Finding Your Vision? Why Is It So Difficult?

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I was doing some research for a book I am writing, part of which is about the importance of having a vision. What has become clear, especially in the UK, is how little understanding there is about this topic. This was brought more into focus whilst watching the documentary series "The Men Who Built America", what made them stand out was not only the strength of their Vision but the fact that they had one at all.

My experience in the UK with owner businessmen, is that it is quite challenging getting them to understand how important having a vision is to the long term prosperity of their business. When I give training courses about leadership of high growth businesses, the section on Vision is one of the most challenging. This is because I can count on the fingers of one hand how many business owners actually have thought out what their vision is, whilst the majority just dismiss it as some sort of consultant "mumbo jumbo".  They simply don't get it.

English: DOE Departemental Enterprise Vision (Photo credit: Wikipedia)

I wonder if it’s something about the British and their cynicism that prevents them from grasping the value of understanding the purpose of their business. I don't mean from a personal perspective ie to make money, retire in 5 years, those statements are just measurements. I mean having a real business Vision:  something that describes what it is about the way you do what you do, that will have customers flocking to buy your product or service. To paraphrase a comment about George Bush senior and his struggles with the vision thing "If you don't know where you want to go why would you expect others to put themselves out to help you get there?"

That’s essentially the simple great benefit of having a vision. It is something that you can use to bind your employees and your customers to you as they will see, understand and share your Vision and as a result will want to continue to be your customers or employees, to help you get there.

Most of us haven’t found that vision or purpose and so it is much easier to find a substitute and embrace someone else’s, rather than to try to uncover your own. By finding your vision you become one of the few and really separate yourself from your competition. Once found, it immediately makes decisions easier by simply asking does doing this move me towards my vision? You will instantly discard those actions to which the answer is “No”, allowing you to concentrate on those things that will. This immediately makes your business more effective, as you have a clear simple process on which to test effort and separate yourself from those who don’t know where they are going, so, do everything “just in case”

Let’s be honest, uncovering your vision is difficult and getting it down to a succinct phrase takes a lot of effort. Do you really think that the famous Disney vision "to make people happy" came together in a blinding flash? It was developed and honed over time to something that encapsulated the Vision in a simple sound bite. 

Just because we don't generally think at this level or in these terms doesn't mean we can’t if we don't put our minds to it. The first stage is to just put something down and work on it over time until you think it reflects your purpose.

Here are some examples of small business visions, but not small, business visions. I asked the members of the LinkedIn group that I run “managing high growth” if they had a vision and if so what it was. These were the results. I think these examples are more relevant than those famous Visions of the large corporates.

In case you’re asking mine is "To enable high growth businesses to grow faster for longer and with less stress" Others are “To help clients increase sales and reduce time and cost” and “To create an environment where people feel valued”

So uncover your vision and get yourself clarity in your business, separate yourself from your competition and start being more successful. If you think you'd like some more help in extracting your vision contact me here

Exigent Consulting provides specialist services for Managing High Growth, Business Turnaround, and Mentoring to the Small and Medium Business. We help business owners improve the profit performance of their business. 

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Managing a High Growth Business: Getting your Vision Right

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Image via    Wikipedia

Getting Your Vision Right 

I have worked with many high growth businesses and contrary to much of the published research it is clear that many owners of successful and high growth businesses do not have a clear vision of where they want to go or indeed and why they should need  to know.  Many of the business owners I have worked would describe themselves as accidental success stories. That is to say they can't explain why their business is consistently successful or what actions they put in place got them to where they are now. However what is common, they all recognise that this is not a satisfactory state of affairs. Formalising their thoughts into a vision is not just an academic exercise it is important to be able to articulate why you are business. 

A vision is not about targets or goals, it is about the reason you are in business for example Disney's vision is simply "To make people happy" Whilst Google's is "Make internet advertising better - less intrusive, more effective, and more useful" Kelloggs is  "To be the food company of choice"

You will all have some kind of vision in your head but to communicate it effectively to your staff and the outside world it needs to be put down on paper, in doing so it will help you clarify your vision. You will see from the examples I have shown that a company vision is not about targets or goals but why you do what you do and how you do it. It should not change and it should be just as valid whether you are a 5 person company or a 5000 person company. It should be timeless.

Getting your vision right is important for any business, but for a fast growing business it is essential. Having a vision will provide the common sense of direction that will focus peoples’ activities to the benefit of the business. This common purpose is vital for the maintaining of consistent fast growth.

Related articles

• Three tips to clarify your vision (iowabiz.com)

Exigent Consulting provides specialist services for High Growth Business , Business Turnaround, and Mentoring to the Small and Medium Business. We help Business Owners improve the profit performance of their business. 

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Taking Your Business to the Gym: Getting Your Business Vision

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The importance of your Business Vision

In order to build a business that will growth rapidly and sustainably you must first get "that Vision thing."  George Bush Snr most notably suffered from his lack of what he called ‘the vision thing,’ a clarity of ideas and principles that could explain his philosophy. Without a solid and well thought out vision your chances of it acting as the beacon of your company’s aspirations and intentions will be short lived.

Image via Wikipedia

Understanding and developing your Business Vision

For most people realising what their vision is and then putting it into words is a daunting task. I don’t think it helps when you hear examples of the visions for well known companies like Disney which is “to make people happy”. Many people I speak to are put off by the prospect of matching such examples. Don’t be put off, we can’t all be Disney.

Your vision is about your values. You could see your vision as how the future will change as a consequence of your actions. It is vital that you understand that your vision must have permanence and should not change over time.  A good way of developing your vision is to describe it in a few words for example you might descri
be it with words like, ethical, profitable, fun, focused, detailed, customer centric, national, regional, global, local, quality, price-conscious and so on.

Resisting pressure to change

Inevitably at some point either you or more likely your employees or customers with put pressure on you to change your vision as it won’t suit them. This is the first test of its strength and your commitment. Your vision was set out because it reflects your personal aspirations about what your company should be. If you compromise then either you don’t really have a vision and your company is just a surrogate for a paid job, or more likely you lack confidence in your own view. Don’t weaken, by following your vision it will help you quickly decide which business opportunities are right for you and which not.

What a strong Vision gives you

Your vision determines your employees approach to business and it gives them a structure around which to work, it is the unifying force that turns individuals into a team. It also ensures that any new employee understands what is expected from him. It provides the underpinning of your company culture. It tells you customers what to expect from you. Your vision gives you above all consistency. Consistency is the mark of any successful business as both your staff and customers will know what to expect and know that they will receive it.

Inconsistency is the scourge of too many businesses and is often an indication of an absence of a vision or weak management unable to implant their vision on their employees.

Getting “the vision thing” right is absolutely fundamental to the development of a successful business, so take time to put your in place. 

Leave a comment and let me know what you think.

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Exigent Consulting specialises in providing Business Turnaround, Sales, Marketing and Mentoring to the Small and Medium Business. We help Business Owners improve the profit performance of their business.

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