Growing up, I fondly remember the road trips my parents would take me on. They were always exciting because I could imagine how much fun it would be once we got to where we were going. I could see the vision. Like so many of my peers did before the age of devices, I would constantly ask, “Are we there yet?”
My dad would always share the mission the night before we left. This included getting up at the crack of dawn, getting to some predetermined location by a specific time, and always providing a predicted arrival time within 5-10 minutes. Two simple concepts: The vision, which was the destination, and the mission to get us there.
Last week, I conducted a strategic marketing planning session with a client to help them define their strategy for their new business. Before we started focusing on the action plan, I recommended taking a step back by asking them a simple question – what is your company’s vision and mission? Their short answer was, what is a vision and mission?
If you are a small business, you may have a similar answer. Often, when starting up a new business, there doesn’t seem to be enough time to spend defining a vision and mission. However, operating without them is like a ship sailing without a rudder. It isn't easy to reach your destination. That’s where Viaggio Consulting, with our expertise and experience, can guide you, instilling a sense of reassurance and confidence in your business journey. While it may seem to be a daunting task, building a strategic marketing strategy is not difficult. It starts with understanding the vision and mission you have for your business. Let’s start with the vision statement.
A good vision statement focuses on the future and what you can achieve if nothing stops you. A vision statement is internally focused, not outward to your customers. The vision statement is essential for rallying and inspiring your employees to let them know where they are going by being a part of your company. A great example of this is Microsoft. When they started, their first vision statement in 1980 was “A microcomputer on every desk and in every home running Microsoft software.”[1] They eventually delivered on that vision.
What would your vision statement read? What would your business be producing or delivering as a service? How does that differ from what you’re doing today? Remember, you are the one who can shape the future of your business.
Alternatively, the mission statement sets the here-and-now explaining why your business exists. It is the all-important answer to the question of what your company does. The mission statement should explain how you do things better than your competitors, what sets you apart, and what success looks like. With Microsoft as our example, their current mission statement reads, “Our mission is to empower every person and every organization on the planet to achieve more.” This is what sets them apart and drives their success.[2]
Do you have a mission statement for your business? Does it set you apart from your competition? Does it clearly articulate an answer to what your company does?
You have a strong foundation once you establish a clear vision and mission statement for your business. You can begin defining other parts of your strategy, such as goals and objectives, priority projects, and other initiatives. These elements collectively build a plan that can help your business succeed. Taking the time to reflect on your vision and mission will have a significant impact and make your planning go much smoother.
You don’t have to go it alone. If you want to learn more about how Viaggio can help you with your business’ marketing, visit us today at viaggioconsulting.com and schedule a free 30-minute consultation. Viaggio Consulting can help you along your business journey!
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