When I explain what a compelling vision is to some leaders in organizations, they either give me a blank look or say something like “I’m sure we have one on the wall somewhere.” So what is a compelling vision?

According to my book with Jesse Stoner, Full Steam Ahead! Unleash the Power of Vision in Your Work and Your Life, a compelling vision includes three elements: your purpose (what business you are in), your picture of the future (where you are going) and your values (what will guide your journey).

A compelling vision is alive and well in companies that are leaders in their field, such as Disney, Southwest Airlines, Nordstrom, Wegmans, and Starbucks.

MAKING COMMON SENSE COMMON PRACTICE

Here’s how you can incorporate the three elements of a compelling vision in your organization:

• Make sure the people in your organization know what business they are in. For example, when Walt Disney started his theme parks, he said, “We are in the happiness business.”

• Confirm that your people know where they are going—what good results would look like. At Disney, the picture of the future is that all guests of the parks would have the same smile on their faces when leaving as when they entered.

• Find out if the people in your organization are clear on what values will guide their journey. Disney’s first value is safety. Its next values are courtesy and “the show,” which is about everyone playing their parts perfectly, whether they are a ticket taker or Mickey Mouse. Disney’s final value is efficiency—having a well-run, profitable organization.

If you can share your compelling vision as clearly as Disney does, congratulations! You have just made common sense common practice.