According to Jan Carlzon (1987), who provided SAS Airlines with transformational
leadership, a leader must encourage and facilitate formulation of an organizational
vision in which as many stakeholders as possible have participated. He must create
an environment in which employees can accept and execute their responsibilities with
confidence and finesse. He must communicate with his employees, imparting the
company's vision and listening to what they need to make that vision a reality. To
succeed...he must be a visionary, a strategist, an informer, a teacher, and an inspirer.
(p.5, italics mine).
My concept of a vision is a description of a state that is considered to be
significantly more desirable than the current state It is a state that cannot be
approached without a fundamental change of direction, a change of the status quo. It
takes courage to lead such a change and it requires instilling courage in others. This
involves more than persuasion; it requires the ability to inspire. Unlike persuasion,
inspiration evokes a willingness to make sacrifices in the pursuit of long-run objectives
or ideals. Therefore, visions that induce others to pursue them must be inspiring. An
inspiring vision is the product of a creative act, of design. Inspiring visions are works of
art and those who formulate them are artists.
Leadership also requires the ability to implement pursuit of the vision. Inspiration without
implementation is provocation, not leadership. Implementation without inspiration is
management or administration, not leadership. Therefore, leaders must be both
creative, in order to inspire, and courageous, in order to induce implementation.
Positive visions that can mobilize transformations can be produced by idealized design.
In this process those who formulate the vision begin by assuming that the system being
redesigned was completely destroyed last night, but its environment remains exactly as
it was. Then they try to design that system with which they would replace the existing
system right now if they were free to replace it with any system they wanted.
The basis for this process lies in the answer to two questions. First, if one does
not know what one would do if one could do whatever one wanted without constraint,
how can one possibly know what to do when there are constraints? Second, if one does
not know what one wants right now how can one possibly know what they will want in
the future?
Summarizing this much, then, a transformational leader is one who can formulate
or facilitate the formulation of an inspiring vision of something to be sought even if it is
unattainable, although it must at least be approachable without limit. The leader must
also be able to encourage and facilitate (inspire) pursuit of the vision, by invoking the
courage required to do so even when short-term sacrifices are required, by making that
pursuit satisfying, fun as well as fulfilling.
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