Marketing Smarts 101 Series: Step 1 – Every business starts with a dream

Success is the combination of numerous elements coming together.

One of the most important factors in a company’s success is having a clear vision of where your business is headed and how it will compete and win in your chosen marketplace. Successful companies don’t just “luck out”, they have a vision for success.  Just think of some of today’s most successful companies and their long vision:

  • American Online (AOL) was founded in the early 1980s when most of the country wasn’t online and there was no commercial Internet.  The company’s vision and mission was actually captured in the company name, and prior to the commercialization of the internet, AOL was more responsible for helping  people get online than any other company.
  • Microsoft was founded in 1975 with the vision of having a PC in every home and office.  This was a time when few businesses even had personal computers for their employees let alone consumers. Since the average US household now has 2-3 PCs/laptops, this is one case where it’s safe to say “mission accomplished.”
  • Amazon was founded in 1994 with the vision of becoming the world’s largest bookstore and later the world’s largest online store.
  • Starbucks vision was focused changing the game in the coffee business by selling high-quality, differentiated coffee creations.
  • And the list goes on…

Keep in mind that your vision doesn’t need to be as grandiose as Microsoft’s or Amazon’s.  It could be something like, B&G Deli intends to become the leading, high-quality, natural food deli in town.

Regardless of whether you’re a new startup business or a business that’s been around for 10 years, make sure that your business has a clear long term vision of success that is in step with market trends and customer needs.

by Bruce Worrall, Jul-21-2015