Vision

Chad Ford
Sept 28, 2022
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 When you chase perfection, when you
make perfection the ultimate goal, do you
know what you’re doing? You’re chasing
something that doesn’t exist.
-Andre Agassi, Open

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 Agenda
1. A bit about me
2. Why a vision matters
3. Developing a vision
4. Final thoughts

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 Why a vision matters

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De Gaulle’s strength during these ten days
was that he was the only political figure in
London who knew exactly what he wanted
to do.

-Julian Jackson – A Certain Idea of France

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 Why a vision matters

1. Understanding the chaos

2. Leadership
3. Creates a community

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 Understanding the Chaos

Your belief system is the system of how you

understand the chaos of the world
-It allows you to make decisions

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 Leadership

Empowerment is a product of leadership

-Onus on leadership to provide information for the
people closest to the problem to operate effectively

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 Creates a Community

A community is a group of people with a set of

shared beliefs.

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 Developing a vision

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 He had one supreme advantage: he was
not bound by precedent.

-John Man – Kublai Khan

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 Developing a Vision

1. Product Solution Fit

2. Market Opportunity
3. Values

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 Product/ Solution Fit

1. Start with the problem

-Think big – but be credible
2. The solution solves the problem
-Inspire – it’s the 10 second elevator pitch for
the company

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 Market Opportunity – What are you creating?

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 Market Opportunity –Where?

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 Market Opportunity – Product/Market Fit

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 Market Opportunity – Product/Market Fit

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 Values

Character is a function of conviction and

consistency.

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 What to do with a vision

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 What do with the vision

1. The business vision sets the framework for your business, establishing a multi-
year, even multi-decade, definition of success
2. From the vision, a shorter-term mission defines the initial path
3. To achieve the mission, a series of near-term goals can be defined
4. These goals require a strategy which frames the key activities needed for
success
5. A strategy is implemented through a series of current action plans

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 Example: Carbon Engineering
Vision: Our vision is to lead the world in the large-scale removal of carbon dioxide
from the air and advance our shift to a sustainable carbon-neutral society.

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 Example: Carbon Engineering
Mission
Establish Direct Air Capture as a demonstrated large-scale solution for commercial
and government customers

Goals
Secure ~$1Bn financing within 2 years to build a first large scale plant
Insert Direct Air Capture into Commercial and Government planning

Strategy
Target large energy companies as partners and investors
Conduct an assertive and visible PR campaign

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 Example: Carbon Engineering
Action Plan
-Engage consultants with proven contacts to the executives of energy companies
-Build business model for first plant with value weighted to the plant owner
-Professional PR campaign in traditional media and leading publications

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 Less focus on home runs and more about
singles
- Moneyball

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 Final thoughts

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 ‘He has all the qualities of Nelson bar one:
he does not know how to disobey!’

-First Lord of the Admiralty on the British

Admiral Lord Jellicoe
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 Thank You!

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