Comments on Defining a Vision: Making Sure Your Work Matters

by Russ Starke

3 Reader Comments

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  1. The formalized version of “3. CURRENT STATE: WHAT’S WORKING, WHAT’S NOT” would be comparable to a SWOT analysis, no?

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  2. Without question, and clients who haven’t been all SWOT-ted out by consulting firms over the years (the reason why we gave it a softer and more conversational bend) will call that out from time to time; we’re happy to bust out the classic quadrants for that segment if SWOT is familiar for them. Absolutely gets to the same purpose—thanks for calling that out!

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  3. Hi Russ!

    I can’t agree with you more. A vision is more about the narrative, a deep meaningful story, that sets up a business for the future. It’s not just for the sole purpose of distinguishing yourself from competitors, based from the customer’s perspective, but it’s also important for the team to believe in and work towards that. In the end, it’s not only about selling a product, but more about the story behind the product. It’s why successful brands like Apple and Starbucks are where they are today. They have created a product that people have emotionally have grown attached to. It has become a huge emotional influence in their lives. In the end, brands that have a vision live on, not businesses with no end goal.

    By the way, Russ, I’d love to talk more with you about brand identity as I’m learning more indepth into it. I tried to find a way to reach you, but I guess this works just as well. Right now, I blog at zlass.com and would love to learn from someone with great experience.

    Thanks for sharing your amazing article too!

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