“Try this exercise, right now: Imagine something you want but don’t have. It could be your dream house. It could be a car you’ve loved your whole life. It could be a bike, a piece of furniture, or even a relationship. Pretend you have it now. Imagine yourself inside of it, using it, touching it. What stands out? What are you noticing? Describe what it looks like, how it feels. Describe the features, the lighting, the flow, the energy, the feel of it. That’s a pretty clear vision, isn’t it? This is what you need to do for your company. This is”