Having recently come back from a winter getaway, I am feeling grateful for the rest, rejuvenation, and shift in perspective that even a mini vacation can bring. There’s something about being near a seemingly boundless body of water… a great reminder that we are all just specks, and yet part of something incredible and vast. The ocean is a perfect place to release, regroup, and refocus. It got me thinking about my vision — for myself and in business. A look at my “vision” file (yes, I really do have one) confirmed that I have already reached some huge milestones. It also revealed a few items on the list that really weren’t serving me or my vision for the future anymore. Time to re-vision.
What path are you on?
We love the quote from the Cheshire Cat in Lewis Carroll’s Alice in Wonderland, “If you don’t know where you are going, any road will get you there…” And it is so true; if we’re not diligent, we can keep spinning our wheels or following a path that really isn’t getting us where we need to go. So, the first step is envisioning the outcome we want.
Creating your vision.
So where does one start? Everybody is different, but I like to get away from phones and devices, and go to someplace new – maybe a place with a view. Even if it’s a coffee shop that’s new to you, putting yourself in different surroundings, I think, allows some freedom. Make sure it’s a beautiful place or one where you feel inspired. First, just breathe. Become present. Then take out your proverbial magic wand and remove limitations. We’re talking about bringing in some magical thinking to get us started. This vision creation is all about “what if…”
Start by answering these questions. Where/when did I feel the most lit up in my business last year? What am I ready to release? What (or who) inspired me most? What do I want more of? What is my “why” or my purpose?
Think big. Once you are tuned into some aspirational thoughts, start jotting down ideas.
What if…
If you could design the ideal business, what would it look like? What value will you provide? Who would your best customers be? Why would they want to do business with you? Who would your best employees and collaborators be? What level of revenue would you attract? What would your company be known for? What core values are most important to be aligned with? How are you different? What will your legacy be? Now, with each of those questions, take it a step further by asking “What if all of these ideas are already happening?” What does your business look like then?
Start with your vision; take control by outlining your vision (including the what ifs) first. Then make choices that are in alignment. You might be surprised how many organizations only allow outside factors to determine their success. When you are grounded in your vision, it will be easier to attract your ideal team members, collaborators, and clients/customers.
What identifies you?
Once you’ve outlined a defining vision, can you identify the core qualities that best exemplify the company and its vision? Try the exercise of writing down single traits that are important in describing the company — they might be words like innovative and cutting-edge, or reliable and experienced, or customer-focused and indefatigable, or irreverent and unpredictable.
Come up with a list of at least two dozen. Now, eliminate those that everyone else in your niche claims and come up with something better; keep only the words that feel authentic and aligned to you and where you want to go. Looking at this new list of words, which best fit you and your (future) customers? Which ones make you feel most excited? Try to narrow it down to three or four.
Commit and communicate.
Now, what steps can you take to positively impact your business and transform it into the company you have predetermined? This is where you identify the positioning and the promise: the clear, simple statement that explains what you do, how it’s different, whom you serve, and why it matters. This is really the core of why a vision is so important. When we can tap into our “why” we become unstoppable. The “why” – and how you communicate it – is what creates the human connection — it’s what you commit to be and to do. And in this world of email, AI, inescapable ads, social media, and algorithms, you had better hope that you can make that human connection quickly.
So, is this process easy?
Not really. Sometimes it requires the help of an objective outsider. While it may be easy to know what your business is good at and passionate about, it can be difficult to articulate in a meaningful way. When providing brand consulting to our clients, most often we are called in to help them clarify their brands – from core values and vision to value proposition and positioning strategy – and beyond. We help determine what sets them apart and find their own authentic voice in communicating it. We don’t try to make our clients look or sound like someone else, but help them speak their truth clearly and concisely.
“Even in literature and art, no man who bothers about originality will ever be original: whereas if you simply try to tell the truth… you will, nine times out of ten, become original without ever having noticed it.” — C.S. Lewis
What if you could recreate your business, refresh your brand, and elevate your impact? Create your vision, speak your truth, and the real brand will follow.
— Wendy Baird, president and brand strategist
