Crafting a vision is arguably the most critical role of a leader.

Creating one that inspires and engages is critical.

Vision begins and ends with your heart; you must feel it before you can see it. As leaders, we must build relationships rooted in trust. Without trust, there is no relationship, and people are unlikely to follow.

So, what makes a vision compelling? First, remember that people buy into the leader before they buy into the vision. Trust is the currency of that relationship.

We must have absolute clarity in our messaging. People want to know:

  • Where are we going?

  • Why are we going there?

  • How will we get there?

  • Most importantly, what is my role in this vision?

When this clarity exists, a vision can create a magnetic pull. That’s when engagement begins. And with engagement comes the opportunity for a shared vision, and a better tomorrow takes shape.

Engagement doesn’t guarantee success. But a lack of engagement almost always leads to disappointment.

A shared vision is no longer the leader’s vision. It becomes our vision—the shift from “me” to “we” is powerful.

One final reminder: avoid being too wordy.

  • The Lord’s Prayer has 66 words.
  • The Gettysburg Address: 286.
  • The Declaration of Independence: 1,332.