Does Your Business Really Need a Vision?

The elusive "Vision Statement." It's one of those business terms that sounds important, and inspiring, but also something that most people feel is just for large corporates.

The question I am asking, however is does your business also need one, or (as it says in the picture, metaphorically) does it just need more flour?

Imagine this: You're running a small bakery. Every morning, you're up at the crack of dawn, mixing dough, frosting cupcakes, and juggling customer orders. Amidst the flour and sugar, do you really have time to ponder a lofty vision statement?

It's a question I asked myself when creating my new course, to be released soon.????( the bit about the lofty vision obviously not the bakery part.??)

I thought long and hard about what my first module should be. After a lot of umming and ahhing ?? ( A very British expression meaning I couldn't make my mind up), I decided that the first module had to be vision!

WHY?

Because in every business I've ever worked in having a vision at the beginning has helped me get people engaged, recruit the right people and keep them motivated towards a common purpose.

I used the bakery analogy earlier on becasue running a business is a bit like baking,

1. You need to know what you're making before you start, otherwise the chance of you making something edible is highly unlikely. Let's call this your Vison.??
2. If you have the wrong ingredients to start with, it's hard to create what you expected. One may describe this as Strategy.
3. Everyone can start with the same ingredients but get vastly different results if they don't follow the right recipe. Could this be described as Leadership and Tactics?

The Case for Vision - It's your North Star

"Leadership is the art of getting from here to there, Vision is the art of defining the future state i.e. what there is and looks like" - Not an exact quote but taken from Chris Hirst

Steve Jobs famously envisioned putting a computer in every home at a time when computers were the size of small rooms. This vision didn't just guide Apple; it fueled a technological revolution and that's what a powerful vision can do.

Now as I write this, I'm melting in 38 degree heat so a more appealing example for me, is, Ben & Jerry's ice cream????. Their vision wasn't just about making delicious ice cream. They aimed to create economic opportunities for local farmers, promote environmental sustainability, and foster social change. This vision has been their guiding light, helping them become a beloved global brand.

This guiding light is often called the North star but I love Chris Hirsts simple description. You are currently here and you want to get somewhere different in the future, that future is your vison - why overcomplicate it?

Having a team focused on this change (here ?? there) is what helps businesses move forward, make decisions and keeps them motivated during difficult times.

The Skeptical Side

On the flip side, some small business owners might echo the sentiment of Michael Scott/David Brent from The Office: "Do I need to be liked? Absolutely not. I like to be liked. I enjoy being liked. I have to be liked, but it's not like this compulsive need to be liked, like my need to be praised."

Replace "liked" with "have a vision," and you get the point. Many small business owners might feel that a vision statement is nice to have but not essential. After all, isn't the main goal to keep the lights on and the customers happy?

Why Vision Matters

It matters, firstly, becasue in every business I've worked with however big or small, having a clear simple vision enables the company to recruit better, reduce staff turnover and deliver more consistent results.

Secondly I've observed it across different sectors e.g. my beloved Manchester United, were one of the most successful clubs in the world when they had a vision but since that vision has gone and not been replaced, they are wandering aimlessly, winning very little??

One of my favourite quotes and I literally had it stenciled onto my office wall as well as put onto my business cards is...

"Vision without action is merely a dream. Action without vision just passes the time. Vision with action can change the world." - Nelson Mandela

Here's where we strike a balance. While you might not need a vision statement etched on your wall, having a clear vision can be incredibly beneficial. It provides direction, motivates your team, and distinguishes your business from the competition. The vision however has to go hand in hand with action and the two things together are an unstoppable combination.

Still don't believe me?

Real-Life Examples:

Patagonia

Patagonia's vision is to "build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis." This vision isn't just a statement; it's a commitment that resonates through everything they do. It attracts customers who share their values and fosters a sense of purpose among employees.

This vision has helped Patagonia become a trusted brand and advocate for sustainable business practices.?Patagonia’s Focus On Its Brand Purpose Is Great For Business

Manchester United

Sir Alex Ferguson had a really simple vision when he became the Manchester United Manager in 1986 and that was "to knock Liverpool off their perch". The perch - being the most successful English football club in history. This was laughable at the time because when you looked at where Manchester United were and where they wanted to get to, compared to where Liverpool were, it didn't seem possible

HOWEVER

His singular focus to build an organisation to meet that specific vision kept him concentrated on the activities to drive towards that vision. How you do that and what you actually do in the case of business, is around what products and services you're going to offer and how you’re going to offer them.

No one says it will be easy and It wasn’t for Sir Alex as he had lots of challenges along the way, and so will you if you get your vision right but when he left 20 years later in 2013 he had actually achieved what he set out to, and it all came from that initial vision and then chasing it.

My Experience

I had a real simple vision when I was brought in as a consultant to help the Export team of a medical device company. I wanted the export team to be a more profitable contributor to the business than the UK team. Seemed very unlikely at the time and a few people scoffed because the UK was about 3 times the size and the Export sales had been pretty flat for years. By the time I left several years later, guess which was the most profitable and fastest-growing division in the company??

So the evidence is that having a vision just works????

Practical Tips for Crafting Your Vision

1. Keep It Simple: Your vision doesn't need to be a novella. A concise, clear statement that captures your core purpose is more effective.

2. Make It Authentic: Ensure your vision reflects your true values and aspirations. It should resonate with you and your team.

3. Involve Your Team: Get input from your employees. A shared vision fosters a sense of ownership and alignment.

4. Let It Evolve: Your vision can change as your business grows. It's not set in stone, but it should remain a guiding light.

Conclusion: Do You Need a Vision?

In my humble opinion, having a vision for your business isn't about impressing others with fancy words. It's about having a clear sense of purpose that guides your actions and decisions.

It doesn't have to be complicated and in actual fact, it definitely shouldn't be. It just needs to say where you are trying to get to in simple words.

As you navigate the highs and lows of entrepreneurship, a well-crafted vision will keep you focused on what truly matters.

So, does your business really need a vision? Well, it's not mandatory, but I wouldn't start without one if you want to deliver consistent success.

So I end with this question: Does your business currently have a vision?

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