Cameron HeroldFounder of the COO Alliance & Invest In Your Leaders Training

Why Your Company Vision is Failing (And How to Fix It)

19 May 2026 · 1 min

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In this segment, Cameron Herold explains how to craft a compelling Vivid Vision for a company. He stresses that the process must happen outside the usual work environment—preferably in an inspiring natural setting like a mountain or the ocean—to stimulate imagination. He advises visualizing the company three years into the future (specifically December 31st) and creating a detailed mind map that outlines future states for key business areas such as marketing, operations, IT/engineering, customers, suppliers, and media. For each area, he suggests drafting three to four concise bullet points that describe the desired future, deliberately avoiding concerns about how the vision will be achieved. The focus is on vivid, descriptive storytelling rather than implementation planning.

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If you're writing a vivid vision, you got to get out of the box. You can't sit in your office and write it. You can't sit at home and write it where you're around your friends or family or kids. You've got to get out of the box somewhere. You have to go somewhere where you're inspired, somewhere around nature. Go to the top of Grouse Mountain or go sit by the ocean. I used to sit in my backyard in a hammock. I put my headphones on, I would listen to music, the Grateful Dead, and I would just start to actually dream. I would almost pretend that I'd gone into a time machine 3 years out into the future. I traveled to December 31st, 3 years from now, and I look at what I can see. And I start doing a mind map and I start describing every aspect. I would talk about what marketing looks like 3 years in the future, what operations would be like, what IT or engineering. I talk about what the customers are saying about you, and I come up with 3 or 4 bullet points for each area of the business. What the suppliers are saying, what the media is writing about us. And I don't worry about how it happens. I just start describing that future state.