You've heard these words before, "It's just not our vision." Those infamous words have become a staple metric for how organizations decide what the right strategic move is for their church. But in this episode, I challenge your thoughts on the priority that vision should, or should not, have when it comes to building your brand. I'll unpack the four problems that are a result of leading with vision, and not with promises kept. And I'll give you a real brand example with how Amazon accomplishes vision one right decision at a time.