Keep Your Company Vision

By: Lisa Marie

For several years I ran a Brand and Strategy company that helped business owners navigate the complexities around building and scaling their brand. There were two types of clients:

  1. Clients with a clearly defined vision
  2. Clients with no vision

Both types of these clients typically came to work with me for brand strategy. They wanted to market or sell a product or service and needed to figure out how to position it in their marketplace. The companies who lacked vision typically wasted thousands of dollars annually trying to pay people to create their vision for them. They did not know that is what they were doing, but it was.

Because they didn’t know who they were, they were never happy with what they received. By the time they got to me, they were typically frustrated, confused, and not sure what to do next. Inevitably, the process for all of these clients was the same. We had to do some soul-searching. Why did they start to begin with.

This blog is about the importance of vision and how it will anchor you to achieve results.

In the fast-paced and competitive business world, having a clear vision is more crucial than ever. A company’s vision serves as its guiding star, providing direction, purpose, and motivation for every member of the organization. Whether you’re a startup or a well-established enterprise, a well-defined vision can be the catalyst for success and growth.

When there is vision, you will have:

An Established Sense of Purpose

A company vision articulates the fundamental purpose of your business beyond just making profits. It outlines the higher goal that your organization aspires to achieve, inspiring employees, customers, and stakeholders alike. Having a sense of purpose not only motivates your team but also attracts individuals who resonate with your mission, creating a passionate and dedicated workforce that goes above and beyond to make your vision a reality.

Clear Direction

In the absence of a vision, a company can easily veer off course and lose sight of its objectives. A well-crafted vision statement acts as a compass, guiding your organization through difficult decisions and helping prioritize initiatives. It gives your team a shared understanding of what the end goal is and allows them to align their efforts effectively.


A strong vision encourages innovation and creativity within the organization. When employees understand the bigger picture, they are more likely to come up with groundbreaking ideas that align with the company’s mission. A vision-driven culture promotes a willingness to take calculated risks, explore new opportunities, and stay ahead in an ever-changing market.

A Strong Culture

Company culture is the backbone of any successful organization. A well-defined vision serves as the foundation upon which a positive and cohesive culture can be built. It instills a set of shared values, beliefs, and norms that drive behavior and decision-making at all levels. This, in turn, enhances employee engagement, job satisfaction, and overall morale.

Enhanced Decision-Making

A clear vision statement acts as a reference point for all decision-making processes. Whether it’s about launching a new product, expanding into a new market, or implementing strategic changes, decisions can be evaluated against the company’s vision to ensure they are aligned with the long-term goals of the organization.

A Competitive Edge

A strong company vision not only attracts like-minded talent but also captivates customers. Consumers today seek more than just products or services; they want to support businesses that share their values and have a positive impact on society. A compelling vision can be a key differentiator, helping you stand out in a crowded market and gain a competitive edge.

The Ability to Navigate Challenges

In the face of challenges and uncertainties, a well-articulated vision can provide stability and confidence. It reminds everyone involved why the company exists and what it stands for, giving them the resilience to face difficulties and bounce back from setbacks.

A company vision is not just a fancy statement for your website; it is the soul of your organization. It fuels the passion and dedication of your team, shapes your culture, and drives you towards success. Whether you’re a small startup or a global enterprise, crafting a clear and compelling vision should be a top priority. Embrace the power of purpose, and watch as your organization transforms into a force to be reckoned with, making a lasting impact on the world around you.

So how do you know your vision? How do create it?

Stay tuned for next month.