The Future is Blurry


Interesting response from my challenge last week when I asked my subscribers to share with me their vision of the future of their business!

A number of things were clear from the responses: 

  • There is a definite lack of clarity when it comes to vision - generalization I know, but definitely true!
  • There is ambiguity between what a vision is and what a mission is.
  • Most of the visions shared with me could do with a bit more excitement, if I am to be honest! 

I know there are tomes written and forests felled to provide the paper for all that has been written about vision and mission, but let me give you my tuppence worth to clarify how I define vision and mission.


Vision clearly demonstrates where you want the business to be - it communicates the purpose and the values. It answers the question - “Where do you intend to be?”


Mission articulates what you will do to get there, and what you will deliver to your customers.

Here are some examples:



Vision - Focus on the user and all else will follow.

Mission - To organize the world’s information and make it universally accessible and useful.


Toyota USA

Vision - To be the most successful and respected car company in America.

Mission - To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America.


Interestingly, the two are quite different, but where they want to go is very clear - as well as how they intend going about it.


Not wishing to position myself among Google or Toyota I thought I would share my own!


My vision is to help my clients win at business and life.

My mission is to coach top teams, executives and business owners to perform at their highest level possible.


Truthfully, my vision and mission are the absolute drivers of my business and I am thoroughly passionate about fulfilling them! It motivates me every day and helps me determine the most important things I should be doing at any one time!


So, why am I going on about vision and mission? Because, they are absolutely critical to long term success.


They are your guiding light, your North Star or however you want to describe them. You can look at those and then you know whether you are going in the right direction or not.


In the absence of having clarity around your vision and mission, you can end up just being a busy fool! Lots of activity but no clear focus.


If your major focus is on where you are going to generate revenue next month’s, or next year’s income, then your sights are too low - and you are likely to always be in survival mode.


Aim high - set your vision and mission to be something worth going for - and something that will make a difference!


Please, don’t settle for mediocrity - set out your stall to be of some significant worth.


Share the output from your thinking with me - I love hearing what you are working on. Don’t worry about getting it word perfect - you can get that right afterwards. Just get the sense, significance and emotion of it.


John A Murphy 


John Murphy has been running his own consultancy business, John Murphy International, for over 10 years.

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