Only today it is Houston or, more precisely, NASA who has the problem. Why? The organisation used by consultants around the world as an example of quality Visioning has forgotten how to do quality Vision.
I am among the many Strategy Consultants who, when asked to cite a great example of what a Vision should look like has quoted NASA’s Vision originally stated by John F Kennedy on 25th May 1961:
“This nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to earth.”
As a Vision it had everything a good Vision requires. It was measurable, it had a clear deadline, it was inspiring and motivational, it was achievable and it clearly sign-posted the way for the focus of the ensuing NASA Strategy which ultimately led to its being achieved.
Fast forward from the 1960s to the 2010s and things have drastically changed. Much of the discussion around the future of space flight appears to emanate from the private sector within the USA or from other nations not previously viewed as ‘space powers.’ NASA is slipping behind.
A recent report from the Space Foundation declared; “NASA’s 2011 Strategic Plan is no longer viable.” Others are declaring that neither NASA’s workforce, the US people nor the international community are inspired or motivated to achieve the goal previously stated of visiting an asteroid by 2025. (Source: Aviation Week).
In short, the pioneers and early pacesetters have flown off course. But why?
I would suggest that they need to do little more that look at their current stated Vision* and compare it to that of 1961. They should ask themselves; “is this measurable, does it have a clear deadline, will it inspire and motivate our people to strive for its achievement? Indeed, is it even a Vision?”
The answer will be a resounding no on all points.
While NASA need to look to their past to recognise a better route to their future, for businesses large and small around the world they still teach a simple yet vital lesson in Strategy, a lesson so many still get wrong:
The more specific and clearly stated your Vision, the easier it is to plan for its attainment, the more likely you are to achieve success.
It is a lesson which you forget at your peril!
“To reach for new heights and reveal the unknown so that what we do and learn will benefit all humankind.”
It is classic bad Visioning; confusing Mission with Vision thereby omitting the very thing which gives Strategy direction!
© Jim Cowan, Cowan Global Limited, December 2012