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Mechanics of Vision: The Key to Strategy and Brand

The mechanics of vision are the same tools experts use to find the heart of any brand: what we call a Dominant Selling Idea. We ask master aligning questions like: “What does the world need us to do that only we can do? What do we solve for? What are our “Onlies?” What good thing now exists in the world, only because we made it?

Vision is turned into a winning strategy and brand in five steps:


+ 1. Category – Vision leads to a category you own—shortcut to Extreme Differentiation. Learn more.

For a vision that differentiates you and leads you, you must know the true business category where you can be #1. If you’re not #1 in a category, branding’s most powerful fix is to define a new category to be #1 in. Suddenly you have a new story. You’re differentiated automatically. It’s done everyday– but ONLY by companies whose vision is diamond sharp. The victory is always in the vision. That’s why our category process starts with vision questions first.

+ 2. Binary Frame – We name and frame your competitors’ category. Learn more.

Think of “Cola vs. The Un-Cola.” This gives you the most dramatic contrast in words that customers and the press can repeat.

+ 3. Facts of the Difference – No claims or opinions; just facts. Learn more.

We string together an arc of specific, simple facts about your category vs. competitors that customers recognize and agree to be true. These facts are then used to tell a story only you can tell.

+ 4. Brand Story – We write a one-page narrative—the blueprint for everything. Learn more.

This is a critical one-page narrative—an extended elevator pitch that tells your story in a sequence: “Once the world was like this. But there was a problem. So a company decided to fix it. Here’s what they did. Now the world is better.” The Brand Story triggers emotion that motivates buyers because it shows how the pain will be taken away, how new opportunity will be realized or how life will be made better in a way no other brand can. It is the blueprint for all communications going forward. It includes names, taglines and Micro-Scripts.

Read real brand stories

+ 5. Micro-Scripts – Your key messages, vividly told in a sentence or less. Learn more.

A Micro-script is a verbal “instant message” that people like to repeat, word-for-word, to inform or influence others. It usually contains a vivid metaphor or rhythmic language. It tells a story, or a key piece of one in about a sentence or less.

Micro-Scripts are used in marketing, politics, sales, communication and teaching–any communication where memorability and penetration is critical. Many are used as famous taglines, or political slogans. Because history is made, leaders lead and great brands are built on short phrases like these:

  • Melts in your mouth, not in your hand.
  • It’s the quicker picker upper!
  • What Would Jesus Do?
  • Ask not what your country can do for you…
  • Friends don’t let friends drive drunk.
  • If it fits, it ships.
  • A diamond is forever.
  • Good to the last drop.
  • What happens in Vegas, stays in Vegas.
  • It’s made from sugar so it tastes like sugar.
  • Do unto others as you’d have others do unto you.


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