The Purpose of Communication
Share Your Vision

If the purpose of communication is to achieve common understanding or to create new or better awareness, then communicating vision requires a clear and compelling message.

A clear vision is critical for senior leaders because without the ability to be ever present, it becomes increasingly difficult to influence their teams. Vision keeps everyone moving in the same direction.

Therefore, communicating a clear and compelling message is critical for senior leaders, as they must rely on indirect contact with their teams through other leaders.

If the purpose of communication is to achieve understanding or to create new or better awareness, then for senior leaders, it is critical that the message is clear and compelling to improve business communication.

Communicating vision for senior leaders becomes increasingly difficult because they have less direct contact with their team.

Senior Leader's Inspire

How do leaders of large organizations with little direct contact with their teams continue to exert influence?

Commanding Generals, as leaders of any large organization, understand the art and importance of communication, how to motivate employees, and getting others to spread their message.

For example, here's how the Commanding General (CG) of 270 on-campus leadership training programs known as ROTC communicated his vision throughout the U.S.:

  • The ROTC programs were members of 13 different Brigades, who in turn were part of three different Regions.
  • This required the CG to communicate his vision through the leaders of these Regions and Brigades.
  • Region and Brigade Commanders then communicated his vision so that each of the 270 ROTC programs received the same message.

To ensure consistency, the CG repeated his message at regional conferences and did a “spot check” during various visits with Brigades.

Effective Communication

Since the purpose of communication is to achieve common understanding or to create new or better awareness, effective communication demands that you convey your message successfully throughout the organization.

Imagine what would happen if key leaders did not “buy-in” to your message or they merely retransmitted your words without communicating your intent. Your message would be lost in translation and open to interpretation. When key leaders accept the message as their own, they pass on the message as it was intended.

As organizations grow, senior leaders have to exercise increasingly effective communication skills in order to influence the key leaders who have direct contact with so many others.

Increase Your Self-Esteem

Leadership is about Influence

Before leaders can communicate their vision and get everyone to work toward achieving corporate goals, they have to be able to influence. This is all about leadership.

Actions determine a leader’s ability to influence. Once you have set the example by living your corporate values, you can communicate purpose more effectively with a clear and compelling vision statement.


Communicate your vision with passion so that key leaders “buy-in,” accept your message as if it were their own, and convey your message throughout your organization.

You can find a great example of a vision via the mission statement and corporate values in Nuts: Southwest Airline’s Crazy Recipe for Business and Personal Success, by Kevin & Jackie Freiberg.

Recommended Communication Books

More on Achieving Communication

The Importance of Communication

Demonstrate the importance of communication by conveying your message through clear expression of your intent, vision, and values. Recognize and remove communication barriers.

Purpose of Communication

The purpose of communication is to create new or better awareness. Effective communication implies a clear expression of vision and values in order to more easily achieve goals.

Communicating Values

Communicating values is the quickest way to get others to support your vision and achieve business goals.

A Good Mission Statement

A good mission statement, along with your corporate values and vision, address all of the basic questions employees need to perform successfully.

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