Vision, Critical for your Business Strategy
If you’ve ever planned a business trip, you will understand that knowing your destination is essential to making it a productive endeavour. Without knowing where you are heading, you might end up wandering the globe indefinitely searching for the right conference room.
On the other hand, maybe you have set out on a road trip without a particular destination in mind. These days can be fun if you have no specific goal in mind and the intention is to just wander around seeing where you end up and enjoying the ride as you go along.
Now whilst meandering along on a road trip can have its benefits, let’s be serious: your business growth strategy is not intended to be an adventure in wandering, it is intended to help you arrive at a predetermined place of your choosing.
Once you’ve determined WHY and are inspired to move forward, the next step is to establish specifically WHERE you are going—in the form of a clear and ambitious destination. Your business strategy will span the gap between WHY, which is a belief, and WHERE, which is the vision of where you wish to arrive.
Having a Vision is essential to creating and delivering a business growth strategy that will work; however, not just any vision will do. Consider these points before moving forward:
• Your vision must be compelling to your staff. When any team works hard (and works together) to win, you can presume that they share the same vision. Sharing the same vision as a team means travelling in one common direction, toward a common goal. And there’s a way to encourage every team member to do so: Provide them with a compelling vision. It must be something they want to achieve. If the vision is exciting and your team members share common values with your business, you are more likely to accomplish your goal because everyone will get behind the effort.
• Your vision must be big and inspiring. You’ve heard about short-term goals and how important they are to progress. This is different. This is about your main vision for what your brand will accomplish, big-picture and long-term. When a vision is too small (i.e. too “safe”), people tend to get stuck on small obstacles because the vision isn’t desirable or grandiose enough to inspire them to push through or work around those obstacles. When NASA communicated its vision to land a man on the moon, they did it. They probably wouldn’t have accomplished that had they simply endeavoured to create a vehicle that could fly into space.
Remember: Shoot for the moon and even if you miss you will land among the stars.
Small Vision = Small Result. Big Vision = Big Achievement.
• Your vision must be clear. It can be tempting to name a vision that’s vague, because if the destination isn’t clear, we tend to feel like “getting close” equals success. To the contrary, having a clear vision with well-defined anticipated results will provide you with clearer answers to choices, a clearer path to the next step, and a business strategy more clearly understood, because it’s more specific in what it intends to accomplish.
• Your vision must come before your strategy. This was mentioned earlier, but it’s worth repeating. You will have difficulty arriving at a destination that has not been identified. For this reason, establish your vision first, and then build your business strategy around achieving it. Reverse this process, and your focus will naturally fall on the strategy and how difficult the obstacles seem. There will be no motivation (vision) for navigating around them.
As you develop a vision statement for your company, think about how you want others to see your business in the future. Some of the most compelling business vision statements are about how to improve or inspire customers’ lives, or about offering best-quality products and services. Below are some great examples of well-known company vision statements:
Amazon: “To be the world’s most customer-centric company.”
Ben and Jerry’s: “Making the best possible ice cream, in the nicest possible way”
Disney: “To make people happy.”
LinkedIn: “To connect the world’s professionals and make them more productive and successful.”
Nike: “To bring inspiration and innovation to every athlete in the world.”
Are you clear about your business vision? Do you feel that you have the tools necessary for discovering it? Often, a bit of outside help can be just what you need to move you toward uncovering your destination. Contact me via email or phone to have a free 30-minute consultation to become clearer on the vision that will fuel your business growth strategy.