Vision has always been important. Having a vision consistently contributes to organizations in a number of ways:
Provides a trajectory for an organization: where they’re aiming.
Attracts talent. People hear the vision of a company or an organization and say: ‘Ooh, I want to work for that place.’
But today there are some different things going on that really affect the importance of vision.
Industry Sea Changes
We’re in the midst of major sea changes going on almost in every industry. Here are some examples:
Healthcare is going from a financial/market share approach to value and quality of services while driving their prices down to Medicare levels.
In high tech we’re moving from what we think about as screens – everything has a screen – to objects. That’s a major technology shift.
In the auto industry we’re moving from traditional cars and fuel systems to all sorts of green sustainability alternatives including electric cars, with major growth in that whole industry.
Energy is the same way. We’re moving from a using a lot of fossil fuels to clean and green energy.
In organizations in general from hierarchy and silos to adaptive networks.
Lastly, in many companies vision has traditionally been in the financial realm of revenue, profit and market share goals.
Almost any industry you touch today is going through that kind of a shift and that’s what is driving a need for vision and increasing its importance.
Vision Matters in Today's Talent War
In addition to industry changes, we have a significant talent war going on today. There’s so much growth happening right now and people are vying for employees. And employees are not necessarily motivated by traditional metrics of profit, revenue growth, and market share growth. That’s not what really turns them on.
Employees today care about contributing to something that matters. They want to make a difference and they want to work in an organization that is sustainable for the business and themselves. They want to give and commit themselves to something that’s bigger than them or the mighty dollar.