COMMUNICATING
THE CHANGE
VISION
Learning Objectives
1.
2.
Knowing how use every vehicle
possible to constantly communicate the
new vision and strategies
Describing the guiding coalition role
model the behavior expected of
employees
Failure to Communicate
The reason why we have failure to
communicate vision :
1. The urgency rate isn’t high enough.
2. The guiding coalition isn’t the right
group
3. The vision itself is too blurry or just a
bad idea
Manager often has difficult to communicate
vision cause:
1. Manager tend to think in terms of their
immediate subordinates
2. He/She is boss
3. They tend to most comfortable with routine
factual communication not future oriented
strategizing and dreaming
Effective Communication of
Vision
Key elements in the effective communication of
vision :
1. Simplicity

2.
Metaphor, analogy and example

3.
All jargon & technobiblle must be eliminated
A verbal picture is worth a thousand words
Multiple forums

Big meeting, memos, newspaper, formal &
informal interactions
4.
Repetition

5.
Leadership by example

6.
Behavior from important people have to be
consistent with the vision
Explanation of seeming inconsistencies

7.
Ideas sink in deeply only after they have been
heard many times
Unaddressed inconsistencies undermine the
credibility of all communication
Give and take communication

Two way communication is always powerful
Summary
1.
2.
3.
A real power of vision is when most involve in
activity have a common understanding of its
goals and direction
Accepting a vision of the future can be
challenging intellectual and emotional task
Effective vision communication are directly
related to the clarity and simplicity of the
message