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The Four “D’s” of Casting and Communicating Your Company Vision

There are four “D’s” of casting and communicating your company vision.

Thomas a Kempis wrote, “Out of sight, out of mind.” This is an absolute result if you are not making sure your employees and all other audiences understand your company vision. You must have your vision consistently in sight of all constituencies. If you do this well, your company is “in sight, in mind”.

Here are the four “D’s” of Accomplishing this Goal:

Determine Your Vision

In essence, your vision should state three key things.

1. What do you want to accomplish?
2. For whom?
3. What are the results?

Define Your Vision

Once you determine your vision, define your vision. Reduce it down to the smallest number of words. The best vision statements are potent, cogent and piercing.

As some examples:

• Toys R Us vision is “Our Vision is to put joy in kids’ hearts and a smile on parents’ faces.”
• Nike’s vision is “To bring inspiration and innovation to every athlete in the world.”

What’s your company vision?

Design Your Vision Casting Strategy

Who are your audiences and how can you consistently cast your vision in front of them? Design your element structure that works for your company: website, email signature, letterhead, business cards and much more.

Delegate Your Message to Many Element Formats

We cannot be in front of all of our relationships all the time, so we must delegate to all the elements that are consistently used, reviewed or exchanged. Put your vision statement on all message formats that link your company to a relationship.

Remember, communicating your vision is casting your vision. When you communicate consistently, you are “in sight, in mind.”
We help people create vision-casting plans. We’re External Resources, a company that delivers interim and permanent executives who specialize in leadership and strategy, finance and human resources, sales and marketing, and informational technology for commerce and government.

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