ABSTRACT
This chapter explains how to develop a central theme that people can rally around, and how to create a sense of urgency so those impacted by change are ready to take a chance on something new. The following are the topics examined:
■ Why Purpose Is Important ■ Characteristics of a Shared Purpose ■ Creating an Effective Statement of Purpose ■ Communicating the Purpose ■ Communicating Also Means Setting an Example ■ Communicating Up Is Also Important ■ Communicate a Unifying Purpose: How to Make It Happen ■ An Example of Failing to Communicate a Purpose ■ An Example of a Well Communicated Purpose
Just as the project for improvement had a statement of purpose, the implementation effort requires a clear statement of direction. Sometimes described as a vision statement, it presents a common picture of the future. A shared vision is the unifying element that pulls everyone together and keeps them moving forward.
