Is your vision statement a marketing tool?

Over the years, one of my favorite marketing tools has been the vision statement. As I was explaining my definition of a vision statement to marketing strategist David Camp, he tells me, “Well, that’s great. But it’s not what most people call a vision statement.”

Your vision statement should look into the future for your customers

Look into the future for your customers

He’s right. What I call vision, David calls “market insight.” It focuses on the future of the customer – what problems they’ll face and what heroic solutions the market will provide. For me, it’s a useful tool because it helps the client look into the future, and project how the customer will need to be served. It demonstrates the client’s industry expertise, understanding of customer needs, and understanding of trends and forces that, for all intents and purposes, are unstoppable. All our marketing efforts ought to have this kind of customer focus.

Comments welcome at the end of this post. Or email me directly.

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The “vision thing”: part II

Last year I wrote about how to create a more useful vision statement (here). But vision means different things to different people. So recently, I loved hearing two great presentations that dealt with the importance of vision — they were talking about two completely different ideas.  Continue reading