Picture this.

You step into a sleek Nordic office. Open-plan, light wood, coffee brewing in the corner. You’re there to lead a team meeting.

You’ve spent days refining the strategy deck. The vision is sharp, compelling, and filled with promise. You present it with clarity and care.

People nod. They smile politely. Some even offer a few affirming comments afterward.

But a month later? Nothing’s moved.

People are still stuck in the old way of working. No one’s pushing forward. The energy you felt in the room hasn’t translated into action.

What happened?

This, my friend, is what I call the Vision Gap.

The Vision Gap in Nordic Culture

In my coaching with Nordic leaders, I’ve noticed a recurring pattern.

Leaders do a great job painting the big picture. They talk about values, direction, and the future we’re building together. They speak with humility, respect, and an open-door mindset. All the qualities we value in the Nordics.

But then the momentum stalls.

Why? Because the team doesn’t see themselves in the vision.

They understand it. They agree with it. But they don’t feel part of it.

And that makes all the difference.

A Story from the Field

Let me take you into a story I often share in workshops.

Imagine a leader named Karin. She manages a regional sales team across Denmark and Sweden. Bright, emotionally intelligent, deeply collaborative.

Karin rolls out a new strategic vision during Q2 kickoff. She’s clear about growth targets, market shifts, and how the company wants to be perceived in the next 3 years.

She’s done everything right – at least on paper.

But within weeks, she’s frustrated. Her team is still leaning on old client routines. No one’s challenging outdated workflows. They’re waiting to be told what to do next.

Karin isn’t facing resistance. She’s facing absence.

People don’t object to the vision. They just don’t feel responsible for it.

Here’s what I told her – and what I’ll tell you.

Clarity is not connection.

Your team doesn’t just need to hear the vision. They need to see themselves in it.

John Maxwell calls this the Law of the Picture: People do what people see.

But in Nordic leadership, where hierarchy is flat and autonomy is prized, it’s not enough to just show them the future.

You have to invite them into it.

So how do you close the Vision Gap?

Here are three shifts I coach leaders to make:

1. Personalize the Vision

Stop presenting vision as something abstract or external. Make it personal.

Say things like: “Here’s what this means for your role.” “This is where I see you leading the charge.” “Here’s how your strengths align with where we’re going.”

People engage when they feel seen. Ownership starts with identity.

2. Create Vision Moments in Everyday Conversations

Vision doesn’t live in slide decks.

It lives in repetition. In hallway chats. One-on-ones. Weekly check-ins.

Reinforce the connection between today’s tasks and tomorrow’s trajectory. Ask questions like:

• How does what you’re working on move us closer?
• What part of the vision feels most exciting to you?
• What would make it easier for you to lead in this area?

3. Co-Create Ownership

In the Nordics, telling people what to do rarely works. But asking for their input? Inviting them into decision-making? That unlocks buy-in.

Don’t just roll out the vision. Ask:

• What do you see as your role in making this real?
• Where do you think we’ll face the most resistance?
• What’s one way you can lead the way for others?

Let me leave you with this:

If your team understands the vision, agrees with it, but still isn’t moving – you don’t have a clarity problem. You have a connection problem.

And that’s good news. Because connection is a leadership skill you can build.

I’m hosting a free-to-attend LIVE training on April 15 to help you do exactly that. It’s called Bridging the Vision Gap: Why Your Team Can’t See What You See (And How to Fix It).

We’ll go deeper into these principles, and I’ll share a practical tool you can take into your next strategy meeting.

If you want to move from shared vision to shared ownership – this session is for you.

Click here to learn more and save your spot.

Let’s bridge the gap together.

Kindly,

Florin