How to inspire a clear vision for your business

Let's get a couple of definitions out of the way first:

1. Vision -– the big picture dream about your business
2. Purpose -– why you exist
3. Mission –- the task you set out to achieve
4. Goal –- what you will do to achieve that task

Creating a clear vision for your business takes some thought, big thought, because this is the one time where you can think larger than you normally would, and the opportunity to think in terms of what you hope to ultimately see if you accomplished all your related objectives.

Next is why you are the one to fulfill the vision and then how you will go about it, ending with a stated goal. The goal statement itself should be big and all encompassing followed with many smaller goals and objectives that relate to each strategy.

These four components should guide and direct your ultimate business and marketing plan. Each of your statements should be clear, compelling, and concise.

The vision is the thing that keeps you up at night dreaming and imagining. Purpose is what wakes you up in the morning and mission is your focus. Therefore, the way in which you inspire a clear vision for your business is to develop one. Dream big!

For example, if your passion and skill is graphic design and you have an altruistic nature a vision may look like this:

• Our vision is a graphic design firm that viscerally and visually communicates peace, beauty, and reality.
• Our purpose is authentic artistic expression.
• Our mission is to deliver exceptional graphic design for our clients under budget and on time, every time.
• Our goal is to become the top go to graphic design firm for clients looking for cost effective, visually artistic and exceptional work by the end of 2012.

The way you make it clear is by telling everyone in your business, on your team, and your clients that this is your vision. Then of course, back it up with a solid business plan, consistent action, and follow-through. It is then, and only then, that it becomes part of everyone's reality and not just your own.

Your clearly written vision will help to alleviate the doubt and willy-nilly misdirection that can occur in any business that lacks a vision. Your excitement over your vision, your dedication to your vision, and following up that vision with a concrete mission statement with very specific steps that tell how you will bring your vision into reality, will essentially grow and expand to a shared vision among all participants, until the big vision becomes a reality.