Kotter's Vision Development Framework
Create a vision
Kotter's Vision Development Framework is a process for creating a clear and compelling vision for an organization. The framework involves developing a first draft of the vision, refining it through a guiding coalition, and then communicating it to the rest of the organization. The vision should be imaginable, desirable, feasible, focused, flexible, and easy to communicate.
- A clear vision is essential for successful change
- The vision should be developed through a collaborative process
- The vision should be communicated effectively to all stakeholders
- Develop a first draft of the visionThe business leader develops a first draft of the vision and circulates it to the guiding coalition. The guiding coalition refines the vision, dealing with any potential conflicts.Pro tipInvolve a diverse group of stakeholders in the vision development processWarningA poorly developed vision can be worse than no vision at all
- Refine the visionThe guiding coalition refines the vision, dealing with any potential conflicts. A second draft vision statement is then produced and circulated more widely within the organization.Pro tipUse a collaborative process to refine the visionWarningFailing to address conflicts can undermine the vision
- Communicate the visionThe vision is communicated consistently throughout the organization, using simple language, good metaphors, and repetition. The vision is also embedded in all aspects of the organization, including meetings, memos, and casual conversations.Pro tipUse multiple formats to communicate the visionWarningFailing to communicate the vision effectively can lead to confusion and resistance
A company develops a clear and compelling vision through a collaborative process, and communicates it effectively to all stakeholders. The vision drives successful change efforts and improves organizational performance.
A company develops a poorly developed vision, and fails to communicate it effectively to all stakeholders. The vision leads to confusion and resistance, and undermines the change effort.
John Kotter developed this framework through his research and experience with organizational change. He recognized the importance of a clear and compelling vision in driving successful change efforts.