Is Your Path Forward Unclear? Let Your Vision + Mission Guide You
By Casey Hanisko, Business Coach + Consultant
Photo by Thomas Kinto on Unsplash
Recently, I was working with a coaching client who is the owner of a tour operator. They were torn about expanding into new places as they currently focus on two countries. My question for them was: If you look at your company vision and mission, does expanding to new places/destinations fit within that?
Fortunately my client was able to pull out their original vision statement. After a hard look, and time spent revisiting it alongside a new team member, they were able to make a cohesive business decision founded on the original vision, but based on a renewed outlook. And as part of this process, the team member gained a deeper understanding of the owner’s mindset and ambitions for the company. Together, they got excited about where the company was going and gained awareness about what made their tour operator special.
The reality is that many entrepreneurs will write a business plan, decide on a vision and mission, and then move on. In this dynamic and changing world, it is important to check in yearly to see if you are on track, consider what new possibilities are out there, and determine whether you are still on point.
You may be saying, “Casey, back up. Help me understand the difference between a mission and a vision, I never even did one for my business.” Okay, no problem. I got you.
Vision: Your vision is your guiding light. It should be inspirational and difficult to achieve. You can spend time on a Visioning exercise; however, afterward, you need to distill it into a succinct sentence or two explaining why you are in business. It should motivate a team to make a difference and help them feel that they are part of something bigger than themselves. Some examples of vision statements in travel are:
Intrepid Travel - To Change the Way We All See the World.
Wild Women Expeditions - Wild Women Expeditions aren’t trips, they’re celebratory adventures. They offer a chance to revel in the wonder and beauty of the world, and of ourselves.
Nexion: To be the most valued and respected host travel agency.
Mission: Your mission statement is about what you do right now. This tells the world what your business does, for whom you do it, and how. Some examples of these are:
Intrepid Travel - To create positive change through the joy of travel.
Wild Women Expeditions - To provide a unique and carefully curated space for women to connect with each other as like-minded travelers.
Nexion - To empower our agent members, partners, and employees with the most innovative partnerships, education, and support.
Once you revisit or write your Vision and Mission, share them with the world. Communication is key. If you have a team, make sure they know them, believe in them, and understand them. Externally you should add them to your website and share them with your travelers. People want to feel connected and aligned with the person/company they book their holiday with, or work for.
If that all sounds good then here are some questions to get you started:
Is my vision aspirational?
Does my vision guide and inspire me (and my team) to be my best and offer the best to clients?
Am I following through on my mission?
Am I serving my audience to the best of my ability?
Am I offering enough or the right kind of experiences or services?
What might I need to add, edit, or delete to help guide my decision-making and represent the type of company I want to run?
Setting aside a day or half-day yearly to revisit your vision, mission, and other strategic topics can be incredibly valuable in your entrepreneurial journey as a business owner or leader in travel. Once you are clear on your vision and mission the answers to questions like the below can be more clear:
Do I expand my business to new markets?
Should I diversify my trips or tour offerings?
Do I need to offer new client services?
Why am I doing this work? (This can come up during stressful times!)
And (if you have a team), is my current team motivated and aligned with me?
If you have found yourself asking these questions lately, I suggest doing this work and dedicating a small amount of time to it. Yes, getting the next client or partner is important, but you need to check in and ensure you are working smarter, not just harder.
Do you need support or accountability on your journey to hone your Vision and Mission? Find out more about Casey’s upcoming four-part workshop on Strategic Planning, which includes time spent on just this exercise.
Gain straightforward and practical executive insight through our regular business column from Business Coach + Consultant, Casey Hanisko. A 25-year travel industry veteran and former president of the Adventure Travel Trade Association and vice president of respected outbound tour operator, Zegrahm Expeditions, Casey shares her deep knowledge of strategy, people management, and the travel industry with the Safari Portal community.