I talk alot about vision on the various blogs I write for because it's the key to success for any business venture. It makes you define who you are and why your business exists.
Now here's the greatest need for a developing a great vision for your company: you must know the customer you serve. A vision that doesn't deal with why someone should part with their money because of what you offer them, isn't a vision, it's a piece of demogoguery; a lot of hot air!
A vision for your company must come from something that you know can help people; whether it's people in a company or a consumer. It's what you come up with to help that determines the vision of a company, not some made up ideal that is wishful thinking or sounds good.
Your vision must be embedded in the desires and needs of people or it is simply not a vision or even workable. That's what really separates a dream from a vision in the area of business. A dream, in the way I am describing it, is something floating out there unconnected to anything, whereas a vision has roots that go deep into the understanding of what it is people want and need.
What makes the vision great will be the ideas and innovative ways that are created to deal with those interests and needs.
Another great effect of having this great vision is that is a form of discipline for you. I know with me I have so many ideas and opportunities that are endlessly bouncing around in my head or being offered to me, that if I didn't understand where from and why my businesses exist, I would go off on tangent after tangent after some thing that is unconnected to my purpose.
Understand the roots of your vision and you will stay on course. You should never change your vision, but the ways and means that you take to accomplish it should be reviewed steadily and continuously.
All of this relates to how you will market, because when it comes down to it, what you are marketing is your vision.
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