A vision will be defined from a real or perceived need that can be met or addressed through specific actions or activities that we will take or set into motion. Without that drive to address a specific unmet or under-addressed need, the urgency to pursue it will be absent.
It is the vision that fuels and propels our business. It provides the passion to be creative, to persist, to innovate, and to reach out to invite and include others who can help implement the vision as well as those who will benefit from having our services in their homes. The vision must excite and motivate us because that is how we are going to generate the enthusiasm in others to help make it happen.
By defining our vision, we will be expressing what makes us different - as professionals or as a company - from other aging services, aging in place providers, contractors, or health care professionals. We can use this as our business model, to express our USP (unique selling proposition, or what differentiates us from others in our marketplace that currently provide similar services), in our branding, and in our marketing message. It will underscore how and why we are delivering the types of services we are and to the people we are serving.
To have the kind of aging in place business that conveys our intense desire for helping others remain independent and safe in their current home environments, we have to identify a vision that we can get behind and attach ourselves to as the primary explanation for why we are - or want to be - in the type of business we are planning.
Steve Hoffacker, CAPS, CEAC, SHSS, is a licensed Certified Aging-In-Place Specialist-Master Instructor and best-selling author of universal design books. To learn about this and other programs for aging-in-place or universal design, visit stevehoffacker.com or call 561-685-5555. Also check out the "Aging & Accessibility" groups on Facebook and LinkedIn.