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Episode Info

Episode Info:

The following audio is from a blog post and video in our Marketing-to-Go series. Marketing to Go: Company Vision

Oh, hi. I'm just planning a route for a secret road trip I'm about to take. I've been looking forward to it for a while now. I've never been to this place, but thanks to GPS and smartphones, I can just put in the address and it will guide me right there.

All of this trip planning actually segues quite nicely into Company Vision. Let’s get into it!

All companies should have a plan for where they want to be in the future. A landmark on the horizon to aim towards. This is what is called a "company vision". This is typically created by the company founder or leader and communicated to the rest of the company. That's kind of like the destination for my road trip.

The first thing to keep in mind with a company vision is that it is what the company one day INTENDS TO BE, not what it CURRENTLY IS! It’s purpose after all is to be a goal for the company. Otherwise, that would be like me asking my mapping app for directions to my current location.

(Speaking to smartphone) Give me directions to work.
(Siri) Proceed zero feet. You have already arrived at your destination. Travel time was zero seconds.

Also, you want your company vision statement to be short. That way people will be able to remember, understand, and recall it. If it's too long, it not as valuable. In a similar way, when I tell my GPS my destination, I use an address – which is relatively short and specific, not a long description of the place I want to go.

(Speaking to smartphone) Give me directions to that place I went to last week. You know, the place with the tall green building next to the stop sign?
(Siri) Oh, thank you for that very vague destination. Let me just read your mind to fill in the rest and take you right to the exact location. That was sarcasm. I’m told my voice doesn't express that very well. So I'm telling you.

Finally, reference your company vision periodically to make sure all activities are in line with that vision. At a high level, all company activities should be in line with the course that is set by the company vision. If they’re not, then a refocusing may be in order. Like, if I went off-course during my trip, my GPS would recalculate my route to ensure I arrive at my destination.

(Speaking to smartphone) Hey, isn't the world's largest chocolate waterfall around here? Let’s go there!
(Siri) Recalculating ... Well, the world’s largest chocolate waterfall is in Alaska. That is WAY off course.
(Speaking to smartphone) You’re right Siri. We can’t waste any time getting to my secret destination! After all, it closes at 4:30.

Hopefully this helps you understand "company vision" a bit better. Now of course, once you achieve your vision, it's time to create a new one. That helps you avoid stagnation and keeps your company moving forward.

(From off-camera) Hey Shawn, I hear you are going on a trip. Where are you going?
Oh, nowhere in particular.
(Siri) Route calculated. Leila's Hair Museum in Independence, Missouri is 425 mi away and you will arrive in approximately 6 hrs.

Thanks Siri.

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