MBA2214 How to Create a Compelling Vision

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Hey oh. Welcome to the hundred dollar RMBA show. Powerful business lessons you can count on every single day with our daily 10 minute business lessons for the real world.

I'm your host, your coach, your teacher Omar Zenholm.

I'm also the co founder of Webinar Ninja, an independent software company I started with my co founder back in 2014. And in today's episode you will learn how to create a compelling vision for your business. Now most people, when they think about creating a vision or vision statement for their business, they're thinking about something they can share with their team and that's important. But in today's lesson, we're not going to really focus on that as much as a vision you can share with your customers. A vision they can get behind, A vision that they can sign up for and say, hey, I believe in this too. Show me how we can get there. Great companies understand this. They understand when they create a compelling vision for their customers, their customers feel like they're a part of something greater than themselves. A movement, a community, a tribe of like minded people. And in today's lesson, I'm going to show you how to craft one. We're going to look at what has worked in politics to get politicians elected, how big companies get more customers because of what they're about and how small businesses can do the same. Let's get into it. Let's get down to business. Creating a vision for your customers, for your tribe, for your community is more important than a lot of us think. Many people think that people buy products and if the product is good enough, they'll just buy it. And that may be true in some cases, especially in low priced commodities. But for the most part, if you're trying to bring in lots of customers to your training, to your courses, to your coaching, to your software product, to your books, to, to your e commerce store, you're going to need more than just a great product. You're going to need a great vision. And let me break down what that exactly means. It means this is your rally call. This is what you do. Yeah, you create products and services, but really you do it because of this, because you want to see this change in the world. Let me give you an example. A few years ago, Apple ran an ad about their MacBook Pro, their most powerful laptop. And instead of saying, look at all these specs, look at all these features, look at all the storage and RAM and how fast the processor is. That's what most technology companies do. But what Apple realizes is, hey, we want people to join us to buy our products because of what they can become with our products. And the commercial just was a bunch of scenes of creatives, innovators, musicians, artists, graphic designers creating incredible things on, on MacBooks, in this case, MacBook Pros. And at the end of the commercial, they had a tagline, a rally call to put it all together. And it said, we power tomorrow's innovators and creators. Now this does two things. Number one, it shows that they're more than just a technology company. They are a company that people are doing great things. Trust. And it's the standard for being a professional. In some of the shots they had celebrities, people they can recognize, people that they know like and trust, people that their audience probably looks up to, whether it's a dj, an entrepreneur, or even an influencer mixed in with some people that you don't know, just actors, people that look like common people. Apple's job here was to create this vision that, hey, the future is Apple. And if you want to be part of the future, if you want to be an innovator, creator, change up things in the world, then you got to join this club, this club of Apple users. Now in the past, I've read that psychologists say people will rally behind something that is hopeful, something that's in the future, a better future. And this has a lot to do with our tradition as human beings telling stories to one another. In most epic adventures and stories from Star wars to Back to the Future to Rocky, there's a common thread of hope. People want a better life. They people want a better future. This is why people even have children, because they want to give their children a better future, a better life than they had. Their future legacy depends on the future. And the reason why I'm touching on this is because when you create your vision for your company, it's really helpful to build a vision, a statement that illustrates what the future is like for your customers with your product or service. And when I say a statement, think of it as like you're a politician and you have a slogan for your campaign. The reason why I bring this up is because it's been proven in the last few election cycles that the winners of presidential elections in the US all have positive future based campaign slogans. And the losers all focused on the present. People just like to rally on the fact that things will get better. Back in 1992, George Bush was going up against Bill Clinton in the 92 election. George Bush lost the election with his campaign slogan A Proud Tradition. Bill Clinton won and his slogan was it's time to change America. Same thing in 2008, John McCain lost and his slogan was country first focusing on the present. Barack Obama, who won, his slogan was change we need again focusing on the future. And then in 2016, Hillary Clinton lost the election and her slogan was Stronger Together. And Donald Trump won with his slogan Make America Great Again focusing on the future. Now, regardless of your political views, we can learn something here. Once is luck, two is a coincidence, three is a pattern. Okay, so we need to learn from these patterns. So when it comes to building your vision for your company, for your customers, think about what you can provide to build a better future for them. Think bigger picture. Why are they buying your product in the first place? I saw an ad for a skincare company here in Australia with a great example of a vision. And it said in 2023, Put yourself first. And it was leaning into this idea of focusing on self care, saying make a change this year and invest in your own self care with our products. Now ideally it doesn't have to be tied to a year or a date, but this was for a specific advertisement. Another example of this is Mint Mobile who is a sponsor of our show. You know Mint Mobile, who is owned by Ryan Reynolds, the actor. They use words like never as in never pay for data. You don't use this indicates a change in behavior, something new in the future, and also differentiates them from other mobile services that overcharge. I'm actually working on a vision statement for this podcast for our brand. The $100 MBA show and the vision statement I'm workshopping is all about getting people to commit to learning and growing and understanding that every little thing counts. But also it's hopeful. And here it is. The next lesson you learn can change everything. And that's been my experience in my journey that sometimes I get these little nuggets from things I've learned, things I've heard on a podcast or read in a book that just unlocks things for me and changes everything in my business, helps me take another leap in my growth, changes my mindset in a way that I didn't imagine before. Now. When it comes to these vision statements, these campaign slogans, so to speak, it's important that you reiterate them. So once you've kind of put them together and you've kind of created one for yourself and your business, you don't want to just keep this to yourself. You want to make sure that you say this over and over and reiterate it in all your communications. Whether it's in your signatures, in your emails, it's how you sign off on every podcast or video episode, or how you end speeches when you're on stage. Even my buddy Michael Port, who is a prolific author, has a great rally call for all his books. His book, the Think Big Manifesto has a rally call to remind people to think big in what they do and who they serve. In his book Steal the Show, which is a public speaking book, his rally call is Guarantee a standing ovation for all the performances in your life. Again, future based A message of Hope.

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Creating a compelling vision for your business, for your customers, for your movement can take some time. So give yourself the time to brainstorm, to workshop these different rally calls for your business as much as possible. You want to keep it short, snappy, to the point you want people to read it and say, that talks directly to me. What I like to do is just write down every idea I have on a piece of paper and I just read those ideas, those different versions of a slogan or rally call and I say, what's in common here? How can I change things up? How can I unify all these different messages into one and it becomes like a little puzzle, a little game. So brew yourself a cup of coffee and start workshopping it. Thanks so much for listening to today's episode. If you love today's lesson, if you got something out of it, here's what you can do to say thank you. Leave us a rating and review on Apple Podcasts or Spotify. It's pretty simple on Apple Podcasts. If you're on Spotify, just hit follow so that you can give us a star rating. Thank you in advance for showing us love and helping support the show. Before I go, I want to leave you with this. One of the things that a lot of entrepreneurs kind of forget when they start building their business is that words matter how you communicate. Your ideas really matter. This is why copywriting is so important. This is why taking the time to craft a message for your audience, for your crowd, for your following that speaks to them is well worth your time. Because you can use it over and over and over to reinforce this vision, this idea, this direction you want to move everybody to to change their world in a big way. Thanks so much for listening and I'll check you in tomorrow's episode Q and A Wednesday. I'll see you then. Take care. Of.

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