Re: Creating a Company Vision
Mariann Jelinek (mxjeli@mail.wm.edu)
Mon, 9 Jan 1995 14:35:46 -0500
Ivan Blanco's comments about company vision are in the right direction,
except that I'd suggest a different verb: "negotiating a vision," or
"creating a vision" perhaps, rather than "setting." The difference?
"Setting" implies a top-down, done by the leader vision that wil have to be
"sold" to the troops. A more useful exercise, involving a broad array of
the organization's members, produces a wholly different experience, and a
wholly different outcome. Because many are involved in discussions about
what vision is appropriate, what the vision means, where it will take the
firm, what it will require, and all the other details, potential
difficulties will be uncovered and a much wider, common understanding among
members evolved. This takes time, in the discussion, and it's messy and
UNhierarchical; but it is vastly more efficient in execution, because
everybody is familiar with what's up. And, the vision is "theirs" and not
just "management's."
These characteristics all contribute to a more rapid strategic response
capability: essential for contemporary competitive conditions.
Sam
MXJELI@MAIL.WM.EDU
Mariann Jelinek
Richard C. Kraemer Professor of Business
Graduate School of Business,
College of William and Mary, Williamsburg, VA 23185
Tel. (804) 221-2882 FAX: (804) 229-6135