Talking Technology
Ways to become a business vision keeper

Imust say that one of the most rewarding aspects of being in the professional services business is that I see new challenges everyday. Every situation requires a unique approach.

Let me share with you a question that I asked a Kelowna entrepreneur recently, “What would you say is the most important role that you have as the business owner/entrepreneur?” The question is a difficult one but yet the answer is hugely important to every business owner. While circumstances may be different in your business, after we had talked through the specific circumstances it became evident to the owner: their number one priority was to be the Vision Keeper of their business.

From my perspective the most important priority for an entrepreneur is to establish a clear vision of what your company will be and what it will not be and, then, to lead your company to realize this vision. By vision I don’t mean vague statements that have little or no meaning to anyone in your company. For instance, if I were to ask all of your employees what your company’s number one goal was, what would they say? Would they know? Would they all be on the same page?

Stephen R. Covey’s research, as outlined in his new book entitled The 8th Habit, tells the story accurately that according to Harris Interactive’s poll of 23,000 employees, only 37 per cent had a clear understanding of what their organization’s number one goal is.

I would say that most entrepreneurs have a clear vision when they start a company. Often this vision will have a series of goals that help the business determine whether their vision is being achieved. However, as the years progress, we are often get caught up in the day to day problems of running our businesses, including the urgent to-do lists and, as a result, we grow detached from our vision. In fact what happens most often is that we get sucked back into working IN the business as opposed to working ON the business. Our goals become clouded and more difficult to communication as our business expands. Without clear direction and intent from us the business owners, we may end up with a business very much different than we originally imagined. And, we may wonder why our employees do not seem to care as much as we do, or why our competitors seem to be edging ahead of us.

A clear vision that defines your number one goal has power to inspire, to lead, to foster innovation towards the predetermined goal. For a vision to be truly valuable it needs to be tested through execution. A vision is worthless if you and your team cannot deliver on it.

You likely know of entrepreneurs who have mastered the art of being a Vision Keeper. From small businesses in our community to the larger businesses, they all started somewhere—with leadership from the top. Bill Gates (Microsoft) envisioned a computer on every desk and in every home. Fred Smith (Federal Express) envisioned a delivery service that you would use when it absolutely, positively had to be there overnight.

If you have lost your vision, it has become cloudy or you no longer feel that you have been the Vision Keeper for your business, here are some ways to recapture your entrepreneurial vision:

1. Decide what you really want for yourself, aside from your business. Reconnect with the reasons you started the business. If the business is helping you to achieve what you want, consider what radical changes are required.

2. Write a single page description of your vision for your company, including your number one goal. Describe what your business will look like when it’s complete—that is, when your vision has been realized. Make it realistic and compelling for you personally. Describe tangible (sales, profits, market share) as well as intangible measures (customer satisfaction, employee morale and loyalty, level of technology automation). Include a completion date when those measures will be reached.

3. Put the description aside and review it later. Edit until it clearly expresses your vision. If it’s too complex, rethink your strategy. The best businesses are simple to understand.

4. Share your description with your employees and involve them in helping to craft a new vision. Use it to guide all of the decisions in your organization.

5. Schedule an hour per day to work on your business, doing work toward achieving your vision/number one goal.

6. Set up a monthly or quarterly review process to monitor progress toward your vision/number one goal.

Defining your vision/number one goal and leading your company to its fulfillment is the true work of an entrepreneur. You are the Vision Keeper for your business. As the Vision Keeper you must stay focused in the midst of many distractions.

Think of the task of being the Vision Keeper as a muscle to train. Flex it often and consistently, and you’ll be well on your way to realizing your vision.

Steve Burns is the president and CEO of the Burns Innovation Group Inc. and Steve Burns Inc. Chartered Accountant, which provide consulting and accounting services to entrepreneurs. If you have any questions or comments, contact Steve at 763-4716.

steve@burnsinnovation.com