A lack of business vision can cause an organization to flounder in many ways without even recognizing it. This article will discuss how a lack of vision can affect a business in three areas possibly in the short-term and almost certainly in the long term.
One of the ways the lack of vision can fragment a business and present a confused brand for both employees and customers is in its marketing. A clear, compelling and effective vision provides the basis for all internal and external marketing efforts. Without this guiding principle, marketing can become a shotgun approach in both its message and mediums, by attempting to reach out to every demographic with a scattering of efforts.
Generally what happens is a confused message that attempts to target everyone and truly reaches no one. This confused message often starts from the top down, with the leadership of the company unable to inspire or motivate its people about the future of the company. Lack of vision affects the leadership, employees, operational policies and eventually marketing. This causes a loss of brand loyalty, sales and revenue.
Lack of Talent
Most businesses thrive by hiring the right people that believe passionately about the future of their company and are able to deliver results. This is all accomplished with having the right business vision which is communicated through effective leadership and clarity of purpose. As a corporate vision states the future goal for all employees and departments to work towards, a lack of vision can often accomplish the opposite. The human resources team often relies on this vision to set its own talent acquisition protocols that ensure the future vitality of the company through accurate talent development. Without a vision to set these goals, human resources can be squandered by hiring the wrong talent that achieves the wrong goals for the company.
In essence, a lack of vision leads to misdirection in almost every aspect of a company. The business vision sets down the single thread that all employees, departments and managers can connect with and strive towards. This misdirection leads to conflicts between departments and more importantly presents the wrong communication internally and externally.
The most powerful brands in the world have been developed over decades with a singular vision that is known both in and outside the company. These brands include the likes of the Coca-Cola Company, McDonald’s, Calvin Klein, 3M and many others that most consumers can relate to and connect with. Without a core set of principles and a set future goal, a company simply pulls itself apart as employees charge off in different directions while attempting to achieve what they think the company should achieve.
Establishing the future goals of the company through the vision as laid down by the owner or leading executives is the single most important endeavor that will ensure that a company is focused irrespective of the economic conditions. By providing a singular purpose even the toughest competition or resistance can be overcome to achieve desired end goals.