NOTE: Ken Collins (our fearless leader) recently encountered this story - this is not his story - we're only re-telling it here for you.
We were busy, but unfocused. The team was talented, but disconnected. Every day felt like whack-a-mole: fix this, patch that, chase the next fire.
Then a friend – also a business owner – asked me a question I couldn’t answer:
“What’s the actual vision for your company?”
I stammered something vague about growth, clients, making a difference... and then he hit me with:
“Cool. But could your team say the same thing?”
The silence said everything.
The Turning Point
That night, I sat down with a notebook and wrote this question at the top of the page:
If my business was wildly successful five years from now, what would it look and feel like?
I gave myself permission to dream – not in corporate jargon, but real words that meant something to me. I wrote about impact. The kind of clients we’d serve. How it would feel to walk into our office. What our team would say about working here. What our reputation would be.
And you know what? It felt awkward at first. But it got clearer with every sentence.
Clarity Creates Direction
Once I had it down, I started using that vision to make decisions.
We stopped offering services that didn’t align.
We hired people who matched the values we wrote down.
We even changed the way we held meetings – because “efficient, energizing teamwork” was part of our new cultural north star.
Most surprising of all?
The team got excited – not because I forced them to, but because they finally saw where we were headed.
Culture Isn’t a Poster. It’s What You Tolerate.
Having a vision didn’t just help us make decisions – it changed our culture.
We became clearer. Bolder. More consistent.
We stopped tolerating the chaos that used to pass for momentum.
And it all started with one question and a willingness to write things down.
You Don’t Need a Consultant – Just a Commitment.
If you're where the person in this story was – busy but unaligned – I promise, writing your vision isn’t some luxury task.
It’s the foundation your team is waiting for.
It’s the filter your business needs.
It’s the clarity that makes every hard decision just a little easier.
Want a Shortcut?
This story became the inspiration for Key #1: Vision & Culture, part of the 12 Keys to a Profitable Business series.
This PDF walks you through 12 steps to create a clear, compelling vision and build a culture that drives growth. It includes:
- Practical prompts to write your mission and values
- Culture-building strategies you can use today
- Worksheets to get your whole team aligned
Closing Note
You can’t grow what you can’t describe.
And your team can’t follow where you haven’t clearly said you’re going.
Write it down. Share it. Live it.
That’s how vision becomes reality.