Once the new vision is there, leaders need to make others see the big picture and share their ideas to gain support not only from investors and the market, but also from employees who need to be prepared to embrace the new orientation.
Developing and communicating a compelling vision is critical to the success of the overall project as it is the only way to lower early resistances and criticism in anchoring a meaningful picture of the future that people can refer to at any time.
We can easily imagine how difficult it is to change people’s minds about the goals of the transportation industry from an industry producing cars and planes that destroy natural resources and pollute the environment to a new environmental friendly industry whose primary goals are sustainable development.
It does not seem to be an easy piece to convince automotive engineers to change their core expertise, turn their backs on building combustion engines and adopt alternative technology like hydrogen or electrical power engines.
Great leader who succeed in changing people’s minds are often great communicators, evangelisers like the early apostles.
The delicate task of convincing people can only succeed if the message bears a meaning that can be shared by an important number of people who are willing to identify with these goals.
It is therefore necessary to achieve consensus in expressing collective dreams and feelings. The consensus is very strong the message refers to shared values and principles like a common ideal.
In order to facilitate acceptance of sacrifices and necessary efforts to overcome the current crisis, Barack Obama expresses in his inauguration speech common values of the American Nation. Historical values like dignity, courage, honesty, hard work and loyalty have the power to unify people despite their different situations or interests and keep them focused on a common goal even if this means to lower their expectations.
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