Business Marketing Magazine Summer 2017 January 2016 Creating Clear Businesses | Page 24

Feature

Karl F. Gretz, PH.D and Steven R. Drozdeck

Creating a Clear,
Measurable Vision
for Your Business

W

henever you hear someone discussing a successful entrepreneur or a
great CEO, one of the first things
mentioned is her vision. To many people, the
word vision conjures up thoughts of company
values, and ideals such as making the world a
better place.
In reality, a CEO’s vision consists of a series of
clear, measurable goals which she has good
reason to believe she and the company can
achieve within a specific time period. One of
the ways she will measure her progress (as
well as be evaluated by others) is her success
in hitting a series of milestones (intermediate-term goals) on the way to achieving that
vision. This article deals with the fourth of six
key components of business success, “You
must have a clear, measurable vision of what
you want to accomplish with your business.”
Thus, when working with business owners
to create a vision statement, we often hear
someone say that their vision is to make their
company lead the region in both service and
product quality as well as sales / revenues by
H