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Chris LoCurto


October 7, 2011

Why Vision Casting Is So Important

October 7, 2011 | By | 13 Comments">13 Comments

I have been speaking a lot lately about visions. Whether it’s talking with EntreLeadership Alumni in coaching sessions, or teaching Momentum around the country, or speaking to a bunch of pastors at the Catalyst conference.

It is a topic where the lack of vision seems to be the reason for so many of the problems that people are facing right now. Here is a recent issue I ran across and thought I would share with you:

Team vision – A lot of the business owners I have talked with lately are struggling with motivating their team. They don’t understand why they won’t work like crazy, have the same passion as them, and care about the customer more. Every time this has come up I explained how they have to spend time showing their team that what they are doing is bigger than them. One was trying to motivate a team of mechanics.

I discussed how the owner has to continuously show the team how they aren’t just turning a wrench. How each time a single mom comes in she’s bummed about having to fix the car, stressed because she probably can’t afford it, and scared that she is going to be taken advantage of. So he needs to show those guys how to take care of her like she was their own mother.

Understand that she is coming in with her guard up and talk nicely to her and treat her with dignity. Most mechanic shops always tell women that they need to replace their serpentine belt right away because it’s about to break. And most of the time, that’s not true. So go through all of the stuff that other shops try to make undue money on and reassure her that those parts on her car are looking good and probably won’t need to be replaced for ____ amount of time.

Let her know all of her options with her current issue, how much each one would cost. Then ask her if there is anything with the repair estimate that she doesn’t understand. Or does she have any questions. While she waits for the car to be fixed, offer her coffee, magazines, toys and coloring books for the kiddos. Then super serve her by doing the best repair job possible.

When you give her the keys and the bill, don’t just rattle off what she owes like you’re ready for the next customer, treat her with respect. Ask if there’s anything else you can help her with. As you cast this kind of vision for your team members, they stop being employees who turn a wrench, and become team members who are changing lives. They begin to realize that fixing that single mom’s car is work that matters. Team members become passionate when they see that the work they are doing is bigger than themselves.

Question: How can you see casting vision helping your team?

  • Jana Botkin

    You described my mechanics! I’ve been with them since 1983, always carry their business cards with me, send everyone I know there, and I wouldn’t dream of driving a car they don’t work on. When I needed a car, I consulted with them before deciding. They also let me know what might be coming up next and what it is likely to cost AND how long I can procrastinate on some repairs.

    Great example of how to impart vision – very concrete (or should I say very “where the rubber meets the road”?)

  • Louise Thaxton

    Many times the reason a leader does not “cast” the vision – is because he/she does not HAVE a vision! A detailed vision. I mean a REAL, “I can see, hear, taste the future” vision. They have some sort of vague idea of how they want their business to run but have not nailed it down to specifics – like the specifics you shared. A vision gets DETAILED! When a client says this – you say that.

    Vision is critical – without one – people perish!

    • Chris LoCurto


    • Tom Brichacek (@tbric)

      Thanks Louise, that answered a question I was going to ask. Here’s another: How does the vision differ from the team goal?

      • Chris LoCurto

        Visions and goals are two different things. The vision is what how something looks. Ex., we will hit 1000 sales in the first quarter of 2012. The goals are the steps that we are going to take to get there. Ex,. 20 quality conversations a day, 40 emails, etc. Makes sense?

  • misty

    Casting a vision means that I first know what I want to achieve and what the goal is. I can’t impart the vision if I myself don’t know what it is. God created a vision for us in how to live, serve and love and that is why He says “Without vision the people parish”. You & I will not thrive if we do not have vision. Sometimes I think we get so bogged down in the moment that we periodically have to step back and look at what the vision is so that we can be recharged!

    • Chris LoCurto


      Sent from my iPhone

  • Eric Speir

    We need more businesses with this kind of mindset. When we learn to take care of people then they’ll take care of us by becoming repeat customers. The 80/20 rule still applies for businesses. 20% of the customers provide 80% of the income by becoming repeat customers and then telling their friends about their good experience.

    • Chris LoCurto


  • Uma Maheswaran S (@mahez007)

    I can see casting vision helping my team in the following ways :

    — Vision empowers people with focus. I remember the old adage: “Where the focus goes, the power flows.”

    — Without clear vision, employees feel they are on a ship without a rudder. Many years back George Washington Carver has written, “Where there is no vision, there is no hope.”

    — Vision raises an expected standard for achievement. It causes all to join together to accomplish more than one person alone.

    — Vision inspires a commitment toward tomorrow. (Aristotle stated, “The soul never thinks without a mental picture.”)

    — Vision clarifies the organization’s direction.

    • Chris LoCurto

      Great stuff Uma!!!

  • Joel Fortner

    I want to work there! Okay, not really, but you nailed that. Vision casting also helps focus a team on the long-term. It gives everyone an aim point. You should regularly walk your team up to the vision and back step to your mission and then back step to our goals. At that point, they can see the path. Then you step forward.

    • Chris LoCurto

      Amen brother!