Posted by: Jonathan on
In previous posts, I explained the difference between a mission and vision statement, the importance of having a clear mission and vision, and how to create a great mission statement. Now that you have a great mission statement and that you've clearly identified what you do best everyday, it's time to create a statement that illustrates what your adventure business is going to look like in the future. I want you to focus on what the future looks like because you do your mission so exceedingly well. If you are just joining us, this is part 3 of a 3 part series on how to create great mission and vision statements to take your adventure business to the next level. So, you may want to go back and start from the beginning to catch up.
What's a vision statement?
A vision statement is an aspirational description of what your adventure business would like to achieve or accomplish in the future. In other words, it's an image of the ideal future of your adventure business. Creating a clear vision is extremely important because it forces you to identify EXACTLY what you are aiming for (there's a tremendous difference between kind of knowing what you want and exactly knowing what you want!). When you know what your destination is, it's easy to figure out how to get there.
How to create a great vision statement?
1. Aim high :: There’s no point in aiming low here. It's not time to be "realistic" (we'll get to that later when we look at your goals, strategies, and objectives). Aim for the perfect state that may never be reached. The purpose of your vision is to open your eyes to what your adventure business could be. The quality of your vision will determine the level of success your adventure business can reach. So "shoot for the moon, even if you miss, you'll still land among the stars".
2. Pick a time horizon :: You need to decide on a time horizon. For some adventure businesses, it might be 3 years, for others, it might be 5, 10, 15 years, or even longer. It's entirely up to you but think long term. If your company’s vision can be attained too quickly, it will also become irrelevant quickly too.
3. Go high definition :: Before you can drill down to the very core and find the essence of what you want, you first have to get to all of your raw desires. To do this, I want you to close your eyes and picture your company in the future (whatever time horizon you chose). Visualize what you're doing, who you are with, what you have accomplished, what you own, and what people are saying about your company. How does it feel to be you? Picture yourself looking back at the accomplishments you are most proud of? You need to visualize this with an extremely high level of details. Now, take a pen and paper and write the story of your company as it would appear in the cover story of a magazine (pick an actual magazine). What are the headlines saying about you and your adventure business on the front page of that magazine? Write the cover story and visualize the pictures that are featured in this article.
4. Extract the essence :: Now you need to take all of this and condense it to a short, powerful, inspiring statement that creates an immediate mental image in people’s minds. Your vision should be:
- Short (25 words max)
- Clear & visible
Now, I know that most of you won't actually take the time to do this. I know this from experience. People are often well intentioned but lack the focus to carry out a task that is uncomfortable or demanding. That's ok, I accept that. For those that do take the time to create a powerful vision statement, let me tell you that you will immediately begin to notice the changes you need to make to honour this vision and lead a profitable life.
If you're courageous enough to take this on but wouldn't mind a little help, just click here. This wraps up this 3 part series. When you’re done, share your mission and vision in the comments or send it my way and I will graciously provide my feedback.
Adventure Business Development 101 Series