Ever read a vision statement and felt your soul leave your body?

Yeah, me too.

Once, I sat through a board meeting where the founders read out a vision that could've belonged to literally any company on Earth. "We strive to empower people and make the world a better place."

No shit, Sherlock.

I remember thinking, if I hear "empower" or "innovate" one more time, I'll need another coffee or a stiff drink.

Here's the truth: most vision statements are useless because they try to sound big instead of saying something real.

When I finally got fed up and wrote my own, I tossed every "fancy" word in the trash. I asked: "What future are we ACTUALLY building, and why would anyone care?"

My answer was raw and even sounded a little awkward. But you know what? Employees started quoting it. Suddenly, the team was fired up. Everything snapped into focus.

That's the punch most statements lack. Vision isn't jargon. It's a flag in the ground.

So, here's the move:

• Stop worrying about sounding "inspirational." Start getting specific.

• If you can swap your vision with your competitor's, start over.

• Paint a picture of the future your customers want. Make it your own.

• Do a gut check: does this get YOU fired up? If not, it won't move your team.

• Try my "12-year-old" test: If a kid doesn't get it, it's fluff.

If you nail your vision, decision-making gets crazy simple. Suddenly, you know where to say "hell yes" and where to say "pass."

Most brands skip this step. That's why they wander.

Want to dial in a vision that guides every single move?

Inside Brand Engine, you'll get my frameworks, step-by-step. We cut the bullshit. Just clear, actionable templates.

Set the vision. Build a brand people believe in.

Doors are open, sign up now before the next batch fills. I want to see your vision statement that actually MEANS something.

--- Shashank

11, PNR Nagar

Dindigul, Tamil Nadu 624001, India

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