Crafting a Vision Amidst Uncertainty: Lessons from Mainfreight and Beyond

Dr. Lucy Kiruthu

Management Consultant and Trainer

Connect via Twitter @KiruthuLucy

June 19, 2024

The business world is fraught with uncertainty. No leader can predict with certainty what will happen to their companies in the coming years. As mathematician John Allen Paulos wisely noted, “Uncertainty is the only certainty there is.” However, it is still possible to build a vision for our businesses. In fact, creating a business vision does not require certainty. Businesses need a compelling vision, even in the face of unpredictability, to guide their direction. What is your vision for your company’s future?

Mainfreight: A Beacon of Long-term Vision

One of the most inspiring examples of visioning comes from Mainfreight, a company that began operations in New Zealand in 1978. In 1979, the founding partners established a remarkable 100-year vision. They set out to create a business designed to last for another century. Every decision at Mainfreight is made with the assumption that the company will continue to exist for another 100 years. Mainfreight went public in 1996 and now operates in 24 countries with 305 branches and over 10,000 employees. Every day, Mainfreight renews its commitment to its centennial vision.

The Power of a Long-term Vision

Mainfreight's 100-year vision has profoundly influenced its staff recruitment, training, and relationships with suppliers and customers. This long-term visioning is not unique to Mainfreight. Many global and local businesses draw inspiration from visionary founders and leaders. Walter Disney envisioned his company as the world's premier entertainment company. Meta (formerly Facebook) aims to bring the world closer. Apple focuses on creating great products, while Microsoft’s vision is about helping people and businesses realize their full potential.

In contrast, many companies lack a clear vision and struggle to navigate the uncertainty that envelops them. Have you created a vision for your business? What does the future of your business look like?

Visualizing the Future

Visualizing a business's future, especially in its early stages, can be challenging. It requires evaluating the present and creating a mental image of the desired future. This visualization process helps leaders establish a shared vision, providing direction and purpose. Businesses with a clear vision stand out from those without one. Once a vision is created, it must be lived out daily through consistent decisions and actions.

It's important to remember that the vision we create for our businesses may evolve over time. Changes in the internal and external business environments and new information necessitate an ongoing visualization process. Every day, we are either creating or destroying the future of our businesses!

Conclusion

A compelling vision provides a roadmap for navigating the uncertainties of the business world. It inspires, directs, and propels businesses toward their long-term goals. As leaders, we must embrace the process of visualizing our company's future and commit to living out that vision every day.