The document discusses the 5 dimensions of vision based on President Kennedy's vision to put a man on the moon. The 5 dimensions are: 1) having a clear purpose or "what for", 2) establishing a shared commitment or "compact", 3) clearly defining the company or "venture", 4) outlining the plan or "program", and 5) setting a clear goal or outcome. Following these 5 dimensions can help companies unleash energy and commitment to achieve ambitious goals, just as Kennedy did in achieving the moon landing.

1. The 5 Dimensions of Vision
Douglas R. Bouey
Catalyst Strategic Consultants
Ltd.
In May 1961, President John F. Kennedy
committed America to putting a man on
the moon and safely returning him to earth
“before the decade is out”. On July 20,
1969, an electrified world watched as Neil
Armstrong became that man.
J.F.K. initiated the most profound visionary
effort of the 20th Century. How was such
energy unleashed? And how can it
galvanize your company to goals you
harbour deep within?
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2. Recounting and recapturing one of the most exciting times to be alive, the 5
Dimensions of Vision helps senior company members understand that their
company has within it seeds of greatness. While Apollo 11 was an intense
event, those watching were spectators. The life of a company is
involvement! We’re living a story that we want to be proud to relate to our
grandchildren. Helping members identify and act on those core themes
now is the essence of this session.
5 Dimensions:
Pointing the Way
The map of Vision is the map of the voyage to the moon. All 5 elements of
any visionary activity are laid out clearly so all can see. Doug Bouey’s
experience in guiding quests for vision has shown all must be there to create
the dynamic visionary company. The President is not the only one to profit
from such knowledge: having the big picture in full force allows
employees, stakeholders, suppliers and allies to buy in – so the CEO does
not have to be the one carrying the burden of the entire program.
Dimension One:
What For?
When Kennedy put this challenge to America, he tapped into a potent engine, the basic
strengths of America: the will to compete and hatred of being beaten, a “can do” spirit,
the strength of its technology. All these were important, but what was the Apollo
victory really for? The What For is the energy source: not easy to define but
immensely powerful when named and celebrated – it’s what makes the work worth
doing.
Dimension Two:
The Compact
The Right Stuff: that’s what Tom Wolfe called it. The deal among those who come
on board – you lived up to it. The belief in the power of technology to overcome any
adversity, the bravery of the astronauts, the dedication of those who developed even
small elements of the program. Those were Apollo’s: what are yours? The surprising
story of how to know the compact that governs your company – because you have
one - and of what works and doesn’t as a common understanding between participants
in any major undertaking.
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3. Dimension Three:
Our Venture
Can you and your senior people say your company in 4 brief statements? You are
constantly called on to summarize your company, its goals, its customers and what
they expect, its employees and what they find best about the place they work, and its
place within its community. It is critical to be able to put others in the picture of what
your company is all about in a few impactful words. You only have one chance to
make a first impression. NASA was able to be very clear, and you should be too!
Dimension Four:
The Program
Getting from here to there: can there be anything more vital? The plan: to
move from launch to an intermediate staging in orbit, to venture out from there
to lunar orbit, to drop down, land and then reverse. The Program lets everyone
involved see what their contribution to the accomplishment will be. How
those fit within the time frame allows people to understand what they can and
must do to help, and – increasingly - employees, bankers, backers need to
know.
Dimension Five:
The Goal
Some think the goal is all there is to Vision. It certainly is a huge
component. Look at what seizing on such a magnetic outcome did for the
U. S. A.! Clarity of outcome, a succinct time horizon – the result was to
unleash dynamic commitment that proved unstoppable. What is the
desired outcome of the TEC member’s business venture. Can it be framed
in such a way as to engage the hearts and minds of those who are part of the
business? Will it be grandiose or selfish? Avoiding the traps and freeing
corporate energy is what this presentation is all about.
Liftoff!
When the story is ready to be played out, it’s time for the smoke and thunder
– to surprising effect! The thrill of reaching high, of laying bare the core of
the company, must now be transmitted to those who show up for work every
day, to those who buy from the company and support the company. This
must be accomplished by the CEO without the benefit of stunning shots of
rockets tearing into the sky. Nevertheless, by delineating meaning for what
and who the company is, that same power can be delivered.
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4. Along the Way . . .
There were many, many spinoffs from the shot to the moon. The echoes and benefits are still felt these
30 years later. There are many such benefits to being clear about business direction. Knowing the type of
corporation you are – and what you are not. Seeing why much of what passes for vision doesn’t cut it
with people and what does. The overriding path of Presidential development and how it follows the
vision track.
