How to use video to communicate your vision

Readers of the bestseller Traction by Gino Wickman and adherents to the Entrepreneur Operating System (EOS) know and understand the importance of creating and communicating a vision for your organization.

According to EOS Worldwide, 39% of employees have no idea what their company's goals and objectives are.  Even worse, many don't have any idea how they fit into this vision.

There’s no better way to convey your company's vision than through video. Your company’s vision will usually encompass your values, uniques (differentiators) and core focus (purpose + niche).  All three could be difficult to convey in one video, so we recommend a short video for each.

The Values video

The values video is a summary and description of the values of the company and what it means to exemplify these values. Companies who have fully implemented the EOS system will hire, fire and give performance reviews based on demonstration of these values.  Shared values define who an organization is and if clearly communicated, can be critical to organizational success.  Here's an example of a values video we produced for National Flooring Equipment:


The Uniques video

The uniques video conveys three specific selling propositions which make your company the best choice for your ideal prospect. This is the three superior skills that differentiate your company from your competitors. Your competitors may have one in common, but no competitor has all three of the same uniques. Your uniques also need to be critical to your customers.  Here's an example of how Kelsey Schwartz differentiates herself: 


Core Focus video

Using the EOS system, an organization will distill down the essence of their purpose and mission into one simple core focus sentence. However, it would make a great video as well that visualizes the people, cause, passion and niche of your organization.  The core focus video conveys the big hairy, audacious “save the world” goal of your company in an aspirational, inspirational two minutes.  Here's a good example of a core focus video we found on YouTube from TOMS: 

Having a series of vision videos will give your customers confidence in doing business with you, give your employees a roadmap for the future and give your prospects a reason to consider your organization for a long term partnership.

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Tim has been in the media production industry since his days as a U.S. Navy shipboard news anchor in the 1980s. Tim has a BA in Visual Communication from the University of Minnesota School of Journalism and Mass Communications. He has been President of Mastcom since 2002.