When it comes to the vision of your company, every marketing expert will tell you that you need one. And for most visionary type entrepreneurial leaders, coming up with this vision is pretty simple, but when it comes to the execution, things fall flat.
A Vision Without Traction is Simply a HallucinationGino Wickman
This quote by Gino Wickman really illustrates the state I find many entrepreneurial business teams in. The visionary leader has a plan for where he/she sees the business going, but the team does not see the same picture and thus does not act in a single unified manner.
Imagine for a moment that I were to walk into your office (assuming that is possible again one day) and find you and your leadership team. If I asked each of your leadership team what they thought the vision for the company is, would I get the same answer from each of them? What if I then asked them exactly how they and/or their department fit into that vision? Would they know?
A solid, actionable vision should be much more than a simple mission statement on the wall or in your marketing plan. Your vision should answer three questions for you team, your customers, and anybody interacting with your business …
- Who are you as an organization?
- Where are you going?
- How are you going to get there?
When your team is not operating with the same picture that you have for the organization, the result is a massive case of tug-o-war where everybody has competing priorities and is working on different projects. Everyone is “working hard”, but very little gets accomplished.
A good vision should be shared by all if you want to really gain traction in your organization.