Vision - Text Only

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www.soUNIQ.co.uk

UNIQ Online Marketing Masterclass 1

Your vision, your future

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Starting at the End

"Good business leaders create a vision, articulate the vision, passionately own the vision, and

relentlessly drive it to completion." - Jack Welsh

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This first module is about vision; your vision as a business owner and your vision as a company.

To work out what your company vision is you need to understand why you chose to go in to business in the first place. Why not get a job? Why take the risk of staring a business when you could have a regular, guaranteed income?

Understanding why you chose to go in to business and what you want to achieve, both as a business owner and as a company, is vital to the successful outcome of your marketing and therefore your business.

Your vision has a direct impact on both your business and your marketing decisions. It is the cornerstone of your business success.

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So what is a company vision and what does it

look like?

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A vision statement is a broad, aspirational image of your future that you are aiming to achieve

In business terms it is what your company looks like in the future. A vision statement is effectively your company mission statement. It states where you are positioned in the market, your goals and future aspirations

In addition to your company vision statement you must have a personal vision. For example, what does your working day look like in 5 years time? Are you even working? Understanding what you want out of it as an individual is very important. Is it a lifestyle choice or the opportunity to grow a successful organisation?

Your company and vision statement are complementary but not mutually exclusive

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Why Is Vision Important?“We are limited not by our abilities, but by our vision.”

– Anonymous

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Your company vision is the foundation stone for your business and marketing strategy. If your vision is the end destination that you are working towards, your business and marketing strategy is the route finder, in effect your SATNAV plan - the plan that tells you how to you are going to get there. A well defined vision is vital to your reaching your end goal and achieving success.

Many business owners and a number of my own colleagues see a ‘vision statement’ as being a wishy-washy planning activity that your bank manager or business coach would like you to do. Vision planning is not always perceived as an activity that actually bears any relevance to the business or its associated functions such as marketing.

This is in no way the case.

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What’s the Point?Your vision statement determines which business model is the most effective for your company. It impacts on your brand, how you communicate your brand and your core marketing message.

The vision statement also dictates what marketing activities you should invest in and the ones you shouldn’t.

If you have no vision or end destination you’ll quickly find yourself getting nowhere and achieving nothing

Worst case scenario you will find yourself in a business you never intended to create with little or no sales, poor marketing results and a working life that

requires more of you and more time than you ever intended to give it.

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There are two simple questions you need to answer honestly: -

Q. Are you going to employ people and grow your companyOR

Create a great income and lifestyle for yourself?

Q. What do you want your working day to look like in 3 to 5 years time?

How Do You Create A Vision Statement And What Do You Do With It?

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SummaryYour vision statement must be: - • Detailed• Specific• Clearly communicated

Whether it’s your personal or business one.

To be passionate and have the energy to grow and own a business you have to know what you are working towards. Your customers will in turn relate to that passion and enthusiasm and respond to you.

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For help and support with Masterclass 1, contact Ruth:

Email: [email protected] Tweet: @UNIQ_AcademyLinkedIn: UNIQ Discussion Group

We’d really like to know what you think of this lesson so please spare us two minutes to answer 5 short questions and tell us what you really think.

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Please expect Masterclass 2 in a week’s time. Thank you!

To find out more about how to create and develop your vision, access exclusive articles from our library here:

• Improving Your Organisation’s Vision

• Mission and Vision Statements: Envision Your Business, Realise Your Goals

• How to Write a Great Business Vision Statement

• Branding: Where Are You Going?