Leadership communication requires that the content of the communication include a shared and compelling vision of success, a clear set of values, and honesty about performance. This essay summarizes the importance communicating a compelling vision of success in educational leadership.
An effective leader must convey a sense of purpose to others, through the communication of a vision. This is done by communicating to others what is to be done, why it is important, how it will be done, and what action must be taken be each. People need a straight forward understanding of what is expected of them. Without this guidance, confusion and frustration develop (Bennis & Nanus, 1985; Clifford & Cavanaugh, 1985; Kouzes & Posner, 1987; Levenson & Rosenthal, 1984; Maccoby, 1981; Ulrich, Zinger, & Smallwood, 1999).
To be successful in educational leadership, the communication of a vision is important for large-scale innovation implementation. Many schools are implementing large-scale innovations, such as those initiated by government policy. Geijsel, Sleegers, and van den Berg (1999) pointed out that while small-scale changes may be made through traditional leadership styles, large-scale changes need to include a transformational leadership style, which inspires others by providing a vision. Providing a vision not only gives others a clear direction to follow, but it motivates them to follow this course through inspiration and intellectual stimulation. The clearer the vision and its communication, the more engaged teachers and others become in their work, through their identification with the vision. Creating a clear and compelling vision is necessary to make changes toward educational improvement.
Communicating a clear vision is also important in small-scale leadership. The principal of a school must inspire teachers and other administrators with a clear sense of purpose and guidance, and even the teacher in the classroom must...