On Monday I was at a business, which is a branch of a big national company, and I noticed that they had their “Vision Statement” prominently displayed in their reception area. It went something like this:
“Our vision is to be the leader in the ….. industry through forging close relationships with customers and by providing integrated solutions combining product excellence, complete technical support and dedicated customer service. “ Bleah!
Well I’m sure that inspires their customers and staff!! Not!!
This is so generic, I suspect that some marketing consultant has a template that they use for everyone and simply cut and paste the industry. It is important to have a vision, but this is actually not a vision. The purpose of a vision statement is to create a clear, compelling picture of the direction that you want to go. It is your destination. If you have a clear vision, then you can create a roadmap of how to get there, and you can measure every decision against this – “will this take me towards or away from my vision?”
If you don’t know where you are heading, then you will be constantly in reaction, being tossed from side to side by any stray current. Creating a vision needn’t be hard. It is a matter of asking yourself questions so that you can get clearer about your destination.
The kind of questions I would ask are:
Who do I want to serve?
How do I want to serve them?
How many customers do I want?
What turnover do I want – per year? Per Month? Per day?
What is my business doing really well now? How can I do this better?
What do I want my customers to say about me?
What trends are happening in my industry?
What products do I want to add? Keep? Dump?
What do I love doing?
What do I hate doing?
These are just a few of the questions to consider. Really looking at the direction you want to go, and what you want to do is the starting point. Going in depth into these and aligning these with your deepest needs will give you a clear idea of where you want to be. When you are clear, then you can clearly communicate this to your team – when your whole team knows which direction to go, then they can really start working together.
The same principles underlie creating your personal vision – if you align your personal vision and your professional vision, then you will be able to create the life of your dreams.
I am working on developing a course on creating your vision. If you would like me to let you know when it is available, just pop me an email to add you to my pre-launch list.
Do you have a vision? Do you have dreams that you haven’t yet crystallised into a vision?