MARKETING

Before marketing
strategy comes
business vision.

5 MINS READ

WHICH MOUNTAIN WILL YOU CLIMB?

DEFINITION OF VISION: …the ability or an instance of great perception, especially of future developments: a man or woman of vision, a vivid mental image produced by the imagination: a vision of becoming famous.

climb mountain

HEADING IN YOUR DIRECTION

Business entrepreneurs use vision to motivate themselves and others to feats of outstanding business achievement. Vision is the projection of success beyond the challenges that confront us. The desire to achieve our vision sustains us as we confront the challenges on the journey. If the vision is absent or weak then the challenges become overbearing – a job without vision leads to drudgery, dejection and defeat.

The ability to ‘see’ the future is a gift of the human mind. It is a defining part of human societies, families, individuals. We use vision to bind us together in groups, teams, and businesses to overcome the inevitable challenges as we journey to a better place. To be a vision there must be the possibility of a breakthrough or transformation that is achieved collectively.

To achieve the vision we must overcome the adversity of the environment (reach the unconquered mountain peak, fly to the moon…) or prevail over the competition (to win the tournament, achieve the applause…). And we are most successful when we do this together.

THE VISION OF SUCCESS IS THE GLUE THAT BINDS US TOGETHER. SO:

The vision must be desirable

The vision must be believable

The vision must be uncomplicated, obvious even

The vision must be scalable from the individual games to the tournament itself

The vision promotes a change of state – e.g. have not, to have; loser to winner

It is essential that the vision be shared by the business

Clarity of vision sustains us as we face the inevitable challenges from the environment and the competition

The vision is directed by the leader. They bear the burden of responsibility for success or failure

The organisation feels a deep sense of emotional release (akin to the sensation of survival itself – a genuine adrenalin rush.)

If the vision remains unachieved for too long the organisation loses faith

Repeatedly achieving the vision reinforces our sense of self and belonging and strengthens the tribe

As the vision is reached the leader gives it over to the organisation – as the manager to the players

An organisation’s activities are all sustained by the vision of achievement: the successful performance of a choir; the match winning teamwork of the under eleven cricket team; the winning of that contract by the new business team… To make a link between choral singing, a cricket game, and business may seem a stretch but they all share the human essence of riding the emotional rollercoaster and overcoming adversity to get to the other side. In the absence of real survival challenges (this is not a war zone) we search for these fundamental emotions and business is not an exception. We need to have these visceral experiences in business too. Business is not a war, but if we make it a game we make it more engaging.

In all these scenarios there is a shared emotional profile associated with delivering the vision of success.

An organisation must be clear on what its vision is, before marketing strategy can begin. Leaders should be involved in the marketing strategy – it’s where their vision can start to be realised – where the magic starts.

AN ORGANISATION MUST BE CLEAR ON WHAT ITS VISION IS:

What does the vision look like, what are you all trying to achieve?

This vision must be expressed by the leader and shared by the whole team

It is the belief in the shared vision that sustains us as we face the inevitable challenges on the journey

We must know when the vision is achieved so that pent-up emotions can be released

When the vision is achieved, the leader gives back the success to the team and recognises the collective achievement

SUMMARY

What’s your vision?

This begs the question – what is the vision of your organisation? What is the vision of your career? It must be simple, achievable, and scalable and involve a change of state.

Emberson runs regular free seminars on marketing strategy.

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