Dave Foster is CEO of AvreaFoster, a brand and marketing agency that helps B2B companies use the power of their brand to grow business. In the beginning—before your business became a business—it was ...

Vision statements inspire, but tension drives execution. Learn why great strategies start by naming the friction they exist ...

Crafting clear mission and vision statements is critical to shaping company identity, motivating employees and guiding decision-making. A mission statement defines the current scope and purpose of the ...

Vision statements get a bad rap for a couple of reasons. First, they’re ill-defined by people who confuse vision with a strategy. Second, they’re written to the same level of detail as a construction ...

Writing a vision statement isn’t just an exercise in stringing words together - it’s an opportunity to inspire, align, and drive action. The most effective vision statements don’t just state an ideal ...

Here’s an uncomfortable truth: Your vision statement is like a participation trophy on your website. It rests there, grammatically correct but strategically blurry, inspiring no one. Reflect on ...