A Vision Provides Direction

John walked into an architecture firm on an early Friday morning to meet with one of the partners of the firm. John and his wife Mary were finally ready to build their dream house, one they’ve always wanted to live in. After pleasantries were exchanged the architect asked John what his vision was for the project. John replied, “well it’s our dream house…it’s what we’ve always dreamed of”. “Okay”, the architect replied, “but what exactly do you want it to look like”? “We want it to be great, we want it to be everything we’ve always dreamed of”. “Right, but I’ll need a little more information than that”, replied the architect. “I can’t design your house based on your dream. I need some direction to go on”.

It’s a bit tongue-in-cheek but you get the point - no one in their right mind would walk into an architect’s office and demand a design without providing some sort of direction. Sadly, too many approach their businesses without a clearly defined vision, which results in a lack of clear direction.  Zig Ziglar has said “You need a plan to build a house. To build a [business], it is even more important to have a plan or goal.”  A proper vision provides direction for your business. Without a vision how do you know if the direction in which you’re currently heading is the right one? Without a vision, how do you know if the decisions you’re making are beneficial?

A Vision Gives Purpose

For the most part, the things we do in life are done for a purpose. Most of us don’t do things just for the sake of doing them - at least on an ongoing basis. Let’s revisit John in the architect’s office. The architect asks John why he wants to build his dream house, essentially inquiring about John’s purpose. John could respond in one of two ways - first he could say something like, “We’re building our dream house because we can…we have the means and now we can do what we’ve always wanted.” Okay, that’s all well and good, but the architect is going to find it difficult to build a purpose around building a house just because one can.

Alternatively, John could respond, “We’re building our dream house because we want to adopt several children from third-world countries and give them a home to live in”. Wow, now there’s a purpose you can get behind. All of a sudden every aspect of this project takes on a new identity. The architect can now wrap his mind around this clear purpose and vision, and as a result, his design of the home will be much more informed.

Now not every vision needs to be as humanitarian as John’s vision, but the principle still stands. Does your perspective change after hearing John’s second response compared with his first response? Which statement do you think will result in a better designed, more “successful” project?

A carefully defined vision is important because gives purpose to the actions that you take in your business.   

Influences Practice

Let’s continue on that same thought. If John’s vision for his dream house is to construct a place where needy children can find a home, now the architect can begin to develop direction around the design of the house, and the entire project is surrounded by a sense of purpose. Additionally John’s vision influences the practice or elements the architect might use in designing. For instance, the architect may decide he needs more bedrooms than a standard house would, larger bathrooms to accommodate the growing family, an expanded yard and outdoor area so the kids can play, unique rooms such as a play room, media room, etc.

John’s vision affects how the architect designs the house - the practice - because of the specificity of John’s vision. John describes what he wants to do and where he wants to be - in a house with adopted children from needy areas - and as a result is able to better direct, give purpose to, and influence the practice of his vision.

You’re probably not building a house, but let’s say you’re trying to design a new product to bring to market. The same principles can apply. Without a vision of what you want to accomplish with your product, you will have a hard time providing direction to your decisions, giving purpose to the countless hours you’ll spend in development, and influencing the various practices to bring the product to market (i.e. a website or direct mail campaign? Sales team or video blog?).

Philip Knight, co-founder of Nike said of his vision for the company, “We wanted Nike to be the world’s best sports and fitness company. Once you say that, you have a focus. You don’t end up making wing tips or sponsoring the next Rolling Stones world tour.” Because Knight and others in Nike had a defined vision, they were able to clearly lead and grow the company.

Art Credit: Manet, Boating