Nanna Bergh

Inspire employees. Design and product leaders, in particular, beg for the clarity a tangible vision provides. It gives them healthy constraints around how to define value from a customer and business perspective.

A vision should provide employees with a mental image of how the business will serve customers in the future. You just can’t expect everyone to share that image. A tangible vision goes further. It clarifies where, when and why we serve customers in those momen…

Interpreting someone else’s vision causes confusion at every level of an organization. It occurs at the corporate level.