By Erica North, Talent Management Consultant with Performance Impacts

As we move further into 2025, taking a minute to reflect on some of the transformative changes that 2024 brought provides valuable insights for the year ahead. Last year we saw substantial advancements in AI technology, increased scrutiny in the Healthcare sector, a heightened focus on sustainability, and a rethinking of product offerings to attract younger consumers, just to mention a few. For organizations, these developments weren’t just challenges, but opportunities to innovate, adapt, and lead. Today’s leaders are tasked with ensuring their teams have the clarity and direction to remain resilient and engaged in their roles. Leaders who can articulate a clear, compelling purpose and vision for their teams are ultimately able to leverage these opportunities and navigate change and uncertainty more effectively.

Purpose and vision are the foundation for reliance and direction, especially during uncertain times. Purpose answers the “why,” providing teams with a shared mission and values that outlive short-term fluctuations. Vision, on the other hand, defines the “where,” offering a clear and compelling picture of the future that inspires collective effort and commitment. Purpose and vision enable leaders to align their teams, prioritize work, and maintain forward momentum even through shifting circumstances.

Lessons from the Field

Late and recent history is ripe with examples of organizations navigating uncertainty and change. Some handled it expertly, while others struggled to adapt. Regardless of the outcome, leaders today can learn important lessons from these examples.

Who Did It Well: Patagonia

In 2024, Patagonia responded to the heightened focus on sustainability by doubling down on its already significant commitment to the environment. In alignment with their purpose of “saving our home planet”, the organization expanded their regenerative agriculture programs, increasing the number of participating farms by 25% and funding over $15 million in sustainable farming initiatives, as well as donating 100% of its non-reinvested profits, over $75 million, toward climate change mitigation and conservation efforts. The alignment of purpose and concrete action rallied both employees and customers, reinforcing its brand and market position even during 2024’s challenging economy.

Who Struggled: Disney

Recently, Disney has struggled to present a clear and unifying purpose exposing significant challenges in the alignment of its brands and businesses. Without a cohesive vision, Disney struggled to align actions across their various operations, resulting in fragmentation that negatively impacted its overall strategy. For example, their streaming service, Disney+, promoted progressive content aimed at younger customers, while their traditional media channels offered family friendly classics. This created confusion for employees and customers regarding the company’s core identity. Additionally, Disney’s theme parks marketed “magical experiences for families,” yet raised ticket prices, reduced perks, and introduced fast passes that made the theme park experience feel unnecessarily exclusive. These misalignments reduced trust, caused employee disengagement, and diminished Disney’s market leadership.

Call to Action

As we continue into 2025, let’s commit to creating and sharing a clear, compelling purpose and vision for our teams. We truly believe that when leaders have this clarity, they can align their teams, engage them effectively, and focus on the right priorities to drive meaningful change. To support this call to action, we’ve linked the Change Vision Worksheet from our Transformational Change Guide (releasing soon!). This resource guides leaders in crafting a vision that ties their change efforts directly to organizational strategy. Completing this worksheet equips leaders to communicate with clarity and confidence, ensuring alignment across teams and creating a shared sense of purpose.

Closing Thoughts

Leading through change is challenging, but a clear purpose and vision are the keys to success. By intentionally communicating and aligning your team around a shared purpose and vision, you will inspire confidence, foster commitment, and drive results.

Is your organization navigating a major change initiative? Stay tuned for the upcoming release of our Transformation Change Guide, where you'll find valuable resources and tools to help you lead change effectively.