Balanced in Business: Defining Your Strategic Vision


Having a plan is crucial to success in your business. Sure, you can wing it, but why would you want to? Winging it leads to:

  • Scattered focus. You’re not spending your time on the activities that grow your business.
  • Disorganization. You have no processes in place and you’re making it up as you go along.
  • Money wasted. When you don’t have a plan for growth, your money often gets spent inefficiently or on the wrong things all together.

Does any of that sound familiar? If you’ve experienced one or more of those things as a creative entrepreneur, raise your hand. I definitely did when I dived into launching my first business 3 years ago!

The thing is, a strategic plan doesn’t have to be a 40 page document. Detail is good and your plan should be built out, but if you’re finding yourself off course, completely overwhelmed or just not content with where your business is, you need revisit (or redefine) your strategic vision.

You strategic vision is more than your “why”, it’s the single most important driver of your business. It is your filter for activities you take on, ensuring you maintain focus, have processes and manage your business financials wisely. It’s what everything in your business ladders up to. What do I mean by that? Well, your goals, business focus and values will all be derived from that strategic vision.

You’ve already heard mine. I help creative entrepreneurs achieve balance in their life by building a stable, balanced business that is poised for growth. 

Every time I take on a new marketing activity, build a new offering or invest in another specialist or course, I ask myself if the activity will set me up to help others. You’d be surprised at how many times the answer is no.

Your strategic vision should do three things:

  1. Speak to or identify your audience. Whether your audience is super niche or broad, they need to be addressed in your vision. This helps you remember WHO is at the core of your business. If they’re not mentioned outright, your statement should talk to them.
  2. Have a positive outcome. What are you trying to achieve with your business? How will you change your client’s life?
  3. Be concise. Your vision should be one to two sentences tops and very clear. Avoid using vague terms that are hard to define.

One example of a strategic vision that really stuck with me is by my wonderful friend, Maghon Taylor of All She Wrote Notes. When I met Maghon at Inspired Retreat last year and asked about her business, she said

“I spread happiness through my handwriting.”

I remember thinking how spot on that was for her business as a calligrapher. She clearly defines the positive outcome, her statement is super concise and the phrasing speaks to her audience. Most importantly, it’s memorable (I remembered it more than a year later!) and every aspect of her business thoroughly demonstrates the joy she wants her customers to experience through her work. If you haven’t visited her site yet, you are in for a treat! Her work is gorgeous!

What other examples of great strategic visions can you think of? I have a few more examples in mind, but I’ll use them as I go through the next part of this series on Strategy. Stay tuned to learn how you can leverage values to maintain balance in your biz.

Want feedback on your strategic vision? Go ahead and send me a note, I’d be happy to review it!


The Busy Entrepreneur’s Guide to Learning Strategically

As an entrepreneur, you often spend a significant portion of your day learning by consuming content. For a lot of us, you learn as you go and you’re constantly seeking out new resources because your business and the state of your industry is always evolving.

Whether it’s a business blog, a podcast, a community you’re part of or a new course, you consume with the intention of applying your learnings to your business. But what happens with all that information? It’s impossible to apply every tidbit you learn to growing your business (…unless you’re a robot), and let’s be honest for a second here: We’ve all spent some time reading work-relevant blogs or magazines to put off an undesirable task on our to do list.

If your creative business is getting the way of achieving balance in your life, you need a learning strategy. Don’t worry, this is easy! It’s a mindset shift about content consumption that streamlines what you learn and helps you identify actionable ways to improve your business.

