In last week’s column, we walked through the first half of creating your plan for 2016: looking back at what worked and what didn’t work for 2015. Reviewing our accomplishments and where we stumbled matters.

But it pales in comparison to looking out over the horizon and dreaming.

Sure, you can plan. You might have set some budget numbers or some client acquisition goals.  All dandy. But have you dreamed big?

I believe that’s what is missing from most organizations’ annual plans. They’re full of SMART (specific, measurable, attainable, relevant and time-sensitive) goals and action plans. Don’t get me wrong; your plan has to include both to help you move ahead.

But don’t stop there. Remember to dream.

Anatole France said, “To accomplish great things, we must not only act but also dream. Not only plan but also believe.” 

I don’t want your 2016 to be good. I want it to be great. And greatness isn’t an offshoot of a plan. It’s the love child of a dream. It comes from a very different place. A place that many business owners and leaders never go. 

So let’s go there. Let’s see what’s possible.

Dream broader: A dream has to be about more than just the bottom line. This can’t be about the almighty dollar. It has to be about impact. It has to be about your company’s legacy. Can you change your community? Your industry? The lives of your employees?

Dream bigger: Your dream isn’t about selling more stuff. It’s about how the work you do and the people you employ could change the lives of others. 

Dream bolder: This is not the time to be timid or humble. Your dream should be bold enough that it’s a little scary to think about. You don’t have to know how you’d get it done at this stage.  

Still struggling with this? Here’s an exercise that might help. Imagine that you’re being honored as the Greater Des Moines Partnership’s Business of the Year because of your company’s accomplishments and long-term impact.

Write the introduction that will be read before you are given your award. What have you done that is worthy of that recognition? Don’t censor or limit yourself. Make it broad, big and bold.

Let me offer McLellan Marketing Group as an example. We’re a small company with limited resources. But we had a big, bold dream.

Years ago, we decided we wanted to use our talents to help local nonprofits completely change how they delivered services by bringing organization-changing fundraising events to our community. Today, Make-A-Wish Iowa’s Jolly Holiday Lights, Youth Emergency Services and Shelter’s Duck Derby and I Have A Dream Foundation’s Search the City collectively raise over $500,000 a year for those charities. And Des Moines has three signature events that have become family traditions.

No matter how much money we make as an agency or how many clients we serve, I will always be most proud of the millions of dollars we helped those charities raise and use to serve people in need.

As you know, our friends at Make-A-Wish are struggling this year because they had to shut down Jolly Holiday Lights due to flooding. Jolly Holiday Lights is their biggest fundraiser of the year, and every dollar is used to grant the wishes of children with life-threatening diseases.

Will you help keep our (and the kids’) dream alive this year? If you normally drove through Jolly Holiday Lights, consider making a donation at http://iowawish.org to help offset this loss. Please help if you can.