A vision: sudden glimpse into the future, or something more deliberate? Outside the realm of the mystical, we shade the word with different meanings. A personal vision might be a hope, goal or desire. Maybe it’s a plan for the future.
But what about in business? Let’s take a look at what visioning means in an organizational context and how it can help you build something greater.
Visioning empowers you to picture and design your own success.
First came the deli at the corner of Kingsley and Detroit in Ann Arbor’s historic Kerrytown: sandwiches, chopped liver and other traditional Jewish fare. From there, co-founders Paul Saginaw and Ari Weinzweig opened a bakery, coffee roastery, roadhouse, mail-order food service outfit — and the list goes on. They call it the Zingerman’s Community of Businesses (ZCoB). No franchises, just new ideas.
A few years ago, I was lucky enough to catch a talk by Weinzweig on the topic of visioning at the University of Michigan’s first annual Positive Business Conference. There I learned that each new Zingerman’s business begins with a carefully written “picture of success.” The example that Weinzweig read was rich in sensory detail and evocative language — closer to a short story than a business write-up.
“A vision is not a mission statement,” Weinzweig told Specialty Food Magazine. “It also isn’t a strategic plan — which is the map to where we want to go. A vision is the actual destination. It’s a vivid description of what ‘success’ looks and feels like for us — what we are able to achieve, and the effect it has on our staff.”
Ask most anybody in Southeast Michigan and they’ll know the name Zingerman’s. Today, ZCoB consists of more than ten individual companies that employ over 700 people. For Weinzweig and Saginaw, it’s safe to say that visioning has worked out pretty well.
Visioning keeps you focused on your destination.
At Torrent, we have our own 3-year vision for the future. This vision covers just about everything:
- Where and how we’ll work
- Who our customers will be and how those relationships will function
- What kind of impact we’ll be making
All this information is contained in a lengthy document, but our graphic designer also created a poster version. It’s condensed, visually appealing and — since it’s hanging on the wall — a constant reminder of what we hope to become. With every new hire, our CEO talks through the poster’s key points to make sure our entire team is always aligned around our future direction.
Since it was created, the company’s plans have changed slightly, and minor revisions have been made. Still, our vision has remained a steady guide — one that continues to help shape major strategic decisions.
How to begin?
If a vision is a picture of success, that picture starts as an empty frame. What do you want to fill it with? What will your business look like in five years? What are you selling, and who are you selling to? What’s the greater purpose that drives you?
Ask yourself these questions. Ask yourself as many questions as you can. When the answers come to you, start jotting down notes. Start sketching. Whatever feels most natural. Put your vision on paper. Once you do, you’ll know exactly where you’re headed.
