Your vision should not be too abstract

• Many visions are a bit abstract and the same as everybody else's, i.e. to be the market leader in X, or the lowest cost producer.
• With an abstract vision, how do you know when you have achieved it?
• The vision to put a man on the moon by the end of the sixties was concrete.
• The key is to create a vision that motivates you and your team.
• Involving them in developing it will enhance their commitment.
• Why not have a vision just for the year ahead if that is a reasonable timeframe in your business? Or a 3 year span?
• Would it help to start by brainstorming with your team where you would like to be in a certain time period?
• What future state, if it could be achieved, would excite everyone now?
• Would it make sense to spread the task around your team of gathering market intelligence - again to spread ownership?
• Looking closely at what is currently happening in your market will help you to make your vision more specific.
• Navel gazing in a vacuum tends to lead to more abstract visions.
• Don't worry if there are a lot of unknowns making you feel that you might have to throw out your vision in a year's time and create a new one. The point is to provide better direction and motivation today.