Financial Vision Style 381

In other words, “asking for advice on your business plan” also becomes a great opportunity to “tell you about who I work with in my business that you could refer to me” as well! (In fact, one of the great virtues of a clearly defined niche practice as an advisor is that you can generate referrals from other advisors who have a different niche than yours!). Customers want to know their money and investments are managed well and will lead to future financial security for themselves and for their families. A well-written mission statement earns the trust of current and prospective clients by defining goals that speak to this need. Understanding what you’re working so hard to save towards will only be a motivator. Saving without any specific goals or direction is a lot more difficult, and normally leads to failure. The vast majority of the mission statements are just meaningless hype that could be used to describe any business in the category. With a strong vision and mission statement, it’s easier for you to evaluate in which industry and company you should invest your time and energy. AMAZON: 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.

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