Your organization needs to aspire to something greater in order for its marketing (and brand) to become something that inspires others. Too often, we run into organizations that might have a business plan (from which to draw marketing strategy), but there is no unifying or inspiring vision–an expression of what an organization aspires to reach or become in the next five to ten years. Other times, a vision reads as flat, academic or long-winded. A good vision statement helps all stakeholders reach to something higher. It must be simple, plainly worded and be audacious. Build a better vision statement. Well-planned, this is something that can usually be accomplished with key organizational leadership in about a half day.