Creating your company vision

Some people start their business with a clear vision. They exist in a world that is somehow broken and they are on a mission to improve it. The objective and success criteria is clear.

But often as time passes, leadership changes and the original offering is diversified, the vision of today can be hard to pin down.

If and when it ever comes to that for you, there are four big questions to ask. Although that is no way implying it is a simple task as each involves some serious consideration;

THE QUESTIONS

If you have trouble with those questions, start smaller:

Brand/ company

Competitor landscape

Category

Consumers

If you don’t know the answer to any of these, ask. Ask your customers, your stakeholders, your employees.

Craft it

From these, you should have a good sense of who you are and what you stand for. Next step in defining your vision is to discover your style.

It’s easy at this point to feel inspired by Google’s mission, for example, and envious that your category can’t live up to that standard. So rather, look at the visions of all the top companies we recommend comparing visions from at least two companies in the same category to discover the different ways people in the same category pull apart their unique differences.

Looking at these, ask yourself, what do I gravitate to and why?

Now torture test it

What are three competitive threats to your industry, make at least one of those threats a future forecasted threat? Will your draft vision hold you instead for this future?

Now to embed it, that’s for another post….

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