Inspired by the work of Cameron Herold, adapted for today’s growth-minded CEO.
Why Clarity Matters
If you’ve ever felt frustrated or drained by your business—and you suspect it’s because your team feels out of sync, unfocused, or just not bringing the energy—you’re probably right. But the root cause likely isn’t their effort. It’s your clarity.
Many CEOs are so busy navigating the day-to-day that they don’t take the time to define what success really looks like. They assume everyone sees the same picture—when most are guessing or just trying to survive the week.
Before you assign blame, consider this: if your team can’t see what you see, how are they supposed to help you build it?
What Is a Vivid Vision?
A vivid vision is a leadership tool—a CEO-driven exercise. You can—and should—invite input from your team. Yet ultimately, it’s not about group consensus.
A compelling, vivid vision:
- Is bold, specific, and rich with detail
- Covers every key area of your business
- Describes where you’ll be in three years
- Feels tangible and real
Notice: this isn’t a list of vague aspirations or generic goals. It’s a vivid description of the business you’re building—so your team can align, contribute, and bring it to life.
Five Steps to Create Your Vivid Vision
Step 1: Get out of the office
Find a place where you can think clearly—somewhere that gives you a sense of perspective. Maybe there’s a view. Perhaps a glass of wine. Leave the pings and dings of your inbox behind and give yourself permission to think bigger than the next fire drill.
Step 2: Picture your company three years from now
Imagine you’re standing in the future, giving someone a tour of the company you’ve built. What do they see? What do they hear? Maybe you’re walking them through the office. Or maybe you’re sitting down with a reporter writing a profile for Fast Company. Either way, show them around. Describe what’s changed.
Step 3: Capture what you see
Start with bullet points if that’s easiest. You can always turn them into a narrative later—or have AI help you do it.
Think about your company’s culture. The quality of your team. The clients you serve. The reputation your firm enjoys in the market. How smoothly its operations are running. Its overall financial performance. The impact it’s having in the communities you serve.
Step 4: Don’t worry about the plan (yet)
This is not about how. The H-O-W is for your leadership team to figure out.
Focus on what success looks and feels like. Describe what you’ve accomplished, what milestones you’ve hit, and maybe even some obstacles you’ve overcome. Make it real.
Step 5: Share it to get feedback
When you share your Vivid Vision, listen for reactions. Does it seem ambitious enough? Realistic? Did you overlook something important?
The goal isn’t consensus, but smart feedback can sharpen your thinking. This is still your Vivid Vision—not a committee document.
Use your Vivid Vision to steer the business
Your Vivid Vision isn’t something to file away. It’s a tool to guide decisions, shape goals, and energize your team. Here are a few powerful ways to use it:
- Share it broadly—at a town hall or all-hands meeting—so everyone knows where you’re headed
- Anchor your goals and priorities in the bigger picture by rereading it with your leadership team at the start of each quarterly planning session
- Invite department heads to craft their own vivid visions for their teams—aligned with the company’s direction
Final thoughts
Your first draft won’t be perfect. In fact, it might not be pretty at all. Pretty is not the point. This is a clarity tool, not a branding campaign. Each time you revisit your Vivid Vision, it will get sharper. More specific. More inspiring.
You might even find yourself getting excited again—about the company you’re building and the impact you’re creating.
So take the time. Step away. Dream a little. And then get it down on paper.
Your future team—and your future self—will thank you.
Need help bringing it to life?
Creating a strong Vivid Vision can be a powerful turning point—but that doesn’t mean it’s easy. If you’d like support, I’m here to help.
I can share samples, review a draft, or help you figure out how to roll it out with your team. Whatever would be most useful to you.
No slide deck. No sales pitch. Just a real conversation about how to bring clarity to where your business is headed.
