How do you adjust and expand a vision that has worked for you in the past?
Work from a vision in a larger field where you ‘create a global effect for the good of all’. This leaves room to drop a product or service and move to the next one. Add your product or service only at the tag line level: “and we do that by creating exceptional guest experiences such that …”
Tesla doesn’t sell cars. They "Accelerate the World’s Transition to Sustainable Transport.” If Tesla cars don’t work out, Musk can move to the next offering within his vision.
Best Buy sells tech products, appliances and other services. In the words of new CEO Hubert Joly: “Best Buy is not in the business of selling TVs and computers. We’re in the happiness business.”
Sephora, leveraged digital transformation to be the #1 specialty beauty retailer in the world. Instead of selling beauty products: “We are where our client is, and give her tools and experiences that meet her needs.” “We understand our customers have pain points, and we solve those specific pain points.”
STEPS TO TAKE:
Brainstorm your ‘global effect for the good of all’ and your tagline.
Paint a clear visual of this new future. Make your vision and values mean something to everyone in the company, and drill them down every day in every way.
Take the time to discover if your employees are actually guided by their new vision. If people can't remember your vision, they aren’t using it. Publicize the positives about the vision and what negatives will impact the organization if the vision doesn’t realize.
You’ll be surprised at the behaviors and attitudes that will flow from this change of vision alone.
Since 1988, Dr. Janet Lapp has been one of America’s most sought-after change leadership experts. She is a licensed Psychologist, producer of the Emmy-nominated CBS-series “Keep Well”, inductee to the Speakers Hall of Fame, and author of five popular books on helping people change. Contact her through your speaker’s bureau or contact Liz at elizabeth@janetlapp.com.
