Vision vs tasks

inbound conference vision

Vision is the first formalization of the future values offered by a brand. Brand and company vision are the same, and I use the term vision for both, because values offered to clients are the most important to a business and therefore best way to plan the growth.

Tasks are smallest steps which take the team, company, and the brand towards the vision. Projects consist of tasks, and strategies consist of projects, and vision is executed through a strategy.

Vision and tasks are at complete opposite sides of the specter, and one can not exist without the other. Vision motivates and focuses, and tasks get the work done. If a vision is not transferred down to tasks, it will not be implemented. If vision supports and connects with tasks, it will be implemented. One without the other does not work. Tasks without vision end up in a lot of disconnected work done which does not give results. Vision without tasks is correctly perceived as “empty talk”.

Common errors

– Vision is not defined at the start. Vision can be defined in many ways like text, video, image, speech, or an action.
– Vision is not defined as brand vision, as values offered to clients, but again as an operational result of tasks.
– Vision is not applicable in the task level, it discusses abstractions which are not accepted by teams dealing with tasks.
– Vision is not repeated often.

Most exposed teams

Any team whose output is digital and exposed to clients is under most pressure to align the vision and the tasks. For example digital marketers, sales, content developers, and software developers. If a vision is defined so it helps them improve their tasks and projects, they will perform much better.

Good practice

Apple, Google, Facebook developer conferences transfer the vision well and inspire developers to align their tasks towards that vision. This is achieved because the vision is based on real values and includes practical aspects of work, such as technologies, skills, and people.
– Leadership speeches and overall ongoing leader communication is important to transfer the vision, adjust it to changes, and also make sure it is aligned with tasks.

How to

– Write a vision which defines future values offered to customers.
– Vision should include practical elements such as technology, skills, people, locations.
– Test the vision by analyzing if it has the potential to change even the smallest tasks.


Disconnected vision: our brand will lead the market tomorrow by offering rapid service.
Vision connected with tasks: our engineering team will constantly adapt to latest [insert industry] technologies, which must be integrated with our legacy systems and customer needs, with the goal of offering our customers the best experience.

Written by: Nikola Tosic
Publishing date: 8 Dec 2016