Vision First: Growth without clarity is just noise

"If you don't know where you're going, any road will get you there."

-Lewis Carroll (and probably every founder mid-fundraise)

In scale-up life and in my experience, even large corporates, it's easy to become consumed by short-term goals - next month's revenue, next quarter's churn rate, tomorrow's board meeting. But here's the truth:

If your growth isn't anchored to a clear, shared vision, you'll waste time, talent and money chasing the wrong things.

A vision isn't a wall sticker or a deck slide. It's the strategic north star that helps everyone - from investors to interns - understand what you're building, why it matters, and how success will be measured.

And in recurring revenue businesses, where sustainable growth depends on consistency and alignment, a strong vision isn't a 'nice to have'. It's foundational.

What Happens Without Vision?

Here's what I often see without a clearly defined vision:

• Teams chasing disconnected KPIs

• Marketing spinning campaigns with no clear message

• Product launches based on competitor FOMO or gut hunches, not customer need

• Investors getting twitchy because the strategy feels reactive, not intentional

• Founders stuck in the weeds because no one else can "see the whole picture"

  
  

I've been called into businesses at exactly this point - high potential, low clarity. The result? Misalignment, confusion, inefficiency... and frustrated customers.

Vision Is Your Commercial Anchor

A strong vision isn't fluffy. It should do four very practical things:

1. Set Direction

   It helps prioritise the right initiatives and filter out distractions.

   
   

2. Drive Alignment

   It gives your teams a shared goal, even if they operate in different functions.

   
   

3. Guide Decision-Making

   When choices are hard, the vision should act as a compass.

   
   

4. Inspire Action

   People want to know what they're part of. A good vision gives work meaning - especially important in fast-moving, high-stakes environments.

   
   

5 Steps to Clarify Your Vision

Whether you're defining your first vision or pressure-testing an existing one, these steps will help.

1. Reconnect with Your "Why"

Why did you start this business?

Your vision should reflect the problem you're here to solve - for customers, teams, and your market.

Founder's Tip: Write it down in plain English, not pitch language. If it doesn't feel personal, it won't feel powerful.

2. Picture Your Future State

Ask yourself:

• Where do we want to be in 5-10 years?

• What kind of business do we want to be known for?

• What impact do we want to have - beyond profit?

Exercise: Create a one-paragraph "future headline" - a vision of success as if it's already been achieved.

3. Make It Commercially Grounded

Vision isn't only inspirational - it needs to be measurable.

Instead of:

"Be the best in our space"Try:"Become the number 1 subscription service for [target] in [region] by 2028, while maintaining 90% customer satisfaction."

4. Link It to Your Values

If your vision sets the destination, your values define how you'll get there. These need to be lived - not laminated.

Choose 3-5 values that are non-negotiable and make sure your vision reflects them. Example: If "customer-first" is a value, your vision should talk about customer outcomes - not just growth or share.

5. Communicate It Relentlessly

This is where most founders fall down. You define a great vision... and never speak of it again.

Your team can't align behind something they don't remember.Your customers won't trust a business they can't read.Your investors won't commit to a strategy they can't repeat.

Embed it into all-hands meetings, planning documents, new hire onboarding, and investor decks. Say it so often you're bored of it - because that's when it's finally starting to stick.

Real-World Snapshot

At one major UK telecoms brand I worked with, every meeting room had a "customer chair" - literally an empty seat representing the customer. It was a powerful, tangible reminder of the company's vision: to create value for and through the customer. That simple reinforcement created clarity across thousands of people, from sales to service to product.

That's what vision done well can do.

What Makes a Good Vision?

Here's a quick checklist to stress-test yours:

• Does it clarify your destination?

• Is it meaningful beyond revenue?

• Can your team repeat it (without the slide)?

• Does it influence decisions today?

• Would a customer or investor feel it's authentic?

If the answer to any of those is "not yet," this is the time to tighten it up.

Vision Fuels Smarter Growth

In a recurring revenue business, your growth needs to be more than fast - it needs to be focused.And that starts with a clear, authentic vision that aligns your people, strategy, and spend.

Over to you: How clear is your current vision?

Could your team repeat it without reading it?