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The current conception of Vision, Mission and Communication focuses on the strategic (and commercial) targets of an organisation. People are seen as assets, tools to realise these targets. For that purpose rules, regulations, norms and measurements are developed as a framework in which people in the organisation must act accordingly. This leads to confusion, tiredness and non-interest and in some cases even rebellion.
But people really matter in organisations. People are the organisation. Each individual forms his own organisation. Communicative Strategy focuses on people and their organisations by offering a method to develop and implement Vision through strategy with all concerned, by all concerned and for all concerned. This is compassion.
Communicative Strategy is about Vision, Mission and Compassion by asking three key questions: what are the Possibilities, what is the Drive and what is the Foundation? The answers are the basis for developing the Vision – the reason to be –, the Mission – the task – and the Compassion, the Participation Process.
Luuk van Leeuwen, Kees Winkel and Hans Dijkstra have developed Communicative Strategy as a system for people in organisations to make things possible. In the future, organisations will regard targets as a result of a shared Vision (Visio), thus building strong relationships based on possibilities, drive and foundation. Communicative Strategy prepares people and their organisation for the future.
Luuk van Leeuwen is lecturer at the University of Applied Sciences, Utrecht, Helsinki and Vienna. There he teaches Communication. Luuk also consults organisations on issues of vision development and managerial matters. Kees Winkel teaches subjects regarding Modern Marketing at the University of Applied Sciences, Utrecht and is a research fellow at the Research Centre for Communication and Journalism, Research Group Cross media Content. Hans Dijkstra has dedicated over thirty-five years in developing the Enneagraphical system; the basis for Vision, Mission and Compassion. In his workshops, Hans teaches advanced Enneagraphical system and works as a consultant in the area of change management.
Look inside this book.
Vision, Mission, Compassion - Communicative Strategy
Part 1
Credo of Communicative Strategy
Communicative Strategy, an introduction
Part 2
Foundations of Communicative Strategy
Part 3
Possibilities, Drive, and Foundation
Vision, Mission, Compassion
The philosophical foundations of Communicative Strategy
Why people matter in organisations. The power of compassion
Part 4
The processes in Communicative Strategy
Three times three steps
The Information process. The reality of the possibilities with Vision as the result
The Planning process. The reality of facts with Mission as the result
The Participation Process. The reality of humanity with Compassion as the result
Part 5
The Communicative Strategy Sequential Plan
Step 1. From Requirements to Kernel
Step 2. From the Kernel to the Concept
Step 3. From Concept to Identity
Step 4. From Identity to Story
Step 5. From the Story to the Target
Step 6. From Target to Requirements
Part 6
Getting practical. The sequential plan of Communicative Strategy
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