"Es spielt keine Rolle, daß Du eine Vision hast, wenn Du sie nicht artikulieren kannst", schreibt Carmine Gallo in der BusinessWeek.
Hier seine 4 Punkte, wie man eine Vision auf den Punkt bringt und effektiv kommuniziert, damit sie Realität wird:
"Brevity. Google guys Sergey Brin and Larry Page once walked into a venture-capital firm
and were able to express their company’s vision in one sentence:
"Google provides access to the world’s information in one click." One
investor told me that if an entrepreneur cannot articulate his or her
vision in 10 words or less, he wouldn’t give that entrepreneur a dime.
If your listeners cannot remember your vision, it won’t inspire anyone.
Specificity. Inspiring visions rally people to a
greater purpose, even if they seem daunting at first. On May 25, 1961,
President John F. Kennedy outlined a specific vision to conquer space.
Not only would America land a man on the moon and "return him safely to
earth," he told a joint session of Congress, but America would do so by
the last day of the decade. That is a specific goal and a specific
timeline. Skeptics ridiculed Kennedy’s plan as nothing but a pipe
dream, but the bold, specific vision rallied the nation’s best
scientists to make it happen.
Consistency. A vision means nothing if your staff
doesn’t hear it consistently. When I met Cranium co-founder Richard
Tait, he said he left Microsoft and created a board game with a sketch he drew on the back of an
airplane napkin. It was a vision to create a board game that gave every
player a "chance to shine," as he put it. Tait reminded employees of
the vision on a daily basis and used media interviews as opportunities
to explain the concept. Though Hasbro
bought Cranium in January, this vision ("Everyone Shines") remains
consistent on Cranium’s packaging, Web site, press releases,
presentations, and marketing material.
Emotional connection. In order to create an emotional
connection with your listener, your vision must be about your listener.
In other words, if your vision is all about yourself, it can be
specific, concise, and consistent, but fail to touch your customer on
an emotional level. Tell me how your product improves my life and
you’ll hit a home run."
Ich selbst rate in solchen Fällen immer, die eigene Vision meine 4 Fragen beantworten zu
lassen, um sie einem ultimativen Test zu unterziehen bzw. sie an diesen
Fragen entlang zu kommunizieren:
1 – What's the Story? (Kontext, Emotion)
2 – What's New? > (Innovation, Exklusivität)
3 – What's in for Me? > (Nutzen, Benefit für Adressaten)
4 – What's Next? > (Wo kann ich 'unterschreiben'?)
Während sich Emotional Connection bei mir in 1 und 3 widerspiegelt, sind die Punkte Brevity, Specifity und Consistency hier eine gute Ergänzung.