(c) Point to the destination (talk about it – set priorities)
Contract automation and your destination postcard. An ambitious goal motivates both the rider and the elephant. Point to and talk a compelling destination. Such story redirects thinking because the driver begins to figure out how to get there. As a leader, create what SWITCH calls a destination postcard, a vivid image from the near-term future of what is possible. Then back it up with a script for the behaviours you want. Indicating the destination makes the rider think about how to get there. Change becomes easier if you know where you’re going and why it is worth aiming at.
Your own destination postcard. A few questions to help you:
- Can you paint a rich, detailed picture of what the right destination looks like?
- Make it concrete. Make it motivational (or competitive).
- Avoid metrics as a destination postcard. Metrics make poor destinations – ’return on equity’ or ‘gross margin’ targets are not going to inspire many people.
- Does it pass the champagne test? Is your destination clear enough that people will know when to celebrate?
- Consider moving from process to outcome: “100 percent of business covered by a contract” may not motivate as much as “0 percent claims.”