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The importance of vision in business

You want to have a successful business. The question is, doing what? Without a clear vision, you’re in danger of drifting with no direction.

I’ve seen it happen many times. People start businesses to pursue their passions or to become financially independent. But they do so without any real focus.

For example; someone might state ‘I like hand-crafted décor, so I’m going to sell handcrafted décor’. It seems like a good enough idea, but it’s a statement without vision. Who is the décor for? Which materials will be used? How will this succeed?

A vision can hugely impact and dictate how a business will grow and develop. Take these two business visions for instance;

  • ‘We use locally sourced materials to make hand-crafted, sturdy décor for young parents.’
  • ‘We use superior imported materials to make tasteful hand-crafted décor for young parents.’

Already it’s evident that these two visions belong to very different businesses!

Yet businesses which lack vision often drift back and forth between very different identities.

That’s why vision is so important.

What to include in a vision?

A vision should be a statement that will guide you, give you direction, and motivate you. The best visions include a road-map; a set of directions that will guide you towards your goals.

Your vision should form the basis of every decision you make!

Your vision can’t simply be to ‘become the best’, or ‘make the most sales’. It ought to be specific, targeted and achievable. Visions such as ‘become the best’ simply lead to complex questions. What does ‘the best’ mean? How can you identify when you’ve reached it? Does it mean having the most of something? The most profit, employees?

A vision should be a statement that will guide you, give you direction, and motivate you. The best visions include a road-map; a set of directions that will guide you towards your goals.

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If your vision, however, is to ‘create excellent online shopping experiences for students in England who are looking for quality household cleaning products’, you can already identify what your priorities as a business must be.

A concise vision will give you purpose. A good vision will motivate you and your employees, and an effective vision will help you make hard decisions.

So what are you waiting for? What’s your vision?

- Lena Klein

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