The social and political atmosphere today is extremely distrustful of practically every major institution in both the public and private sector. As a result, the public is placing greater value on trust and transparency than in the past. In order to create greater trust between your business and its customer, a good place to start is by taking inventory of your vision of the future.
How can a business create or rework its vision in a new and fresh way that is neither gimmicky, disingenuous, or outdated? Here are three simple steps that will help you create a powerful vision for the future that can then be translated into real value for your customer, promoting loyalty and trust:
- Make a list of the top three values or cultural characteristics that you believe make up the essence of your organization. This could be a dedication to high-quality service, work/life balance, or exceptional leadership, to name a few.
- Put those aside, and make a list of the top three emerging trends, issues, or potential events that could make your customer’s current solutions (the products and services they currently use) irrelevant over the next 5 to 10 years.
- The next step requires you and your team to discuss how each element of your culture and your stated values specifically address the future concerns of your customers and furthermore how those values can be put into actionable steps to ensuring their long-term success.
The purpose of this exercise is twofold. First, it forces you and your team to get really honest about the characteristics and values that you proclaim are key your organization’s culture. Secondly, those values and characteristics are absolutely meaningless if they do not translate into practical and applicable solutions for your customers today and into the future.
If you actually go through this exercise the results will have a major impact on the way you communicate your value and vision for the future directly to your current and future customers. This will undoubtedly establish greater trust as your customers will see that you have their interest and future success at heart, all of which translates into greater success for your company today.