21. 💥How vision and mission can more than double your annual growth

In this issue we’ll cover:

Before GPS, we used maps to locate our destination, and we'd choose a route to follow. This is a

simple way to think about the difference between your vision and your mission. It also helps to clarify the importance of both of these to your business.

Without a destination, you'll end up traveling in circles and, without a plan, it may take you forever to reach your destination...if you ever do.

So, which one is which?

VISION: Your faraway future destination

A company’s vision is a belief about a future that is not true yet (a 10-year goal). It’s an idea so meaningful to you that you can never imagine not caring about achieving it, and a well-developed vision becomes an accelerant when you feel fully committed to it.

Studies show that companies with a vision experience more than twice the annual growth (12.4%) in their sales, employment, and profits, exceeding businesses without a vision (5.5%).

Shhhh, please don't tell ....

A fun fact few know: your vision is YOUR secret! Well, you and your team's secret if you have one. You do not need to share your vision on your website or social media. Because it is a faraway dream (not true yet) and sharing it can invite criticism and doubt. (Ain't nobody got time for that!)

Your vision is the secret to focus!

When you (and your team) have a clear, compelling, and long-term vision, you will find it easier to focus on what matters. When you're focused, you'll build a prosperous business faster.

YOUR MISSION: The vehicle you use to drive to your destination (vision)

Your mission is what you do or sell and for whom. Your mission can change to serve the goal, which is your vision.

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A mission is also sometimes called a 'brand promise' and a brand promise should be in very plain language: so plain that your mother or grandmother could explain what you sell and to who at their next bridge or bingo outing.

If Grandma can promote you, you're golden!

We would want our CEO & Founder, Jill's grandmother to says : "Jill's business offers solutions for individuals, entrepreneurs and organizations working towards a better world". It's simple, clear and gives the listener a real snapshot of who we are, what we do and who we work with.

WHAT MAKES VISION AND MISSION DIFFERENT?

Visions, to be effective, should be long-term, 5 to 10 years. (Unless you're just beginning, I suggest a three-year vision.) Missions are active; they are what you do to achieve your vision.

While visions should stay the same, missions can change. It's not a good idea to switch up your mission too often; but as we've seen in recent years, if market circumstances change, you may need to in order to stay relevant.