There’s a lot of confusion through language in today’s boardrooms. Vision statements, mission statements, values, strategies, brand stories, brand pillars etc etc.

Most of the time the message is lost because there’s no clarity to how these things are to fit together.

The result is the language of boardrooms often fluctuates between two extremes:

1. Over used vain fluffery and jargon of zero use with absolutely no accountability. Often characterised by white boards, sticky notes, nice words but no real take outs or action. If you want a brilliant expose on this go here. Or,

2. An abundance of numbers, equations, ratios, measures, percentages, ROIs but no real emotion, meaning or purpose. This situation is often characterised by an over reliance of PowerPoint presentations filled with more numbers than you could ever possibly remember in a font smaller than the age your preschooler.

Both are awful on their own. But, parts of both are necessary for good leadership and outcomes.

Our job is to be creatively simple. We believe every good organisation needs to have a healthy balance of talk around Vision, Strategy and Execution.

But what role does each play and what’s the purpose of each?

Well, simply;

  • Vision is hope.
  • Strategy is expectation.
  • Execution is results.


Vision is Hope.

Vision casts the emotion of the future. Imagining the possibilities within the impossible. Vision always builds hope for the team and the customer.


Strategy is Expectation.

Strategy says here’s where we are going, this is our end state and this is how we’re going to get there. Strategy is always singleminded and clear.


Execution is Results.

Execution tells us how far along that strategic journey we are. It’s clear, it’s measurable it’s accountable. But all these measures are connected to the meaning found in strategy and hoped for in vision. Execution is always a clear measure, yet a stepping stone. The execution is not the end game.


When these three are mixed up, left out or confused – well, the rest is mud as they say.

We help people lead better organisations using creative thinking. Sometimes creative thinking is just about being simple and clear.

So, for your next meeting agenda; where’s the message of hope, establishment of clear expectations and focus on clear results?

Need help on some creative strategy? Talk to us.