CEO Vision

Catching fish, firing cannonballs, and building arks.

Feb 16, 2026

If you’re interested in how we cast our vision (and stay accountable to it) at Purpose Group, you can check out our recently published 2025 Annual Report.

I’m a big believer in a CEO consistently communicating their vision and journey (my preference is writing), and sharing it publicly, with their team, to a mentor or Board Chair, or just for themselves.

The act of pausing, reflecting, and putting your thoughts on paper is, for me, a critical yet often overlooked requirement for long-term, strategic leadership.

"Our vision is large enough and clear enough that it guides our staff in day-to-day operations. It generates a more meaningful reality for all of our employees. They aren't simply fish salespeople; they are agents of change. Anyone can sell fish - few can make a world famous difference while doing it. When Fish Fly John Yokoyama, Joseph Michelli"

"What author Jim Collins calls a “bullets-before-cannonballs” approach. In Great by Choice, he writes that successful companies fire “bullets,” or launch small-scale projects as an experiment, before concentrating their firepower into “cannonballs,” or bigger-scale projects based on the results of their smaller experiments. Principles Shortform"

"Warren Buffett's Noah principle: "Predicting rain doesn't count; building arks does." Seeking Wisdom Peter Bevelin"

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