I am beginning to think I need to get out of the strategy business and into the vision business.  Everywhere I turn when talking about brands there are people talking about vision. Vision statements. Company vision. Brand vision. Business vision. Professional vision statement.

It’s tiring. To me it seems like vision is for people who have a hard time identifying a strategy with acuity. Vision seems a little unfocused, a little blurry.  It can be malleable with moving parts.  Vision for me is antithetical to focus. And focus is strategy.

Our vision is a better life, through banking.

Our vision is a healthier society, through better eating.

Our vision is the American dream, through clothing.  

I guess if you need to convince yourself, your employees and custies that you are a good company, it can’t hurt to go on a vision quest.  But at What’s The Idea? we don’t have time for that. Plus, most brand planning customers don’t really want to pay for that. What my customers care about is building brands. Brands that have bank. Brands that earn.

So we are in the focus business. Not the gauzy vision business.

Try getting bank loan, from one of those people who want you to have a better life, using your vision statement.

Peace!