Vision, Ambition and Goals

There’s no real point in working for an enterprise that’s got no Vision or Ambition. People want to work for a company that they can be proud of and has plans and ambitions for the future. So having and being able to communicate a Vision is critically important, as this is the emotional story that people attach to. But you need also to set a goal, an ambitious goal, something that is an Icon or symbol of the Vision or Mission we’ve signed up for.

As we move into gear for the New Year, what are the ‘Iconic’ Goals we will set? What are the big, symbolic, indisputable milestones we will set to guide and inspire us and for us to be sure we’re on track, and that we’ve arrived? And what are our ambitions for each group of our stakeholders – investors, senior executives, middle managers, employees, customers, suppliers, the community in which we operate?

Kennedy’s ‘Man on the Moon’ goal was a terrific example. Whilst massive in itself, it simply focused on one small area of American progress – space exploration. It was nothing to do with health or education or equality or peace. And yet it caught the mood and became the icon or symbol of all other aspects of American life. It unified the country. It communicated on so many aspects of life that were troubling America at that time. It was an extraordinary goal to set and it’s not outrageous to suggest that it was a huge factor in America’s ultimate success.

The trick is to pick something that on first hearing causes people to react with surprise, uncertainty and even hesitancy, characterized by a “Wow, really? That seems impossible. You really think we could do that?” but after a moment’s reflection sets up a connection to a logical or rational thought, characterized by a “But actually why not? It makes sense for us to be the ones who could go for that. Maybe we could achieve it. Wow, let’s start!”

And now to the bit where we really start to bring out people’s latent or hidden potential. It’s easy to do, once we have the basics in place. We simply challenge the other person to stretch themselves towards goals and objectives that are further ahead than they had been thinking. Maybe than they would ever dare think.

I am at my best when I am helping someone to stretch towards an ambitious goal – when I see that look on their face; when I sense the energy and excitement rising – of what might just be possible if only they believe. And my belief in them is often all it takes to unlock their own ambition.

Think back to a wonderful time in your own life – a moment when you achieved something very special. Often what makes it so special is that sense of humility that accompanies the pride – the feeling that we still cannot believe that we did it; that this is really happening to us. I believe passionately and wholeheartedly that people are capable of truly extraordinary achievements, and of experiencing the joy that goes along with it. I have witnessed it time and time again.

Of course the bonus is that achievement is self perpetuating and highly infectious. Once we have tasted it we want more.

I believe that a good coach can help someone live their life like this; constantly looking for the possibilities to expand and grow and achieve miraculous things. They don’t have to be big things, in fact they can be tiny, but they are different and they add value, just as the greatest customer service comes down to the tiny details or the smallest gesture. The big things are easy, because they are one-offs and can be planned and executed. In fact it is the small stuff that is hard because it can go unnoticed, because we have to do them all day everyday and because it can feel like there’s no respite and no hiding place.

A winning culture is one where people are working to a set of desired values and behaviours in pursuit of an inspiring purpose, vision and goals; where this collective way of working leads directly to the achievement of exceptional results and where the community is so inspired by the shared experience that people come to believe in ever more extraordinary possibilities and are moved to strive for ever higher ideals.

It is achievement that develops self confidence. What are you doing to help your people achieve great things – for themselves? What are you doing to construct a culture around you of excellence and extraordinary performance? We worry about being seen as unreasonable, so we let people off the hook sometimes. Don’t. They can take a rest when they have climbed the mountain, climbed back down again and packed all their gear away.