Vision

Have an inspirational Vision to guide your business

To build a successful business you need a vision – one that will set you alight with excitement and give those around you something tangible to capture their imagination and engage them.

Your vision will excite and inspire people to follow you. It will be at the very core of everything that you do in your business. Your vision will generate extra commitment and effort. It will translate directly into greater profitability and increase the capital value of the business.

In addition, it will lay the foundations on which others can build. Why is this so important? Well, as the team around you can take ownership of the goals, the goals can take on a life of their own, opening the way for you to focus on other business priorities.

Do you have that inspiring vision?

This is a sobering fact. Those that have taken the time and the energy to develop and communicate their vision are more likely to succeed than those who do not.

Do you have in mind a destination that you and the business are heading towards. If not, then as that adage says – if you don’t know where you are going, any old road will do.

What is a vision statement?

At its simplest it should have the following:

1. What does the company do
2. Who are your ideal clients
3. What value do they want from you
4. How can you measure success

Once you can answer those questions, then you should have a single unifying message that you can communicate across every channel.

What does a vision do?

A good one does several things.

Your vision will ensure that everybody in the company, including employees, suppliers, clients, and stakeholders know what the business is about and what it is not about. As a result, it allows them to focus their efforts on the things that matter, the things that make a big difference. In so doing it motivates them to deliver results over the long term.
Finally, it acts as a unifying factor that binds all parts of the organisation together. Have a think about an organisation or business that you know has a strong vision and see how it plays out for them.

What are the benefits?

The benefits of the vision statement.

• Paints a picture of an aspirational, desired yet realistic future state.
• Creates a distinctive, credible, memorable intention that commands attention and respect.
• Inspires and liberates others to be the best they can within the boundaries of your vision.
• Ambitious and achievable
• Creates clear blue water differentiation.

It will attract the sort of business you want to be involved in and repel the sort that you do not wish to be involved in.

First things first

Can you be bothered with this? Why waste time on something like this when you can be winning new business or developing a new product. Isn’t this just more navel gazing?

No, it’s much, much more important.

And the good news is that you can do that AND do other things. Creating a vision is working on the business. As the business owner this is one task that cannot be delegated, it is down to you to create it, communicate it and then do it.

Where to start

Start by simply daydreaming. Just sit back and imagine what it looks like in your head. It will be hazy, nebulous at first but work on it and soon it will start to take shape. It may take days, even weeks but persevere, it’s worth it.
Avoid being too pragmatic at this early stage. This is a vision, not a business plan. Don’t be held back by thoughts that limit progress. It’s a big picture, blue sky version. You can fill in the gaps later.

How to create your vision

Start by thinking about what it is that you are trying to build. Start by writing down what your business will look like at some point in the future. I suggest starting with a five-year timeframe.

Imagine yourself arriving at your office in five years’ time. Describe what you see.

There are no right answers here, no one to gainsay you as this is just a stream of thoughts rather than a strategically viable business plan.

Images can be immensely powerful here. Set up a mood board with colours, images, shapes, cartoons that capture your thinking.

Take off the handbrake, that “horizon limiter” that will attenuate your thinking. It’s all about what you want it to look like.

Turning it into reality

Having gone to the trouble of creating the vision you need to get it written down. That will sharpen it even further. Use relevant language, hone, and polish it until you cannot cut a single word.

Then use this carefully nurtured vision to scope out the business in every aspect.

We suggest making the statement into some form of written charter that everyone can sign to get them involved even further.