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Leadership Envisions and Defines the Dream

by Laurence Coronis

As the end of another busy season draws near, this is an important time to set the course for you and your company’s future. It is my experience that the missing link in many companies is strong, consistent leadership that can create direction, build and coach your team, and hold staff accountable to your goals throughout the entire season.

Whether you are just starting out or have been in business for 25 years, if you don’t have a clear vision of your dream company/life you are not going to get there. Guess what? You can’t expect your team to help you get there either because they don’t know where you want to go.


Leadership comes from an individual who creates an inspiring vision for the future. A strong leader then motivates and inspires people to engage with that vision. Have you created your ideal vision? If not, how can you lead your team? How can they be in alignment with you on a daily basis striving to be successful without knowing the team’s ultimate purpose and goals?


What would your ideal company/life look like? Envision it and dream big, then boil it down, and write it down. Be sure it is what you are passionate about. It is well known that people doing what they are passionate about are far more successful in achieving their goals and dreams. If you want a balanced work and personal life you can have it. You decide if you run your company or if it runs you.

Define the Dream

Move forward, define your dreams and build your company’s culture using these simple but powerful tools.

Mission Statement: Create and write down your unique and concise mission statement. This is the overarching purpose of your company. Be sure to keep it short and easy to remember. For example:

“We are a dynamic Landscape Development and Management Company. We cultivate long term relationships by being sensitive to our client’s individual needs.”

Core values should be developed and defined. These are the guiding principles and company culture that dictates behavior and actions within your operation. Try to make them easy to remember. Your team needs to be able use this guide to make decisions on a daily basis. For example:

P – Professional

R – Responsible

I – Image

D – Details

E – Exceed Expectations


Goals should be defined for both the short and long term. Goals are defined as the object of a company’s ambitions, an aim or result. You should have a yearly goal (Co. and divisional) and a 3-5 year plan. These need to have measurable and achievable results. Try to keep your goals to 3-5 items per set of goals. Here is an example:

2017 Maintenance Division Goals

  1. Grow contract revenue by 12% and increase enhancement sales penetration to 50% by year end.
  2. Start offering organic applications. Do it profitably and  convert 20% of our existing clients by Spring ‘18
  3. Reduce employee turnover by 50% by hiring the right  person the first time, training, and teambuilding.

Once you have established your vision, to be effective these must live and weave thru your daily actions within your organization throughout the year.

Although this may seem overwhelming after a busy season, it is critical to get you and your team into alignment. Use your team, spouse, mentor, or a consultant if you need help. Just get started this Fall/Winter season and create your dream company. When I personally put forth a strong vision and goals in my own company we advanced to the next level. Not only did our profitability soar, but we attracted better employees and clients.

Your dreams and written goals will be attractive to the younger generation who are looking for purposeful employment and not just a paycheck. Sometimes the best employees don’t pick a job; they pick a leader and company – a company with strong leadership that has definite dreams and goals. These dreams, visions, and goals aren’t final, but are part of an evolution of the company. Most owners review, revise, and refine these yearly as they are the cornerstone of your operation and existence as a company.

I leave you with one of my favorite quotes, “Inspired employees are a measure of leadership.”

About the Author

headshot_croppedLaurence Coronis is a leadership coach and operational/management/business consultant focusing on profitability, and promoting sustainability and organic practices into the Green Industry. He received a B.S. in Plant Science from U.N.H. He founded Coronis Landscaping Inc., and in the 30 years of operation won numerous state and national awards, including a “Grand Prize for Landscape Excellence” from A.L.C.A. (now PLANET/N.A.L.P). Coronis Landscaping was named one of the top 100 landscape companies in the U.S. in 1999 by Landscape Management Magazine. In the fall of 1999, Coronis Landscaping was sold to a national landscape company. Mr. Coronis stayed on as the Branch Manager. During the years of his leadership, his branch was consistently a top performer in customer retention and profitability. He has served on the Board of Directors and as President of N.H. Landscape Assoc. He can be contacted at, or visit our website at


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