Why Your Vision Matters More Than Your Business Plan (The Willow Way)

When people feel called to end-of-life work—whether as a death doula, grief coach, end-of-life educator, or celebrant—the first question that often bubbles up is: “How do I actually make this into a business?”

It’s a fair question. But here’s the Willow way: before you focus on the practical tasks—like websites, pricing, or business cards—you need to start with something deeper. You need to start with vision.

Just as in end-of-life planning, where we begin with values and wishes before filling out forms, the foundation of your practice begins with clarifying what matters most. A strong vision becomes the compass for every step that follows.

Why We Start with Vision

Many practitioners rush to logistics and quickly get stuck. It’s not because they aren’t capable—it’s because logistics without vision feel hollow.

Your vision keeps you grounded when doubts surface. It reminds you why you began. And it ensures that the practice you build is not only sustainable, but soul-aligned.

When you know your vision:

• You can describe your work with clarity and confidence.

• You’re more likely to attract the people you’re most called to serve.

• Decisions about pricing, marketing, and boundaries become simpler—because they’re guided by your compass.

Three Steps to Clarify Your Vision

1. Honor Your Journey So Far
   Take a few minutes to reflect: What first drew you to this work? How have you grown along the way? What experiences shaped the practitioner you are becoming?

2. Name Your Big Dreams
   Imagine what’s possible if nothing were holding you back. What if you had all the time, resources, and confidence you needed? What impact would you want to make?

3. Create a Vision Board
   This doesn’t have to be fancy. Use magazines, a free Canva template, or even a Pinterest board. The goal isn’t perfection—it’s authenticity. Your board is a living thing that can grow and change with you.

The Willow Way in Practice

At Willow, we’ve always taught that foundation comes first. In end-of-life planning, that means starting with values before paperwork. In Vision to Venture, it means starting with vision before business strategy.

This approach keeps you connected to your heart while you learn the practical steps of building a sustainable practice. It ensures you’re not just creating “a business,” but creating your practice—one that reflects your values, your gifts, and your way of serving.

Your Next Step

If you’re curious about how to bring your vision to life, that’s exactly what we begin with in Vision to Venture.

Module 1—Create Your Vision—is open now. When you enroll, you’ll get immediate access to guided reflections, a workbook, and a customizable Canva template to help you bring your vision into focus.

👉 Learn more and start Module 1 today 

Because when your vision is clear, the path forward becomes so much easier to walk.