Crystal-clear vision for 2020.

​Will 2020 be the year for optometrists? As I write this article, I can’t help but think of not so funny puns about vision, the year 2020 and eyesight. Now that I have that out of my system, let’s get onto the real topic; vision. ​

​In my role as a consultant, I am fortunate to meet some inspiring and amazing people. People who take ordinary economic conditions and weave extraordinary results, people who look for opportunity in every challenge. One of the common traits each and every one of these business owners has is a very clear and simple vision.
They are all from different industries, they all have different educational backgrounds, they all have very different businesses, however each are very successful in their own right. And every single one of them has a crystal-clear vision. In fact, most have two.

They are able to tell me in one or two sentences exactly why they are business. You might call this their personal vision. Whether it’s about legacy, wealth generation or a host of other ideas, they are all very clear about it. It’s their reason for getting out of bed each morning, it’s their reason for making a tough decision when required, it’s quite simply what drives them.

Their other vision is the vision they share more openly, and they ensure those around them are clear on it too. That is, the more traditionally articulated business vision. It’s often written at the front of the team manual, scribed on a glossy sign in reception or written in their capability statements. It’s the reason the business exists. And each one of those is clear and simple.

Whether it’s published publicly isn’t the common denominator though. The common thread between each of these successful people that I’ve had the privilege of working with is that they own it, they’ve spent time articulating it clearly and they have boiled it down to something very simple.

So, what is it about vision that’s so important? It’s doesn’t pay the bills, you can’t sell it, yet it is powerful and seems to be a common discriminating factor between successful people and those who are still finding their way in business.

When I work with a client to facilitate a strategic planning day, or create a strategic marketing plan, we always work through the organisation’s vision, and where appropriate the personal vision of the business leaders. I have been fortunate to play my part in assisting craft the wording for many vision statements. Here is what I’ve learned along the way:

• Use simple language – avoid industry jargon.
• Make it compelling – this needs to speak to the heart.
• Think big – this is not an annual goal it is a life-long vision.
• It can be changed – in fact, they often are.
• It's better to have progress than nothing. When you have a large leadership group or Board of Directors, sometimes getting the language right is tricky. Don’t let ‘getting the perfect wording’ hold you back.
• Personal visions are not shared publicly, only with your inner sanctum. Business visions are shared widely and loudly.
• There is no right or wrong – this is not an academic exercise where you are looking for an A+. It is more important to capture the essence of the intent.
• It is reviewed at least annually.

​I hope this helps you gain some clarity with your own personal and professional vision. I sincerely hope 2020 is the year for clarity for you, as we prepare to endure the onslaught of eyesight clever copywriting.

Roxanne Grey MBA FAMI CPM
Partner
​Grey and Grey