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.

The Purpose of 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.

Leadership is about Influence

Before leaders can communicate their vision and get everyone to work toward achieving corporate goals, they have get others to understand why what you are doing is important.

Leaders have to be able to influence, and 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 so that key leaders understand why.  If they “buy-in” and accept your message as if it were their own, they will 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

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