“Your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma — which is living with the results of other people’s thinking. Don’t let the noise of others’ opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.” ~Steve Jobs

One thing I spend lots of time on with people is getting their heartfelt and aligned business and creative life vision and mission nailed. Vision and mission clarity is a technique that clarifies service delivery, style and customer expectations and serves as an invaluable marketing and business niching tool. Here are 4 reasons why this is one of my number 1 business strategies I support my arts-biz clients with.

1. Clarity and Focus

Creatives are notorious for their grasshopper minds, jumping from one compelling and inspiring idea to the next. The ability to focus your creative “grasshopper” mind can give your arts business or career a real boost. By reducing the amount of energy spent jumping from idea to idea and channeling your efforts into jumping towards your ultimate dream destination, you welcome in ideal opportunities and customers and shift to that next level with ease and power.

2. Internal and External compass

When opportunities come your way your vision and mission is the perfect filtering tool to help you decide what you say yes to and what you let slide. With an aligned vision and mission in place you start using your energy where it is most likely to reap the kinds of rewards you’re dreaming of. Whether its more money, wider reach, fame, notoriety, fuller creative integrity or any range of outcomes that light your fires, your vision helps you stand strong and not second guess yourself.

3. Marketing tool

Get your language as clear and specific as you can when writing your business vision then weave it into your marketing materials. Well crafted visions make excellent tag lines and juicy mission statements are perfect for website landing pages, brochures and social media profiles. They let potential customers know exactly what you do. Having these things nailed also mean you have your “what do you do?” pitch sorted. At networking events and opportunities you are always ready to clearly communicate what you’re all about and connect with ideal opportunities.

4. Niching and attracting ideal customers

Your market (customer/audience/fan) is not everyone and you don’t want to spend your precious marketing resources (time, energy, money) pitching to the wrong people. By having your vision and mission crystal clear both you and your potential market are able to discern very quickly if you are the perfect answer to their particular problem. This helps you build a loyal and satisfied business base far more rapidly, which means more satisfaction, sales and success for you.


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