Creating a compelling vision
“A vision is not just a picture of what could be; it is an appeal to our better selves, a call to become something more.” – Rosabeth Moss Kanter
Every truly impactful leader carries with them a vision—a vivid and compelling picture of the future that energizes people and guides decision-making. Creating a vision isn’t just a creative exercise—it’s a leadership responsibility.
This lesson will explore what makes a vision compelling, how to craft one, and how to communicate it effectively.
What Is a Vision?
A vision is a clear mental image of a desired future state. It describes what you want to create or change—whether for a team, organization, community, or even the world.
A powerful vision answers:
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What future are we working toward?
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Why does it matter?
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Who benefits, and how?
What Makes a Vision Compelling?
To move and inspire others, a vision must be:
| Trait | Description |
|---|---|
| Clear | Easily understood; avoids jargon or confusion |
| Inspiring | Appeals to values, purpose, and emotion—not just logic |
| Future-Focused | Describes what you want to achieve, not just where you are now |
| Challenging | Ambitious enough to stretch people and spark excitement |
| Inclusive | Speaks to others’ hopes, not just the leader’s ambitions |
| Purpose-Driven | Rooted in meaningful impact, not just metrics or profit |
Weak vision: “Be the #1 market leader in our category.”
Strong vision: “To transform how people connect with clean, sustainable energy—everywhere, every day.”
How to Craft Your Vision (Step-by-Step)
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Start with the Why
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Why do you (or your team) exist?
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What problem are you trying to solve or improve?
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Visualize the Future
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Imagine 3–5 years from now:
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What does success look like?
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What are people doing, feeling, experiencing?
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Make It Personal and Emotional
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Use powerful, uplifting language.
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Connect to deeper values and human needs.
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Keep It Concise and Memorable
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One or two sentences is ideal.
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Avoid corporate buzzwords or vague abstractions.
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Test for Alignment
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Does it reflect your values and purpose?
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Will it resonate with the people you lead?
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Examples of Inspiring Vision Statements
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Microsoft (early years): “A computer on every desk and in every home.”
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IKEA: “To create a better everyday life for the many people.”
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TED: “Spread ideas.”
Personal leadership vision example:
“To lead with compassion and clarity, helping others grow into their fullest potential.”
Communicating Your Vision
Creating a vision is only half the job. Great leaders live and communicate their vision consistently. They:
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Repeat it often—in meetings, emails, actions, and decisions
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Align goals and tasks with the vision
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Celebrate progress toward the vision
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Encourage others to take ownership of it
A vision becomes real not when it’s written, but when it’s shared, believed, and lived.
Activity (Optional for Learners)
Take 15 minutes to draft your own leadership or team vision statement.
Ask yourself:
What do I want to help build or change?
Who do I want to impact?
What will it look and feel like when we succeed?
Final Thought
A compelling vision is more than a nice idea—it’s your North Star. It guides decisions, fuels motivation, and attracts others to follow your lead. When leaders are clear about the future they want to build, they invite others to help make it real.