Rethinking Business Vision and Mission
Many companies default to generic visions and missions focused on growth, profits, and being the best. But these strategies ring hollow. Real vision stems from purpose and values. Pursuing generic business goals reflects a lack of leadership and imagination.
The Problem with Default Business Thinking
Leaders often rely on tired tropes about growth, profits, and dominance when defining their company's vision and mission. But these table stakes goals fail to capture what makes a business unique and meaningful.
Prioritizing growth above all else is shortsighted. There are always limits to growth. What happens when you hit them? Likewise, every company wants to maximize profits and be the industry leader. But these generic aims do not differentiate you.
Defaulting to profit and dominance demonstrates a lack of creativity from leadership. It suggests the leaders do not fully understand the company's real purpose and reason for being.
Symptoms of Poor Leadership
Leaders who spout generic goals like growth and profitability as the vision and mission show their failure to think deeply about the business. They have not articulated what unique value their company brings to the world.
This lack of vision flows from poor leadership. Leaders are responsible for defining and communicating a compelling vision and purpose. Failure to do so suggests they do not understand the business, customers, and their role.
The downstream effects of poor vision are dire. Employees do not understand the strategy and lose motivation. Customers are not inspired by the muddled purpose. The organization spirals as no one can effectively execute the leader's non-existent vision.
Vision Flows from Purpose
Vision is the dream of the future your company helps create. It captures the change you make in the world. The most inspiring visions describe how you improve people's lives.
Vision grounded in purpose differentiates you and draws others to your cause. People want to be part of something bigger than themselves. A compelling vision stirs passion and fosters loyalty.
Crafting a Purpose-Driven Vision
To develop a purpose-driven vision, leaders must deeply understand the company's "why." Why does your business exist? What customer needs do you address? How do you improve lives?
With clarity of purpose, leaders can define a vision for change. Describe how the world will be different thanks to your company's work. Outline the positive impact on customers' lives.
An inspiring vision rallies people to a cause. It focuses efforts and drives meaningful progress versus simply chasing profits.
Values Guide the Path
While vision focuses on the destination, values define the journey. Your values reflect what behaviors and principles you uphold along the way.
Values-driven companies earn trust and goodwill. Customers and employees want to associate with businesses exhibiting integrity and corporate responsibility. Shared values create cultural cohesion.
Values-Based Leadership
Leaders must embody the values they espouse. Their actions and decisions should reflect the company's declared values.
When leaders walk the talk on values, they earn credibility and respect. Their example gives employees permission to act on shared values versus purely pursuing growth and profits.
Leaders must infuse values throughout the organization's culture. Hiring, promotions, policies and incentives should align with values. This consistency strengthens the company's moral fiber.
Leadership Calls for Courage
Developing vision and values requires moving beyond platitudes. It demands courage to define audacious goals for change and live by higher standards.
Visionary leaders imagine a better future and enlist others in its pursuit. They embody the values they espouse and inspire teams to align. This clarity of purpose propels companies forward.
Generic business goals demonstrate lack of vision. True leaders define an aspirational vision and lead with moral courage. They motivate teams to reach for more than mere profits. Purpose-driven companies make a real difference.
A Call to Action for Leaders
If your company vision consists of vague aspirations like growth and profits, it's time for introspection. Generic goals expose lack of leadership and imagination. As a leader, have the courage to clearly define your purpose and values. Outline how you uniquely improve lives and make a difference. Articulate the future you are building and principles that guide you. Share your purpose-driven vision and lead by example. Hire, promote and reward based on values alignment. Infuse your culture and motivate your team towards meaningful goals beyond profits.
Seek Help from a Coach
Self-reflection is difficult. An outside expert can provide perspective and advice to help you develop vision and values. Consider working with a leadership coach to unlock your full potential. As an executive coach with decades of experience, I can guide you on this journey. My coaching helps leaders discover their purpose, clarify their vision, and lead with authenticity. Please [reach out] to learn more about how I can help you grow as a purpose-driven leader. Small investments yield great rewards. Generic business goals demonstrate lack of vision. You have the power to define an inspiring vision focused on creating positive change. Purpose-driven leaders transform organizations and lives.