Vision. It’s critical for the start up and for the long established business. It’s something that’s often deferred until the business is less busy or it’s cloaked in corporate lingo that nobody can understand.
All the research tells us that nothing else will make sense until you’ve tied vision down. You can’t position the business. You can’t create your marketing. In some cases you can’t even create your product until you do this one thing – Create Your Vision.
Vision defines you and it defines the business. It sets the scene for carving the path to a future that is embraced, striven for and ultimately achieved. For it to have an impact it needs to be felt in the gut of everyone in your business from the person who sweeps the floor to the CEO.
And, if you study those we term successful then without exception every one of them knew where they were going, what they wanted to achieve and what it would feel like when they got there. They may not always have had a clear path but they did know what the end game would look like.
A great question is raised in Dan Sullivan’s “How the Best get Better“.
“If we were meeting three years from today – and you were to look back over those three years today – what has to have happened during that period, both personally and professionally for you to feel happy about your progress?”
Consider asking this question of people you want to do business with or even the people you hire. Whatever answer you get – very quickly you can see how a person looks to the future and decide if that person is someone you want to work with. You’ll know if they have an idea for the future or if they are focused on where they came from.
As business owners we need to write Vision down, draw it or express it in some way that it can be recorded. It helps when things get tough but most importantly it brings a consciousness to our work, our businesses and ultimately life.
It is too easy to fall into a passive approach to the business and therefore be at the whim of every outside influence. With consciousness we can create change and we can create opportunity. Add vision and we bring focus to that consciousness and all things are possible.
Question: So what’s the biggest Vision Mistake of them all?
Answer : Not Having One!
My recommendation? Write it down.
- What do you want to achieve in the business beyond making money?
- What does that look like?
- Who are your happiest customers? Why?
- What did they buy ?
- Why did they buy it from you?
- What’s your role in the business now?
- How will this change as you get closer to your goal?
- What’s the Turnover and the Profitability?
- When will you have achieved your vision? What Date?
So what’s Your Vision? Tell me. Tell the world. And we’ll be there to say ‘we knew you when you had this great idea’.
Finola Howard is a brand and marketing strategist who is passionate about the impact that great marketing can have on business success. She sees marketing in a broader more strategic sense and works with businesses and entrepreneurs who want to grow. @FinolaHoward