Strategy Starts with Vision: The Foundation of Every Great Plan

At its core, strategy is about making choices—choices about where to focus your energy, resources, and attention. But before any meaningful choices can be made, you need clarity on one fundamental question: Where are you trying to go? This is where vision comes in. Vision is the foundation of strategy. It is the destination that guides every decision, large or small. Without it, strategy is nothing more than wandering—a series of disconnected actions that might feel productive but lack direction.

A vision is more than just a lofty statement. A good vision describes three things clearly:

1. The problem you’re solving.

2. Why it matters.

3. Why it’s worth solving.

When articulated in plain, relatable language, a vision serves as a compass for your team, your organization, or even yourself. It inspires alignment, motivation, and clarity, because everyone understands not just what they are doing but why they are doing it.

Vision: The Destination for Your Strategy

Think of vision as setting a destination on a map. It’s an aspirational end state that describes where you are headed. It doesn’t get into the specifics of how to get there—that comes later. For now, the focus is on describing the goal with enough clarity and conviction that it feels tangible and meaningful.

For example:

• A vision isn’t “we want to be the best streaming platform.”

A clear vision is: We aim to create a platform where viewers can be delighted, find and enjoy stories that resonate with them, and know that they are enjoying their experience at a fair price.

This version does two things:

• It defines the problem: Finding and enjoying stories can be a frustrating and fragmented experience.

• It explains why the problem matters: People turn to entertainment for connection, inspiration, and joy. Making it seamless is worth solving.

Why Vision Comes Before Strategy

When you know your destination, you can evaluate your options for getting there. Strategy is about determining the best path forward—the plan that bridges the gap between today and your vision for the future. Without a vision, however, strategy becomes reactive. You might end up chasing short-term goals, responding to immediate pressures, or simply doing what others are doing, without ever asking, Does this move us closer to where we want to be?

A well-crafted vision prevents this kind of aimlessness. It forces you to focus on what truly matters and reject distractions. It helps you prioritize long-term value over short-term gains. And it provides a shared sense of purpose for everyone involved, ensuring that your actions are not just coordinated but aligned toward a common goal.

Creating a Vision: Keep It Simple, Keep It Clear

Crafting a vision isn’t about complexity or jargon. In fact, the best visions are straightforward, relatable, and easy to remember. Here are a few tips for articulating a strong vision:

1. Focus on the problem. Start by defining the challenge you’re trying to address. Why does it exist? Who does it affect?

2. Explain why it matters. Contextualize the importance of solving the problem. Why does it deserve attention? What’s at stake if it’s left unsolved?

3. Inspire with the end state. Paint a picture of the future. What does success look like? How will the world be better, different, or improved once this vision is achieved?

Vision in Action: The Backbone of Decision-Making

Once your vision is in place, it becomes the filter through which all decisions pass. Every tactic, every investment, every new initiative should align with the vision. If something doesn’t move you closer to the destination, it’s a detour—not a step forward.

Vision also empowers creativity within boundaries. It gives teams the freedom to explore how to solve the problem, knowing that their work is tethered to a clear and meaningful end goal.

Conclusion: Start with the End in Mind

Strategy is not about doing everything. It’s about doing the right things to achieve a specific, worthwhile vision. Without a clear destination, you risk spreading yourself thin, reacting instead of leading, and losing sight of what truly matters.

A strong vision focuses your efforts, aligns your teams, and inspires action. It’s the foundation upon which every great strategy is built. So before you dive into the how, take the time to articulate your where. Define your destination, and let it guide every step of the journey.