So . . .
Your company can go to the moon, too, and return safely – wiser and equipped for a new journey. Find
out what compels us all toward the best we can realize in ourselves and our businesses and let’s put it on
the pad.
Vision clients:
 Gienow Building Products – from a $20m Calgary
manufacturer to a nationally respected public
income trust
 Quantel/ Veco – from a small project facilities
engineering company [$20m] to a major force on
the Western Canadian EPC scene [topped out at
$600m]
 S I Systems – from a tiny software project firm to
a national staffing company about to go public
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5. Your Presenter
Doug Bouey, Canada’s senior TEC Chair, will bring the fruit of
remarkable experience to you. Doug's seasoned and varied
background includes consulting directly on bringing Vision to
full effect in many corporate settings:
Calgary's business communities have produced some
remarkable variations on Vision. Being clear on this
core of corporate life is especially vital when advanced
forms of business association such as partnering and
alliance, and customer service. The vibrant Alberta
"can do" approach means that these themes get tested
in the fire and must prove their effectiveness quickly.
The philosophy carries far beyond textbook scope.
My indepth experience with some of the most far
reaching examples in the Calgary environment gives
me a sense of the possibility and the future of
organization development that is otherwise simply
unavailable. My background with TEC, in helping
pilot a number of corporate and executive
accelerations has led to a very rich base of experience
I can readily draw on.
Doug's experience includes numerous team development experiences, some with clients over a long and
satisfying process of overall corporate development. Doug's work with CEO's as a senior chairman with
The Executive Committee means he has helped guide the development of up to 50 Calgary companies at
a time over the course of 20 years. This has given a rich background of coaching and mentoring
experience that, again, cannot be duplicated. In the past, he was Lawyer in Residence at the Faculty of
Law, University of Calgary and continues to teach Interviewing, Negotiating and Counselling to second
year Law students there. His legal practice, which has now been supplanted by exemplary success in
consulting, included a long history of Native Law, in which he is proud of substantial and long lasting
accomplishment that is rare in that arena. Persistence, dedication and sound grounding in planning and
group process led to extraordinary results that still stand today.
The transition to consulting was to serve basic aptitude and passion. Studies to earn an M.A. in
Organization Development from the Fielding Institute in Santa Barbara provided the enabling vehicle.
/mnt/temp/unoconv/20140227001446/the5dimensionsofvisionnontec-140226181446-phpapp02.doc

6. Your Presenter
Doug Bouey, Canada’s senior TEC Chair, will bring the fruit of
remarkable experience to you. Doug's seasoned and varied
background includes consulting directly on bringing Vision to
full effect in many corporate settings:
Calgary's business communities have produced some
remarkable variations on Vision. Being clear on this
core of corporate life is especially vital when advanced
forms of business association such as partnering and
alliance, and customer service. The vibrant Alberta
"can do" approach means that these themes get tested
in the fire and must prove their effectiveness quickly.
The philosophy carries far beyond textbook scope.
My indepth experience with some of the most far
reaching examples in the Calgary environment gives
me a sense of the possibility and the future of
organization development that is otherwise simply
unavailable. My background with TEC, in helping
pilot a number of corporate and executive
accelerations has led to a very rich base of experience
I can readily draw on.
Doug's experience includes numerous team development experiences, some with clients over a long and
satisfying process of overall corporate development. Doug's work with CEO's as a senior chairman with
The Executive Committee means he has helped guide the development of up to 50 Calgary companies at
a time over the course of 20 years. This has given a rich background of coaching and mentoring
experience that, again, cannot be duplicated. In the past, he was Lawyer in Residence at the Faculty of
Law, University of Calgary and continues to teach Interviewing, Negotiating and Counselling to second
year Law students there. His legal practice, which has now been supplanted by exemplary success in
consulting, included a long history of Native Law, in which he is proud of substantial and long lasting
accomplishment that is rare in that arena. Persistence, dedication and sound grounding in planning and
group process led to extraordinary results that still stand today.
The transition to consulting was to serve basic aptitude and passion. Studies to earn an M.A. in
Organization Development from the Fielding Institute in Santa Barbara provided the enabling vehicle.
/mnt/temp/unoconv/20140227001446/the5dimensionsofvisionnontec-140226181446-phpapp02.doc