03 Feb Does your company have a vision?
Success needs a vision. You can’t succeed without one.
That’s a bold statement to make.
Why so much emphasis on vision? A good one energizes your team and can establish you as a leader. With no vision, your purpose, and your team’s attention, can wander. Your competitors might create a vision for you.
What do I mean by vision? It’s your view of how the world could be with your product or service achieving its full potential. A cancer-free world. An unlimited supply of affordable products of a specific type. An end to a crisis that wastes resources. Your mission needs a vision to give it direction.
Having a vision also helps with market targeting. You look for customers who share your vision. And communicating a compelling vision to your audiences can energize a marketing program. Sharing your vision may get your company more press coverage – if an editor shares your vision, he or she may give you coverage to help them make their (I.e., the editor’s) point. If your vision is controversial, he or she may give you a platform to share that, too. A vision guides decision–making, too, helping you choose which way keeps you on the path to fulfillment.
You don’t have a vision? Ask the following questions:
- What would the world lose if your company didn’t exist?
- Why does your best customer buy from you?
- What do your best employees like about your company?
Discuss the answers with your team. It just might open your eyes to a vision statement that will give your company an energized sense of purpose.