A positive business outlook starts with a positive future vision

It has gone from a whisper, dared not spoken too loud for fear that it might simply be an aberration, to a more confident statement that is growing in voice, and the voice that’s leading the chorus is Australia’s small to medium sized businesses who collectively, according to recent research are saying: ‘We have weathered the storm, the storm is over, it’s time to prepare for the bright future ahead’!

As we see definite signs of a recovery in the local economy, clearly lead by the strength and optimism of Australia’s small to medium sized business sector (0-200 employees, widely acknowledged as the ‘engine’ room of the Australian economy), it is worth reflecting on how SME’s might maximize their advantage as the rest of the domestic business world, and especially the consumer sector, regain their confidence and optimism for the future and importantly their spending habits.

So how does an SME prepare for the future in order to profitably grow?

Well BrandQuest would argue that every successful plan starts with a bold and imaginative, yet realistic, vision.

It is timely that as a business you take a positive approach to the future and set about defining your vision - but first what do we mean by vision?

Vision, as defined in business literature, can vary from a simple sentence to a much more detailed account. Our view of vision is aligned with Jim Collins and Jerry Porras who define it as:

"A vivid description of what a company will be like in a number of years from now — being as descriptive as possible."

‘Building Your Company’s Vision’ in Harvard Business Review, Sept–Oct 1996.

We often suggest a 4 year vision as ideal for growth driven companies ie: what will your company look like, what will your turnover and profit be, how many employees will you employ, what will your products or services be? How many customers will you have? Where will you be located? How will all that be different to today?

Such a succinct and vivid description, planned far enough ahead provides a real ‘destination’ for positive growth and importantly a positive attitude and outlook toward the business future.

Importantly your vision then requires planning, and the development of a marketing strategy, to help take you from where you are today, to where you want to be in 4 years time.

If you were planning a journey, your vision would be your destination. Your strategy might include the route you plan, and then you would decide the tactics that will deliver your strategy ie: mode of transport.

So starting with a bold and positive business vision – supported with a newly developed marketing strategy and market tactics to achieve the vision, what other factors might assist in your positive approach and outlook to the future?

Well for starters, a positive managing director and management team normally drive most successful, high growth companies. In business, positivity is like a ‘good news’ cold or virus – it is highly contagious.

Have you ever seen anything other than an upbeat and smiling Gerry Harvey, leader of the highly profitable and successful Harvey Norman brand?

He is the definitive ‘good news’ leader and for staff and customers that delivers a confidence that money cannot buy.

So discover ways to spread the ‘good news’ and your optimism for the future throughout your company and particularly to your customers and prospects.

Consider sharing your business vision (or as much as you can) with staff, urge them to demonstrate the company’s optimistic and positive outlook at all and every customer opportunity.

As the manager of an Australian SME company you are one of many thousands in the so-called ‘engine room’ of business, leading the vanguard on the road to the future.

Be up-beat about the future of your business, set your vivid business vision for the future, develop a marketing strategy with tactics to help you achieve your vision and share your positive outlook – with management and staff, customers and suppliers.

Aside from being contagious it can also be highly profitable.