Over the past two years, a cause has been more and more important to me and the projects I work on.
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Human beings want to feel a part of something. We crave the feeling of belonging and enjoy being part of a group. Recently there has been a lot of talk of being an inclusive company with race and people, but this is about having an inclusive cause.
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Having a cause that is bigger than ourselves will serve as an invitation for others to join in advancing it. A simple promise to "change the world" or "make an impact" won't cut it. And a declaration to "be the best" is too finite and can't possibly be maintained.
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It is called vision because it is something we can only see with our eyes closed. We need to paint a clear picture of the kind of impact we will make or what exactly a better world will look like. Painting the vision clearly lets employees, customers, and investors get on board.  They will be more passionate about your brand and commit their energy to a clear cause.
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Everyone is passionate about something.

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