creating a vision

In our experience, the hardest part of creating a vision is finding the balance between what is bold and transformational and what is realistic and achievable. The phrase many use for this is landing on a vision that is “tough but doable.” If the vision feels too incremental, cautious, or overly tailored to existing capabilities, it will fail to create momentum or pressure for an organization to push the limits of what is possible and therefore won’t lead to breakthroughs. At the same time, if people see goals as simply “pie in the sky” and beyond reach, they will become disillusioned and give up. 

Often, examining the “art of the possible” can help find the sweet spot. For example, ask what performance would look like if every area operated at the level of the current best practice within the company? What if all of our processes and systems were operating at the top of their technical limits? What if we achieved best practice in the industry on not one, but all key measures?... By considering the art of the possible in this way, leaders can aim high without the goal feeling untethered to reality. 

When managers are planning two or three years ahead, that period is close enough in time to allow them to choose relevant goals and identify specific initiatives to reach them. 

There are advantages in having objectives distant enough to reduce any temptation to rob tomorrow to pay for today – a constant battle for public companies under pressure to achieve quarterly results. 

Scott Keller and Bill Schaninger

Beyond Performance 2.0: A Proven Approach to Leading Large-Scale Change. John Wiley & Sons, Inc. 2019