“It’s nontrivial for a company and everyone in it to know “who we are.” A little bit easier, however, is to know “who we aren’t.” When even that knowledge is missing—when there is no basis in the company to say about a given cockamamy scheme “it just isn’t us”—the company clearly lacks vision. Vision implies a visionary. There has to be one person who knows in his or her bones what’s “us” and what isn’t. And it can’t be faked. Employees can smell an absence of vision the way a dog can smell fear.”