Knowing your company direction

August 16, 2012 By    

The late Stephen Covey, one of Time magazine’s 25 most influential Americans, conducted a survey of more than 23,000 employees across a wide range of companies and industries, revealing the price of not communicating the vision and goals to our company’s employees:

• Only 17 percent said they have a clear understanding of what their organization is trying to achieve and why.
• Only 20 percent were enthusiastic about their team’s and organization’s goals.
• Only 20 percent said they had a “clear line of sight” between their jobs and their team’s and organization’s goals.
• Only 15 percent felt that their organization fully enables them to execute key goals.
• Only 20 percent fully trusted the organization they work for.

Rick Wallace of Next Level Coaching LLC says if your company were a 5-year-old soccer team, the lack of communication of the company’s vision and goals would look like this:

• Only two of the 11 players on the field would know which goal is theirs and how to score a goal.
• Only two of 11 would care.
• Only two of 11 would know what position they play and what they were supposed to do.
• Only two would feel they had the coach’s OK to kick the ball.
• And all but two would keep the ball from their own team members rather than the opponent.

When our organization is without clearly defined goals, we just do busy work all day. However, when we know where we are headed and we effectively communicate that to our staff, we become more effective and are able to move our company forward as a team.

Ken Albrecht is president of Reliable Propane in Clarence Center, N.Y. His blog appears at Also visit

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