In recent posts, I have written about a productivity framework and the time management skills…
How to Create a Compelling Business Vision
The starting point for a successful business and a great customer experience is a clear Business Vision.
A Business Vision acts as a beacon! It guides decision-making and shapes the way you engage with your customers.
Why a Clear Business Vision is Needed.
When a business is launched, most founders have a clear Vision around why the business has been established, and the type of customer experience they want to provide.
However, too often, it is not documented. In time, as the business grows, this lack of a clear Business Vision leads to:
Invariably growth is harder to achieve, staff turnover increases, and costs become difficult to contain!
Also the amount spent on marketing also increases, in the vain hope it will be the “magic bullet” to turn things around!
Your Business Vision: Start With the Customer.
To create a compelling Business Vision, the first step is to think about your customers, and consider these questions:
Tip – use a Mind Map as a starting point to tease out this information.
Your Business Vision: Drilling Deeper.
Next, to create a meaningful Business Vision, consider what your business needs to look like to change, or enhance, the customer’s world:
Again, another Mind Map can help you here.
Document Your Business Vision.
Having completed the foregoing preparatory work, the final step in the process is to document your Vision.
Write it out in as much detail as possible – describe your business as it will be when it is operating just how you want it.
At this point don’t concern yourself with how long it will take, or be deterred by limiting beliefs.
Create a Vision that excites you and is compelling:
If the Business Vision doesn’t excite you – keep rewriting it until it does!
When complete, create a short summary with key points listed. Something you can easily refer to help maintain your focus.
Bringing Your Business Vision to Life: Guiding Principles.
Having created your Vision the next step is to document your “Guiding Principals”.
These are the “ground rules” as to the way you, and the team, will deliver your services and interact with customers.
They are the “non-negotiable” actions or rules that apply to everyone within the organisation and each customer interaction!
(At the outset, this work may be performed by you – but at a later stage, it is highly recommended you seek input from all team members – this is often where “gold’ can be discovered).
Create 90-Day Action Plans.
When we create a compelling Business Vision, its realisation can seem a long way from where you are today.
It is easy to be overwhelmed by everything you need to do to transform the Vision into reality!
To avoid being disheartened:
At the end of the 90 days, repeat the process – choose those tasks you can realistically complete in the next 90 days.
If you follow this process, you will create a sense of achievement and momentum. If you stick to the process, momentum will build, and accelerate.
Use Your Business Vision as a Tool.
A Business Vision only has power or value, if it is referred to regularly, and importantly, used as a tool to:
Crucially, for the Vision to be realised, leaders need to frame everything they do in the context of the Vision and Guiding Principles. They need to “live’ the Vision and the Guiding Principles.
If you would like to learn more, don’t hesitate to get in touch.
Bruce Hall
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