific examples of how the vision has been brought to life; translating the vision from the boardroom to the hallways; and looking for ways to incentivize adoption of the business program and positively reward (even small) wins in the right direction. Once we executives are in touch with the real concerns of our employees, we can connect them to our vision rather than chasing revisions. Please reach out to me with your comments and experiences regarding your company’s vision.

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