8/14/2019 Dude, Where’s My District’s Vision?

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Dude, Where’s My District’s Vision?

Not long ago, I spoke to a class of aspiring superintendents. I do this a lot but this onewas different. It was a small group of only eight or ten students, all of whom hadexperience as school administrators.

In talking about engaging community members, the conversation moved beyond the

“nuts and bolts” type of conversation I normally have with school leaders, becoming

something more philosophical in nature.

As my time was wrapping up and I began packing up my things, a student who had up to

that point been very quiet asked one more question.

“Joe, for someone who will be a superintendent next fall, what is the single most

important piece of advice you can give me, in relation to my communications andcommunity engagement efforts?”

Despite the levity of the question – it gets straight to the heart of everything I have

spoken, written, and consulted on for years – I had no hesitation in answering.

The single most important thing any school leader can do is to articulate a clear vision

for the school or district.

It is absolutely critical from a communications standpoint for educational leaders to

promote a vision for their district, one that not only captures the imagination of students,staff and parents, but also that of other community members, including those who do not

have a strong connection to schools.

By a vision, I mean something that people can really sink their teeth into; that they canembrace and own.

This cannot be a simple series of niceties created by a committee. It must be something

that is immensely personal, and that educational leaders can wear on their sleeves.While a vision may grow and evolve, it always leads to a clearly-defined goal.

It is a thing of passion; something that reflects the personality of the administrator and

the people who embrace it.

Some examples:

We will ensure that our students – all of our students – are prepared for success at thepost-secondary level.

Every child a graduate.

8/14/2019 Dude, Where’s My District’s Vision?

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We provide our students with the knowledge and skills critical for success in a changingworld.

We build outstanding adults.

There is no excuse for failure.

There are all ideas and concepts that, while not typically printed on school building walls

(with some exceptions) should be repeated every day by school and district leaders, and

should be communicated in every way possible. They are rallying cries, organizingchants, mantras to rely on when challenges seem to outweigh opportunities.

Most of all, they are the centerpiece of any school or district’s communications effort.

They are the prism through which every conversation about the school or district is seen.

Most importantly, a vision embraced by an ambitious and passionate educational leader conveys the most powerful message possible, because in its authenticity, it has thepower to capture the imagination of even the most cynical community members.

What could be better than that?

--Joe Donovan is president of the Donovan Group LLC.