It's the name of a Smiths track but it's also a way to persuade others about strategy.
If what you've done is any good, it will resolve a simple tension.
Between where you are and where you could be.
Much of the the work is defining those two things.
Then how to narrow the gap.
Which means how you present your work could well focus on these two things and only these things.
To get from here to there, we need to do this..
We want to get here, what is getting in way is....
It's the basis of Luther King's I have a Dream.
Or Obama's Yes We Can.
Or even Vote Leave endlessly repeating take back from control.
I have a dream that one day these things will happen, rather than a world where these things happen.
We want these things which don't happen now, can we do them? Yes we can.
If you want to stop these things in your life happening you need to take back control.
It works for brands and stuff.
Imagine a world where everyone feels able to participate in sport no matter who they are.
Imagine a world where washing powder harms the environment.
Imagine a world where the label doesn't have to say 'may contain nuts'.
Imagine a world where computers are a joy to use.
What if by the end of the year people thought of our biscuits as an everyday treat rather than an occasional luxury?
The trick is then not set up the problem then talk about the solution.
Keep oscillating between them.
The contrast keeps it interesting.
It keeps is consistent.
Because you're only talking about one thing.
Pure strategy.
How to get from where you are to where you want to be.
The magic is how.
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