Vision – what should you be doing? Part II
Vision is something that gets you where you want to go. The core focus is what you do that keeps the customers coming back. Makers typically make things and share those things with others. How do you convey to the staff or potential customers what that is?
Previously, in part I, we talked about core values and why they need to be written down. As a maker, you must be able to communicate those core values as you expand your business to anyone who will be involved in the business. When someone asks you or your staff what your organization does, what do they say?
Core Focus
There are many names for core focus, some are even trademarked. Though what does it mean? Your organization does something well, and meets the expectations of your customers. People come to you repeatedly for whatever it is. This is your core focus. Granted, you may not recognize it as such but it is.
I spent time working at an Internet service provider, they specialized in wireless connectivity. It was their core focus. It did not start out that way, but over time it was what made the company money. The majority owner always had a dream to own a hotel. So, one day the owner came in and announced to some of the executives that he had purchased a hotel and was going to remodel it. A few months later, after rumors had circulated, the owner made a speech at an all employee function. “The hotel is our future…” stated the owner. You could have heard a pin drop in the stunned silence that followed.
The employees that had spent all their time building and working on the wireless aspect of the business were outraged. They had no intention of working at a hotel. Many of them started looking for jobs. It wasn’t until one of the minority owners stepped in and forced to majority owner to recant his statement that things started to get back on target.
Why is this story important? If you don’t know what your core focus is and you change directions, you will lose staff and customers. Focusing on what you do well and ensuring that everyone is on the same page will ensure that you are successful. How do you know what your core focus is?
Finding your focus
Your core focus is something that should be defined by the leadership team with absolute clarity. It is comprised of two things: the reason your organization exists and your niche. The core focus should be very simple, so don’t overthink it. It will take at least two uninterrupted hours to complete by your leadership team locked in a room.
You will start by answering two questions in written form by each person involved. Then each person will share their ideas on what they believe the answers to the two questions are. Once everyone has finished you open the discussion for debate for as long as you need to. This is done for both questions, one at a time, until you are all on the same page and have each answer down to as few words as possible.
It may take several sessions to complete this task. Be patient and do not overthink or over-analyze. Your core focus already exists, you just need to remove the non-core items before you can see it.
The questions
First, why does your organization exist? What is its purpose, cause, or passion? When this is clear you will not be able to tell what business you are in, it should be able to fit into any industry. Choose one of the three words “purpose,” “cause,” or “passion” – the one that resonates best with the team and focus on that one. How will you know that you have clearly defined the answer? It will meet all eight points of this checklist:
- It is stated in three to seven words.
- It is written in simple language.
- It is big and bold.
- It has an “aha” effect.
- It comes from the heart.
- It involves everyone.
- It is not about money.
- It is bigger than a goal.
Second, what is your organizations niche? This should be simple. It will become the filtering mechanism for your team to make decisions as you move forward. How do you know when you have it right? It will be a simple statement about your business like, Orville Redenbacher: Popcorn
Execution
Once you have answered these two questions and everyone is on the same page about their meaning, you now have a core focus. The organization will need to stay true to it. When a new business opportunity presents itself that does not fit, do not pursue it. If someone on the team tries to present something that doesn’t fit, reject it. Let it filter all the future business decisions. Once your core focus is clear, your people, processes, and systems will need to drive it with consistency. Do not allow the organization be distracted by things that will not serve the vision.
Important
I wanted to point out one very important item. Clarifying your core focus assumes that you already have a stable financial model. If you do, then focusing on and executing your vision will bring the profits. Lacking a financial model that works, you have more work to do. It might be time to pivot.
Temptation
Does all this mean that you can have only one business? Certainly not. What it does mean is, keep the organization focused. If the new business opportunity is too good to pass up and you have the means, start a new business. Remember though, you must keep them separate. Do not be tempted to share the resources between businesses, that rarely works to your benefit. You cannot focus on two targets at the same time, and your ten-year target requires attention. More on that in a future post.
Do you have a clearly defined vision? Do you need help defining your vision? Tell us in the comments.
