The Storytelling Lab The Real Reason Your Brand Feels Disconnected with Rain Bennett
Dec 22, 2025
Discover why a compelling brand vision is essential for storytelling. Rain Bennett delves into the difference between vision and mission, highlighting the importance of a resilient, inclusive, and service-oriented vision. Through impactful case studies like Patagonia and The People’s Game, he illustrates how a clear vision can guide branding and culture. Learn actionable strategies to create meaningful narratives that inspire belief and embrace stakeholder involvement, moving beyond mere profit-making.
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Vision Is A Narrative, Not A Metric
- A vision is not a revenue target or quarterly goal; it's a story people will believe in and sacrifice for.
- Without a clear vision, no marketing, rebrand, or funnel can align your team or sustain the brand.
Lead With Vision Then Mission
- Start with an aspirational vision (where you're going) and then define the mission (how you'll get there).
- Treat mission as the plot and vision as the genre or universal theme guiding every decision.
Vision As A 'Just Cause'
- Simon Sinek frames a great vision as a "just cause": an affirmative statement of a future state that doesn't yet exist.
- A just cause must be something you're willing to sacrifice for and visibly demonstrate through choices.