Foundation Principal One: Do You Have a Vision for Your Practice?

Every successful practice has a strong foundation upon which to grow and thrive. You need to prepare yourself, your practice and your staff for the changes you want to create and the success you are about to make yours.

You will notice that every major company in the world has a vision or mission statement – a broad, futuristic idea of what the company will achieve and look like in the future.

This is important work that will build and contribute to your amazing success. Trust me!

We will cover:

• What a practice vision is and why it is important
• Why your employees need a vision to follow
• Examples of powerful vision statements
• Your unique strengths and weaknesses
• How to write your vision statement
• What you need to achieve your vision

So, let’s take a look at what a vision statement is, and why it’s important for you to create one for your practice.

A vision statement is a broad, inspiring image of the future state a practice aspires to reach. It describes without specifying how aspirations will be achieved, or when. It is ambitious, and forward-thinking. It’s not about where the organization is now, it’s about what the organization will be, or aspires to be.

A vision statement needs to:

• describe aspirations and intent
• be inspirational for your staff and patients
• project a compelling story
• paint a clear picture
• use engaging and descriptive language
• be realistic
• align with your practice’s values

The vision statement will also provide a clear criterion or measuring stick for decision-making. When making tough choices, ask “Does this support the vision statement?” If major initiatives do not support the overall business vision, chances are they aren’t worth the investment of time and money.

If your practice doesn’t have a vision statement, it needs one. If it does, then this is a good opportunity to strengthen it or make sure it is aligned with the current dream you have for yourself and your practice.

We’re going to work through a step-by-step process in this article that will help you hone in on what your vision is, and then put it into words.

You should note that a corporate vision statement – once created, agreed to and perfected – should remain consistent and unchanged for several years. When a vision statement is changed and revised, it is difficult to create a consistent plan that supports the achievement of the vision. In this case, now is a good time to revise your vision – right before embarking on a comprehensive marketing strategy.

But first, don’t forget that your employees, and your patients need to believe in the company’s vision too.

Your employees need a strong, clear vision statement just as much as you do. When creating a vision statement, keep this in mind. The vision will need to be something that your employees can embrace and stand behind. A powerful vision statement that your employees can get excited about will motivate, inspire and build morale.

Think about how you will communicate your vision to your employees once you have created it. How can you inspire them to nurture and support your vision on a daily basis, in everything they do? How can you empower and motivate them to feel ownership of the company’s future and their stake in it?

Take a look at these corporate vision statements so you can get a better understanding of what we’re talking about.

Amazon.com
Our vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.

Dell
Dell listens to customers and delivers innovative technology and services they trust and value.

eBay
eBay pioneers communities built on commerce, sustained by trust, and inspired by opportunity. eBay brings together millions of people every day on a local, national and international basis through an array of websites that focus on commerce, payments and communications.

Facebook
Facebook is a social utility that helps people communicate more efficiently with their friends, family and coworkers. The company develops technologies that facilitate the sharing of information through the social graph, the digital mapping of people’s real-world social connections. Anyone can sign up for Facebook and interact with the people they know in a trusted environment.

Google
Google’s mission is to organize the world’s information and make it universally accessible and useful.

Other Vision Statement Examples:

• To develop a reliable wireless network that empowers people with the freedom to travel anywhere – across the hall or across the continent – and communicate effortlessly.
• To be America’s best quick-service restaurant chain we will provide each guest great tasting, healthful, reasonably priced fish, seafood and chicken in a fast, friendly manner on every visit.
• To provide high quality products that combine performance with value pricing, while establishing a successful relationship with our customers and our suppliers.
• To be a profitable provider of high quality software solutions and services that provide strategic value to our customers and create a company that can attract, recruit and retain smart and talented employees.

See what I mean? Let’s start creating your unique vision statement.

1. Start by looking at your strengths and weaknesses from the perspective of everyone who does business with you.

You’ll start with a bit of analysis on where you stand now. Use the chart as a guide, create your own on a pad of paper and fill in your company’s unique strengths and weaknesses. Think about strengths and weaknesses from the perspective of patients, associates, hygienists, other staff, management, vendors or suppliers and of course your own.

For example, what would your patients say about your patient care service standards? Would this area be considered a strength or a weakness? Look at your reviews on google, Facebook and anywhere else patients have posted them. Break them down in 1 to 3 star reviews, 3 to 4 star reviews and 5 star reviews. What does each level of review tell you? What would your staff say about training and professional development opportunities? What do you think about your income and overall financial growth?

2. Analyze your observations, and remember that your weaknesses represent great opportunities for change and improvement, while your strengths need to be nurtured and developed.

Take a look at what you have written, using the chart above as your guide, and answer the following questions on your pad of paper:

What does the overall picture look like?

How does the overall picture align with the dream you have for your business?

What great achievements and qualities exist in the strengths section? (List 10)

What opportunities exist in the weaknesses section? (List 10)

3. Now that you’ve assessed where your practice stands today, where do you want it to be? What opportunities exist?

Here you will take the strengths and opportunities you identified in step one, the analysis you completed in step two, and start describing them in words. Use the chart below as your guide, write three sentences that describe the future state of your practice. I’ve included some samples to get you started.

Take the sentences you created above, and list them in order of importance to you. You may have to do this several times before you feel the order is accurate. Then, combine duplicate sentences, or ones that describe similar things.

Once you’ve finished your list, take the top three to five sentences and combine them into a cohesive paragraph.

 Refine your statements so that they are broad, future-oriented and use words that reflect your values, priorities and dreams.

You need to refine your statement so it is smooth, clear and easy to understand. Here is a checklist to use when reviewing the words you have written:

• is it inspirational for your staff and patients?
• does it project a compelling image?
• does it paint a clear picture?
• have you used engaging and descriptive language?
• is it realistic?
• does it align with your practice’s values?

TIP: You can use phrases like:

A Leader in …

Support the development of …

Continually create …

Build on …

Inspire …

Develop…
Facilitate…
Achieve…
Deliver…
Bring together…

5.  Include your employees in the vision creation process, and ask them for feedback.

Do they understand the vision? Do they support it? Does it inspire them? Can they find meaning in their work based on it? Incorporate their feedback.

6. Put your vision statement somewhere everyone can see it – your staff, your patients and vendors.

Once you have created your vision statement, share it with the world. Your vision is something you have committed to, and can let everyone know where your practice is heading. It allows them to see where you want to go, and gives them the opportunity to help you get there.

Now, do you have everything you need to start working towards your vision?

As your strategic practice growth mentor, I’m here to answer questions and provide support when you need it, so feel free to email me at Kathy@HarrisGroup.ca.

You must be committed to growing your practice and prepared to do the work required.

If that is you – are you ready to schedule a 60-minute customized practice growth planning session with me? If so – simply click this link www.stopcompetingforpatients.com/customized-practice-growth-plan and when you do – you will see a form with questions about your practice and what you’re looking to accomplish. Once I have that information, I’ll do some quick market research for you and we’ll set up a time to go through it together!

Dedicated to your success,

Kathy D. Harris