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It
may be stating the obvious but a business that knows where it wants to go is
much more likely to get there than one that does not.
Having
a clear vision of where you want your company to go, what you want your
company to do for customers and team members and how you will assess whether
you have made it or not are essential for performing high and achieving your
goals.
It’s
not enough to manage your business with just the bottom line in mind. As the
leader and business owner, you have to keep your eyes on the bigger issues
like the future direction of your company. Your vision for the company
should stretch yours and your team members’ expectations, aspirations and
performance. It should also reflect the way you see the world and define
what success will look like in your organization.
Chances
are you have a vision that is already driving you and your organization. But
it may just be lurking in the recesses of your mind and in the corners of
your corporate culture. Simply put, it is just too important to leave it to
such an informal approach. Writing, clarifying and communicating your vision
will set your company on a course for success.
To
get started consider these important questions:
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What
do I want my business to look like when it’s finally done?
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What
specific things do I want to achieve (i.e. to hire the best and
brightest talent available, to make customers smile at least twice
during every interaction with your business, to bring your product or
service to XYZ market, to be recognized as an industry innovator,
maverick or leader)?
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Why
did I start this business to begin with?
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What
motivates me and makes me passionate about the business I am in?
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What
distinguishes my business from all the rest or how can I distinguish my
business?
Here
are 8 criteria for success when creating your vision statement:
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Conveys
what the business will look like
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Appeals
to the long-term interests of the business owner/s, team members and
customers
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Is
realistic and attainable
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Qualifies
and quantifies key elements so they are measurable
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Can
be used as a guide when making critical business decisions
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Is
not so rigid that it stifles innovation or initiative but has a strong
set of guiding principles
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Is
easily communicated to and understood by everyone in your organization
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Makes
strategic sense and does not cause dysfunction
Once
you have brainstormed your vision, written a draft and checked it against
the above criteria ask yourself these final questions:
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Is
my vision realistic and credible?
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Is
it well articulated and easily understood?
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Is
it appropriate, ambitious and responsive to change?
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Does
it orient my team’s energies and serve as a guide to action?
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Is
it consistent with the organization's values?
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Does
it challenge and inspire my team to achieve its mission?
Creating
a strong and formal vision is not an easy task but it can be a fun one.
After all, this is about defining your dreams and making your business what
you want it to be.
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