For followers to embrace the vision the vision must embrace the followers.
What does that mean exactly?
Most organizational vision statements range from bland to grandiose. More often than not they paint a picture of the future desired by leadership. Rarely do they speak to the aspirations of followers.
Look at a few vision statements. Generally they are about future aspirations and describe how the company or organization wants to be known and what it wants to do for customers. This is a good start but not enough.
For employees to be committed to the vision they want to know what the future will look like for them, not just for leaders, shareholders or customers. Market share and organizational acknowledgement is important but so is workplace improvement and employee recognition.
Is your company’s vision statement memorable or mundane? Does it inspire passion or passivity? Does it describe the future for employees as well as leaders and customers?
The only thing worse than no vision is a vision done poorly.