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Brand is Vision

Build a company that matters.

If you honor God and the people who bear His image, your company will experience greater success by every measure.
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Make Vision Work

Whatever you’re doing with your days is, by definition, what you’re doing with your life. If you can’t explain to yourself, your people, or your customers why they should give a portion of their life to your vision, your brand is inherently underperforming.

Worse, you’ve got a stewardship issue with the God who owns it all.

Every department has its own success metrics, and in the pursuit of those metrics, every department is incentivized to bleed brand value.

Your brand is the spirit and identity by which your organization navigates and drives value. Your vision.

 

Brand Vision Feeds Everyone

A healthy brand feeds everything. Unhealthy brands get bled dry by the KPIs and temptations of the people you lead.

We help you steward your brand and its vision to feed every part of your operation.

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Sales

KPI: Revenue

Temptation: sales volume over sales value

Because Sales tends to be great at the last mile, but not at choosing the right road,

We feed sales a scalable value focus.

 

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Marketing

KPI: Leads and traffic.

Temptation: fragmented messaging

Because Marketing tends to be great at hooks and product details, but not real value,

We feed marketing a durable direction.

 

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Public Relations

KPI: Exposure and optics.

Temptation: reactive inconsistency

Because PR tends to be great at pumping stories, but not deciding where to dig the well,

We feed PR an all-weather refrain.

 

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HR / People

KPI: Engagement & retention

Temptation: Perk & program bloat

Because HR tends to get stuck in defensive or unaccountable feel-good efforts,

We feed HR the models to love people well.

 

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Product / GTM

KPI: Innovation & catalog growth

Temptation: feature tunnel vision

Because Product tends to be great at refining the drill bit, but can forget people buy holes,

We feed Product/GTM Market perspective.

 

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Analysts

KPI: Revenue & opportunity assessments.

Temptation: "could" over "should"

Because Analysts tend to be great at measuring what is possible, but not what is proper, 

We feed analysts clarity on appropriate wins.

 

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Your Board & Investors

KPI: Profits, threats, and viability.

Temptation: tyranny of second-guesses

Because "no vision" gets the horse whipped harder, creates fear & chaos, and produces the wrong results, 

We feed stakeholders a focus on real wins.

 

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And Then There's You

KPI: managing what, how, and why.

Temptation: forgetting the why part

Because operational pressures can override the more powerful spiritual truths of success, 

We help keep your heart & mind fed.

 

Your Executive Ally

You only have so many leadership points you can use in a day, and most of that budget needs to go to operational efforts. What burns leaders and their teams out is when the leader spends too much of their budget on selling the big idea – getting teams who are selling chicken to think about what it means to be in the people business. 

We are your executive ally to keep the vision baked into the operation, so you can focus on the operational demands of the business that empower the vision to flourish.

Partial List of Brands Served

 

 

Groupon logo GM logo Lilly logo Cisco logo Salesforce logo Angie's List logo Ameritas logo Lessonly logo Powerade logo Bloomerang logo JCI logo Knights of Columbus logo Valve + Meter logo Envisage logo Sg2 logo Dow logo PTTG logo SEP logo Sports Corp logo Beyond Housing logo GDT-Logo_blue-4
Ari Vidali
The average day with Pete was worth maybe half a million dollars to our business, all things considered, and he helped me translate my vision like nobody else, so we talked about everything. He is a brilliant mind that sees the big picture but also can delve deep into a subject to uncover hidden causalities.
Ari Vidali
Founder, Envisage Technologies (Acquired by Vector Solutions)
★★★★★
Doug Karr
Pete's talent for understanding the story behind a company's brand and effectively communicating it is the best I've ever seen. The ROS (Return on Storytelling) that Pete generates for his clients is beyond anyone else I've worked with in the industry - and I've worked with most. I am privileged that we've shared time together in developing strategies with clients and executing them.
Doug Karr
CMO, OpenINSIGHTS
★★★★★
Kurt Wilson
Pete is an exceptional writer, uncovering underlying truths with deep insight and articulating his findings with words that have powerful, memorable impact. I am still using pieces he wrote many years ago, and still thinking in terms that he helped frame. Communication is an art that integrates many qualities, and Pete's strengths combine to generate electric results.
Kurt Wilson
President, EffectX
★★★★★
Pete is a fantastic individual, not just professionally but in every fiber of his life. Whether inspired by his books, watching him work creative magic with my clients or being a highly satisfied client myself, I've always been impressed by Pete's thoughtful, engaging approach to life and work.
Amy Baker
Chief Innovation Officer, SPRY
★★★★★

How We See It

Brand is less a business discipline than a spiritual one.

