Everyone needs a vision and this is especially true of business owners, a vision is what I like to think of as the best sort of daydream, the sort you have in the middle of the afternoon after paying all of your bills. It’s about sitting in a cafe in a far flung land, watching the sunset while working from your laptop. It’s the fanciful but possible potential of your business dreams, it’s not going to happen today, but if you reach for your dreams and work towards them, it could happen.

Here are some questions to ask yourself:

  • What is your USP? – This is about your products and services now.
  • What is in your mission statement? – This is about what you will do for your customers, how and why.
  • What is your five-year vision – Where will you be, and how you’ll get there.

Use this information to figure out where you’ll be in five or ten years from now. That is your business vision.


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Once you write down your business vision, use it to take action, create a strategy, and formulate tactics to actually reach your vision. Remember a large goal is simply lots of smaller goals joined together. Use your business vision to motivate yourself, employees and contractors. You know how they say to dress for the part you want? Well, it’s the same with your business vision. If you have the vision to be the top-selling Kindle e-book seller, then you need to act like you already are and do the things it takes to make it a reality.

Maybe money isn’t the most important thing to you. Maybe something else is more important to you. If that’s the case, this should show up in your business vision as well. What’s right for one business might not be right for another. Perhaps you want to be able to donate tens of thousands of dollars to charity by giving away a percentage of your profit each year. If that’s the case, and your dream, write it down.

Your vision can include dreams about:

  • Finances – This could be about supporting yourself, your family, retirement or supporting employees, contractors, or a whole community.
  • Reputation – This might be about the business’s reputation with customers, employees, contractors and other interested parties.
  • Quality – Your vision could be to provide the best of whatever it is that you make or do, similarly it could be to provide the best customer service.
  • Value – You want to give your customers valuable information, products and services.
  • Growth – You may plan to double your business in two years, quadruple in five and so forth.
  • Passion – You show your customers how much you and your employees (contractors) love doing what it is that you do.
  • Charity – You want to be able to donate to and help charities.
  • Sustainability – You care about environmental issues or other long-term issues.
  • Service Oriented – You care about doing service for others.
  • Community Minded – You want to help your community, be it local or within your industry.

You can include any number of other issues that you find important within your business vision. Not everyone is in business simply to make money. After all, this is about a vision that you have and it’s personal to you about your path in the world and with your business.

How to Write Your Business Vision
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