I talked to a friend recently about where I want my speaking business to be in one, two, and three years. She suggested I read a book called Vivid Vision: A Remarkable Tool for Aligning Your Business Around a Shared Vision of the Future.

The book outlines how companies can succeed if their employees and managers share a three-year vivid vision.

I thought this also has applicability for you as a speaker. Your three-year vision involves looking ahead and setting long-term goals for their growth, impact, and overall development as a speaker.

Without a vivid vision, you don’t know if what you are doing in your speaking business is contributing, not contributing, or detracting from where you want you business to go. If you don’t know where you are going in your business, any business activity will take you there.

While specific visions can vary based on individual aspirations, here are three broad components that a speaker might consider in a three-year vivid vision plan:

Professional Development and Expertise

You should always be striving to enhance your professional skills and subject matter expertise.

This may include gaining more profound knowledge, staying updated on relevant trends, and continuously refining your speaking techniques.

Professional development can also involve attending workshops, conferences, and collaborating with other experts to broaden your knowledge base.

It can also include creating new programs like workshops, coaching, and training because in creating these programs, you have to develop professionally and increase your expertise in your area of endeavor.

Charlie “Tremendous” Jones, author, once said, “You will be the same person in five years as you are today except for the people you meet and the books you read.”

Professional development is never a cost. It is an investment in your future because what you learn will contribute to your speaking goals.

So, improving your professional development and expertise is crucial to your speaker’s three-year vivid vision plan.

Another critical component is audience reach and impact.

Audience Reach and Impact

You should aim to expand your audience reach and impact over time.

This could involve targeting new audiences, reaching a broader demographic, or gaining visibility on different platforms (e.g., keynotes, workshops, books, etc.).

Strategies may include increasing online presence through social media, creating and sharing valuable content, and exploring opportunities to speak at larger events or to diverse audiences.

Always be looking to expand into areas adjacent to your current expertise. For instance, if you speak on presentation skills, an adjoining area would be speaking on interview skills.

Your goal is to be one of the recognized experts in your area of expertise. As you speak often, you will undoubtedly obtain more business from people in your audience.

A second goal of yours is to speak to an ever-increasing number of people at each speaking event. This will not only get you more exposure; it will allow you to raise your speaking fees and provide you and yours with a higher standard of living.

So, improving your professional development and expertise and increasing your audience reach and impact are critical components in your speaker’s three-year vivid vision plan.

If you have a speaking business, another critical component of your vivid vision is building a sustainable brand and business.

Building a Sustainable Brand and Business

For speakers who view speaking as a business, a three-year vision should include establishing and growing a sustainable brand.

This could involve developing a consistent brand message, building a solid online presence, and diversifying revenue streams through book deals, courses, or consulting services.

The goal is often to create a speaking career that has an impact and is financially viable in the long term.

A vital component of a sustainable business is the constant exploration of new business leads and how to organize them in a business pipeline using Customer Relationship Management software. A business pipeline is simply a way to keep all data on a particular lead in one place, each lead being in a different stage of the probability of getting business (e.g., Lead-In, Contact Made, Phone Meeting, Negotiation, Contract).

If you don’t have a speaking pipeline organized by a CRM, you don’t have a business. This is because you will not have enough customers to sustain your business. If you do not contact leads, eventually, your speaking business will not have customers. Constantly working on your pipeline of leads and eventual customers is essential to a sustainable business.

So, improving your professional development and expertise, increasing your audience reach and impact, and building a sustainable brand and business are critical components in your speaker’s three-year vivid vision plan.

A three-year vision is a strategic plan that requires flexibility and adaptability. Circumstances may change. You may need to adjust your goals along the way. You must regularly evaluate your progress and make necessary adjustments to stay aligned with your vision as you navigate the dynamic landscape of public speaking.

You need to create a vivid vision to get vivid results in your public speaking.

Don’t run a business without one!

Call to Action

• Constantly seek ways to improve your professional development and expertise by taking relevant courses, reading relevant books, and seeking the advice of those who have done what you want to do

• Take positive steps to increase your audience reach and impact, such as seeking leads for more significant events and paying more considerable fees

• Build a sustainable brand and business by constantly prospecting leads and turning these leads into paying customers by managing your leads using CRM software daily.

Frank DiBartolomeo is a retired U.S. Air Force Lieutenant Colonel and award-winning speaker, presentation and interview skills coach, and Professional Member of the National Speakers Association. He was awarded Toastmasters International’s highest individual award, Distinguished Toastmaster because of his outstanding work in public speaking and leadership.

Frank formed DiBartolomeo Consulting International (DCI), LLC (www.speakleadandsucceed.com) in 2007. The mission of DCI is to help technical professionals to inspire, motivate, and influence their colleagues and other technical professionals by improving their presentation skills, communication, and personal presence. Reach Frank at frank@speakleadandsucceed.com and (703) 509-4424.

Don’t miss Frank DiBartolomeo’s latest book!

“Speak Well and Prosper: Tips, Tools, and Techniques for Better Presentations”

Available now at Amazon.com and BarnesandNoble.com