There’s a certain look I often see on the faces of leaders. It’s the look of someone who knows exactly what they want but can’t seem to get everyone else on the same page. The vision in their mind is crystal clear, but somehow, when they try to share it, things get muddled. Meetings end with nods and murmurs of agreement, but a few weeks later, it’s painfully obvious that no one truly understood. The leader feels frustrated, wondering how something so obvious to them could be so lost on the rest of the team.

This isn’t an uncommon problem. I’ve worked with many leaders who have vivid, well-thought-out visions for their business, but when it comes to expressing those ideas, something gets lost in translation. So, why does this happen, and more importantly, how can you fix it?

Why it happens: the curse of knowledge

One of the biggest reasons leaders struggle to communicate their vision is what’s known as the curse of knowledge. The curse of knowledge is a cognitive bias that occurs when someone who knows something assumes that others know it too. You’re so immersed in your own thinking, you forget what it’s like not to know what you know. You might use jargon, shorthand, or references that make perfect sense to you but leave others scratching their heads.

Imagine being deep into a Netflix series and trying to explain the plot to someone who’s never seen it. You know every twist and character detail by heart, but for them, it’s an overwhelming mess of unfamiliar names and disjointed plot points. This is what often happens when leaders try to explain their vision. They’re so familiar with the details that they forget to start from the basics or provide context.

The consequences of unclear vision

When leaders fail to clearly articulate their vision, the fallout can be significant. First and foremost, it creates misalignment. Your team might think they understand what you want, but their interpretation could be wildly different from your own. This leads to confusion, wasted effort, and often, a frustrating sense of running in circles.

For example, I worked with a CEO who had a brilliant vision for expanding his company into new markets. He’d thought through everything in detail, from the product offerings to the marketing strategy. But when he tried to communicate this to his team, they didn’t get it. Instead of focusing on market expansion, his sales and product teams kept tweaking their existing offerings, thinking that was what he wanted. Months went by with no real progress, and frustration built up on all sides.

Another consequence is that momentum stalls. If your team doesn’t fully understand the direction they’re meant to be heading in, they’ll hesitate. They might second-guess themselves, wait for more instructions, or worse, head off in the wrong direction entirely. Without a shared vision, the team lacks the confidence and clarity to move forward at full speed.

Finally, there’s the issue of low engagement. People need to understand the “why” behind what they’re doing in order to feel motivated and connected to the work. If your team doesn’t grasp your vision, they’re less likely to be fully engaged. They’ll go through the motions but won’t be truly invested.

Why clarity matters more than perfection

Here’s the thing about expressing your vision: it doesn’t have to be perfect, but it does have to be clear. Leaders often fall into the trap of thinking that because they’re still working out some details, they shouldn’t share anything at all. They’ll wait until everything is fleshed out, hoping to present the finished masterpiece. But this approach usually backfires. By the time they finally communicate their vision, it’s either too late or too overwhelming.

The key is to communicate early and often. Even if your vision is still evolving, sharing it with your team helps everyone get on the same page and allows you to refine it together. A half-baked but clear idea is far more valuable than a fully-baked but unshared one.

Strategies to communicate your vision effectively

So how can you avoid the curse of knowledge and ensure your team fully understands your vision? Here are a few strategies:

1. Start with the why: Before diving into the specifics of your vision, start by explaining why it matters. People are far more likely to get on board if they understand the broader purpose behind the vision. Whether it’s about growth, innovation, or staying competitive, the “why” helps give context and meaning to the “what.”
2. Use storytelling: One of the best ways to communicate a vision is through storytelling. Instead of rattling off facts and figures, paint a picture of what the future could look like if the vision is realised. Stories are memorable, relatable, and engaging, making it easier for your team to connect with the vision emotionally and intellectually.
3. Simplify, simplify, simplify: Remember, you’ve been thinking about this vision for weeks or months. Your team hasn’t. Strip away unnecessary details and focus on the core elements. If you can’t explain your vision in a few simple sentences, you’re probably overcomplicating it. The clearer and more concise you can be, the better.
4. Check for understanding: It’s easy to assume that a room full of nodding heads means everyone gets it, but that’s often not the case. Always check for understanding by asking questions, inviting feedback, and encouraging people to explain the vision in their own words. This not only helps you gauge whether your message has landed but also gives you the chance to clarify any misunderstandings.
5. Repeat and reinforce: Communicating your vision isn’t a one-time event. You need to keep coming back to it, reinforcing the message through meetings, updates, and conversations. Over time, your team will internalise the vision, but it takes repetition to get there. Use different formats – from emails to all-hands meetings – to keep the vision top of mind.
6. Visual aids help: A well-designed slide, a sketch, or even a whiteboard drawing can make a big difference in how well your vision is understood. Visuals help people grasp abstract concepts and provide a reference point for future discussions.

The shared understanding test

One of the simplest but most effective ways to ensure your vision has been understood is what I like to call the shared understanding test. After you’ve communicated your vision, ask a few team members to explain it back to you – in their own words. If what they say matches what’s in your head, congratulations. You’ve nailed it. If not, it’s time to clarify.

It’s surprising how often leaders skip this step. They assume that because they’ve been clear, the team has understood. But assumptions are dangerous, and checking for shared understanding is the best way to ensure that your vision hasn’t been misinterpreted.

Closing thoughts: it’s not them, it’s you

When team members don’t understand your vision, it’s easy to blame them for not paying attention or not “getting it.” But the truth is, it’s your job as a leader to make sure the vision is clear. If they don’t understand it, that’s on you. The good news is that with the right approach, you can avoid the curse of knowledge, express your vision clearly, and ensure your team is fully aligned and ready to act.