Chapter 6, “Communicating the Change Vision”
But the real power of a vision is unleashed only when most of those involved in an enterprise or activity have a common understanding of its goals and direction. (85)
I find this especially difficult as well. In a church everyone generally has their own opinion about what should happen.
Getting a hundred, a thousand, or ten thousand people to understand and accept a particular vision is usually an enormously challenging undertaking. (87)
Yes, it’s like herding cats!
Key Elements in the Effective Communication of Vision (90)
- Simplicity: All jargon and technobabble must be eliminated. Say it like “regular” people. Cut out all the hyper-intelligent and hyper-theological jargon.
- Metaphor, analogy, and example: A verbal picture is worth a thousand words. People have got to see it. Draw them a picture of a preferred future.
- Multiple forums: Big meetings and small, memos and newspapers, formal and informal interaction—all are effective for spreading the word. Put it everywhere; newsletter, bulletin, sermons, etc. . .
- Repetition: Ideas sink in deeply only after they have been heard many times. Talk about it, write about it, and advertise it until you think you’ve talked about it too much.
- Leadership by example: Behavior from important people that is inconsistent with the vision overwhelms other forms of communication. Walk the walk and talk the talk.
- Explanation of seeming inconsistencies: Unaddressed inconsistencies undermine the credibility of all communication. You must live the vision in front of people. You will undermine your credibility if you don’t.