Communicate the vision
SPHERE
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A L I G N K E Y S TA K E H O L D E R S
E N G A G E O R G A N I Z AT I O N
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UNDERSTAND Understand the need for change.
ENLIST Enlist a core change team.
ENVISAGE Develop vision and strategy.
MOTIVATE Create a sense of urgency.
COMMUNICATE Communicate the vision.
ACT Take action.
CONSOLIDATE Consolidate gains.
Soon after a sense of urgency pervades the organization but before any action is taken to change systems, structures and processes, communicate the vision to affected employees. The vision provides a guiding path and a framework for understanding all ensuing change. It will assist employees by promoting clarity despite organizational instability.
When communicating the vision, ensure:
Repetition Do not explain the vision at one meeting and expect a sufficient employee response. Repeat the vision constantly to help fearful and confused employees understand it and recognize its significance. Use symbols and slogans as aids. Consistency in Message Ensure consistency in all corporate communication. More importantly, your actions must always be consistent with the espoused vision. Walk the talk. Consistency across Channels Use a variety of communication channels to broadcast the vision. Use traditional communication vehicles (newsletters, Internet, meetings) and advanced communication channels (behavioural interventions, education and training). Don’t overlook chances for one-on-one lobbying. Connectivity Craft your message to help employees see “the big picture”, including what will be the same and what will be different. Create job-specific communications to help employees see how they can help achieve the vision and how they will benefit.
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