The Value of Vision

Margo Jay
6 min readMar 29, 2021

Fall weather seems have to have us moving two (or even three) steps back from where we were in the summertime. That’s rough for many people-maybe you included. We felt we were moving forward, back towards “normal.” Now it seems like we’ve abruptly changed course to go back the other way.

In these strange times, many of us have found it so difficult to plan. At this point, it may feel hopeless to try and figure out what we’re doing tomorrow or even next week. Some of us have been planning to get back to the office. Others were thinking about shows or in-person appointments and meetings. Now it looks like we might be tipping back to the virtual space.

Planning thus looks like-and feels like!-an exercise in futility for many of us right now. Those of us who were trying to convince others in our organizations about the value of vision, we might be second-guessing ourselves.

Is there any value in a vision in this climate?

Yes! In fact, a long-term brand vision is even more important than ever before.

Vision Is a Long-Term Commitment

The first thing we have to remember about vision for our brands is that it’s for the long term. It has less to do with the immediate moment. So, yes, we’re in a disruptive environment that makes planning for the immediate future difficult.

That doesn’t mean we can’t think longer term. You need a goalpost in order to have the framework to make everyday decisions vs. reactive and potentially harmful decisions. But nothing will actually provide more confidence than having that futurespective view. It gives us back a feeling of control.

Vision gives us something to guide us through even the stormiest of seas. So even when immediate plans fall through-like when we need to delay that conference-we know we’re still working in the right direction by sticking to our vision.

Vision Gets at the Core of the Brand

That’s because vision goes to the core of our brand. It should inform all our actions-both in the here and now and in the future. When we have a vision, it’s easier to see if we’re making the right moves now, or if our planned future actions line up.

Margo Jay

Marketing & Brand Expert | Customer Empath | Master Strategist | Deeper Insight | Finding extraordinary value | Driving competitive advantage |