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Vision

Excerpt from Cultural Shifting

By Al Condeluci, Ph.D.

Folks who have studied organizations and change contend that the most successful groups on the change curve are those that can align their mission with their vision. This notion of alignment helps to promote a focus that is essential to organizational and individual change.

According to Oakley and Krug (1994), “Vision inspires us to reach for possibilities and to make them realities. It brings out the best in ourselves and in our organizations. Vision helps men and women rise above their fears and preoccupations with what can go wrong and focus on what can go right.” P. 172.

Vision is further defined as the capacity to frame a direction in taking action on a cause. Often vision can be displayed as in a before and after poster. Many advertisers use this method to create a vision for a product that will bait the consumer to make a purchase. All of us are familiar with these approaches, and many of us have used them as the lure for action. Weigh loss programs are legion for this method. These graphic illustrations of how things might be if we join weight watchers, or buy a diet suppressant are very convincing.

I am particularly taken with ads for Rogaine, the hair growth drug. TV, magazine and poster ads are everywhere touting the success of Rogaine. As the baby boomers age, and begin to lose their hair, Rogaine is now in great demand. Yet, all these ads really do is create a vision for action. The action, of course, is to have consumers purchase the product.

To create a vision does not always require a visual image. Slogans, titles, names and other words and sounds can conjure up mental images that can drive behaviors. We know that product or company tag lines can build a vision. Think of the many slogans designed to promote actions.

Did somebody say McDonalds?
We do things right
Just do it
Drivers Wanted
Once you pop, you can’t stop
UPS – Working at the speed of business
NFL – Feel the power
We’re trying harder
Have it your way
NBA – I love this game.

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