Do you have a vision statement for your design business? I heard this quote on a podcast recently. Vision without action is a daydream. Action without vision is a nightmare. I looked it up, and it turns out this is an old Japanese proverb. It means if you have a vision, but you don’t do anything to achieve it, it’s nothing more than a daydream. However, if you take action, without any sort of vision to guide you, the results can be chaotic and possibly catastrophic. I know that sounds kind of dire. But many new businesses, including graphic and web design businesses, never achieve their full potential due to a lack of vision. That’s why having a vision statement is essential. The difference between a Mission Statement and a Vision Statement. What is a Mission Statement? The purpose of a Mission Statement is to define the what, who and why of a company at the present moment. It’s kind of an action-oriented instructional roadmap for how a business operates. It defines the purpose of a business; it’s function and objectives. What is a Vision Statement? A vision statement, on the other hand, defines where the company, in this case, your design business, wants to be in the future. It guides you in your decision making when it comes to setting goals to reach an eventual destination. When comparing the two, a Mission Statement is a journey, one you take to reach your destination, the Vision Statement. As Jessica Honard, co-owner of North Star Messaging + Strategy, a copywriting and messaging company, puts it “A mission statement focuses on the purpose of the brand, the vision statement looks to the fulfillment of that purpose,” In most cases, a Vision Statement is shared within an organization, while a Mission Statement is shared with the public. Why do you need a Vision Statement? The primary purpose of a Vision Statement is to give you focus. Many business owners, including designers, start businesses without any focus. And without focus, you can end up all over the place. You know you want to start a design business, but what does that entail? Finding clients and designing projects for them? But what else? Do you want to be still doing the same thing 3-4 years from now that you’re doing today? Do you want to be working for the same types of clients? Do you want to be doing the same kinds of design projects? Do you want to be making the same income? Without a proper vision to follow, you may end up being very busy but not accomplish anything. A vision statement creates a clear picture of the future of your business 3-4 years from now. What’s the difference between a vision and a goal? Think of a vision as a mindset, a position to strive for in the future. It’s something you want to achieve, but it isn’t as measurable as a goal. For example, your vision might be to become a recognized design influencer. Your goal to achieve that vision might start with talking at 30 regional and national design conferences within the next three years. Visions are more abstract, something to dream of. Goals are more concrete, something you can measure. Having a Vision Statement makes it easier to create goals. Goals that help achieve your vision. A Vision Statement for your design business. If you don’t have one already, you need to write a Vision Statement for your design business. Figure out a destination, a place you want to be in three to four years from now. Then figure out how to get there. The purpose of a Vision Statement is to inspire you, encourage you, to push you. What do you need to do to fulfil your vision? What do you need to stop doing because it’s preventing you from achieving your vision? What do you need to learn that will make it easier for you to reach your destination? Who can you partner with to help you realize your vision? Without a vision for your future, it’s easy to get bogged down by the day-to-day details of running your business. It’s like you’re on a boat in a river without oars. You’re making progress, but you hav