Vivid Vision

About the Author

Cameron Herold is a highly respected business consultant, author, and motivational speaker known for his innovative approaches to business growth and leadership. With a career spanning decades, Herold has been instrumental in the rapid growth of numerous companies, including a 'Big 4' wireless carrier and a royal family’s enterprise. His practical, no-nonsense approach has earned him the nickname of the "business growth guru." Unlike many theorists in the business world, Herold's insights are rooted in real-world experience, making his strategies particularly effective for companies looking to double their revenue and profits within a few short years.

Herold's consultancy work has been characterized by a focus on actionable strategies that drive tangible results. His expertise covers a wide range of business areas, including leadership development, corporate culture, marketing strategies, and operations optimization. This diverse skill set has made him a sought-after advisor for companies of all sizes, from startups to established multinational corporations. His ability to cut through the noise and deliver clear, actionable advice has been a key factor in his success as a consultant and speaker.

Main Idea

The main idea of "Vivid Vision: A Remarkable Tool for Aligning Your Business Around a Shared Vision of the Future" is to provide a comprehensive framework for leaders to communicate their vision in a way that aligns and motivates their entire organization. Herold critiques traditional vision statements, describing them as often too vague and uninspiring to galvanize a team. Instead, he proposes the concept of a "Vivid Vision," a detailed and evocative description of what the company will look like in three years. This vision is not just a static statement but a vivid picture that includes every aspect of the business, from culture to customer experience.

Herold emphasizes that a Vivid Vision goes beyond just setting goals; it involves creating a mental image that everyone in the organization can see and feel. This vision becomes a shared roadmap, guiding all employees towards a common destination. By clearly defining the future state of the company, a Vivid Vision helps to eliminate ambiguity and aligns the efforts of all team members, ensuring that everyone is working towards the same objectives. This alignment is crucial for maintaining focus and consistency, especially in a rapidly changing business environment.

Table of Contents

• Introduction
• Why You Need a Vivid Vision
• How to Write a Vivid Vision
• Internal and External Rollout
• Making the Vivid Vision a Reality
• Benefits of a Vivid Vision

Why You Need a Vivid Vision

Herold begins by illustrating the problem with traditional vision statements. He argues that these statements are often too abstract and fail to inspire or guide employees effectively. As he puts it,

"The existing model—usually called a vision statement or mission statement—sets leaders up to fail right from the outset."

This failure is due to the lack of clarity and detail in these statements, which leaves employees guessing about the company's direction and their role in achieving it.

The concept of a Vivid Vision addresses this issue by providing a much more detailed and engaging description of the company's future. A Vivid Vision is a three-year look ahead, written in the present tense as if the company has already achieved its goals. This approach helps to create a strong emotional connection with the vision, making it more compelling and motivating for employees. Herold explains that when employees understand exactly what the future looks like, they are more likely to align their actions with the company's goals, leading to better performance and more cohesive teamwork.