Once upon a time, just about every brand or businesses had an explicit vision for the future. Best practice dictated that it wasn’t enough to merely be in business; you also needed to know where the business was going and what the right choices were to keep you moving in the right direction. With this being core to corporate cultures, many great brands were built over time with a clear and consistent sense of purpose. Said another way, these brands identified their true north and navigated by their north star. Growth persisted even in times of turmoil and turnover because these brands stayed the charted course and resisted the temptation of deviation for short-term gain.

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