Way back in September 1996, Jim Collins and Jerry Porras wrote a seminal article in HBR about successful organizational visions, and followed that with the now-classic book, Built to Last. Their ideas on visioning galvanized a wave of enthusiasm across the whole organizational development sector that continues to this day. I still absolutely love the clarity and power of their framework, and continue to use it often to inform my own organizational consulting practice. It goes like this:
- Purpose: An organizational vision is grounded in a deep sense of purpose. Purpose is essentially permanent; it could easily ensure for 50 or more years. Purpose is never achieved – it is an overall direction. Yet it is still clear. An organization with a strong, clear purpose would literally walk away from markets, customers or (in the case of non-profits), funders, rather than compromise its purpose.
- Values: Like purpose, core values are enduring. They don’t change, even during market shifts. What are the principles that guide your organization’s choices and behaviours? I’ve worked with several organizations that begin with long virtual “shopping lists” of core values (several have had 14 or more). But once we explore what the values might mean in terms of actual behaviours and decision-making, the lists get much shorter; Collins and Porras suggest that no more than 3-5 is ideal. Would your organization be willing to walk away from a foundation grant or major project if it meant compromising a particular core value? Take “transparency” as a core value. How is it reflected in practice? Budgeting, for example, could be completely open and transparent. That’s the case with Zingerman’s Delis; they are one of the few organizations in the world to use Open Book Finance. Staff are involved at every level of budgeting, from forecasting to implementation and tracking. Out of respect for privacy, individual salaries the only data not shared with staff.
- BHAG: what is your Big, Hairy, Audacious Goal? In the 1960s, NASA’s was to “put a man on the moon.” Once they accomplished that, the BHAG needed to change. BHAGS are bold and somewhat long-term, but they are not permanent – they are concrete, major milestones achieved while on the path of purpose.
- Vivid narrative description: Finally, what’s the story of your preferred future? John Kotter, author of Leading Change, suggests that the vision should vivid, repeatable, and possible to convey in no more than 5 minutes.