Andreas Vetr

COMMUNICATION: Sharing a compelling vision.

For English – scroll down

COMMUNICATION: Sharing a compelling vision.

With just a few words, marketing professionals create images in our minds. Managers do that too.

Wording is important to address the right people. For this reason, managers deal with it intensively and work with professionals in the field of presentation and vision. Word picture combinations are very suitable and short and concise, clear word pictures are generated so that everyone knows what is meant. The vision also contains a mission without using many words.

“A vision that is short, clear and powerful and fits the people allows the leader to lead.”

Here are a few examples: (- I left most of them in the original language)

  • “To create a better everyday life for the many people.” Ikea
  • “Create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.” Tesla
  • “Becoming the best global entertainment distribution service.

Licensing entertainment content around the world.

Creating markets that are accessible to filmmakers.” Netflix

  • “To provide access to the world’s information in one click.” Google

Or one of the best word picture visions, written in the language that spoke to the people who should implement them – in just 10 words: “Do not be afraid. From now on you shall fish for men.” Jesus to Simon Peter and Andrew.

To think about:

What do I want to achieve with my team? What vision do I want to realize with them? And how can I briefly and powerfully tailor this vision in pictorial language to the people who are supposed to implement it?

English:

COMMUNICATION: Sharing a clear vision.

With just a few words, marketing professionals create images in our minds. Leaders do the same. Phrasing is crucial in reaching the right people. That’s why leaders invest heavily in this area, collaborating with experts in presentation and vision. Word-image combinations are highly effective, generating concise and clear word-pictures so that everyone understands what is meant. The vision also encompasses a mission without using many words.

“A vision that is brief, clear, and powerful and resonates with people allows the leader to lead.”

Here are some examples (I’ve left most of them in their original language):

  • “To create a better everyday life for the many people.” – Ikea
  • “Create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.” – Tesla
  • “Becoming the best global entertainment distribution service. Licensing entertainment content around the world. Creating markets that are accessible to filmmakers.” – Netflix
  • “To provide access to the world’s information in one click.” – Google

Or one of the most powerful word-image visions, articulated in the language that resonated with the people who were meant to execute it—in just 10 words: “Fear not. From now on, you will be fishers of men.” – Spoken by Jesus to Simon Peter and Andrew.

Food for thought:

Now, what do I want to achieve with my team? What vision do I want to realize with them? And how can I tailor this vision briefly, clearly, and powerfully in a few words/images for the individuals who are meant to bring it to life?