Description

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There’s huge confusion in business today about what a ‘Vision’ is, what it isn’t...and whether it even makes sense to have one. Businesses spend thousands of dollars on consultants or ‘Management Retreats’ to come up with a vague, airy-fairy ‘aspirational’ Vision that says little, and achieves nothing. 

Every industry is changing quickly. New technologies and disruptive business models are taking over. To succeed in this fast-changing and hyper-competitive world, you need clarity about the future of your business and industry. 

What businesses really need is an ‘Operational Vision’. A clear, specific and measurable statement of what you commit to become to be a more profitable and responsible market leader in 3 to 5 years. This ‘Operational Vision’ will be 6 points on one page that will be easily updated each year to keep us current, relevant and in the lead. From your 3 to 5-year Vision comes your annual ‘Mission’ and a detailed and specific ‘Commitment to Action’ that states what will be done, by whom, by when, and measured how. 

Your Vision will inform, focus, challenge and inspire you as a leader and everyone on your team, by creating clarity about 6 specific things: 

1. The compelling customer value and experience that you commit to deliver 
2. What you commit to become in 3 to 5 years 
3. Specifically how you’ll get to that extraordinary future 
4. The extraordinary bottom line that you commit to generate 
5. The ‘winning culture’ that you commit to create...and 
6. How you commit to ‘behave’ along the way (your values, ethics & standards)

That level of clarity simply doesn’t exist in most businesses today...and it’s killing them. Your Vision will also be your most effective staff planning and recruitment tool when hiring and developing key team members. With a clear Vision, you hire for the future…not for the immediate past.

ABOUT THE SPEAKER

Donald Cooper, MBA, CSP, HoF, has been both a world-class manufacturer and an award-winning retailer.

Donald earned an MBA from the University of Western Ontario, followed by 18 years at Cooper Canada, the family business, which became the world's leading maker of hockey equipment and a Canadian brand icon.

Donald later reinvented himself as a visionary fashion retailer. He fundamentally redefined the customer experience, achieved sales three times the national average and attracted customers from up to three hours away. For this achievement, Donald received seven Awards of Excellence for service, marketing and business innovation, including being voted Canada’s Outstanding Innovative Retailer.

Donald now works with businesses in over 40 industries around the world to create clarity of purpose, compelling customer value and experiences, management effectiveness and long-term profitability. He knows exactly what it is to be "in the trenches" and is respected by clients as a thought-leader and passionate visionary who clarifies complex challenges.

For his transforming business insights and compelling presentation style, Donald has been inducted into the Canadian Speaking Hall of Fame.