Read this before you write your vision statement

I can’t tell you how many times I’ve found myself stuck staring at a vision statement, wondering what it actually means. We've all been there. It's easy to get lost in abstract language and lofty ideals, especially when it comes to something as important as your brand's vision. You hate to be the one to ask, but it’s necessary. So what next?

Cue the brilliance of Leland Maschmeyer, co-founder of COLLINS design studio, one of the great legends.

Leland recently shared a brilliant insight on LinkedIn: "A vision has to be visible." It's one of those "aha!" moments that makes you realize how often we overcomplicate things. Color me guilty.

Leland's post reminds us that a truly powerful vision isn't just something you believe in, it's something you can see. It's a vivid picture that sticks in your mind, guides your decisions, and inspires action.

So, before any of us get lost in another jargon-filled vision statement, take a moment to read Leland's post. It might just change the way you think about building the future of your organization.

I hope this helps you as much as it did me.

We got this!

Noelle ✨

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Read Leland’s original post here or see below:
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Here's one of those so-obvious-it's-missable lessons that takes years to appreciate: A vision has to be visible.

Our brains demand pictures. Say 'red apple' and you see it instantly—the glossy skin, the weight in your palm, maybe even the crisp sound of that first bite. That's how we're wired, from cave paintings to corporate logos. Yet in boardrooms across the world, executives brandish vision statements like ceremonial swords—impressive to display, useless in battle.

Think about Microsoft's old vision: "a computer on every desk and in every home." Now compare that to today's corporate speak about "pioneering sustainable solutions for tomorrow's challenges." The first one shows you something real—empty desks waiting for computers, homes about to change forever. The second one? Might as well be reading the phone book.

This is why vision matters. A true vision isn't just believed—it's seen, remembered, shared, and ultimately built. It sharpens minds, stiffens spines, and gets people running through walls together. It transforms "what if" into "what's next."

So when crafting your company's vision, ask yourself: What does this look like? Could I draw it? If not, you haven't created a vision—you've just arranged fancy words. And in the race to build tomorrow, those who can't see where they're going will always trail behind those who can.

Remember: If you can't see it, you can't remember it. If you can't draw it, you can't build it. Make your vision visible, and watch as others begin to see—and create—the vision you see.