Create and communicate a clear vision

Add to favourites

Create and communicate a clear vision 

Clear Vision

Developing a clear vision is a group activity and should include key stakeholders, especially service-users and the people who work in the teams directly affected by changes. As you work through the process of creating a sense of urgency a collective vision of an improved future-state will often start to form.   At this early stage there will probably be quite a few different ideas about the direction of travel, so strong, collaborative leadership is important to help form a vision that is able to unify and energise the team. 

At this stage it can also be helpful to focus on the purpose and values that are central to the change - people often find it much easier to engage with purpose and values rather than processes or vague concepts. Using something like the Liberating Structures exercises can help to make sure you are creating opportunities for everyone to contribute and reach consensus. We have provided links to these and other helpful resources below.

Once you have a clear vision that can be described in a few sentences, it is important to communicate and share this vision with key stakeholders.  Remember to communicate multiple times using different methods.  Your guiding coalition will be able to help you share your vision widely across the organisation with other key stakeholders.

As you form your vision consider the following key points. Your vision should:

  1. Describe what the future-state will feel like, as well as what it will look like.
  2. Be relevant and understandable to service-users and staff.
  3. Create “pull” by making the future-state attractive.
  4. Should inspire and generate action by being realistic and attainable.
  5. Be general enough to allow people to work under their own initiative.

Developing a clear vision creates a common goal and shared purpose. It will help people to understand why change is under way and their role in making improvement happen.

Links and tools to help you create and communicate your vision