Why Vision Is the Most Underrated Marketing Tool
by Jacob Baadsgaard • May 2, 2025
Most marketers jump straight to tactics: What should we post? What’s the right budget? How do we drive more leads this quarter?
All good questions.
But if you’re asking them before answering, “ where are we going and why?” —you’re already off course.
In my 10+ years of helping hundreds of brands grow, the highest-performing marketers and business owners I’ve seen share one thing in common:
They have a clear, authentic vision .
It’s not just fluff. It’s not just something you slap on a wall. A great vision is a compass. It’s the heartbeat of every campaign, every hire, every investment, and every marketing message.
And most people either don’t have one, or they have one that’s collecting dust.
Let’s fix that.
What We Mean by “Vision”
At Disruptive University, we define vision as more than just goals. It’s your business’s deeper purpose, your long-term impact, and how that translates into action.
When we help businesses clarify their vision, we’re looking at:
- Why the business exists beyond making money
- What values shape its decisions and culture
- What unique strengths make it stand out
- How it serves the world in a meaningful way
- How it makes money in alignment with all of the above
When that kind of clarity is in place, marketing becomes way more than just clicks and conversions—it becomes a mission.
Vision Gives Your Business a Soul
When marketers and founders are aligned with a clear vision, you can feel it.
It’s not just about having the right words. It’s about believing in what you’re building.
If you’ve ever struggled to market something you didn’t believe in, you know how soul-sucking that feels.
But when you work with a brand whose purpose resonates with you—whose customers you genuinely want to help—it unlocks a different level of creativity and commitment.
This is why we teach that authenticity is the marketer’s superpower. If you align with the brand’s values and purpose, you don’t just market better—you lead better.
How We Do It (And How You Can Too)
Here’s how we walk clients through their vision work at Disruptive:
- Company Why : Why do you exist? What change are you trying to create in the world?
- Core Values : What principles guide your decisions and behavior?
- Strengths & Differentiators : What makes you different in a way that actually matters to your customers?
- Market Need : What inefficiency or pain point are you uniquely positioned to solve?
- Profitability Alignment : How do you make money in a way that aligns with your purpose?
Each of these layers gives marketers something real to work with. No more guessing. No more generic messaging. Just focused, powerful marketing rooted in what makes the business great.
Why This Matters Now
We’re in the middle of a trust crisis. People are tired of being sold to. They’re craving realness.
And I believe the future of marketing belongs to those who are willing to be real. To stop playing the game of “what works” and start living the game of what matters .
When your brand has a soul, people can feel it. Customers trust you. Employees stay longer. Results get better. And best of all, you actually feel proud of the work you’re doing.
So here’s my challenge to you:
Don’t build your marketing plan without a clear, authentic vision behind it. And if you don’t have one yet, we’ll help you find it.
Because when you start with vision, everything else finally starts to make sense.
Authenticity Wins.