We can discuss this further in person – we have presentations and talking points that will excite you until they put you to sleep – but brand comes down to identity and vision related to identity.

Our role is to be your prayerful ally, focused on your vision and your calling, helping with clarity and engaging anywhere in your operation (or with vendors) we can.

As to the faith part of all of this: You don't need your people to be Christians. What you need is an authority structure and persistent vision that ensures all people are treated as though they bear the image of God. He takes care of things from there.

It Goes Deeper Than That

The math related to living impact favors you in a huge way.

Your company has vastly more impact potential than churches do.

Consider the hours that go into a career. Call it 40 hours per week, 50 weeks per year, for 40 years. That's 80,000 hours in an environment that elicits deep investment and draws out all sorts of heart needs from a vastly wider audience.

Compare that to hours at church, if a person goes at all. Call it 3 hours per week, 50 weeks per year, for 40 years. That's a generous 6,000 hours, spent with the choir, being thanked for attending, often focused on Bible trivia.

You don't even have to be great at it, and you don't have to be in a hurry. The competitive bar is super low. All you have to do is create a setting that cares and points to meaning, and you'll create more impact and draw more investment than anything else in your people's lives. 

That's a great thing, so long as you're pointing that investment to God.

 

Basic Pricing Summary:

Everything starts on a one-year agreement. 

For businesses under $10MM/year in revenue, the one-year base is $85k. 

For businesses doing $10MM to $100MM, the one-year base is $125k.

For businesses beyond $100MM/year in revenue, the one-year base is $200k.

Unlike most agencies, we do not staff a bench. We also work with a caveated “unlimited” time model (the caveats relate to defining your priorities, making sure all decision-makers are in the room for meetings, and tracking any specialty subcontractors and some deliverables in parallel to the main engagement). You will never work with a “b team,” nor will you pay hourly rates for a room full of people who don’t need to be in the room.

To protect the quality of your experience and our home lives, we set a cap of 10 clients for 2025.

 

Deliverables:

Our focus is on you and the impact your vision can have on your company and the world. The only deliverable that is always part of our engagements is a brand vision package, which includes things like mission and vision, core value propositions, key messages and pillars, and a plan for rollout based on your team and vendors. We assume you have employees and vendors to do work, and we do not position as competitors for them. That said, if you do not already have solutions you love, we work directly and via partners to provide nearly any service you’d need across the business segments listed earlier on this page. The base pricing in this section gets you the brand vision package and a year of relationships with all of your key stakeholders (and vendors, as you choose) as we deploy that vision and seek to win alignment with it. 
 

As you weigh the value:

Our number one focus is you and how you respond to God in the context of your leadership position.

We do not replace any of your existing agencies or partners, though we have a track record of making all of them more efficient and effective.

We help you externalize your visioncasting role in the organization without making it subject to any of the KPI agendas or distractions business unit leaders often fall prey to.

Time and again, we have seen our focus drive up exit values for some clients while simplifying and improving terms for clients who are in acquisition mode. This, in addition to the operational and revenue benefits our clients always experience.

Because our focus is on you, we’re able to follow your vision to add value beyond your brand with the other services we provide.

We have an aggressive policy against making clients dependent upon our services. Our objective is to make the employees or vendor relationships you already have more effective, and to always demonstrate a commitment to your best interests as you respond to the calling on your life.

We bring a decidedly Christian perspective to our work and to the way we serve you and your people. This does NOT mean narrow-minded, exclusive, or anything related to politics or culture wars. It DOES mean that we believe all people bear the image of God, and that makes them priceless. We believe that all organizations are only as valuable as the flourishing they foster and the love they convey to the people they exist to serve, without regard to how those people see themselves or God. 

Further, we recognize the burden we face when we lead with assertions of faith in a world where Christians have so often fallen short. We have a duty to set a better standard, and this is best demonstrated by excellence and love.

Book the Conversation

You don't have to have any of this figured out yet.

Grab a time for a Zoom call. Let's see what happens.