When you started your business, you probably had a clear vision of what you wanted to accomplish. Whether you set lofty goals or focused on smaller, bite-sized goals, your vision guided your initial steps. But as time rolls on, businesses evolve. Markets shift, priorities get reshuffled, and you grow both personally and professionally.
Why should you take the time to refresh your personal vision? The answer is simple: What worked for you back then might not fit who you are today. Refining your business vision allows you to refocus, adapt to new realities, and make sure your business continues to serve both your long-term goals and personal fulfillment. Whether your new vision is significantly different or just a refined version of your original plan, this is a valuable exercise for every entrepreneur.
This step-by-step guide will help you revisit, refine, or redefine your vision so that it continues to serve your business and your ambitions for the years ahead.
What Is a Personal Business Vision?
Your personal business vision defines what you want your business to become in the long term. That means five, ten, or even more years from today. When you started your business, you likely had a clear idea of what you wanted to achieve. But as your business grew and evolved, your goals, priorities, and ambitions may have shifted. Now that you've built something successful, where do you want to take it next? What does success look like in the future?
Keep this in mind: Many businesses create vision statements for marketing or human resources purposes. These are succinct, polished statements meant to inspire employees, attract customers, or communicate direction to stakeholders. That’s not what this exercise is about. This vision is for you. It’s personal and doesn’t need to be perfect. You don’t need to craft a polished statement filled with the right buzzwords. Instead, your personal business vision should serve as your internal compass, helping you navigate decisions and stay aligned with what truly matters to you.
In the rest of this article, we'll walk through some steps to help you create a personal business vision that brings clarity, drives your short-term goals, and keeps you motivated on your entrepreneurial journey.
What Should My Vision Look Like?
It can be anything you want it to be! There is no magic formula or specific criteria to meet. It is simply an articulation of what’s been circulating in your head about where you want your business to go. It may reflect what you hope to accomplish in the market, the size and scope of your business, or the legacy you want to leave for your family. It is your business, so it’s entirely up to you. Your vision will guide you over the next five to ten years, helping you set goals and make informed decisions.
To start, plan to set three meetings with just yourself in your calendar. Title them “Vision Brainstorm,” “Crafting My Vision,” and “Finalizing My Vision.” Each session should be an hour long and held in a place you enjoy that is not your business or home. A quiet coffee shop, your favorite park, or your local library are great options. Choose any distraction-free location away from emails, phone calls, employees, customers, kids, and so on. The goal is to step away from daily distractions and create a space where you can focus. You want to be relaxed and ready to enjoy the opportunity to define your next vision!
Schedule these meetings one to two weeks apart, depending on your availability. While you don’t want to rush the process, ideally, this set of exercises should take no more than a month to complete.
First Meeting: Vision Brainstorm
A brainstorming exercise is where you jot down anything that comes to mind related to the topic at hand. There are no right or wrong answers! Take a piece of paper (yes, actual paper!) and write “Vision for __________” (fill in with your business name) at the top. Then, simply journal anything that comes to mind.
Need help brainstorming? Here are some key questions to consider when updating your vision:
What was my original vision for the business? Does that still work, or has it changed?
How big do I want my business to be?
Do I want to expand my locations or my product/service offerings? If so, what would that look like?
What is my long-term plan for my business? Do I want to pass it down to family members, sell the business, or something else?
Do I want to continue working at the same pace, or would I prefer to reduce my involvement?
What are my biggest opportunities for investment? Could it be people, equipment, inventory, or something else?
What do I want my role in the business to look like in five to ten years?
Second Meeting: Crafting my Vision
Once you have completed the brainstorming exercise and have documented a couple of pages of your thoughts, I suggest scheduling a time in your calendar within the next week for a vision crafting session. It’s best to separate the brainstorming and vision crafting sessions to give yourself time to informally contemplate your vision. One week is probably enough time to reflect without losing momentum.
During your vision crafting session, start by reading through your brainstorming notes, highlighting the thoughts that resonate with you, and crossing off items that no longer make sense. Then, begin drafting a vision statement. It can be as short as one sentence, but typically, three sentences will capture what you are trying to convey. If you’re unsure which direction you want to take, craft two vision statements, and in your next session, you can decide which one aligns best with your goals.
Third Meeting: Finalizing my Vision
Here we are! You’ve had a week or two to contemplate your vision. Perhaps you’ve revised it a bit. Revision is important because it ensures that you’ve captured exactly what you want to express in your vision statement.
Before we go any further, let’s check in with your emotions. How does this vision make you feel? If words like inspired, happy, challenged, or accomplished—or even nervous—come to mind, you’re on the right track and ready to put the finishing touches on it. Feeling nervous can actually be a good sign, especially if it’s paired with excitement. That nervous energy means you’re pushing yourself!
However, if words like tired, sad, ugh (if that counts as a word!), or even done pop up, it’s time to regroup. Your vision may not be aligning with your current state of mind, and you might need to do some deeper soul-searching to determine where you truly want to go in the future.
Refining and Committing to Your Vision
Now that you’ve checked in with yourself and are ready to commit to your vision, spend the rest of the hour skillfully refining it. Make it a statement you can be proud of! Your vision will provide the inspiration you need to push through tough times and the guidance required to make smart business decisions.
A great way to apply your vision is by using it as a decision-making tool in your everyday life. When faced with two choices, evaluate how each aligns with your vision. This process helps you eliminate unnecessary options and stay focused on achieving your long-term goals.
Your Vision is Set. What Comes Next?
Congratulations on your new vision! Now it’s time to align it with your business strategy and yearly goals. If you're feeling stuck, unsure about your next steps, or want a second set of eyes on your vision, I’d love to help! As a business coach and growth strategy consultant, I help women business owners refine their vision, set clear goals, and build a strategy for long-term success. If you’re ready to take the next step and ensure your business is growing with purpose, let’s connect!
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