Vision, Mission…make them personal in 2021.


When thinking about the vision for your business, there MUST be a picture that engages and excites you about what you could create.

I believe it needs to come more from your heart than your head. Don’t get caught up creating a business around what you could do. Focus on what you really want.

Richard Branson is driven by passion and emotion, and believes that if you have enough inspiration for a business, you will be able to create it. He certainly walks the talk on this!

  • Do you want to do what you’ve always done, because you can?
  • Do you want to create a brand with real connection to meaningful values and alliances?
  • Do you want to work with a very narrow niche market that would mean fabulous clients?
  • Do you want to have an international reach with what you do?
  • Do you want to be able to contribute to a charity or create a foundation?

A vision needs to inspire, excite and propel you forward. It must engage your emotions.

The other important steps are to believe in your vision and then take steps to make it happen. ‘Dream, Believe, Create’ is my mantra. If the dream is inspiring enough and truly engages your emotions, you will be able to make it happen (as long as you have the belief that it is possible).


Purpose is closely aligned to vision in that it is the reason your business exists. In corporates, purpose is called ‘mission’. For smaller companies I prefer to use the word ‘purpose’ – why does your company exist?

For solo professionals and sole traders, your personal purpose will be the likely driver of your business purpose as they are interlinked.

Think of ‘purpose’ as what you are here to do that will be the best use of your talents. When we are working ‘in the zone’ we are happiest and most productive. They key is finding out what the ‘zone’ is for you and building your business around it so you can deliver on that.

I love this quote – supposedly from Picasso – ‘the meaning of life is to find your gift. The purpose of life is to give it away.’

If you can’t clearly articulate your Vision and Purpose yet, dive deep and let your emotions help guide you to the answer.

Once you have clarity, you are closer to building the foundations of your strategy roadmap for 2021.

Good luck and have fun!