A leader's vision makes the company memorable and signals the mission matters. Showing deep market knowledge through specific data—like what percentage of Americans live within a day's drive of your area—proves you're committed and builds credibility with recruits.
The first impression of your company is your vision. If you haven't presented a vision, you don't have a real first impression. Right? And if you can share a powerful vision, I can't forget your company. I can't forget you as a leader. What this does with the recruit is it says, what we're doing is not optional. The impression we leave with here is that we understand the market. How many people know that their market sits within 2/3, sits within a 1-day driving distance of 2/3 of the population east of the Mississippi? I don't know anyone knows that. I don't know anyone that knows that their market per capita has the most restaurants of any city in the United States. I don't know. Now that's all data I'm going to teach you how to find that will, will say, I understand your market. It also says I'm committed to your market.
