Why the Vision section matters
What your business does will change over time as you learn what it takes to meet market demand. But who you are as a company, what you believe, and where you’ve come from does not change (without drastic external intervention). These are the factors that anchor your uniqueness and allow your company to stand out naturally and sustainably even as the market evolves.
Defining your company’s identity requires careful reflection so you can communicate a clear vision confidently to others. This sets the foundation for coherent business development and marketing messaging.
Your Vision is primarily for internal use, with big implications for downstream work:
It can be tempting to skip this section and move on to work that looks more productive, like overhauling a website. But without zeroing in on what makes your approach uniquely valuable, it becomes increasingly difficult to communicate that effectively through your website or otherwise.
Ultimately, the questions in this section will expedite your ability to pinpoint and communicate the value you offer.
The Vision section is organized into four separate areas, each of which zero in on different overarching goals in your business:
Since these ideas are interconnected, they have been arranged in the recommended order for completing them, starting with the vision statement.
You’ll see we’ve provided some questionnaires to lighten the load. Follow the prompts to stimulate ideas that help articulate your big picture. The outcome will be used to guide future work with a more cohesive and meaningful foundation.