Do you know where you’re going?

Effective leaders create a vision of where they are going and why. They are able to link to an aspirational purpose that inspires people to think bigger and find meaning in their work, especially during difficult times or change.

Inspiring team visions are aspirational and require people to think big and stretch. Effective team visions can be measured and link to the overall organizational vision. When leaders create vision, they move from managing people to a job description to engaging their team in meaningful work.

Leaders create vision by crafting a team vision statement, drafting a team strategy, and practicing a strategic narrative.

Mission, Vision, and Strategy

When developing your team vision and strategy, start with your own creativity, analysis, and planning to set the groundwork. Then engage your team’s creativity, feedback, and involvement to make it come alive.

Team Strategy and Narrative

Team Strategy:

No team has an inherent right to exist. A relevant team strategy incorporates the organizational strategy, meets customer and other stakeholder needs, builds on your team capabilities, relates to the wider context, and brings meaningful impact to the bottom line.

Strategic Narrative:

Your strategic narrative should be so clear that you can communicate it—and others can understand it—in 30 seconds or less. An effective narrative is clear; it is specific and unambiguous. It is concise—short and to the point. It is compelling, meaningful, and inspirational. And it is confident, which means it’s positive and believable.

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If a clear and compelling purpose exists, people will volunteer their best efforts.

— Stephen M. R. Covey

Free Guide

Adapt to Change: 5 Self-Coaching Questions

Use this guide to help your leaders identify their current approach to change and adopt a productive mindset.

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Learn how The 4 Essential Roles of Leadership can help your organization develop leadership potential and improve performance.

The 4 Essential Roles of Leadership®


Trust starts with a leader’s own character and competence—the credibility that allows leaders to intentionally build a culture of trust.


Effective leaders create a shared vision and strategy, and communicate it so powerfully that others join them on the journey.


Leaders must not only think big, but also execute their vision and strategy all the way through to completion, with and through others.


Effective leaders develop the leadership potential in others and improve performance through consistent feedback and coaching.

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