Aspiration versus destination

The Vision Story is the most commonly attempted and most commonly failed story in all of business communication. It fails for one specific, fixable reason, and once you see it you cannot unsee it.

Two kinds of future

The whole difference

That is the entire difference, and it is the difference between a vision that does nothing and a vision that moves people. The specific, human version gives the brain something to run: it engages empathy and imagination at the same time. The abstract version gives it far less to work with, because you cannot simulate a category. A future has to be inhabited. Keep that word, inhabited. It is the test you will apply to your own Vision Story later in this course.

Now let me show you both of these stories doing their work, on someone you already know.