Men carry a woman on big pencil for teamwork.

A powerful company vision can unite customers around your cause and position your business as a market leader.

But so many businesses and startups get it wrong.

Here’s how to win the hearts and minds of your customers with a compelling vision for the future


A company vision is a statement that describes how you see the world.

More specifically what change you want to see in the world and how the world will look if your business is successful.


Don’t get confused

Sounds simple.

But many brands get it wrong.

They get confused will the buzzwords.

Mission, vision, values, purpose.

What do they all mean?

So confusing.

My head hurts.

So businesses don’t bother.

This is a big mistake.


I am here to show you the way.

I will show you how to use powerful tools to define your brand.

Win the hearts and minds of customers.

Become a market leader

Build a brand that people won’t substitute for love or money.

Sounds good?

Let’s dig in.


The difference between mission and vision

A compelling vision will unite customers around your brand.

They will easily and quickly understand what you do and how you do it.

But more importantly, they will understand why it’s so important.


Businesses will often get confused between vision and mission.

They sound kind of similar so they just pick one and roll with it.

But there is a difference.


A mission is what you give the world

This shouldn’t really change unless you pivot the whole business and brand to something new. Otherwise known as a rebrand.


A vision is what the world will look like if you are successful.

Charities are very good at defining their mission and vision because it is so important that people understand what they do and what they are aiming for.



This is the WaterAid vision.

“Our vision is a world where everyone, everywhere has safe water, sanitation and hygiene.”


Easy to understand.

If they are to be truly successful the whole world will have access to safe water.


This is their mission.

“Our mission is to transform the lives of the poorest and most marginalised people by improving access to safe water, sanitation and hygiene.”

This is what they are giving the world.


Access to safe water, sanitation and hygiene.

The key to a good vision statement is to be clear.

Be specific.


If you want to take it a step further you can put a number on it.

Wateraid is looking to 2030 for its vision.

Putting numbers into a vision creates a sense of urgency.


JKF famously committed to getting a man on the moon and returned safely to earth

“before this decade is out”

What a vision that was!

Numbers draw us in because the vision gets a little bit closer to reality.

A compelling vision can unite customers with your business.

It can increase loyalty because people are committed to seeing the change you are working towards.


It’s a powerful tool.

If you use it correctly.


In summary

• A vision shows how the world will look if you are successful

• Make it clear

• Keep it specific

• Numbers will make it more powerful