2020 Vision



As the time ticks down to the New Year, you may be in a rush to finish the goals that you set last year. You may have already achieved them. Chances are you did not achieve all of your goals. Regardless of what kind of organization you work within — for-profit or non-profit — goal-setting is one of those annual tasks we sometimes take for granted. 


I have found that organizations of all shapes and sizes perform much better when they have a well-formed and intentional vision statement. The new year is only 11 days away, perhaps now is a good time to get your 2020 vision. #punintended 


Many organizations that I have come across in the last few years have made the mistake of confusing a vision statement with a mission statement. As I explain to clients, a mission statement answers the question, “Why do we exist?” and a vision statement answers the question, “Where do we want to go in the future?” A well-crafted vision statement is a declaration of an organization’s goals and objectives, which guide the decision-making process for everyone — top to bottom. 


A vision statement is an internal document, therefore it is different than a mission statement, which is usually shared with customers, clients, friends, and vendors. A vision statement is designed to get everyone on the same page and rallied behind the “B.H.A.G.” — Big Hairy Audacious Goal (a term that Jim Collins coined in Built to Last: Success Habits of Visionary Companies.) By the way, that book makes a great last-minute Christmas gift for anyone you know who owns a company. 


And finally, some of the best advice I can give you is to update your vision statement occasionally. When I sat down to write this week’s Weekly Report I realized that we had created our vision statement in 2010 and it’s time for a tune-up. 


I always love hearing from you. If your company or non-profit has a vision statement, please share it with me. I always enjoy seeing what goals you have for your organization. 


But for now, I have to leave work early this afternoon. My goal was to have 100 percent of my Christmas shopping done before the 20th and I have failed. Apparently, I lack vision. See you at the mall.



Monday, December 16 – On The Fly



On Monday I flew back from a conference in Florida and boy, are my arms tired. #rimshot Meanwhile, at Madison+Main worldwide HQ, the leadership team hosted our new clients from Virginia Commonwealth Bank for a CORE Work Session. It was a very productive meeting and I heard they had Red Eye cookies. Long meetings are always better with warm cookies.







Tuesday, December 17 – Omelet ‘Em Party

On Tuesday morning Communications Director Kent Brockwell and Account Executive Allison Nida brought some cheer to Radio One’s Christmas Party. They also took advantage of their fantastic omelet bar and mixed and mingled with friends in the biz. Many of the other M+M elves were busy delivering Christmas gifts to friends, clients, and partners. I was stuck in the office most of the day, catching up on 1,600 emails and writing a marketing strategy report — and you thought I didn’t really do any work, didn’t you?








Wednesday, December 18 – Season’s Eatings



Our Bold Cookbooks have been a huge hit this holiday season. A few of our clients shared their enthusiasm on social media after receiving them. Our branded cookbook is filled with Madison+Main-iac, client and partner recipes. Remember folks, if you need someone to sample any of the dishes, I will be happy to try one before 2020. I still have 12 more days before I have to start my new diet, which begins with black-eyed peas on New Year’s Day. #yech

Wednesday night my beloved VCU Rams improved their record to 9-2 when they defeated the College of Charleston Cougars. Last year, the Cougars beat us by four points so it was great to see my Rams shut down the preseason Colonial Athletic Association Player of the Year senior guard Grant Riller. Note: These Cougars are different than the West End Cougars, who hang out at Bar Louie. #cougarcentral




Thursday, December 19 – Comedy For A Cause



Thursday evening Kent Brockwell took the stage at Kindred Spirits Brewing for their More Naughty Than Nice comedy show. To fit the role of Santa’s official reindeer technician, he slipped off his shirt, threw on an elf hat, and jumped in his Carhartt overalls, which reeked of motor oil and hard work. Special thanks to everyone who came out and donated new toys to help support our friends at Housing Families First. It was a huge success.




Friday, December 20 – Madame President


Last week something spectacular happened to a spectacular person. At our company Christmas party, I announced that our long-time Chief Operating Officer and agency partner Molly Whitfield has added a fancy new title to her business card; President. Yes, I am still keeping a few titles — founder and Chief Idea Officer — but I am handing over the reins of the day-to-day management to her. Congratulate Molly on her new title when you get a chance!  You’ll probably read about it in the news. #staytuned





A Few of Our Favorite Events


M+M New Year’s Media Mixer

111 Virginia Street | Richmond, VA

January 15, 2019 | 5:30 – 8 p.m.


Join the Madison+Main-iacs Wednesday, January 15 as we round up our clients, partners, and friends to celebrate the new decade at Morton’s Steakhouse! Our New Year’s Media Mixer will include bar bites, a cash bar, and great conversation. Learn more or RSVP by emailing Leanne Ferry!



Virginia Spirits Roadshow: A. Smith Bowman Distillery

1 Bowman Drive | Fredericksburg, VA

February 8, 2019 | 12 – 5 p.m.


Come join us for the Virginia Craft Spirits Roadshow at A. Smith Bowman Distillery! Tickets will include all samples of artisan spirits as well as craft cocktails from numerous Virginia distilleries; while guests can mix, mingle, and engage with Virginia distillers firsthand! Purchase any bottles you enjoy to take home — they’ll even store them at their concierge station while you enjoy the event. Save money by purchasing your tickets at the advanced promo prices vs. the day of: $20 for one general admission, or $35 for two general admission tickets.


Got an upcoming event you want to share? Can we come? Send us the deets!




“To be built to last you must be built to change.”

— Jim Collins