  1. Block off an hour a day for learning. This ensures you’re staying up to date on trends in your space but limits the time spent so it doesn’t spill over into work time. Put on a podcast, catch up on your blogs or do a module in an e-course you’re taking. It all counts.  You can even split this window up, but it’s important to schedule it into your day.
  2. Block off 15-30 minutes a day for doing. This is key. You’re not just making a list of something to do eventually – in order to benefit from what you’ve learned and limit information overload, you need to take one or two insights that you’ve picked up and apply it to your business that day.
  3. Revisit your goals. Before you implement your learnings, you want to make sure they support your business goals. Think of 3-5 goals you’re reaching for with your business. Take some of the ideas you want to implement and compare them to your goals. Do they support your goals? Will they help you get closer to achieving them? If you can’t find link, it may not be the best use of your time. Remember, if you want balance in your life, you need to be strategic about where you spend it in your business.
  4.  Do. Break it down into smaller tasks if you need to. The only way you’ll know if something works for your business is if you do it. Get into the habit of optimizing your business a little every day, so you don’t fall behind and have more work to do down the road.

Download the very same worksheet I use to action what I learn on a daily basis!

If you’re thinking that’s a lot of time to spend, I encourage you to give it a try for one week. I suspect one of two things will happen: 1) You’ll spend more time getting things done and less time scrolling through blogs and social media or 2) You’ll find yourself inspired by new ideas and see new potentials for growth in your biz.


I’d love to know what you think of this approach! Tell me in the comments below or send me a note!

A new start

Welcome to This new adventure was born out of a conference I attended last year in Nashville, Tennessee, called Inspired: The Retreat.

Inspired 2016 -Photo Credit: Gina Zeidler /

I adore and am grateful for knowing Amber Housley, more than she will ever know. You see, just over two years ago, I launched Spruce+Willow, my boutique strategy consultancy here in Toronto, Ontario. Eager for a more creative endeavour, I went to Inspired with the intent to launch a stationery company, with luxe paper, tools and accessories targeted at chic urban professionals with a discerning eye. I left Inspired on a completely different path, one that has led me here. If I didn’t know Amber, if I never attended Inspired, I would not be here, pursuing my dream job.

Every creative business is full of heart, and they have an incredible passion for their product or service – a thing that is meant to touch the lives of their customers in a meaningful way. Their passion and their hustle has made them what they are – fearless entrepreneurs who work hard day in and day out. But they recognize that passion alone doesn’t always bring in customers, or create operational efficiencies, or help them manage their finances. Passion gives them many ideas, but it doesn’t clarify which idea is the best to pursue. Passion doesn’t solve problems.

I’m not knocking passion, far from it! You definitely need it for your business to survive. But sometimes you need a helping hand to guide you along the way. That’s where I come in!

Inspired 2016 -Photo Credit: Gina Zeidler /

I know most creative entrepreneurs would never dream of hiring a management consultant who can look at their business as a whole, identify what the obstacles actually are and develop a strategy that helps them achieve their goals. Simply put – those services are far too costly and the time intensive approach is not always necessary.

My dream is to make quality strategy services accessible to creative businesses through shorter, cost effective one-on-one sessions. I want to provide the tools and direction that empower creatives to build a business that has strength in four key pillars: strategy, operations, finance and marketing. These are the pillars that make up a Balanced Business.

I’m passionate about the notion of a Balanced Business, so much that I’ve distilled years of experience and education into developing a method for evaluating whether your business is balanced and the steps you can take to build one. As a creative entrepreneur, you’re often dealing with limited resources and time, which makes the business problems you face seem even bigger.

The one thing I stress to every single amazing person I work with is that business challenges are not one dimensional. They are influenced by various pillars and if you are not confident in your understanding of how your business is performing in all four, you cannot effectively solve your problems. You can only come up with a band-aid fix. I want to give you more than a quick solution that will eventually lose its stickiness and fall apart.

So I hope you’ll stick around and join me on this journey.

Inspired 2016 – Photo Credit: Gina Zeidler /

If you want to learn more about the Balanced Business Method, you can sign-up for my mailing list for weekly tips and strategic advice or join the Balanced in Business Facebook group for support and free trainings. Curious about what it would be like to work with me? Let’s chat! Book an intro call so we can get to know each other or drop me a note. I can’t wait to hear from you!

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