Effective Naturally

This is the time of year when we all make resolutions and have hopes for what we may achieve before next Christmas.

Any motivational speaker will say "when you get your ideas down on paper, you're half way there."

So what's the difference between a resolution and a vision?

Resolutions are usually focused on fixing a problem (like being overweight, or not making enough profit) whereas a Vision is proactive and is a catalyst toward something greater.

A strong vision delivers momentum...
it's what you stand for and it's the true hallmark of a leader.

First, here's what it should NOT be:

"To dramatically initiate performance based opportunities as well as to proactively leverage existing quality leadership skills to meet our customer's needs." a US Water Company

What the...?!

Sadly, this is still good compared to many visions we've seen! Whether it's a government department, individual, not for profit, small business or large conglomerate a clear and memorable vision is essential for clarity and momentum.

So here are the tips toward creating the vision for your brand:

1. Make it Aspirational
Every book, ever printed in any language all available in 60 seconds - that's the vision of Kindle. Your vision is what you stand for and in some way it should improve the world for your target audience. Make it positive, focusing on the opportunity so that every challenge can be met with motivation and clarity.

2. Clear the Clutter
A vision is a clear reference point. Rather than making resolutions on individual things, set the vision as your bigger picture. This way it will guide every decision you make. So for example our vision has 'Every Tasmanian Reaping the Rewards as a Brand People Love". The question then always comes back to "what do we need to do to achieve this?". If an idea doesn't help you to achieve your vision, then it's clutter that will simply confuse your message.

3. Make it Short
If you can't fit it on one line then it's too long and will never gain traction to create habitual behaviour. The vision needs to become second nature, not something you have to read through to remind yourself of what you're doing or why you're doing it.

4. Make it Credible
Don't include stuff that no one will ever believe. The strength of your vision will only receive buy-in from staff, suppliers and fans if you actually believe it yourself and your behaviours reflect that belief. Don't make it all promise with no substance. Cosmetics without culture will bring you undone.

5. Sharing increases Teamwork
Without a common vision every person is an individual aiming for their own sense of achievement. A benefit of being a brand people love is that you enjoy natural momentum and as such Vision is extremely important in getting there. A vision should be shared to ensure that it gets your team in to the habit of putting the bigger picture first rather than their own individual interests.

6. Teamwork increases Willpower
Not all people are the same, but whether you work better as a team or by yourself, knowing that you are part of a common goal will help increase your willpower to deliver. It's the exact reason that we tell friends our New Year resolutions in the hope that they'll make us accountable for not delivering and letting the team down.

7. Don't state the Obvious
Honesty and integrity are things that all brands should have, but having this in your vision will make it look like you don't have it now. Good customer service is another thing that is objective and also should be considered an expectation. Don't even think of including the word profit in your vision unless that's what you're making for your customers.

8. Own it!
Make sure it's not something that could easily fit on your competitor's wall. It must help you stand out from the clutter and deliver something that is unique in your market. Your vision should be yours...live it, breathe it, own it!

These tips have been taken from the Effective Naturally Online Program - Refine your Brand workbook.

Next week

The difference between Vision and a Mission.

TouchPoint Awards

The individual impressions that make a big difference

WooHoo of the Week - Hope & Me
Congratulations to this local gift store in Launceston, Tasmania. I was contacted during the week by a customer to tell me of their experience in the store. In short a delicate bracelet was on display of which the customer went to try it on and it broke. The exchange between her and the attendant in the store was friendly, and cutting a long story short she left knowing that the store genuinely cared for their customers and not at any one point was she made to feel uncomfortable by what had happened.


BooBoo of the Week - Launceston jewellery store
This upmarket jeweller (we'll withhold the name for now) badly handled the process of a returned Christmas gift. The customer was after a credit not a refund so this should have gladly been given. But it wasn't. It seemed the retailer took it personally and came back with the statement "I can't be bothered debating this with you" but then gave the exchange credit voucher anyway. That one sentence is a very bad touchpoint that should never enter the vocabulary of anyone in the service or retail industry especially if they decided to give the exchange anyway. Needless to say the customer then shared the experience with hundreds of people on Facebook. Bad touchpoint and a missed opportunity to create an amazing Christmas spirit experience.