The Vision Map Framework
Most Marketing Problems Aren’t Marketing Problems
Over the years, most clients who’ve come to me weren’t looking for a “vision exercise.” They were looking for:
Better marketing.
A clearer brand.
A stronger website.
More leads.
A campaign that works.
But almost every time, the real issue wasn’t tactics. It was direction.
Marketing, branding, and communications don’t exist in a vacuum. They serve something bigger. Whether leaders have articulated it or not, their organization is moving in a direction.
The question is: Is it intentional?
The Problem Beneath the Problem
When I step into an organization, I always try to clarify one thing first: Where are we actually going? Because if we don’t know the destination, no amount of marketing execution will fix the confusion. A website redesign won’t fix it. A new logo won’t fix it. Paid ads won’t fix it. You need clarity at the top.
That’s why I walk leaders through a simple exercise I call the Vision Map.
Why Not a 10-Year Vision?
We used to map out ten-year visions. But let’s be honest—in today’s world, five years feels ambitious. Industries change. Technology shifts. Markets move. Teams evolve. So instead of locking into rigid long-term forecasts, we define something I call a Big Vision—directional, but flexible.
Then we cascade it down into:
A 3-Year Picture
A 1-Year Target
Quarterly Priorities
KPIs
A Weekly Scorecard
Big direction. Short-term execution.
The Vision Map Framework
The Vision Map is a one-page tool that clarifies where your organization is going and how you’ll get there. It aligns long-term direction with near-term action by breaking vision into clear time horizons — from big-picture outcomes down to weekly rhythms.
The goal is focus:
Fewer distractions
Clearer decisions
Shared understanding
Faster execution
When everyone sees the same map, momentum compounds.
How It Breaks Down:
Step 1: Define the Big Vision
Vision = Direction
Where are we ultimately going? This defines what “winning” looks like at the highest level. Impact. Scale. Market position. Outcomes. It’s big. Directional. Slightly uncomfortable.
Examples:
Become the most trusted organization in our industry.
Set the standard for quality and innovation.
Serve a national audience with measurable impact.
Become the go-to partner for a defined customer type.
No tactics. Just direction.
Step 2: Paint the 3-Year Picture
Picture = Shape
What must we become? If we’re on track, what does the organization look like in three years?
This includes:
Leadership structure
Service offerings
Capabilities
Systems
Revenue mix
Market presence
This is what progress looks like.
Step 3: Set a 1-Year Target
Target = Focus
What makes this year a win? A small set of outcomes that move the organization meaningfully forward.
Examples:
Clarify positioning and messaging.
Launch a key product or service.
Strengthen operations or leadership.
Hit a specific growth milestone.
Few priorities. Clear finish line.
Step 4: Determine Quarterly Priorities
Priorities = Execution
What must get done next?
3–4 critical must-dos for the next 90 days.
If these don’t happen, the annual goal stalls.
Highly focused. Owned. Measurable.
Step 5: Document KPIs
KPIs = Visibility
KPIs (Key Performance Indicators) are the measurable signals that reveal whether your strategy is working. They are a focused set of leading indicators that provide early visibility into momentum, bottlenecks, or breakdowns—so leaders can adjust before results suffer.
Examples:
New inquiries per week
Conversion rate
Retention rate
Cycle time
Engagement metrics
You don’t need 30 metrics. You need 5 that matter.
Step 6: Create a Scorecard
Scorecard = Discipline
Are we doing the work?
These are the weekly rhythms that drive execution:
Leadership check-ins
KPI reviews
Follow-ups
Consistent outreach
Monthly performance reviews
These are the habits that make progress inevitable.
Why This Matters
When marketing fits inside a clear vision:
Messaging sharpens.
Priorities simplify.
Teams align.
Decisions get easier.
Growth becomes intentional.
Without it, you’re just reacting.
Download the Vision Map Template
If you’d like to use this framework with your leadership team, I’ve created a clean, one-page Vision Map you can download and use.
Use it in an offsite. Use it in a leadership meeting. Use it alone for clarity. Direction changes everything.